Sell online Wills under your own brand
Turn your website into a fully transactional Will writing service. Clients complete, pay and onboard online, so you capture the sales you are currently losing to the big online providers.
- A brand new revenue streamAdd high-volume Will sales without hiring or building software.
- Seamless AI onboardingAI guides every client through the journey and books the follow-up.
- Capture lost online revenueWin back the clients who would have bought a Will online elsewhere.
- Documents created automaticallyThe finished Will is generated for you the moment a client completes.
Online Wills
Everything your clients can complete, under your brand
This is not a static PDF template or a form that emails you an enquiry. It is a guided, transactional Will writing journey built for the laws of England and Wales, that adapts to each client as they answer and produces a finished, ready to sign document at the end.
Wills clients can complete
- Single Wills for one person
- Mirror Wills for couples and civil partners
- Wills for clients with no immediate family or sole beneficiaries
What each Will covers
- Executors appointed to carry out the Will
- Guardians for children under 18
- How the residuary estate is divided, by share or by person
- Specific cash gifts and pecuniary legacies
- Personal possessions, jewellery, vehicles and chattels
- Charitable legacies, with the charity number recorded
- Provision for pets and a named carer
- Funeral wishes, burial or cremation
Written for England and Wales. Every clause set is drafted to the Wills Act 1837 and current practice, kept under review, and updated centrally. When the law or best practice moves, your platform moves with it. You do not have to touch a template.
Your brand on the front. Ours nowhere.
A white-label online Will writing platform only works if the client never senses a third party. From the domain in the address bar to the name on the card statement, everything the client sees belongs to you.
Your own domain
The journey runs on your domain or a subdomain of it. The client never leaves your website and never sees ours.
Your identity throughout
Logo, colours, tone of voice, terms, privacy policy and regulatory wording. The document footer carries your firm, not ours.
Your pricing, your margin
You set the price of every product. Charge what your market bears, run offers, or bundle Wills into an existing advice fee.
Payments straight to you
Client card payments settle into your own connected merchant account. The money never routes through us, so there is nothing to reconcile or chase.
The client stays yours
Every contact, answer and document sits in your account. We do not market to them, contact them, or use them anywhere else.
Live in days
Branding, domain, pricing and documents are configured for you. Most partners are taking live instructions inside a working week.
From first click to a signed Will
Nine stages. The client does the typing, the platform does the drafting, and you only step in where your expertise actually earns a fee.
They land on your Wills page
From your own marketing, a Google search, a referral from your adviser team, or a link in an existing client email. No enquiry form, no callback promise. The button says start, and it starts.
A guided questionnaire, in plain English
One question at a time, no legal jargon, with progress shown throughout. Family, property, assets, executors, guardians, gifts, wishes. Most clients finish in fifteen to twenty five minutes.
The questions adapt as they answer
Say there are no children and the guardianship branch disappears. Say there is a business, a second property or a beneficiary under 18, and the relevant questions open up. Nobody is asked something that does not apply to them.
A complexity check runs in the background
Every answer is scored against a set of triggers for inheritance tax exposure, trusts, business assets, foreign property and family risk. Straightforward cases carry on. Anything that needs advice is pulled out and sent to you. The next section sets out exactly what gets flagged.
They pay on your checkout, at your price
Card payment taken on your branded page, settling into your own merchant account. Your name on the statement, your receipt, your refund policy. Optional extras such as printing, postage and storage are offered here as add-ons.
The Will is drafted the moment they finish
No drafting queue, no paralegal typing it up, no three week wait. The finished document is produced instantly with the correct clauses, attestation wording and signing instructions, ready for you to review before it goes out.
Check it, then choose how it reaches them
Download and send it yourself, or hand it to our print and postage service. We print on quality stock, bind it, include clear signing and witnessing instructions, and post it to the client in your branded pack.
They sign, witness and store it
The client signs in the presence of two independent witnesses, as required for a valid Will in England and Wales. The original can then go into insured, fire protected storage, with a scanned copy kept in their account and the location recorded for their executors.
The relationship keeps going
A review request goes out while the client is still delighted. Then a scheduled check in when circumstances typically change, plus a prompt at the right moment to add an LPA, complete the Executor Toolbox or bring a partner across for a Mirror Will. One Will becomes a household of instructions.
The cases worth the most money never reach a form
The fear with any online Will service is that a client with a two million pound estate, a family business and a second marriage quietly buys a two hundred pound Will and walks away. That is exactly what this stops. The platform is built to spot those cases mid journey, hold the application, and put the client in front of you instead.
What trips the flag
What happens when a case is flagged
The client is never told they have failed something, and they never lose their work.
- The application pauses at the flag and everything answered so far is saved.
- The client sees a reassuring message: their situation deserves a proper conversation, not a tick box.
- They are offered your live diary and book a call or meeting there and then.
- You receive the full set of answers before the call, so you open with knowledge instead of a blank page.
- You advise, and quote at your professional rate for the trust, the tax planning or the complex Will.
- If it turns out to be simpler than it looked, you release the application and the client finishes online.
The commercial point. Fixed price online Wills give you volume and margin on the straightforward cases you could never profitably see in person. The filtering makes sure the complex ones, the cases actually worth four figures, land in your diary as a warm, pre qualified appointment rather than disappearing into a cheap document. You get both halves of the market from one page.
Almost nobody writes a Will in one sitting
They start it on a Sunday evening, reach a question they are unsure about, and close the tab meaning to come back. Most never do. An assistant trained on your service sits inside the journey to answer that question, and a follow up sequence goes and gets the ones who still drift off, without anyone in your office lifting a finger.
If they still leave, the follow up starts on its own
Every abandoned application triggers the same ladder. Nobody has to notice, remember, or chase.
The assistant offers help at the exact step they hesitated on, rather than a generic pop up asking if they need anything.
On page chatAn email from your firm with a link straight back to the question they left. Nothing is retyped and nothing is lost.
EmailA short text, in plain English, in your firm's name. Short messages recover more part finished applications than long ones.
SMSA WhatsApp message, which is where a lot of clients actually reply. They can finish the Will or ask a question in the same thread.
WhatsAppAn AI voice call offering to finish it over the phone or book time with you, for the clients who would rather speak to someone.
Voice AIThe sequence stops. The client is marked dormant and dropped into your reactivation list, so they are worked again later rather than chased forever.
Handed back to youTrained on your service, not the internet
It knows your products, your prices, your turnaround times and your process, because it is briefed on your account rather than guessing.
It answers the things that actually stall people
Who can be an executor, what a guardian is agreeing to, how to split the residue, what happens to a jointly owned home.
It explains, it does not advise
General information about how Wills work in England and Wales is fair game. Anything that amounts to advice on a client's own affairs is handed to you.
It books straight into your diary
Where a client wants a person, the assistant reads your live calendar and offers real appointment slots rather than promising a call back.
It sounds like your firm
Your name, your tone, your sign off, on your domain. The client is never handed to a third party and never sees ours.
It works at nine on a Sunday
Which is when a great deal of estate planning actually gets started. The enquiry is answered, qualified and progressed before Monday.
Why this matters more than the form itself. A part finished Will is a client who decided they wanted one and then hit a question nobody was there to answer. Getting those people over the line is where most of the lost revenue on an online service sits, and it is the part no firm has the time to do by hand.
You get told the moment something needs a human
Automation is only useful if it knows when to stop and fetch you. Every meaningful event in a client journey raises an internal alert, routed to the right person on your team, on the channel they actually read.
M. Okafor paused at the assets step. Business shareholding declared, estate indicated above the nil rate band, second marriage with stepchildren.
Mirror Wills plus print, postage and storage. Settled to your merchant account. Client record and invoice created.
Draft generated for R. Halliwell. Sitting in your review queue before it is released for print and postage.
J. Priestley stopped at the guardians step, 62 per cent complete. A gentle prompt goes out automatically. If there is still no movement in 48 hours, it lands on your call list.
Requested automatically once the Will was delivered, published to your Google profile.
How the alerts reach you
Email, SMS, WhatsApp or in app
Choose per alert type. Complex case flags can ring through by text while routine payment confirmations stay in email.
Routed to the right person
Advisers get the flagged cases, accounts get the payments, the front office gets the drop offs. Nobody wades through alerts that are not theirs.
One pipeline view
Every enquiry, part finished application, flagged case and completed Will on a single board, so you can see exactly where revenue is sitting.
Nothing goes cold overnight
Follow up sequences run at nine in the evening and on a Sunday, when most people actually sit down to sort their Will out.
See it running on a live account
Twenty minutes, screen shared, using a real branded journey. We will walk a straightforward Will through to a finished document, then deliberately trip a complexity flag so you can watch the case land in the diary.
BOOK YOUR DEMOWhat can Ai Wills Do for your business?
Below are some of the features we can offer to streamline or implement your estate planning service.
Online Wills, answered
Everything professional firms ask before launching a branded online Will service on Ai Wills.
What is the Online Wills platform?
It is a fully digital Will writing journey that your clients complete online. They can create single and mirror Wills, appoint executors and guardians, set out funeral wishes, and leave charitable, cash, personal possession and pet provisions, all at their own pace. You offer the whole experience under your own brand while Ai Wills powers the technology behind it.
Can I offer Wills under my own brand?
Yes. Ai Wills is a fully white-label platform. Your clients see your business name, your logo, your domain and your pricing. You keep ownership of the client relationship from first enquiry through to completed Will.
What types of Wills can my clients complete?
The journey supports single Wills, mirror Wills and core estate planning instructions, including executor and guardian appointments, funeral wishes, charitable gifts, cash gifts, personal possession gifts, pet provisions and beneficiary instructions. Lifetime trusts are available as a separate service.
Do I set my own pricing and keep the revenue?
Yes. You control your pricing and take payment directly from your clients. There are no contact caps, so your margins grow as your volume grows.
What happens when an estate is more complex?
The platform is designed to help clients start online while flagging matters that need specialist input. More complex cases can be identified and directed to a qualified professional, so you capture the opportunity rather than lose it, and the client still gets the right advice.
Can enquiries and follow-up be automated?
Yes. Every enquiry flows into the built-in CRM, where AI-driven sequences follow up by email, SMS, WhatsApp and voice. Clients who start but do not finish are nurtured automatically, which lifts completion and conversion rates without adding admin.
How quickly can I launch?
Quickly, and at a low cost. There is no software to build and no infrastructure to manage. Ai Wills gives you a ready-made, branded Will service so you can start offering estate planning to your clients without technical barriers.
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.