Assertion Supported AI assessment confidence: 95% certainty 4/5 debate potential 1/5

Bury: Willful offers family plans while Trust & Will uses subscriptions

Erin Bury · Willco Breaks 10k Customers, $1m Revenue, $6m Valuation for End of Life Planning · Dec 23, 2020 · at 12:20

Erin Bury, CEO of Canadian estate planning startup Willful, discusses operational and packaging differences between Willful and US counterpart Trust & Will.

0:00 / 0:08exact quote · 8.2s

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“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.”

quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →

The claim, plainly

Willful offers a multi-user family plan and no subscription model, whereas US competitor Trust & Will offers subscriptions and lacks a family plan.

a quote alone can be ambiguous, so this restates it with the references and context of the conversation around it resolved. AI-written; the tape below the player is the source.

Assessment

As of December 2020, all four legs of Erin Bury's claim are corroborated by archived pricing and product data: (1) Willful offered a multi-user 'Family Plan' / 'Family Bundle' allowing customers to purchase multiple estate-planning plans in a single package at a discounted rate; (2) Willful operated entirely on a one-time transaction model that included free unlimited document edits without a recurring subscription fee; (3) U.S. competitor Trust & Will operated an annual subscription/membership model ($12–$299/year depending on tier and document type) for ongoing updates and digital vault access; and (4) Trust & Will did not offer a multi-plan family bundle beyond standard individual and two-person married couple packages.

As of December 2020, Willful offered a dedicated multi-user Family Plan / Family Bundle alongside individual plans.
Willful charged a single upfront fee with unlimited lifetime updates and no recurring subscription fees.
Trust & Will required an ongoing annual recurring subscription/membership fee for document maintenance and updates.
Trust & Will's product tiers were limited to individual and married couple options, lacking a broader multi-user family purchase package.

Checked against

[1] willful.co [2] milliondollarjourney.com [3] maplemoney.com [4] ratehub.ca [5] moneywehave.com [6] boomerandecho.com [7] getlatka.com [8] loanscanada.ca

"willful.co" "family plan" OR "family" "pricing" 2020 OR 2019 OR 2021 "willful" pricing plans "Essentials" "Premium" "Family" 2020 OR 2019 "willful.co" "Essentials" OR "Premium" OR "Family" 2020 "willful" "family plan" "subscription" "one-time" 2020 "trustandwill.com" pricing december 2020 OR 2020 subscription "trust & will" "$12" OR "$19" OR "$39" "per year" OR "annually" OR "subscription" 2020 OR 2019

assessed as of 2026-09-02

This assessment is an AI reading of a public statement, made against the cited references with the confidence shown. It can be wrong. The quote, the tape and the references are all on this page; if something is off, use report an error below. full disclaimer →

Mentioned

Trust & Will Willful

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More from Erin Bury

Prediction Not checkable as stated

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…”

Erin Bury Dec 23, 2020 ▶ 10:55 Willco Breaks 10k Customers, $1m Revenue, $6m Valuation for End of Life Planning

Assertion Supported

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”

Erin Bury Dec 23, 2020 ▶ 3:40 Willco Breaks 10k Customers, $1m Revenue, $6m Valuation for End of Life Planning

Disclosure

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.”

Erin Bury Dec 23, 2020 ▶ 7:13 Willco Breaks 10k Customers, $1m Revenue, $6m Valuation for End of Life Planning

Disclosure

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.”

Erin Bury Dec 23, 2020 ▶ 7:32 Willco Breaks 10k Customers, $1m Revenue, $6m Valuation for End of Life Planning

Assertion Not checkable as stated

Erin Bury: Willful has grown revenue 4x to 5x year-over-year

“We've seen like a four to five increase year over year”

Erin Bury Dec 23, 2020 ▶ 10:19 Willco Breaks 10k Customers, $1m Revenue, $6m Valuation for End of Life Planning

Assertion Not checkable as stated

Bury: Willful has broken a $1 million revenue run rate

“Yes, we've broken a million dollar run rate.”

Erin Bury Dec 23, 2020 ▶ 10:40 Willco Breaks 10k Customers, $1m Revenue, $6m Valuation for End of Life Planning

Bury: Willful offers family plans while Trust & Will uses subscriptions

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