Safewill secures $17m to modernise estate planning

Safewill raises $17m in Series B funding co-led by Reinventure and King River Capital
The platform has already empowered 150,000 Australians to create legally binding wills since its launch in 2019
New funding will fuel product innovation and expansion into estate administration services

Special Report: Leading digital estate planning platform Safewill is shaking up the way Australians prepare for the future with a $17 million Series B funding round.

Co-led by Reinventure and King River Capital, the funding also attracted backing from Carthona Capital, Flying Fox Ventures, and high-profile tech leaders such as Larry Diamond (Zip Co).

Revolutionising estate planning for modern families

With more than 50% of Australians currently without a will, Safewill chief executive officer Adam Lubofsky sees a significant opportunity to bring simplicity and security to estate planning.

“The way estate planning is approached in Australia is outdated and doesn’t work for modern families,” Lubofsky said.

“Since 2019, we’ve empowered more than 150,000 Australians to create legally binding wills.

“Now, we’re moving beyond traditional planning to tackle the challenges of estate administration and create solutions that support families through some of life’s most difficult moments.”

Combining simplicity with security

Safewill’s success lies in its ability to combine ease of use with robust legal compliance and enterprise-grade solutions.

Standout features include its:

Accessibility for all Australians, enabling them to create a will in just 15 minutes for as little as $160
Cost-effective solutions that are up to 80% cheaper than traditional estate planning services
Enterprise-level trust by major organisations such as Mercer Super, Maurice Blackburn, and the ACT Public Trustee and Guardian; and
Charity partnerships, through facilitating more than $1 billion in future gifts to over 250 organisations including Guide Dogs, RSPCA and Cancer Council.

Beyond its core platform, Safewill operates Safewill Legal, a specialist wills and estates law firm that ranks among the fastest-growing in the country.

Accelerating growth

The $17 million Series B funds will enable Safewill to step up product development and market reach while continuing to grow its team.

“We’re excited to use this funding to build a suite of digital tools that simplify estate administration and planning,” Lubofsky said.

“This is about more than just creating wills — it’s about transforming how Australians approach and manage the complexities of end-of-life moments.”

Safewill’s investors see its potential to reshape the sector entirely.

“Safewill is tackling a massive, underserved market with solutions that are as impactful as they are innovative,” Reinventure managing partner Danny Gilligan said.

“We’re proud to support Safewill as they build tools that help Australians navigate some of life’s toughest moments.”

This article was developed in collaboration with Safewill, a Stockhead advertiser at the time of publishing.

This article does not constitute financial product advice. You should consider obtaining independent advice before making any financial decisions.