AssetVault

Market position

AssetVault positions AasaanWill as India's only end-to-end digital-first online will-writing platform, competing on security, video letter of wishes and visual asset-allocation depiction. Management cites a $4bn Indian wills market growing about 30% a year, with will penetration below 3% in India versus 35% in North America, and roughly $6bn of unclaimed assets in India plus $4bn unclaimed by the Indian diaspora.

The company cites bank-grade security (encryption at rest and in transit, two-factor authentication, biometrics), a fully digital and dynamic eWill, one-click insurance claims, and for AasaanWill an end-to-end digital Q&A-based will-writing flow with a video letter of wishes and visual asset-allocation depiction.

Technology

A secure private asset register accessible via web and synced devices, using encryption of data at rest and in transit, two-factor authentication and biometric access. The company states it applies artificial intelligence and blockchain to unlock the value of catalogued assets, and offers a digital dynamic eWill, one-click insurance claims and real-time asset valuation tracking.

Go-to-market

In India the company has run advertising campaigns in national dailies including The Times of India and The Economic Times and on its own social media channels, aimed at building awareness of financial continuity planning and de-stigmatising will writing. It also distributes through third parties such as banks and financial advisers, and has used accelerator, competition and awards visibility (Techstars London, SXSW Accelerator, PwC Insurtech ScaleUp, Accenture Fintech Lab, Meet the Drapers) for exposure.

Individual owners of physical and digital assets in the UK; in India, the middle class (annual income roughly US$6,000-$36,000) and the 18 million-strong Indian diaspora holding assets in India, with customers typically writing wills at life milestones such as marriage, children and home purchase; also banks and financial advisers that white-label the secure register for their end customers.

Geography

Headquartered in the UK (London), with an India-focused product line, AasaanWill, launched in 2022; participation in UK-India fintech initiatives including the UK India Future Tech Summit and the Vizag Fintech Festival.

History

AssetVault presented at Techstars London Demo Day in September 2016 and its founder was profiled by London Business School the same month. In 2017 it was named an SXSW Accelerator finalist and a Mundi Lab InsurTech accelerator finalist, and won a place through an LBS competition. It won the London Business School incubator programme for the 2017-18 class, and in 2018 was selected for the Mayor of London's growth programme, won the Accenture Fintech Lab London and PwC Insurtech ScaleUp programmes, took a Special Jury Award at the Vizag Fintech Festival and graduated from the FCA sandbox as a fully authorised firm. It joined a UK fintech delegation to India in 2019, was named IFTA 2020 Fintech Rising Star, and in 2022 expanded into India with AasaanWill following a seven-figure investment, later collecting a series of 2022 and 2025 awards and shortlistings.

Risks & controversies

The company's website notes that its appointed representative status for insurance distribution is pending approval, and the site carries a "Coming Soon" notice. In India the company identifies low will penetration and cultural taboo around will writing as adoption barriers it must overcome.