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Thu, Jun 20 2024 01:39:21 AM  |  /

Sole Executor and provider of Wills via Website

Commercial Id:000844     |    Reference: CM023
Commercial Description

Asking Price: OIRO £8,000,000

Confidentially offered for sale

Ref No: CM023

Location: Relocatable

Key business attributes:

Traded since 2016

More than 3,700 wills in stock

Company is the appointed SOLE executor on every Will

Average age of a Testator is 53 years

Reputational/Brand Asset


The Business:

This online business is well established and was founded in 2016 by the vendor after having successfully sold their insurance business of more than 25 years’ trading. This business for sale supplies its Wills business to customers throughout the United Kingdom and is the Sole Executor on every Will

The business generates its revenues from three key sources:

  • Will writing charge
  • Executor fees
  • Legal fees per Probate.

In recent times, the current owner has reduced activity in the business as he anticipates retirement, however the main business remains sound, along with current stock holding that makes this a very easy business to take to new levels, especially with a commitment to brand extension products such as Trusts, LPA’s, Life Over 50 or Funeral Plans & Equity Release.

As the vendor approaches retirement, it is this commitment to pro-active direct sales and marketing that is believed to be best left to a new owner.

Key aspects of the business include:

Company over 25+ year’s old – originally offering low cost insurance products. ‘Book’ sold to Pinnacle Insurance

  • Will project launched January 2016
  • The service is advertised online, allowing clients to create their Will (Single & Mirror)
  • Charge: £14.99 per Single Will, £24.99 per Mirror Will
  • Average customer acquisition opportunity cost circa £125. The number of Wills acquired is a function of advertising spend
  • Advertising ceased just over 2 years ago
  • The business does not offer advice
  • The business is not regulated
  • Printed & bound Will is sent to the client for signing/witnessing
  • Signed/witnessed Wills returned and archived
  • Every Will appoints the business as its Executor
  • A fee is charged of 4% of Gross Assets + disbursements (legal fees etc) + VAT for Acting as Executors
  • Gross Assets defined as gross value of Estate before debts, this income is inflation proof
  • Average age of a Testator circa 53 years
  • Opportunity to create brand extension products such as Trusts, LPA’s, Life Over 50 or Funeral Plans & Equity Release
  • In excess of 3,700 Wills ‘in stock’
  • Average Executor fee £5,300 + VAT = Thus circa £20,000,000 in Executor fees future income ‘in stock’
  • Average legal fees charged @ £260+ VAT PH
  • Average legal fees of £5,300 + VAT per Probate = Thus circa £20,000,000 in future legal fees ‘in stock’
  • The vendor has reached the limit of their personal investment and is now looking to retire.


The current owner strongly believes that the business is well placed to take advantage of its well established trading history and its reputational/brand asset value as a trusted provider for Wills throughout the UK.

The business does not currently engage in any advertising, marketing or promotion though this could be re-engaged successfully at any time and the current stock augmented with new Wills.

The business maintains a stock of over 3,700 individual Wills with a total value to the business of circa £40,000,000 and is happy to negotiate an appropriate acquisition price for this future value.

Key Considerations:

  • Discretely known and respected brand
  • Excellent reputation and trading history
  • Excellent platform for diversification
  • Excellent stock

Reason for sale:

After many happy & successful years in business, the current owner has decided that it is the right time to retire.


On the basis that the Business is being sold on a zero cash-zero debt basis, full and up to date financial disclosure is available upon request.

Asking Price:

Offers in the region of £8,000,000 including stock at valuation are invited for 100% of the interest of the company. There will be a £ for £ adjustment to the final sale price to reflect any upward/downward movement away from the target net asset price.

Next steps: 

If you are interested in receiving further information, please sign and return the attached Confidentiality Agreement. In returning the Agreement we would be grateful if you could provide us with details of your interest in this opportunity along with your funding position.


Commercial Information
Is this commercial relocatable: No
Commercial Sector: Office
Statistic Information
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Business Profile
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Rent Frequency: Per annum
Advertising and Marketing: na
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Support and Training: na

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