Willful signs partnership with insurance giant Allstate following launch in Québec
Toronto-based Willful, which offers online will and estate planning, has launched a new national partnership with Allstate Insurance Company of Canada.
The partnership will allow Allstate customers to access simplified estate planning tools in addition to Allstate’s existing products and services. Erin Bury, CEO and co-founder of Willful, told BetaKit the partnership is aimed to increase the distribution of Willful’s offering.
This partnership comes amid other major developments at Willful, and after a year of growth.
“Partnering with a brand as big and well-known as Allstate is a huge milestone for us,” Bury said. “Especially if you’re a startup, you know how much work goes in behind the scenes to do diligence and contracting and getting everything to this point. It’s a recognition of a lot of hard work on our team’s side, and we’re really just excited to see it