Willful’s online platform makes creating a legal will simple, fast, and affordable
Easy and affordable peace of mind
Our mission is to simplify estate planning by building Canada’s leading estate planning SaaS platform. We help you and your family feel confident about tomorrow.
Our story
When co-founder Kevin Oulds’ family member passed away unexpectedly, his family was left scrambling for answers at one of the hardest moments of their lives. They didn’t know his wishes, and like most Canadians, Kevin’s uncle had never spoken with his family about end-of-life planning. That experience led Kevin and his wife, co-founder and CEO Erin Bury, to found Willful in 2017.
They created a simple, affordable way for people to prepare their will and power of attorney documents—giving families clarity when they need it most.
2017
Willful is founded
2019
Co-founder Erin Bury joins as CEO
2019
Willful participates in FounderFuel startup accelerator program in Montreal
2020
Willful gives 5000 free wills to frontline healthcare workers during COVID-19
2021
Willful secures a deal with Michele Romanow on Dragon's Den
2021
Willful executes the first digital will in BC history
2022
Willful is the first online will provider to receive a license from the Law Society of Ontario
2022
Willful partners with CIBC
2023
Willful is available in all 10 provinces
2024
Willful named #93 on The Globe & Mail's list of Top Growing Companies
2024
Willful partners with Wealthsimple, and Scotiabank
2025
Willful is trusted by 400,000 Canadians
Our commitment to you
“Willful is the tool I wish existed when my family went through an unexpected loss.”
Our leadership team
Erin Bury
Erin is the co-founder and CEO of Willful, Canada's leading online estate planning platform. A Carleton University journalism graduate, she holds a Certificate in Estate and Trust Administration (CETA) from STEP Canada and has spent over six years making end-of-life planning easier to talk about — and easier to do.
Under her leadership, Willful secured a conditional license from the Law Society of Ontario, expanded Willful to all 10 provinces, and forged national partnerships with trusted institutions like Scotiabank, CIBC, and Wealthsimple.
Erin serves on the board of Save the Children Canada, co-chairs #Tech4SickKids, and was named one of Wealth Professional's Top 50 Leading Women in Wealth (2025). She's been featured in Canadian Business, MoneySense, Today's Parent, and on CBC's Dragons' Den.
When she's not leading the team, you'll find her with her husband (and co-founder!) Kevin and their two daughters — or doing one of her three favourite things: reading, eating pizza, or convincing Kevin to get a dog.
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Kevin Oulds
Kevin co-founded Willful in 2017 after experiencing firsthand how unprepared families can be when a loved one passes away without an estate plan. He serves on Willful's board and is a member of the #Tech4SickKids advisory board at SickKids Hospital.
As Head of Research and Innovation, Kevin shapes Willful's long-term product vision and leads the company's advocacy for digital-first estate planning legislation — including pushing for electronic will execution across Canada.
His operational background in construction and project management gave him the foundation to scale Willful's platform and institutional partnerships from the ground up.
When he's not advocating for legal tech or pushing for digital-first laws, Kevin enjoys golfing, working on home renovations, travelling with his family, and staunchly resisting getting a pet dog.
Julia Wilkie
Julia oversees Willful's customer experience and operations teams, delivering meaningful experiences to customers and team members alike.
She holds an Honours Business Administration (HBA) from Ivey Business School at Western University and completed an Executive Leadership Programme in Transformational Leadership at Queen's University.
Julia joined Willful in 2020 and served as Interim CEO during one of the company's strongest growth periods on record. She previously held senior leadership roles at InMoment and Rival Technologies, building deep expertise in customer experience strategy, product management, and strategic partnerships.
Julia also sits on the board of Save the Children Canada. She loves spending time with her family and her dog, Tag — and claims her favourite food is broccoli, though the rest of the team remains deeply suspicious.
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Chris Long
Chris leads the product vision and technical strategy that keeps Willful's platform secure, innovative, and simple to use — a tall order for a product that needs to be legally rigorous and genuinely approachable at the same time.
Chris has experience scaling product and engineering teams at Axonify, Nudge, Lane, and Superside, and holds a Bachelor of Science from the University of Guelph.
At Willful, he's passionate about building tools that make estate planning feel less like a chore and more like an act of care.
Outside of work, you'll find Chris reading, cooking, or planning his next adventure. He loves diving into obscure facts about any topic — and has one true nemesis: slow walkers.
Our legal consultants
We work with experienced estate lawyers to offer Canada's most comprehensive online estate planning service.
These advisors are not providing you with legal advice through Willful, and Willful is not a law firm. Our platform provides a step-by-step guided process that helps you create your legal documents.
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Approved by the Law Societies of Ontario and British Columbia
Empathy
We know how hard grieving is. We help Canadians feel prepared, so their loved ones aren’t left to navigate it alone.
Empowerment
By making wills and estate planning easy, affordable, and convenient, we empower Canadians to take control of their legacy.
Agility
We’re driven to stay ahead of trends, keep up to date with changing laws, and create a seamless, innovative customer experience.
Accountability
We strive to back our products by making sure they are legally valid, easy to use, and continuously improving to ensure maximum flexibility and relevance.
Purpose
We’re here to help Canadians avoid the added stress of estate planning during an already difficult time. When people plan ahead, their loved ones can focus on what matters most.
What our customers are saying
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Accredited by Canada’s 2SLGBTQI+ Chamber of Commerce, reflecting our commitment to inclusion and belonging.
