# Willed

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

- Industry: Consumer Services
- Headquarters: Melbourne, Australia
- Website: www.willed.com.au
- Total disclosed funding: $4.7M
- Latest round: Series A (Dec 23, 2021)
- Investors on record: 13

## About

Willed Pty Ltd, founded in 2020, is focused on providing online solutions for estate planning. The company is headquartered in Melbourne, Australia, and has completed a total of 2 deals. The latest deal occurred on September 16, 2024, when Willed raised USD 3 million in funding from Seven West Media Ltd, totaling USD 3 million raised to date. The company was co-founded by Dave Kaplan (Joint CEO), Aaron Zelman (Joint CEO), and Tim Glasson.

Willed offers a comprehensive online platform designed to offer the end-of-life planning process for Australians. Their core services include the creation of legally valid wills, management of deceased estates, and arrangements for funerals and cremations. The platform allows users to complete these tasks from home using an intuitive interface that streamlines the process into a few simple steps. By leveraging technology, Willed addresses common barriers faced by individuals. The company serves a broad customer base across Australia, targeting individuals seeking estate planning solutions, as well as those who wish to leave charitable gifts through their wills. 

Willed generates revenue through a direct-to-consumer model, providing a range of pricing plans for its various services. Clients utilize the platform to create wills, organize funeral arrangements, and apply for probate, with pricing structured around individual transactions for each service. The company offers fixed quotes for its services, allowing users to know costs upfront without hidden fees. Customers can choose from different service tiers based on their specific needs, ensuring transparency in the transaction process. 

In September 2024, Willed Pty Ltd raised USD 3 million in venture funding from new investor Seven West Media. The company will use the funding to support its marketing growth. Plans for future expansion include launching new products designed to enhance the user experience and entering additional geographic markets, although specific dates and locations have not yet been disclosed.

## Funding rounds

- Series A, Dec 23, 2021, $4.7M — Gowings, Apex Group, Ellerston Capital, Thorney Investment Group, Bell Potter Securities, Alady Super Pty Ltd, Austin Superannuation Pty Ltd, Cpde Pty Ltd, Crathre Investments No 1 Pty Ltd, Gejk Pty Limited, Glendale Dwyer Pty Ltd, Rubi Holdings Pty Ltd, Rzd Legal Pty Ltd

## Investors

- Gowings — Series A
- Apex Group (https://capitalatlas.ai/funds/apex-group) — Series A
- Ellerston Capital (https://capitalatlas.ai/funds/ellerston-capital) — Series A
- Thorney Investment Group — Series A
- Bell Potter Securities — Series A
- Alady Super Pty Ltd — Series A
- Austin Superannuation Pty Ltd — Series A
- Cpde Pty Ltd — Series A
- Crathre Investments No 1 Pty Ltd — Series A
- Gejk Pty Limited — Series A
- Glendale Dwyer Pty Ltd — Series A
- Rubi Holdings Pty Ltd — Series A
- Rzd Legal Pty Ltd — Series A