The people
What they build
Open roles via the TechTO Job Board
Working at Willful
Browse open roles across the community on the TechTO Job Board — Canada’s most connected tech network. Willful’s roles show up here whenever they post.
Open roles on the TechTO Job Board ↗Or their own careers page: willful.co/careers ↗Jobs live on jobs.techto.org — the only structured source. We link to it rather than scraping career sites, so the board is always the source of truth.
On the TechTO stage
Demo of the Month: Willful
Watch on YouTube ↗
Intuit Prosperity Accelerator Demo Day -- March 2, 2021
Watch on YouTube ↗The Founders Journey ft. Erin Bury of Willful
Watch on YouTube ↗Every talk is searchable — ask the archive about Willful ↗
About
Kevin Oulds started Willful in 2017 after his uncle died in 2015 without an estate plan, and Erin Bury joined as CEO in 2019. The first product, Final Blueprint, let people record wishes outside a will and drew almost no paying customers; the company pivoted to online wills instead. It now operates in all ten provinces, is bilingual in Quebec, and in 2022 became the first online will provider licensed by the Law Society of Ontario. It remains independent.
Backers
Tactico led a $1.1M seed in May 2020; a $750K bridge followed in December 2021 with York Angel Investors, Real Ventures, Conconi Growth Partners and Michele Romanow
More from TechTO ×4
Quick answers
What does Willful do?
It lets Canadians create legally valid wills, powers of attorney and related estate documents online, starting at $129, without going to a lawyer's office.
Who founded Willful?
Kevin Oulds and Erin Bury, in 2017. Oulds was the founding CEO; Bury took over as CEO in 2019 and Oulds sits on the board.
Where is Willful based?
Its own 2026 information page gives Wellington, Ontario as the headquarters. The company is remote-first and has historically been described as Toronto-based.