Australian startup Willed raises $6 million to expand end-of-life platform

Aaron Zelman, Co-Founder and Joint Chief Executive Officer at Willed

Willed, an Australian startup simplifying the end-of-life planning process behind wills, funerals, and probate, has announced that they have raised $6m in funding. The company plans to expand its team and product range as they solidify its position as Aussies’ top “deathtech.”

The capital raise, led by Bell Potter Securities Limited, enables Willed to focus on scaling their platform to continue addressing every Australian’s need to prepare for the inevitable.

What is the market offering of Willed?

Paul Dwyer, the founder of PSC Insurance, participated in the latest round and has joined as a non-executive director of Willed. “Paul provides a wealth of experience and strategic decision making to Willed, being a successful specialist investor across insurance distribution businesses.” commented Co-Founder and Joint Chief Executive Officer Aaron Zelman.

“We welcome Paul to the Board,” Zelman said. The capital raise was also supported by institutional investors like Ellerston Capital. Willed empowers users to create a legally valid Will in under 20 minutes through an online portal to streamline and simplify the experience.

Users can nominate their executor and beneficiaries, appoint guardians for their children, and divide their assets without friction or complication. In just two years, tens of thousands of Australians have utilised Willed’s human-centered platform to get their affairs in order.

What were the executives’ thoughts on the funding?

Co-founder of Willed, Aaron Zelman commented on the fundraise, stating, “We are very excited to help every Australian get their end-of-life affairs in order and take care of their families. This round of funding will help us do just that while also building out our platform.”

Hugh Robertson from Bell Potter said: “Willed is backed by proven individuals and addresses a major issue within the Aussie population. Large numbers of individuals do not have a Will, and the probate and Estate services are a compelling offering. The age of the Family Solicitor has diminished, and the need to ensure your affairs are in order is applicable to all age groups.”

Willed was founded in 2020 by Aaron Zelman, Dave Kaplan, and Tim Glasson. Willed is also focused on continuing the growth of its charitable bequests’ services to support Australian charities secure their long-term future. Among others, Willed has become the online Will provider of choice for charities like the Royal Flying Doctors and National Breast Cancer Foundation and professional sporting clubs like the AFL’s North Melbourne Football Club.

With more than 50% of Australian adults not having a Will in place, Willed is a startup on a rather great mission. For Aaron, that mission began while watching his close friend and co-founder Dave Kaplan experience the emotional trauma of the death of a loved one and the added stress that came with sorting out end-of-life affairs without a valid Will in place.