Partner Programs overview

Help us bring estate planning into the 21st century by joining one of our partner programs.

Programs Overview

Our programs are designed to help you refer your audience online or offline

Advisor Referral Program

    For advisors and service professionals looking to recommend an easy and affordable will creation process, learn more about our Advisor Referral Program here.

    Volume Pricing Program

    For financial product merchants or financial service professionals looking to offer our wills as a differentiating conversion tool for your customer acquisition and retention efforts, or as a value-add perk for your employees, learn more about our volume pricing program here.

    Affiliate Program

    For high volume review sites, content publishers and bloggers looking to earn commissions on high volume online traffic referrals, learn more about our affiliate program here.

    Have more questions about our partner programs?
    Email us at
    Portrait of Erin Bury and Kevin Oulds, founders of Willful.
    Our mission

    We launched Willful to make it affordable, easy, and convenient for Canadians to complete their will and power of attorney documents from home, for a fraction of the price of a lawyer. We’ve created over 35,000 documents for Canadians since launch, and we’d love to work with you to offer Willful to your clients/clients so they stop procrastinating and take action.

    Is Willful the right fit for your audience?

    Willful is a good fit for Canadians with simple situations who don’t want custom legal advice from a lawyer. Here’s an overview of the situations Willful can accommodate:

    Assets/investments in Canada

    Married, common-law, single, or divorced

    Owns pets or has minor children and wants to appoint a guardian for their care

    No complex trusts required beyond a simple testamentary trust

    Wants to leave assets to individuals or charities

    Wants to appoint someone to make medical or financial decisions in the event they’re incapacitated

    Willful is unable to handle complexities including a variety of trusts (other than simple testamentary trusts); conditional gifts; corporate executors; business considerations including complex planning and dual wills; multiple wills for assets in multiple jurisdictions; and any other custom wishes.