Database Reactivation
Next year's revenue is probably already in your database
Every established firm is sitting on a list it has stopped talking to. Clients who bought one thing years ago and were never offered the rest. Enquiries that went quiet and were written off. Mortgage, pension, protection and conveyancing clients who have never once been asked whether they have a Will. Database reactivation takes that list, uploads it into a prebuilt marketing system under your brand, and offers those people your online estate planning services at the touch of a button. No cold leads. No advertising spend. No new staff.
What you can upload
- Your full client list, exported from your case management, practice or accounts software
- Old leads that never converted, including the ones you gave up on years ago
- Form fills, event sign ups, guide downloads, quote requests and abandoned applications
- Mortgage, protection, pension and conveyancing clients who have never been asked about a Will
- Existing Will clients who were never offered an LPA or the Executor Toolbox
- Probate and bereavement contacts who came to you once and then went quiet
- Introducer and referral partner lists where you hold permission to market
- CSV, spreadsheet, or a direct import from the CRM you use today
- No contact limits, so a list of forty thousand costs the same as a list of four hundred
What the system does with it
- De-duplicates, tidies names and numbers, and flags records with nothing usable to contact
- Honours your suppression list and every previous opt out before a single message leaves
- Segments by service, age of the record, value and where the contact first came from
- Sends in your name over email, SMS and WhatsApp, paced so it does not read like a blast
- Answers every reply in seconds, at any hour, before anyone in your office has seen it
- Works out whether the person can be served online or genuinely needs a human being
- Takes the payment and runs the Will, LPA or Executor Toolbox journey start to finish
- Books anything that needs a conversation straight into your live diary
- Flags complex cases for referral, with the commission tracked against the contact
- Reports per campaign on replies, instructions, revenue and what each client cost you
The cheapest client you will ever win is one you already have. A reactivation campaign has no media cost, no agency fee and no cost per contact, because the platform does not charge you by the size of your list. You are not buying attention from strangers. You are talking to people who already chose you once, using a prebuilt system that answers, qualifies, sells, takes the payment and produces the document without anybody in your office touching it.
They hear from you. Not from us.
A reactivation campaign only works if the person on the other end recognises the name. So every part of it is yours: the sender, the signature, the number the text comes from, the page they land on, the checkout they pay through and the document they download. Ai Wills is the engine underneath. Your client never sees it, never hears of it, and is never marketed to by anyone but you.
Your sending identity
Email leaves from your authenticated domain with your signature and your unsubscribe footer. Texts show your sender name. WhatsApp comes from your number. Replies land in your inbox.
Your own domain
Every link in the campaign points at your site. The landing page, the online journey, the checkout and the client portal all sit on your domain, so nothing in the chain looks borrowed.
Your list is never our list
You upload it, you own it, you can export it. We do not market to it, cross sell into it, pool it with other partners or sell anything off the back of it. Ever.
Your pricing, your margin
You set every price in the campaign and change it whenever you like. Run an introductory offer for old clients, bundle a Will with an LPA, or give the first hundred away to get the list moving.
Payments straight to you
Checkouts and payment links run on your branded pages and settle into your own connected merchant account the same day. The money never passes through us on its way to you.
Live in days
Upload the list, approve the copy once, pick a start date. The segments, sequences, landing pages, assistant and pipelines are already built. Most partners have a campaign running inside a week.
From a spreadsheet on your desktop to paid instructions in your account
Nine stages. You do two of them, once, at the start. The platform does six. Your contact does one, which is the only one that ever really mattered.
You upload the database
A CSV out of your case management system, your accounts package, your old mailing platform or the spreadsheet somebody keeps on their desktop. Several lists at once is fine, and so is a messy one. There is no limit on how many contacts you bring and no charge per record.
It is cleaned, de-duplicated and suppression checked
Duplicates are merged, names and mobile numbers are formatted properly, dead records are parked, and anyone who has ever opted out is removed and kept out permanently. Nothing goes out to a contact you do not have a lawful basis to message, and the audit trail of that is kept on the record.
It is segmented into campaigns that make sense
A conveyancing client from 2021 should not get the same message as a Will client who has never been offered an LPA, and an enquiry that went cold last month should not get the same message as one from four years ago. The list is split by service held, age of record, value and original source, and each segment gets its own sequence.
You read the copy once and approve it
The emails, texts and WhatsApp messages are already written for each segment and already sound like a professional firm rather than a marketing funnel. You change the bits you want to change, set the start date and the daily send volume, and that is your involvement finished.
The campaign goes out in your name, paced properly
Sent in batches across days rather than all at once, so your domain reputation survives and your office is not buried in replies on a Monday morning. Email first, then a text to the ones who did not open, then WhatsApp, each one referencing the real relationship you already had with that person.
Somebody who had forgotten about you replies
Usually at eight in the evening, usually with a question rather than a yes. How much is it. Do I have to come in. I think I already made one years ago. Does my wife need one too. What about the house. These are the moments that decide whether the campaign was worth doing, and they almost never arrive during office hours.
The reply is answered in seconds and qualified
The assistant answers on the channel they used, in your tone, with your prices. It establishes what they actually need, whether there is property, a business, a second marriage or anything unusual, writes the answers to the contact record, and decides whether this is a case the system can finish on its own or one that needs a person.
Straightforward cases pay and complete, with nobody involved
They click your link, complete the Will, LPA or Executor Toolbox journey at their own pace, pay on your branded checkout, and the money lands in your merchant account. If they stall halfway, the follow up sequence brings them back. You find out it happened from a notification, not from a diary.
Anything complex is split off, and anyone quiet is kept warm
Cases that need advice are flagged and go down one of two routes, which is the next section. Everyone who did not respond is not burned out with more of the same. They drop to a lower intensity long game, and the whole list can be run again on a different angle in six months, at no extra cost.
Some responses you will want to keep. The rest you can sell.
This is the part that decides whether a reactivation campaign is worth running for your kind of firm. Most replies are straightforward and the system finishes them without a person. A minority need real advice. Whether that minority is an opportunity or an awkward problem depends entirely on whether you do estate planning work yourself, so the platform handles both cases differently.
If you already do estate planning
Law firms, estate planners, Will writers and probate practitioners. You can do all of this work. The campaign simply stops you having to find the people first.
- Your dormant list becomes a pipeline. Old enquiries you gave up on and clients who only ever bought one service come back into a live pipeline without an adviser making a single call.
- Standard work stops consuming fee earner time. Single Wills, mirror Wills and LPAs for straightforward estates complete online and pay for themselves, which frees your people for the work that carries a real fee.
- The complex cases come to you pre-qualified. When a reply mentions a trust, a business or a taxable estate, it is flagged, the detail is already on the record, and it lands in your diary as an appointment rather than a voicemail.
- Cross selling finally happens. Every Will client is asked about an LPA, every LPA client about the Executor Toolbox, and every estate you have touched becomes a probate conversation later, on a schedule rather than on somebody's memory.
- You keep one hundred per cent of everything. No referral out, no commission paid, no third party involved in your client relationship.
If you do not do estate planning at all
Financial advisers, mortgage advisers, accountants, estate agents, funeral directors, insurance brokers and introducers. You hold a database of exactly the right people and currently earn nothing from it.
- A whole new revenue stream from contacts you already own. You are not buying leads or hiring anyone. You upload the list you built doing your day job, and it starts producing estate planning income under your own brand.
- You never write a Will, and you never give advice. The online journeys handle the standard work end to end. The assistant is explicit that it provides information and not advice, so nothing is ever said on your behalf that you would not want said.
- Complex cases are referred to vetted firms and you take a commission. When a contact needs a trust, inheritance tax planning, a contentious probate or anything else requiring a qualified person, it is referred into the Ai Wills partner network and your share is tracked against that contact.
- No new staff, no extra admin, no diary pressure. If you never want to speak to anybody about a Will, you do not have to. Replies, follow up, payment and document delivery all happen without you being in the loop at all.
- The client stays yours throughout. The referral is introduced in your name, tracked in your account, and reported back to you. You are not handing a client to a competitor, you are adding a service they were going to buy from someone anyway.
What gets flagged as needing a person
These are picked up from the answers the contact gives, not guessed at. When any of them appears, the system stops selling, says plainly that this needs a qualified professional, and routes the case to you or to a referral depending on how your account is set up.
The argument is the same for both halves. The contacts in your database are going to make a Will, set up an LPA or instruct somebody on a probate in the next few years. That is not in question. The only question is whether they do it with you, with a firm you introduced them to, or with a stranger who advertised to them while you sat on the relationship. A reactivation campaign costs you an upload and an afternoon of reading copy, and it runs whether your office is open or not.
Almost nobody buys off the first message
An old contact reads your email, half remembers you, and thinks about it for a week. When they finally do something it is at twenty to ten on a Tuesday night, and it is a question rather than a purchase. Is this really you. I think I already made one. How much is it now. Do I have to come in. If that question waits until Thursday for an answer, the moment is gone. An assistant trained on your firm answers it in seconds, at any hour, and a follow up sequence goes after everyone who went quiet again.
Everyone who goes quiet again is followed up on its own
The same ladder runs for a contact who opened and did nothing, and for one who started the journey and stopped halfway. Nobody in your office has to notice, remember, or chase.
Any reply is answered on the channel they used, within seconds, with your prices and your process. The firm that replies first almost always gets the instruction.
Chat, email, SMS or WhatsAppAn email from your firm with a link straight back into where they left off. Anything already entered is still sitting there waiting for them.
EmailA short text in your firm's name naming the single thing outstanding. Short messages recover far more half finished applications than long ones.
SMSA WhatsApp message, which is where older contacts very often reply, and frequently where they are already asking a spouse or a sibling what they should do.
WhatsAppAn AI voice call offering to take the details over the phone or book time with you, for the contacts who would always rather talk than type.
Voice AIThe sequence stops rather than grinding on. They are marked dormant, dropped back to the long game list, and picked up again in six months on a different angle. Anyone who asks to be left alone is suppressed permanently, immediately, on every channel.
Parked, not burnedTrained on your firm, not the internet
It knows your prices, what is included, how long the journey takes, which services you offer and who at your firm the contact would be dealing with, because it is briefed on your account.
It handles what an old contact actually says
Is this really you. I did one in 2008. How much is it now. Do I have to come in. Does my wife need one too. What about the house. Take me off your list. All of it, properly, first time.
It explains, it does not advise
How the process works, what a Will or an LPA covers and how inheritance tax works in general terms is fine. Anything that amounts to advice on this person's estate is stopped and handed over.
It books straight into your diary
Where the case needs a person, or the contact simply wants one, the assistant reads your live calendar and offers real slots instead of promising that somebody will ring them back.
It sounds like your firm
Your name, your tone, your sign off, your domain. A contact who last dealt with you in 2019 should feel like they are talking to the same business, because as far as they are concerned they are.
It works at nine on a Sunday
Which is when people open a marketing email properly, think about their family and decide to deal with it. Almost none of that happens between nine and five on a working day.
The first message is a knock on the door, not the sale. Most of the revenue in a reactivation campaign comes out of the replies and the follow ups, which means it comes out of the hours your office is closed. A campaign that only gets answered during working hours converts a fraction of what the same list is worth, and the difference is not the copy. It is whether something was there to reply at twenty to ten at night.
You hear about the money, not the messages
A campaign that runs itself is only useful if you can see what it produced. Sends, opens and replies stay out of your way. Payments, appointments, referrals and anything needing a decision raise an internal alert, routed to the right person on your team, on the channel they actually read.
T. Hollis replied to the 2021 enquiry segment. Holding company shares and a second property in Spain, so the assistant stopped and explained this needs a qualified adviser. Introduced in your name to a panel firm, with your share recorded against the contact.
Mirror Wills for the Wainwrights, £395, from the mortgage client segment. Replied at 21:40 last night, completed the journey this morning, settled to your merchant account. No call was made and no appointment was used.
R. Mbeki, last contact March 2021, asked about a trust for a disabled son. Flagged as needing advice and booked into Rachel's diary for Thursday at 11:00. The answers given are already on the contact record.
Nine contacts from this week's segment began a Will and stopped, most of them at executors. The follow up ladder is running on all nine. Anything still open in a week appears on your call list rather than disappearing.
Fourteen contacts asked not to be contacted again. All removed from every sequence and every channel within seconds, permanently suppressed, and logged with the time and the wording they used.
How the alerts reach you
Email, SMS, WhatsApp or in app
Set per alert type. A referral worth four figures can ring through by text while the routine payment confirmations stay in email where they belong.
Routed to the right person
Advisers get the flagged cases, accounts get the payments, compliance gets the opt outs, the front office gets the stalled applications. Nobody wades through alerts that are not theirs.
Reporting per campaign and per segment
Replies, instructions, revenue, referrals and commission, broken down by which segment produced them, so the second campaign is aimed at what worked in the first.
The same list, again, for nothing
A list is not used up by one campaign. Six months later the same contacts can be run on a different angle, and the ones who bought a Will become the LPA and Executor Toolbox campaign.
See it running on a live account
Twenty minutes, screen shared. Bring a sample of your own list and we will show you how it would be segmented, what the first sequence would say in your name, and what happens when a reply comes in at ten at night.
BOOK YOUR DEMOThe objections, answered properly
Nobody hesitates over this because they doubt there is money in their database. They hesitate because of compliance, because of their domain, and because the last time somebody sold them a reactivation campaign it produced four replies and two complaints. So here are the real answers, including the ones that are not entirely in our favour.
Is it lawful to contact clients we have not spoken to in years?
Under UK GDPR and PECR the question is not how long ago you last spoke. It is whether you hold a lawful basis for the contact, whether that person has ever objected, and whether what you are sending is relevant to the relationship you actually had with them. Writing to your own past clients about a related professional service you offer is about the most defensible version of this there is, which is precisely why it works on your own client base and not on bought data.
Suppression and lawful basis checks run before anything is sent, the basis is recorded against every record, and we will tell you plainly if a segment looks like one you should leave alone. Your firm remains the data controller and we are not your compliance officer, so the final decision is always yours.
Will a campaign like this damage our domain or land us in spam?
It absolutely would if it all went out at once, which is exactly what happens when a firm tries this itself with a spreadsheet and a mail merge on a Monday morning.
Sends are paced in batches across days with a daily cap, a new sending identity is warmed gradually, SPF, DKIM and DMARC are set up on your own domain, and the campaign pauses itself if bounce or complaint rates move the wrong way. Opt outs are honoured within seconds on every channel. Spread over nine days, a list of four thousand looks like normal business correspondence rather than a blast.
What about people who opted out years ago?
They are never touched. Suppression happens before segmentation rather than after it, and it is permanent and global across email, SMS, WhatsApp and voice, not something that resets with each campaign.
If you can export your old unsubscribe list, bring it. If you cannot, anyone who has ever opted out within any system we can see is excluded. Every opt out received during a campaign is logged with the time and the exact wording the person used, which is usually the one thing a firm cannot produce when somebody complains.
We do not do estate planning at all. Does this still make sense?
That is the clearest version of the case, not the weakest one. A mortgage adviser, estate agent, accountant or protection adviser is sitting on a database full of people who need a Will and an LPA and will not be remotely annoyed to be asked about it.
Straightforward cases complete and pay online in your branding with nobody from your office involved. Anything needing advice is referred to a vetted panel firm in your name and you take a commission on the work. You are not pretending to be an estate planner and you are not learning a second profession.
What does it cost per contact?
Nothing. There is no charge per record and no contact limit, so a list of forty thousand costs the same to run as a list of four hundred. You pay the platform fee you are already paying as an Ai Wills partner, then keep whatever the campaign produces at your own prices.
That is also why running the same list again in six months on a different angle does not change the arithmetic. The cost of a second campaign is reading the copy once.
Our data is a mess. Do we need to tidy it up first?
No, and please do not spend three weeks on it, because that is where these projects usually die.
Duplicates are merged, names are case corrected, mobile numbers are reformatted, dead records are parked, and partial records are simply used on whichever channel they do have. Several exports can go in at once, out of a case management system, an accounts package, an old mailing platform or a spreadsheet on somebody's desktop. Upload it as it is.
Who owns the contacts, us or you?
You do, completely. Your list is never merged into a shared pool, never marketed to by Ai Wills, and never visible to another partner firm.
Every message goes out from your name, your domain and your number. Replies come back to your own inbox. Payments land in your own merchant account. If you left tomorrow you would take the entire database and the whole conversation history with you.
Does the assistant give legal advice?
No, and it is built to refuse. It explains what a Will or an LPA does, quotes your prices, answers process questions and asks the qualifying questions you would ask yourself.
The moment it reaches anything needing judgment, a trust, a business or agricultural asset, a second marriage, overseas property, a likely dispute or any doubt at all over capacity, it stops, says so plainly and hands the case to a person. Under-claiming there protects you. Over-claiming is how these systems cause real damage.
How long before the first campaign goes out?
Days rather than months. The upload takes a minute, cleaning and segmentation happen the same day, and the copy for every segment is already written and already reads like a professional firm.
The only thing genuinely waiting on you is reading that copy once and approving it. Most firms are sending inside a week, and the thing that slows it down is usually domain authentication on your side rather than anything on ours.
How much should we actually expect from it?
Be sceptical of anybody who answers that with a percentage. It depends on how warm the relationship was, how long ago it ended, and what you are offering them now.
What we can tell you is the shape of it. Most replies arrive outside office hours. Most of them open as a question rather than a yes. Almost nobody buys off the first message. And the value usually sits in the old unconverted enquiries rather than in the recent clients, which is the opposite of where most firms look first. Bring a sample of your own list to a demo and we will tell you what we think it is worth before you commit to anything.
Bring your own list and we will be honest about it
Twenty minutes on a screen share. We will show you how your database would be segmented, what the first sequence would say in your name, and what happens when somebody replies at ten at night. If we think your list is too cold to be worth running, we will say so on the call.
Unity House, Westwood Business Park, Greater Manchester, WN3 4HE
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© 2026 - AI Wills is a trading style of ‘Estate Assist Ltd' - Company Number: 14495587 - Registered in England & Wales. Registered Office Address: 10/12 Upper Dicconson Street, Greater Manchester, WN12AD head Office: Unity House, Westwood Business Park, Greater Manchester, WN3 4HE ICO Registration no ZB470272
Unity House, Westwood Business Park, Greater Manchester, WN3 4HE
© 2026 - AI Wills is a trading style of ‘Estate Assist Ltd' - Company Number: 14495587 - Registered in England & Wales. Registered Office Address: 10/12 Upper Dicconson Street, Greater Manchester, WN12AD Head Office: Unity House, Westwood Business Park, Greater Manchester, WN3 4HE ICO Registration No: ZB470272
Subscribe to our Mailing List
Explore how Ai-Wills can add additional revenue to your exiating business with minimal effort or investment.