Special Report: Of all the companies salivating over the forecast $6.36 billion Black Friday/Cyber Monday sales pie, there’s an Australian scale-up that’s standing apart from the consumer discretionary crowd.

Safewill is tapping into the bargain-hunting frenzy by urging Australians not to make impulsive sugar-hit purchases, but instead buy something that will have a lasting and beneficial impact on their peace of mind.

Ahead of the Black Friday/Cyber Monday bonanza starting tomorrow, the Sydney based company is offering its online Will kits for $80 instead of the usual $160 – with every Will reviewed by their legal team to ensure the platform has been used correctly.

Safewill’s digital platform allows its customers to write a legally valid Will – and more – online. Whereas traditionally the majority of Wills have been drafted by solicitors with hefty price tags, Safewill provides an innovative and affordable alternativealternative to creating a Will, all from the comfort of your own home.

The message ties in with consumer advocates’ messages to cost of living ravaged Australians to think before they click on the “cheap deals” they may not need.

It also aligns with consumer sentiment this year: Half of shoppers say they want to save money on items they know they’ll need in the new year instead of making a FOMO-driven purchase of fast fashion or gadget they’ll regret.

Independent research for Safewill has found that 48% of Australian adults don’t have a Will and 40% have no idea where to start, so the company’s Black Friday/Cyber Monday promo is set to push the platform further into our ageing population’s consciousness.

“Everybody needs a Will and Safewill makes the process easier and, amid the cost of living crunch, more affordable than ever,” Safewill co-founder and CEO Adam Lubofsky said.

Lubofsky started Safewill in 2019 and it’s since supported more than 100,000 users across Australia and New Zealand.

This year the company completed a $5.5 million Series A top-up, building on a $3 million Westpac-led initial round in 2021.

As well as digital Will writing services, Safewill additionally provides Enduring Power of Attorney and Guardianship documents, access to specialist legal advice at a click of a button, and a subscription-based digital vault where customers can store documents to support executors.

It’s also partnered with more than 250 Australian and New Zealand not-for-profits to help them acquire and track Gifts in Wills, raising over $600 million in future bequest income. Some of those not-for-profits include the Cancer Council, Fred Hollows Foundation and Guide Dogs Australia.

“Safewill has evolved beyond being solely a digital Will writing platform,” Lubofsky said.

“We’ve developed a comprehensive digital product that integrates various elements of end-of-life planning, encompassing estate planning documents, funeral products, end-of-life legal services, and contemporary notions of legacy and farewell.

“Our objective is to create transformative products that redefine how people approach the end-of-life journey.

“We are committed to shaping the way the world navigates this crucial aspect of life.”

 

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.

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