# Safe Will

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/safe-will-pty

- Industry: Consumer Services
- Headquarters: Australia
- Website: www.safewill.com
- Total disclosed funding: $24M
- Latest round: Series B (Nov 25, 2024)
- Investors on record: 14

## About

Based in New South Wales, Australia, and founded in 2019, Safe Will Pty Ltd. operates as a will-writing platform. Adam Lubofsky (CEO) and Dan Bennett are the co-founders of the company. In November 2024, Safe Will Pty Ltd raised USD 17 million in series B funding co-led by Reinventure and King River Capital, with participation from returning investors Carthona Capital and Flying Fox Ventures. Individual investors also participated in the round. The company offers online end-of-life planning services to make estate planning, probate, and cremation personalized and accessible. The firm provides three major services that allow consumers to create, update, and manage their end-of-life plans all in one location. Users can begin their estate planning by writing their will and powers of attorney documents to protect their wishes. Second, they can safeguard their legacy by putting vital documents in their vault to assist their executor when the time comes. Third, they can plan and pay for their funeral ahead of time. The startup generates revenue through its pricing plans, which include an individual plan for AUD 160 and a couple plan for AUD 240 for two wills. The organization plans to use the November 2024 funding to support the development of its product and expand its market reach.

## Funding rounds

- Series B, Nov 25, 2024, $17M — Reinventure, Carthona Capital, King River Capital, Flying Fox Ventures
- Series A, Sep 29, 2022, $3.3M — Reinventure, Carthona Capital, Flying Fox Ventures, Beluga Investments Pty Ltd, Marathon Road Pty Limited, Muhlbauer Investments Pty Ltd, Wanganui Pty. Ltd
- Series A, Aug 12, 2021, $3.4M — Reinventure, The Ivany Investment Group, Beluga Investments Pty Ltd, Marathon Road Pty Limited, Onkar Super Pty Ltd
- Seed, Jun 30, 2019, $0.2M — Ab2C Investments Pty Ltd, Alney Pty Ltd, Marathon Road Pty Limited, Muhlbauer Investments Pty Ltd, Schlossberg, Sorel Investments Pty Ltd, Wanganui Pty. Ltd

## Investors

- Ab2C Investments Pty Ltd — Seed
- Alney Pty Ltd — Seed
- Marathon Road Pty Limited — Seed, Series A
- Muhlbauer Investments Pty Ltd — Seed, Series A
- Schlossberg (https://capitalatlas.ai/funds/schlossberg) — Seed
- Sorel Investments Pty Ltd — Seed
- Wanganui Pty. Ltd — Seed, Series A
- Reinventure (https://capitalatlas.ai/funds/reinventure) — Series A, Series B
- The Ivany Investment Group — Series A
- Beluga Investments Pty Ltd — Series A
- Onkar Super Pty Ltd — Series A
- Carthona Capital (https://capitalatlas.ai/funds/carthona-capital) — Series A, Series B
- Flying Fox Ventures (https://capitalatlas.ai/funds/flying-fox-ventures) — Series A, Series B
- King River Capital (https://capitalatlas.ai/funds/king-river-capital) — Series B