Safewill
Sydney, AU · 52 employees on LinkedIn · 10 known investors
SafeWill is an Australian online platform for creating and updating wills without the cost or complexity of traditional legal services. The service targets individual Australians seeking affordable estate planning tools.
Also known as Safe Will Pty Ltd · SafeWill
Founders & leadership
Investors · 10
Also in the syndicate · 6
Funding
SEC filings, press & company announcements- Undisclosed amountSeries AOct 2021Source ↗
Source: company announcements and press reports — follow each round's link for the claim.
Valuation · disclosed
Disclosed eventsSource: SEC prospectus filings, and round valuations the company or its investors disclosed — follow each entry's link for the claim.
Company profile
researched Aug 2026Safewill operates an online estate-planning platform that guides users through preparing a Will, Enduring Powers of Attorney and Enduring Guardianship documents using question sets prepared by Australian lawyers. Users can start for free, pay when they submit, and receive a reviewed document by email to print and sign in front of witnesses. Reviews are returned within three business days, or one business day for a Customised Will, and customers can log back in to make unlimited updates. Documents are reviewed by Safewill's affiliate law firm, Safewill Legal, to confirm the platform has been used correctly; Safewill itself states it is not a law firm or a substitute for legal advice on complex estate planning matters.
Beyond document creation, the company offers probate, letters of administration and estate administration services through Safewill Legal, a specialist wills and estates practice based in Sydney and operating nationwide, plus a secure digital vault for storing and sharing personal information with family members. The platform also facilitates charitable bequests, with a dedicated program for charity partners running bequest campaigns. Safewill markets to individuals in Australia and New Zealand and also sells enterprise software, with reported users including Maurice Blackburn, Mercer Super, Real Insurance and the Public Trustee and Guardian of the ACT.
Founding story
Safewill was founded in 2019 by Adam Lubofsky and Dan Bennett, with Lubofsky as CEO, with the aim of digitising estate planning and making a legally valid Will affordable and accessible to every Australian.
Business model
Consumer transactional pricing for document creation, with an individual Australian Will priced at A$160 including GST (payable in four instalments of A$40) and a first year of unlimited updates included, after which updates cost A$15 per year on an optional basis. Legal services including customised Wills, probate, letters of administration and estate administration are delivered through the affiliate firm Safewill Legal on low-cost, fixed-fee terms. The company also licenses enterprise-grade software to institutions and supplies bequest-program software to charity partners.
Fixed-fee document pricing plus optional annual update subscriptions, fixed-fee legal and probate services via Safewill Legal, and enterprise/charity software arrangements.
Traction
More than 150,000 Australians had created a Will on the platform as of November 2024, and the company reports a 4.8 rating across 1,514 reviews. Charity-related figures on its site cite more than A$650 million pledged to charity, over 250 charity partners and around 10,000 charitable bequests. Enterprise customers reported include Maurice Blackburn, Mercer Super, Real Insurance and the Public Trustee and Guardian of the ACT.
Latest developments
Following the November 2024 Series B, management said the capital would fund expansion beyond digital Wills into estate administration and accelerate product development to meet rising demand. The platform continues to offer Australian and New Zealand Will journeys, powers of attorney, probate and letters of administration services, and adviser and charity channels.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Positioned in the Australian "death tech" / digital estate-planning segment; the company describes itself as Australia's highest rated Will-writing platform, and investors backing its 2024 Series B characterised it as an opportunity at the intersection of large, overlooked markets and matters of societal importance and as the "future of legal services". Reported adoption of more than 150,000 Wills created contrasts with the roughly half of the Australian population said to lack a Will.
Combination of a low-cost self-service online platform with lawyer review of every Will through an in-house affiliate law firm, fixed and transparent pricing, unlimited updates, and an integrated path from planning into probate and estate administration, alongside a built-in charitable bequest workflow.
Technology
Web and mobile-accessible guided questionnaire flow that generates Will and power of attorney documents, a digital vault for storing and sharing documents and personal details, and a Zero Trust security architecture combined with a privacy vault and encryption, operated in compliance with the Australian Privacy Act 1988.
Go-to-market
Direct-to-consumer online self-service sign-up supported by live chat and phone support (1800 10 33 10, weekdays 9am-5pm), supplemented by channels for advisers and charities and enterprise distribution through insurers, superannuation funds, law firms and a state public trustee.
Individual Australians and New Zealanders writing Wills or appointing attorneys, families dealing with a death and needing probate or estate administration, charities running bequest programs, financial advisers, and enterprises such as insurers, superannuation funds and trustee bodies.
Geography
Headquartered in Sydney with Safewill Legal operating nationwide across Australia; the website offers separate Australian and New Zealand experiences, and charity partnerships span Australia and New Zealand.
History
Founded in 2019, the company built an online Will-writing platform that had been used by more than 150,000 Australians within five years. It raised $5.5 million in a Series A round reported as mid-2023, then announced a $17 million Series B in November 2024 co-led by King River Capital and Reinventure at a reported valuation above $60 million. It also spun out the affiliate law firm Safewill Legal and stated plans to extend from estate planning into estate administration and a broader ecosystem of products spanning before and after death.
Risks & controversies
Safewill states on its own site that it is an online service providing streamlined forms and information and is not a law firm or a substitute for a lawyer's advice on complex estate planning issues, directing complex matters to lawyer-drafted Wills through Safewill Legal. Its offering depends on users correctly completing documents and on execution formalities such as printing, signing and witnessing outside the platform, and it handles sensitive personal data subject to the Australian Privacy Act 1988.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 3
launches, deals, and filingsSafewill announced a $17 million Series B round co-led by King River Capital and existing investor Reinventure, with Carthona Capital, Flying Fox Ventures and angel investors participating. The Australian Financial Review reported the round valued the company at more than $60 million. Proceeds were earmarked for expanding from estate planning into estate administration and accelerating product development.
$17M source ↗
Safewill spun out a specialist wills and estates law firm, Safewill Legal, which reviews Wills created on the platform and provides probate, letters of administration and estate administration services.
SmartCompany reported that Safewill had previously raised $5.5 million in Series A funding in mid-2023.
$5.5M source ↗
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 8
primary sources listed
- Safewillsafewill.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Safewill do?
- Australian digital estate-planning platform for online Wills, powers of attorney, probate and estate administration.
- Who founded Safewill?
- Safewill was founded by Adam Lubofsky.
- Who are Safewill's investors?
- Safewill's investors include Flying Fox Ventures, King River Capital, Mighty Partners, Reinventure Group.
- Where is Safewill headquartered?
- Safewill is headquartered in Sydney, AU.