High-Level Overview
Willing is a digital legal service platform that specializes in making estate planning, including wills, trusts, and powers of attorney, simple, fast, and affordable. It serves individuals and families who prefer an online, do-it-yourself approach to creating legally binding estate documents without the need to visit a traditional attorney. Willing’s product addresses the common problem of complex, costly, and time-consuming estate planning by enabling users to complete their wills in as little as 15 minutes from anywhere. Since its founding in 2015, Willing has helped over half a million families, demonstrating strong growth momentum in the digital legal services space[3][4][5].
Origin Story
Willing was founded in 2015 by Eliam Medina, who envisioned a streamlined digital solution for estate planning accessible to a digitally native audience unlikely to seek traditional legal counsel. The company is based in Miami, Florida. Early traction came from its user-friendly platform that quickly gained popularity among busy parents, seniors, and individuals seeking affordable legal documents online. The company’s mission has been to protect families by simplifying estate planning, which resonated well with consumers and led to its acquisition by MetLife in 2019, further scaling its reach and technology[3].
Core Differentiators
- Speed and Ease of Use: Willing enables users to create a complete will and related estate documents in about 15 minutes through a guided online process.
- Affordability: The service is free to use, with fees only charged when users download their completed documents.
- Legal Validity: Documents created are legally binding in all 50 U.S. states, developed by a team of attorneys.
- Flexibility: Users can make unlimited revisions to their wills for six months after purchase without extra fees.
- Comprehensive Package: Includes wills, living wills, and durable powers of attorney, covering essential estate planning needs.
- Digital-First Model: Designed for a digitally native audience, offering convenience and accessibility without traditional legal consultations[3][4][5].
Role in the Broader Tech Landscape
Willing rides the broader trend of digital transformation in legal services, often called "legal tech," which aims to democratize access to legal documents and advice through technology. The timing is favorable due to increasing consumer comfort with online services, rising demand for affordable legal solutions, and the growing importance of estate planning amid demographic shifts such as aging populations. By integrating with MetLife, Willing also exemplifies how traditional insurance and financial services firms are adopting digital tools to enhance customer experience and expand their product offerings. This positions Willing as a key player influencing how estate planning is accessed and delivered in the modern economy[3].
Quick Take & Future Outlook
Looking ahead, Willing is poised to expand its digital estate planning services to a broader audience through MetLife’s distribution channels, including group customers. Trends such as increased digital adoption, aging populations, and greater awareness of estate planning needs will likely drive continued growth. Willing’s influence may evolve from a standalone DIY platform to a core component of integrated financial and legal wellness solutions, potentially incorporating more advanced features like AI-driven document customization or integration with other digital financial tools. Its mission to make estate planning easy and affordable remains highly relevant, promising sustained impact in the legal tech ecosystem[3].
