Willful is the tool I wish existed when my family went through an unexpected loss.

Kevin Oulds, Founder
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Our mission

Your will, your way. Willful is on a mission to help people create the legal documents they need to protect and provide for their loved ones.

Illustration of a laptop, Willful documents and a cup of tea.

Our mission is to use technology to provide simplified end-of-life planning. Willful makes getting your affairs in order affordable, convenient, and easy.

How many of us have put off end-of-life planning, either because it’s uncomfortable to think about, or because we didn’t know where to start? Not having a plan means not protecting your family, which is why we set out to make it easy to get started from the comfort of your couch.

We created our platform with three goals:

  • Affordability
  • Ease of use
  • Peace of mind


We worked with experienced estate lawyers to build the most comprehensive online estate planning service available in Canada, so you and your family can be prepared for tomorrow.

Meet the team

Willful is committed to building a more diverse and inclusive team. Read more about our initiatives here.

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Erin Bury
Co-founder & Chief Executive Officer
erin@willful.co
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Kevin Oulds
Co-Founder & Head of Research & Innovation
kevin@willful.co
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Julia Staffen
Chief Operations Officer
julia@willful.co
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Matt McFadyen
Chief Technology Officer
mattm@willful.co
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Sarah Cook
Product Lead
sarah@willful.co
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Andres Peña
Technical Lead
andres@willful.co
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Bruno Leandro de lima
Software Developer
bruno@willful.co
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Courtney Pascoe
Senior Customer Support Manager
courtney@willful.co
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Jessica Li
CRM Marketing Specialist
jessica@willful.co
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Mary Ma
Senior Product Designer
mary@willful.co
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Rogan Porter
Operations Specialist
rogan@willful.co
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Alyssa Hanson
Director, SEO & Organic
alyssa@willful.co
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Maria Daou
Product Manager
maria@willful.co
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Sara Azad
Content Specialist
sara@willful.co
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Simon Proudfoot
Software Developer
simon@willful.co
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Geo Queiroz
Software Developer
gyowanny@willful.co
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Ramata Bamba
Customer Support Representative
ramata@willful.co
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Maya Patel
Partner Marketing
maya@willful.co
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Dave Haber
Chief Revenue Officer
dave@willful.co
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Get peace of mind for you and your family by
creating your will today.