Marketing CRM - Ai-Wills
The whole business runs in here, not just the estate planning
Most firms keep the diary in one place, the mailing list in another, the leads in a spreadsheet and the important conversations in a WhatsApp thread nobody can search. Nothing talks to anything else, so every follow up depends on a person remembering. The CRM that comes with Ai Wills is not a bolt on to the Will journey. It is a complete sales, marketing and operations platform that happens to have estate planning wired straight into it.
What you get on day one
- Contact records that hold every call, email, text, form, appointment and payment on one timeline
- No contact limits, so a growing database never costs you more
- Visual sales pipelines, one per service, moved by real triggers rather than by hand
- A booking calendar for each adviser, with round robin, buffers and availability rules
- Two way email, SMS and WhatsApp from a single inbox, on your own domain and number
- A phone system with call tracking, recording, forwarding and missed call text back
- A website, landing page and funnel builder, with forms, surveys and quiz style capture
- Quotes, invoices, payment links and subscriptions, settling into your own merchant account
- Document sending and electronic signature for terms of business and client agreements
- Tasks, opportunities and a team board, so nobody has to remember who was chasing what
- Role based permissions, so paralegals, advisers and accounts each see what they should
- A mobile app, so calls, texts and appointments follow you out of the office
What it does unattended
- Answers every new enquiry in seconds, across chat, email, SMS and WhatsApp
- Qualifies, tags and routes the enquiry before anyone in your office has seen it
- Books appointments into your live diary without a single email being traded
- Sends confirmations and reminders, which is most of the fix for people not turning up
- Chases part finished Wills, LPAs and Executor Toolbox records until they are completed
- Moves opportunities down the pipeline on what actually happened, not on somebody updating a note
- Asks for a review at the moment the client is happiest, and routes unhappy feedback privately to you
- Reactivates old contacts on a schedule, so a dead database becomes a campaign
- Writes, schedules and publishes social posts and blog content with the SEO handled
- Reports on where every appointment, instruction and pound actually came from
Included, not upsold. This is not a cut down tier you grow out of, and it is not charged per record. Every white-label partner gets the whole platform from the first day, with no contact limits, and it is the same system the estate planning journeys already run inside. That is the part that matters: because the Wills, LPA, Executor Toolbox and probate journeys sit in the same database as your marketing, the CRM knows exactly where a client stopped and can do something about it.
Your brand on the front. Ours nowhere.
A CRM is not a back office tool. It is the thing that sends your emails, answers your phone, hosts your booking page and asks your clients for a review. Every one of those touches is seen by a client, so every one of them carries your firm and nobody else's. The address bar, the sender name, the number on their handset, the logo on the confirmation. All yours.
Your own domain
Booking pages, funnels, forms, client portals and the login your team uses all sit on your domain or a subdomain of it. Nobody types somebody else's name to reach your business.
Your sending identity
Email goes out from your authenticated domain with your signature. Texts show your sender name. Calls ring your number and are recorded against your contact record.
Your pricing, your margin
Every price on every journey is yours to set, and you can change it whenever you like. Fixed fee, tiered, bundled, subscription or free to win the relationship. We never see a share of it.
Payments straight to you
Checkouts, payment links, invoices and subscriptions run on your branded pages and settle into your own connected merchant account. The money never passes through us.
The client stays yours
Contacts, conversations, recordings, documents and payment history sit in your account. We do not read it, market to it, or sell anything off the back of it, and you can export it whenever you want.
Live in days
Domain, branding, pipelines, calendars, automations, templates and payment connection are configured for you from a working snapshot. Most partners are taking real enquiries inside a week.
From a stranger clicking an advert to a review on your Google profile
Nine stages. Your client does two of them, the platform does six, and you do one: the meeting. Everything either side of that meeting is handled whether your office is open or not.
An enquiry arrives from somewhere
A Meta or Google advert, a landing page, a form on your site, a chat widget, a QR code on a leaflet, a missed call to your office, a referral link from an introducer, or a reply to a campaign you sent last spring. All of them land in the same place, tagged with where they came from.
It is answered in seconds, not the next working day
A reply goes out immediately on the channel they used. A missed call gets a text back before they have finished dialling the next firm. This one change does more for conversion than any amount of advertising, because the firm that replies first usually wins the instruction.
It qualifies itself before anyone reads it
The assistant asks what they are actually after, whether there is property, whether a partner is involved, whether anything is urgent. The answers are written to the contact record, the enquiry is scored and tagged, and it is routed to the right pipeline and the right person on your team.
It books straight into your live diary
Not a call back request. Real slots, read from your actual calendar, honouring your working hours, your travel buffers, your round robin between advisers and your maximum appointments a day. The confirmation and the reminders go out in your name without anyone pressing anything.
You turn up to a meeting you did not arrange
This is the only part that needs you. You open the contact and see the whole thing: where they came from, what they asked, every message either way, the call recording, the answers they gave and what they were quoted before. You are doing the job you are good at instead of the admin around it.
The quote, the payment link and the paperwork go out
Triggered from the outcome you record in the meeting. Your terms of business for signature, your quote at your price, a payment link or a subscription that settles into your own account, and the client invited into whichever journey they have bought. No waiting until Friday for someone to type it up.
They complete the journey online, and are chased if they do not
The Will, the LPA, the Executor Toolbox or the probate enquiry runs inside the same platform, so the CRM knows precisely which step they stopped at. Half finished applications trigger their own follow up sequence rather than quietly becoming revenue you never collected.
The review request goes out at the right moment
Not weeks later. The moment the client is happiest, which is usually the day the document lands. Happy clients are pointed at your Google profile. Anything less than happy is routed privately to you first, so you get the chance to fix it before it is public.
They go onto a long game, instead of going quiet
Annual review prompts, life event nudges, the other services they have not bought yet, and a reactivation campaign for anyone who went cold. A client who bought a Will three years ago is a warm lead for an LPA, a Toolbox subscription and eventually the probate work, but only if something keeps in touch.
You are already paying for most of this, three times over
Add up what leaves your account every month. A contact database here, a mailing platform there, a booking link, a funnel builder somebody set up two years ago, a review tool, a texting service, and a spreadsheet holding the whole thing together. None of them share a contact record, so the same client exists five times and no report you run is true. Every one of them is included in this.
What it takes off your subscription list
What changes when it is one system
The tools are the easy part. The value is in them sharing a single contact record.
- A person exists once, not five times, so you stop texting someone who already paid.
- Automation can cross channels. Email ignored, so send a text. Text ignored, so try WhatsApp.
- The CRM can see inside the Will and LPA journeys, so it chases the exact step they abandoned.
- Reporting is true. One number for enquiries, one for appointments, one for revenue, all reconciled.
- Your team works from one screen instead of alt tabbing between six and trusting their memory.
- When somebody leaves your firm, the relationships stay in the business rather than in their inbox.
The commercial point. Firms rarely lose estate planning work because their advice was not good enough. They lose it because an enquiry sat unanswered until Tuesday, because a half finished Will was never chased, because the client who bought in 2023 was never spoken to again, and because nobody could say which advert produced the instruction so the budget went to the wrong place. Every one of those is an operations problem, not a legal one, and every one of them is what this platform is actually for.
Almost nobody instructs you from the first message
They land on your site at nine on a Sunday evening, read two paragraphs, wonder whether they really need a solicitor for this, and close the tab. By Monday morning they have enquired with two other firms as well. The firm that replies first usually wins the instruction. An assistant trained on your firm answers them while they are still reading, and a follow up sequence goes after the ones who go quiet, without anyone in your office lifting a finger.
If they go quiet, the follow up starts on its own
Every enquiry that does not book triggers the same ladder. Nobody has to notice, remember, or chase.
A reply goes out on the channel they used, in seconds. A missed call to your office gets a text back before they have finished dialling the next firm on the list.
Chat, form or missed callAn email from your firm answering the question they actually asked, with a booking link to your live diary rather than a promise that someone will be in touch.
EmailA short text in your firm's name offering two specific times. Short messages get replies that long ones do not, because they can be answered from a bus stop.
SMSA WhatsApp message, which is where a lot of clients actually reply, and often where they are already asking a sibling whether they have sorted theirs out yet.
WhatsAppAn AI voice call offering to answer their questions or book time with an adviser, for the people who would far rather talk than type.
Voice AIThe sequence stops. The contact is marked cold and dropped into your reactivation list, so they are worked again in a few months rather than chased forever.
Handed back to youTrained on your firm, not the internet
It knows your prices, what your fixed fee includes, which services you offer, your opening hours and who the client would be sitting with, because it is briefed on your account rather than guessing.
It answers the things that actually stall people
How much is it. Do I need a solicitor. Is an online Will legally valid. How long does it take. Can my partner and I do ours together. What happens about the house.
It explains, it does not advise
What each service covers, how the process runs and how the law works in general terms is fair game. Anything that amounts to advice on this person's circumstances is handed straight to you.
It books straight into your diary
Real slots read from your live calendar, honouring your working hours, your travel buffers and your round robin between advisers. Not a call back request sitting in someone's inbox.
It sounds like your firm
Your name, your tone, your sign off, on your domain and from your number. The enquiry is never handed to a third party and never sees ours.
It works at nine on a Sunday
Which is when people actually think about this, usually the evening after a funeral, a hospital letter, or clearing out a parent's house and swearing never to put their own children through it.
Where the money is actually lost. Very few firms have a lead generation problem as bad as they think. They have a response time problem and a follow up problem. An enquiry answered in thirty seconds and chased six times over a fortnight converts several times better than the same enquiry answered on Tuesday and never mentioned again, and the difference is not effort or talent. It is whether anything was there to do it.
You get told the moment there is work in it
Automation that runs silently is only half the value. The other half is that every meaningful event raises an internal alert, routed to the right person on your team, on the channel they actually read, so a new enquiry becomes an appointment instead of a row in a database nobody opened.
D. Ellington came in from the Meta advert, asked about mirror Wills, confirmed a property and two children under eighteen, and took Tuesday at two. Everything they typed is already on the contact record.
Nobody picked up at 11:52. A text went back in your firm's name nine seconds later asking what they needed. They replied about probate and have been sent your quote form.
The Wainwrights have paid for mirror Wills at your price, settled straight into your own account. Their terms of business came back signed at the same time and the Will journey has opened for them.
S. Okonjo has posted on your Google profile, prompted automatically the day their documents landed. That is the eleventh this quarter, all from the same sequence, none chased by anyone.
Nine opportunities have sat in Quote Sent for more than ten days. Their follow up sequences are still running, but three are worth a personal call and are on your list for the morning.
How the alerts reach you
Email, SMS, WhatsApp or in app
Choose per alert type. A booked appointment can ring through by text while payment confirmations and review notifications stay in email where they belong.
Routed to the right person
Advisers get the qualified enquiries, accounts get the payments and failed cards, the front office gets the missed calls. Nobody wades through alerts that are not theirs.
Numbers you can actually act on
Cost per enquiry by advert, reply time, booked to attended, quote to paid, revenue by source. You find out which campaign is paying for itself and which one you should turn off.
Nothing goes quiet for a decade
This is the part firms never solve on their own. Annual reviews, life event nudges and reactivation campaigns run on their own schedule, so old clients hear from you without anyone remembering to.
See it running on a live account
Twenty minutes, screen shared, using a real branded account. We will send an enquiry through your own funnel, watch the assistant answer and book it, then open the contact record so you can see every message, tag and trigger behind it.
BOOK YOUR DEMOThe marketing CRM, answered
What partner firms ask before they move their enquiries onto the platform.
Is the CRM an extra cost on top of the partnership?
No. It is included in your Ai Wills partnership at no extra cost. It is not a paid tier, an add-on module or a trial that expires. Most firms find it replaces several subscriptions they are already paying for separately, so in practice it takes cost out rather than adding it.
Do I have to move off the CRM I already use?
You do not have to, but most firms end up doing it, because the value is in having one contact record rather than six systems that do not talk to each other. Existing contacts can be imported, tagged by source and dropped straight into pipelines. You can also run it alongside your current system at first and move across once you trust it.
Does anything carry the Ai Wills name?
No. The platform is fully white-label. Your booking pages, funnels, forms, emails, texts and client portal all sit on your own domain under your own branding. There are no third party logos, no powered by footers and no redirects to somebody else's website halfway through the journey. As far as your client is concerned, this is your firm's system.
Which email address and phone number does it send from?
Yours. Emails go out from your own sending domain, texts show your firm's sender name, and calls route to your own number with recordings saved against the contact. Replies come back into the same conversation thread, so nothing is lost in a personal inbox.
Who takes the money when a client pays?
You do. Quotes, payment links and subscriptions are issued at your own prices and settle directly into your own connected merchant account. Nothing is routed through us first and there is no waiting to be paid out.
Is there a limit on how many contacts I can hold?
No. There are no contact limits, so a database that grows never costs you more. That matters in estate planning, where a client who bought a Will three years ago is still a live prospect for an LPA, a storage plan and eventually the probate work. Most platforms price you by list size and quietly punish you for succeeding.
Does the AI assistant give legal advice?
No, and it is built not to. It is trained on your firm's own services, prices, opening hours and advisers, so it explains what you do and answers the general questions that stall people, such as whether an online Will is valid in England and Wales. The moment a question needs advice on someone's actual circumstances, it books the appointment and hands it to you.
Will it book into the diary I already use?
Yes. Calendars sync both ways, so the slots offered are your real availability. You set your working hours, travel buffers, the gap you want between appointments, a daily cap and how enquiries are shared between advisers. Confirmations, reminders, reschedules and no show follow up then go out in your name without anyone touching them.
Can my team use it as well as me?
Yes. Team members get their own logins with role based permissions, so an adviser sees their own pipeline, the front office sees enquiries and only the people who should see payment and reporting data can see it. Enquiries can be allocated round robin or routed by service, source or postcode. The number of user logins included depends on the plan you are on, so check that with us when you set up.
Does it work with the adverts I already run?
Yes. Meta and Google lead forms, landing pages, website forms, chat, QR codes on printed material, missed calls and introducer links all land in the same place, tagged with where they came from. That is what finally lets you see cost per enquiry, cost per booked appointment and revenue by campaign rather than guessing which advert is working.
How technical do I need to be, and how long does it take to go live?
Not technical at all. Your account is built for you with the pipelines, automations, funnels and follow up sequences already in place, then branded with your logo, colours, domain and prices. Most firms are live within days rather than months, and the day to day work is drag and drop.
Whose data is it if I ever leave?
Yours. The client relationship, the contact records and the payment relationship all belong to your firm. Your data can be exported, and we do not market to your clients or approach them behind you. This is a platform you run your business on, not a lead scheme you rent access to.
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.