Willful’s online platform makes creating a legal will simple, fast, and affordable

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.

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.

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.

She has spent her career in startups, holding marketing leadership roles at MASV and You.i TV before joining Willful. She holds a diploma from Algonquin College's Small and Medium Enterprise Management program.

Alyssa became a Willful customer before she became a Willful employee, after experiencing firsthand what happens when a family member doesn't have an estate plan. That shapes how she thinks about the product and the people using it.

When she's not working, you'll find her snowboarding or paddle boarding (anything with a board, really), at a live concert, or defending her firmly held belief that raspberries are the superior fruit.

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.