Bury: Willful drives growth through SEO, PR, and life-event partnerships
Erin Bury · Willco Breaks 10k Customers, $1m Revenue, $6m Valuation for End of Life Planning · Dec 23, 2020 · at 9:13
Erin Bury, co-founder and CEO of Canadian estate planning startup Willful, discusses the company's customer acquisition strategy and distribution channels with Nathan Latka.
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“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 being able to target people through new mom groups or mortgage brokers, financial advisors, anyone who's already having the conversation with folks Around those major life moments that tend to be inflection points to create your will.”
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More from Erin Bury
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: About 60% of US and Canadian adults lack basic estate documents
“I feel like the sad truth is, and this is true in Canada as well as the U.S., people are woefully unprepared for their own passing, and about 60% of adults don't have just the simple legal documents”
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.”