Willful's Privacy Policy

Last updated December 2022

  1. Collection and use of personal information
  2. Our website
  3. When personal information is shared
  4. Security of personal information
  5. Access and correction
  6. Privacy policy updates
  7. Contact us
This Privacy Policy describes how Final Blueprint Inc., doing business as Willful (“Willful”, “we”, “us” or “our”) collects, uses, maintains, discloses and otherwise treats personal information of its users (“you”) of its website at willful.co (the “Website”) and services offered by us through the Website (“Services”).

1. Collection and use of personal information

You can access our Website without providing personal information. If you choose to use our Services, contact us with questions, or sign up for our communications, we will ask you to provide personal information. The personal information that we request will vary depending on how you choose to interact with us.

When you create an account

If you choose to create an account, we will ask you to provide your first name, last name, email address and province of residence and to create a password. We will also ask you to provide additional information to help us determine which of our Services is most suitable for you, including your gender, date of birth, marital status, city and province of residence and general information about your spouse, children and pets (as applicable). We use this information to create an account and recommend appropriate Services to you. We may also use this information to understand our customers and their needs and preferences so that we can improve and develop our Services and our Website, and to tailor our communications.

To create a will and related documents

If you use our Services to generate your will, Power of Attorney, assets and liability list or other related documents you will need to provide additional information including: information about your spouse and children, including their full name and date of birth; information about your executor(s) and trustee(s), including their full name; information about your final wishes including specific gifts and donations; information about your estate and how you want it divided and administered; information about your wishes with respect to property and your health care; and any other information that is relevant or necessary to generate your will or related documents. We only use this information to generate your will and related documents. Some information is optional (specific gifts, burial and funeral wishes, charitable donations, pet trusts, pet guardians) and can be skipped. Providing an assets and liability list is not required to generate a will and is an optional part of the Services. If you choose to provide an assets and liability list, you will be asked to provide information to ensure the list is accurate and actionable. Such information includes the institutions where assets and liabilities are held, key contact information and descriptions of such assets and liabilities. You should not provide account numbers and passwords as part of the assets and liability list.

To process payments

We use a third-party payments service provider to process payments on our behalf. Our provider collects your name, billing address and payment card information (card number, expiry date and security code) in order to process payments on our behalf.

When you contact us or provide feedback

If you contact us, we will collect the information you provide to respond to your question, inquiry or request. If you choose to provide a rating or review, or other feedback, we will use this information to improve our Service or our Website, or to develop new Services.

To send you communications

We use your personal information to send you communications including tailored marketing messages and transactional emails.. You can unsubscribe from marketing communications at any time by using the unsubscribe feature provided or by contacting us as described below. You may still receive transactional emails from us even if you have unsubscribed from our marketing communications.

We also use personal information for other standard business purposes such as maintaining records, enforcing our agreements, detecting and preventing fraud, ensuring the security of our website and meeting our legal and regulatory obligations.

2. Our website

When you visit our Website, we automatically collect your IP address, the date and time of your visit, the pages you visit, the features you use, and the referring URL’s you came from. We use this information to improve our Website and Services.

We also use cookies and similar technologies to collect information about your visit to our Website, to remember your preferences and settings when you navigate through our Website, and for security purposes.

Many web browsers allow you to manage your preferences. You can set your browser to refuse cookies or delete certain cookies. You may be able to manage other technologies in the same way that you manage cookies using your browser’s preference. If you block cookies you may not be able to use all of the features of our Website.  For your convenience, we may offer links from our Website to other websites. We do not control, and are not responsible for, the personal information handling practices of other websites.  We encourage you to consult the privacy policies for these websites before providing any personal information.

Targeted advertising and analytics

We use third party providers, including Google Analytics, Amplitude, Microsoft Advertising, and Facebook Ads to collect information about your use of our Website, such as the features used and time spent on our Website, to help us better understand our users and improve our Website. These services may use cookies, web beacons, and other storage technologies to collect or receive information from you and elsewhere on the internet and use that information to provide measurement services and targeted ads.

You can opt-out of Google Analytics here: https://tools.google.com/dlpage/gaoptout. You can opt-out of Google’s personalized advertising features through Google Ads settings here https://adssettings.google.com. Where available, you can opt-out of personalized ads from other advertising networks here https://optout.aboutads.info.

You can adjust how ads are targeted to you through Facebook Ads here: https://www.facebook.com/help/568137493302217. You can also influence the types of ads you see by providing feedback or hiding ads here: https://www.facebook.com/help/146952742043748?helpref=faq_content.

You can adjust how ads are targeted to your Microsoft account here: https://choice.microsoft.com. We may also work with social media platforms to deliver personalized ads on these sites.  You may also be able to control personalized advertising on social media platforms through the advertising or privacy settings of the applicable platform. To learn more about targeted advertising based on information about your online activities or to learn how to opt out of having your data used for online behavioral advertising, visit youradchoices.ca or networkadvertising.org/choices.

3. When personal information is shared

Service providers

We use service providers to provide certain services on our behalf such as data hosting, payment processing, marketing and communications, analytics and customer service. Some of these service providers may be located outside of Canada, including in the United States.

Referring entities

If, upon registration for our Services, you enter a unique web address provided to you by an entity with which Willful has entered into a marketing agreement, we may share personal information with such entity to fulfil our contractual reporting obligations to the entity.

Business transactions

Personal information may be used and disclosed to parties connected with the proposed or actual financing, securitization, insuring, sale, assignment or other disposal of all or part of our business or assets, for the purposes of evaluating and/or performing the proposed transaction. Our assignees or successors may use and disclose your personal information for similar purposes as those described in this Privacy Policy.


We and our service providers may disclose personal information in response to a search warrant or other legally valid inquiry or order or as otherwise required or permitted by law, including as required or permitted by foreign laws applicable to us or our service providers.

4. Security of personal information

We have implemented physical, organizational and technological security measures that are designed to protect the personal information in our custody and control from unauthorized access, use or disclosure. However, please be advised that no security measures can offer absolute security.

The file containing your personal information is maintained on secure servers hosted by our service provider. Access to your personal information is limited to Willful employees or service providers who require access for the purposes described in this Privacy Policy. We retain personal information for as long as necessary for the purposes for which such information was provided or to otherwise meet legal requirements.

While Willful employees may have access to your personal information for the purposes described in this Privacy Policy, no Willful employee has access to your full documents (which include your will, Power of Attorney documents, and assets and liability list (if applicable) and other documents generated through your use of the Services). 

5. Access and correction

You may request access to or correction of your personal information in our custody or control by writing to us (see “Contact Us” section below).  Your right to access and correct your personal information is subject to applicable legal restrictions. We may request information from you in order to verify your identity before providing access or making corrections.

6. Privacy policy updates

This Privacy Policy is effective as of the Last Updated date written above. We may update or amend this Privacy Policy from time to time. The revised Privacy Policy will be posted on our Website. We recommend that you refer to this Privacy Policy frequently for the latest information about our personal information practices.

7.  Contact us

If you require more information or clarification on our privacy policy, please do not hesitate to contact our Privacy Officer at support@willful.co.