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Safewill: The $16M Bet on Digital Legacies
How a 58-person startup is rewriting the rules of estate planning for the digital age
While traditional law firms charge $2,000+ for a will, Safewill is betting $15.8M in revenue on the idea that your digital life deserves the same protection as your physical assets. They've built a platform that makes estate planning as simple as ordering takeout.
"Safewill isn't just digitizing paper forms—it's commoditizing peace of mind for the digital generation."
The Trust Paradox
With a 2.9/5 Trustpilot rating from 76 reviews, Safewill faces a fascinating challenge: they're trying to automate the most personal legal document in existence. The low rating reveals the friction in convincing people that a $99 digital will holds the same weight as a $2,000 solicitor's document. Yet their 54% direct traffic suggests a growing base of repeat users who trust the platform enough to return.
Growth Through Niche SEO
Their keyword strategy is brilliant in its specificity. While they rank for 'safewill' (3,060 monthly searches), they're capturing hyper-specific queries like 'digital family heirloom australia' (510 searches) and 'naming a corporate executor' (130 searches). This isn't accidental—it's a deliberate play for the 14% of traffic coming from search that converts at higher rates than generic 'will writing' terms.
The company's $18.1M funding round signals investor confidence in their model. With 86.9% of traffic from 'undefined' countries (likely Australia and New Zealand given their domain focus), they're dominating their home markets before expanding. Their tech stack—Tailwind CSS, PWA, and Hotjar—shows a modern, product-led approach that traditional estate planning firms lack.
- PWA-first approach enables offline will creation (crucial for rural Australia/NZ)
- Corporate executor naming feature targets business owners—a lucrative niche
- Digital heirloom concept creates new product category beyond traditional wills
- 58 employees for $15.8M revenue = $272K revenue per employee (efficient for services)
The Verdict: A Sleeping Giant in RegTech
Safewill's real moat isn't technology—it's their head start in data. With 95K monthly visitors and thousands of completed wills, they're building an unprecedented dataset on estate planning preferences. The $18M in funding suggests they're preparing for aggressive expansion. The question isn't whether digital wills will win, but whether Safewill can maintain its first-mover advantage as traditional firms wake up to the opportunity.
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Write Your Australian or New Zealand Will Online, Today | Safewill
Create your own Will online in minutes. Safewill combines modern design and technology to help every Australian and New Zealander safeguard their life’s work.
Make a Will Online Australia & New Zealand - Secure & Simple
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Reviews (20)
I've got stepkids so was worried that…
I've got stepkids so was worried that an online will wouldn't work for me, but Safewill handled the splits fine. Saved heaps of cash compared to the quote our local lawyer gave. Definately recommend for busy people.
Quickly did my will on the train ride…
Quickly did my will on the train ride home, took maybe 15-20 mins tops. The site just asks you plain questions, nothing fancy, so I didnt get stuck. Flat $160 – no weird add-ons – and it got reviewed by their legal team in 2 days. Now wife's off my back about sorting it out 😂
Will was so easy to write (and I'm the…
Will was so easy to write (and I'm the biggest procrastinator!)
Super easy and way cheaper than going…
Super easy and way cheaper than going to a in-person lawyer. I did my Will in around 15minutes and it covered everything I needed. I checked a couple things with their support team and then I was done. I noticed I could speak to a lawyer but my Will was pretty clear that it wasn't required. My brother also did his Will and he spoke to a Safewill lawyer as he had a bunch of complexity with his assets and family - even for him it was a fraction of the price of a normal lawyer - we'd both been quoted $2-3k for a traditional lawyer Will and we ended up with the same result but a lot faster.
Excellent so far
There are numerous commendable aspects to Safewill that warrant recognition. From their user-friendly website to their knowledgeable and compassionate legal team, along with their exceptional customer support and robust policies, I couldn't have chosen a better company for creating my Will. Remarkably, they even went above and beyond by refunding the fee I had paid for the Wills when a better offer became available after I had initiated the process but had yet to finalise it. This level of integrity and customer-centric approach is truly commendable. While it's still early days in my interactions with Safewill, the positive experiences thus far give me great confidence. Here's to hoping they continue to maintain their humility and unwavering supportiveness.
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About safewill.com
Create your own Will online in minutes. Safewill combines modern design and technology to help every Australian and New Zealander safeguard their life’s work.
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safewill.com uses 23 technologies across their website including Font Awesome, Google Fonts, HSTS, Sentry, and more.
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Font Awesome, Google Fonts
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Vercel
Marketing Automation
Braze
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Traffic & Audience
safewill.com receives approximately 95.2K monthly visitors and ranks #298,473 globally. The website has a bounce rate of 39% with visitors viewing an average of 4.5 pages per visit. Users spend an average of 3:32 on the site.
The majority of safewill.com's traffic comes from undefined, undefined, .
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