Willful
company on 2 shows · 16 statements across 2 episodes · said 25 times in 3 episodes since 2020
Top Founders 23 
A Product Market Fit Show 2
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Top Founders 23A Product Market Fit Show 2
2024 2 mentions in 1 episode
2022 5 mentions in 1 episode
2020 18 mentions in 1 episode
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16 statements about Willful, every show
Bala says Ready When partners with rather than competes against Willful
“Willful is very focused on the legal sector building wills. They are not in the same space as us. In fact, we're very much you know, partnering in this space where they can actually do the wills. You could store it right on ready when you have it done on a, fr…”
Willful charges $99 to $149 one-time for estate documents with free updates
“So it's actually not a recurring product. It's more of a one-time transactional product. So you're paying us anywhere from 99 to 149 dollars for your documents, your will and power of attorney documents, and we offer free unlimited updates, which is a competit…”
Bury: Willful generated roughly a couple hundred thousand dollars in first year
“And you know, I think in the first year we probably did a couple 100,000 dollars of revenue.”
Bury: Willful closed a 1.1 million Canadian dollar seed round in May 2020
“1.1 million Canadian, which I think is like four dollars US.”
Bury: Willful closed its seed round at a 6 million dollar valuation
“No, we did it as a price round with a post-money valuation of six million.”
Bury: Willful raised early convertible debt primarily from Shopify executives
“We had done some convertible debt earlier on from mostly Shopify executives in Toronto.”
Bury: Willful drives growth through SEO, PR, and life-event partnerships
“You really start your search for estate planning and wills by hitting up Google, and so we've long known that PR, content marketing, and methodical SEO is going to be the way that we win, and the other big user acquisition channel for us is partnerships, so be…”
Bury: Willful partners with Wealthsimple and Parent Life Network for acquisition
“Some of them are Facebook groups, but the more official ones would be you know, Parent Life Network is a big one in Canada that that new moms are a part of, but even just other kind of fintechs that were partnered up with Wealthsimple and some of the other fol…”
Erin Bury: Willful has grown revenue 4x to 5x year-over-year
“We've seen like a four to five increase year over year”
Bury: Willful has broken a $1 million revenue run rate
“Yes, we've broken a million dollar run rate.”
Bury: Higher-ticket transactions or B2B can scale Willful to $10M run rate
“I don't know that we can get up to a ten million dollar runway rate with the only the current existing product because it is a bit of a lower price product. But as we start to look at things with more lucrative price points like estate administration tools, in…”
Bury: Willful offers family plans while Trust & Will uses subscriptions
“So for example, we have a family plan where you can buy multiple plans. They don't. So it's a way for them to validate that. They all have subscription. We don't.”
Erin Bury: Willful is targeting an acquisition exit rather than IPO
“I mean, obviously, there's a few paths for any company. There's IPO, exit, or staying profitable long-term, and I think we're very much on an exit path, and when we think about ideal acquirers, we want it to be somewhere where we want to work, right?”
Bury: Willful has 10k to 15k paying customers across 40k documents
“Yeah, I think I'd have to, again, check, but between 10 and 15,000 kind of paid customers to generate that 40,000 documents.”