Today Willful, Canada’s leading online estate planning platform, and Arbor Memorial, Canada’s largest privately-owned funeral and cemetery provider, announced a new partnership that will provide Canadians in need of end-of-life planning with an easy, affordable way to get a legal will online. 57% of Canadian adults don’t have a will*, and one of the primary reasons Canadians create a will is experiencing the loss of a loved one. This partnership will enable Arbor Memorial’s customer families to easily prioritize their own end-of-life plans via Willful’s proprietary software.

“My husband and I started Willful after a loved one passed away unexpectedly, and we saw how difficult it is to honour someone’s legacy when you have unanswered questions,” said Erin Bury, CEO, Willful. “Our mission is to empower Canadians to record their end-of-life plans so their families can have peace of mind, and this partnership with Arbor Memorial will enable us to provide many more people with tools that will ensure they are prepared for the end of their lives, at the time they need it most.”

In an Angus Reid survey**, more than one-third (37%) of Canadians say they considered getting their end-of-life plans in order to be a priority for 2021, such as updating or writing a will, funeral planning, and having difficult conversations with family around estate planning. Willful’s platform makes it easy to create a plan online, allowing Canadians to create a will and power of attorney documents, which must be signed and witnessed according to provincial regulations. The platform also allows Canadians to record their funeral and burial wishes, and to create a list of assets for their executor.

As part of Arbor’s Estate Settlement & Organizing Toolkit, customer families will receive a Willful Premium plan that includes: one personalized legal will; power of attorney documents for finances, property, and healthcare wishes; and unlimited free lifetime changes to the documents. Arbor Memorial customers will benefit from resources made available from both companies to ensure they feel supported during the process of creating their estate plan.

“It’s important for Canadians to understand that arranging end-of-life plans in advance saves money and stress for your loved ones, helps ensure your wishes are carried out exactly as you want and provides you with the comfort of knowing that it’s all been taken care of,” said Dustin Wright, Vice President, Marketing & Communications for Arbor Memorial. “Adding a Willful will to our estate settlement toolkit provides families with an easy and accessible way to be prepared for the inevitable.”

Willful launched in 2017, and has helped Canadians create over 100,000 wills and power of attorney documents across eight provinces. The company has also generated over 7,000 gifts to charity in wills, with over $30 million in cash gifts alone. The company appeared on CBC’s Dragons’ Den in December 2021, securing a deal from Dragon Michele Romanow.

*According to an Angus Reid survey commissioned by Willful in June 2019

** According to an Angus Reid survey commissioned by Willful and Arbor Memorial in 2021

About Willful

Willful is on a mission to change the way Canadians prepare for and deal with death. Their first product is an online platform that makes it affordable, convenient, and easy for Canadians to create a legal will online. The platform provides simplified estate planning services, enabling consumers to create a will and/or power of attorney by following a clear step-by-step process. Willful’s platform was developed in collaboration with leading estate lawyers, and has pricing plans starting at $99. Willful is based in Toronto, and it is currently available to residents of Ontario, Quebec, British Columbia, Saskatchewan, Alberta, Nova Scotia, New Brunswick, and Manitoba. Since launching in 2017, Willful has helped Canadians create over 100,000 documents. To get started, visit

About Arbor Memorial

Arbor Memorial is a trusted family-owned Canadian company with deep roots in diverse communities across the country. Established in 1947, Arbor has over 130 locations, and 27 of our cemeteries have full-service funeral homes on premises, offering complete service to our families. With over 2,500 dedicated and highly-trained staff, Arbor has solidified itself as a standard-bearer in the industry, with a long history of excellence and strategic growth. It is our privilege to provide expert guidance and customized services that help families honour, respect and celebrate loved ones.