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Willful

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Willful is Canada's leading online estate planning platform, built to make wills and powers of attorney accessible to every Canadian.

Willful is Canada's leading online estate planning platform, making it easy and affordable for Canadians to create a legally-valid will and power of attorney documents in about 20 minutes — no lawyer required. More than 500,000 Canadians have trusted Willful to start their estate planning journey — creating legally valid documents online in about 20 minutes, saving thousands compared to a traditional lawyer, with free lifetime updates as life changes. Willful's documents are developed with Canadian estate lawyers and tailored to each province's unique requirements. The platform also powers partnerships with financial institutions and advisors, helping close the estate planning gap for Canadians nationwide. Founded in Toronto in 2017, Willful is on a mission to make estate planning simple, affordable, and accessible for all. To learn more, visit http://willful.co/

10/05/2026

"If you're not taking big swings, you're not going to evolve.”

Our co-founder and CEO Erin Bury sat down with Tangerine to share her founder journey, from leaving agency life to building something with purpose, to leading Willful today.

Thank you, Tangerine , for the space to share 🧡

Read the full interview: https://www.tangerine.ca/en/thejuice/business/willful-erin-bury-turning-ambition-into-action

09/30/2026

Willful is one of Canada's Top Growing Companies of 2026. Nearly a decade in, and we're growing faster than ever.

Recognized by The Globe and Mail, this milestone belongs to our team, our partners, and the Canadians who trust us every day. Thank you for fuelling our growth. 💙

09/25/2026

Guess who's heading to the Baby Show in Toronto? 👋

We'll be at the Enercare Centre, Oct 2-5. Come say hi at Booth #340, across the food court area, and grab some fun giveaways you can take home with you.

Want to go for free? We're giving five people two tickets each to the show, so you can bring a loved one along.

How to enter:
1. Follow Willful
2. Like this post
3. Comment and tag the person you'd bring with you

That's it. Each comment tagging a different friend counts as an extra entry.

Contest runs from September 25th to September 28th at 11:59 p.m. ET. We'll pick five winners at random and message them by September 30th.

The show starts October 2nd, so keep an eye on your DMs.
See you at Booth #340!

No purchase necessary. This giveaway isn't sponsored, endorsed, or run by Instagram or Meta.

09/24/2026

Turns out, we like it here.

Wealth Professional Canada asked employees across Canada to rate their workplaces anonymously. Only firms with 80% satisfaction or higher made the cut, and Willful is one of seven 2026 Top Employers!

Read more: https://www.wealthprofessional.ca/best-in-wealth/best-wealth-management-firms-to-work-for-in-canada-top-employers/393350

Thank you to Wealth Professional Canada for the recognition; thank you, team 💙

09/24/2026

Ilish Craig lost her grandmother and her mother within a year of each other, two losses that prompted her to prepare her own end-of-life plans. As a personal support worker, she’s seen some of her elderly patients avoid these conversations or brush them under the rug, while others are “calm, cool, and relaxed,” knowing they have plans in place.

In this month’s edition of Willful Stories, Ilish shares how her personal losses and professional experience have made her an advocate for having the conversations now, before it’s too late.

Read more on the Willful blog (https://www.willful.co/blog/stories-ilish-craig), and subscribe to get the next edition in your inbox.

09/17/2026

We have a winner 🥳 (well, actually, two!)

Turns out doing your wills together is the new date night. Kyle and Jeffrey tackled theirs as a team and walked away with $5,000.

Congrats to our winners! Thanks to everyone who entered the contest.

09/02/2026

This week, we're celebrating a legacy in the making: our CEO, Erin Bury, was nominated for the Startup Women of the Year award by the StartUP Growth Magazine.

Thanks to the organization for recognizing her and the work being done across the Canadian startup world.

08/25/2026

Julia never expected that ticking a box on a bank application would change the course of her life. But then again, she never expected to be widowed at age 31 with a three-week-old baby either.

After her husband passed away from cancer, Julia found herself navigating life as a young widow. She didn’t have to worry about the finances, thanks to their extensive pre-planning. But she had to navigate her new reality: reading a pamphlet titled “What do I do now?” while her friends were planning bachelorette parties and vacations.

In this month’s edition of Willful Stories, Julia shares how her husband’s passing led her to “swim towards joy” by founding a community for widows and widowers who want to find love after loss.

Read more on the Willful blog (https://www.willful.co/blog/stories-widows-fire), and subscribe to get the next edition in your inbox.

08/20/2026

Whether you’ve got kids or not, back-to-school means resetting routines, and finally getting to the things you didn’t do over summer.

Get your will done between Aug 19-31 and enter to win $5,000 cash, for whatever you want.

Methods of entry:
✍️ Get your will done = 20 entries
📧 Subscribe to our newsletter = 5 entries
📄 Write a 100 word essay = 1 entry, free

Go to www.willful.co/future to get started.

Entrants who have an active paid will purchased with Willful as of 11:59 PM (ET) on August 18, 2026, are not eligible to participate.

Rules of the contest: www.willful.co/rules/fund-your-future.

This promotion is in no way sponsored, endorsed, administered by, or associated with Meta.

08/19/2026

Win $5,000 toward whatever's next.

Yes, you heard it right. Get your will done between Aug 19-31 and enter for a chance to win $5,000 in cash.

Methods of entry:
✍️ Get your will done = 20 entries
📧 Subscribe to our newsletter = 5 entries
📑 Write a 100 word essay = 1 entry, free

Go to www.willful.co/future to get started.

Entrants who have an active paid will purchased with Willful as of 11:59 PM (ET) on August 18, 2026, are not eligible to participate.

Rules of the contest: www.willful.co/rules/fund-your-future.

This promotion is in no way sponsored, endorsed, administered by, or associated with Meta.

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Montreal, QC

Site Web

http://www.willful.co/

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