🔍 Competitor Intelligence Scan
Date: Monday, 24 March 2026
Analyst: Riley Walsh — Competitor Intelligence
TL;DR: Safewill running major Charity Wills Week promo (FREE wills, ends in 5 days). Other competitors unchanged — pricing, features, and messaging all static.
⚠️ Safewill — ACTIVE CAMPAIGN
PROMOTION ALERT: Charity Wills Week — offering completely FREE wills (normally $160). Ends in 5 days (March 29th).
Current Pricing
$0 (FREE during campaign)
Normal: $160 Annual updates: $15/yr (first year free)
Key Campaign Details
- Promotion: "Get your Will for FREE during Charity Wills Week"
- Countdown timer: 5 days 13:57:55 remaining (visible on homepage)
- Messaging: "For Charity Wills Week, write your will for Free"
- Social proof: 4.8/5 stars, 1,514 Google reviews (consistent with previous)
Features & Positioning
- ✅ Lawyer-reviewed by Safewill Legal (affiliate law firm)
- ✅ 250+ charity partners, $650M+ pledged to charity, 10k charitable bequests
- ✅ Safewill Legal offers probate & letters of administration services
- ✅ Strong trust signals — awards, Law Society membership
Content Updates
Recent blog posts:
- "What is a Grant of Probate and how does the process work?" — Isabelle Marcarian
- "What is a Power of Attorney?" — Tali Weinberg
- "How to get a death certificate in Australia" — Laura Barling
- "A Complete Guide to Letters Of Administration" — Louise Ayling
- "How to Write the Perfect Obituary" — Daniela Brinis-Norris
Strategic Assessment: Safewill is aggressively driving volume during charity campaign. FREE offer removes all price friction — major competitive threat for next 5 days. Expect signup surge. After campaign ends, they'll have $15/yr annual update revenue stream from new customers.
Willed — No Changes
STATUS: Static — no pricing, feature, or content changes detected.
Current Pricing
$159
Couples: $238 (bundled) Annual updates: $15/yr (first year free)
Positioning
- ✅ Wills + Power of Attorney + Probate + Funeral Services (full end-of-life suite)
- ✅ Built by Willed Law (member of Law Institute of Victoria)
- ✅ Direct cremations, prepaid funerals offered
- ✅ "Australia's favourite Will writer"
Recent Content
- "Time to Include a Charity in your Will" — Aaron Zelman
- "The Complete Guide to Funeral Etiquette in 2025" — Willed
- "The Complete Guide to Grief Counselling and Bereavement Services in Australia (2025)"
- "Why Should you Have an Enduring Power of Attorney in Australia (2025)" — Dave Kaplan
Strategic Assessment: No activity. Maintaining positioning as comprehensive end-of-life service provider (wills + funerals). Content strategy focused on broader bereavement/grief topics beyond just wills.
Will Hero — No Changes
STATUS: Static — no pricing, feature, or content changes detected.
Current Pricing
$99 (one-time)
Partner Will: +$59 (40% discount code included) Updates: Free for 12 months
Positioning
- ✅ "AI Assistant (WillBot)" — 24/7 help, state-specific legal guidance
- ✅ "Scenario Testing" — see what happens if beneficiaries predecease you
- ✅ Visual interface — interactive, non-traditional approach
- ✅ State-specific legal Wills (all 8 territories)
- ✅ 30-day money-back guarantee
- ✅ Conditional gifts, provisions library (complex estate planning features)
Recent Activity
No new blog content detected. Homepage and pricing page unchanged.
Strategic Assessment: Maintaining premium feature positioning (AI, scenario testing, visual UI) at competitive price. Strong Google reviews (5.0/5). Focus on product differentiation through UX innovation rather than price competition.
Gathered Here (EveryWill) — No Changes
STATUS: Static — no pricing or major changes detected.
Current Pricing
FREE (charity-funded)
Updates: FREE Charity partners: 1,200+
Positioning
- ✅ 100% free (no catch) — funded by 1,200+ charities
- ✅ $1 donated to charity for every Will written
- ✅ 230,000 Wills written, $1.5B gifted to charities
- ✅ Designed by lawyers, legally valid Australia-wide
- ✅ 6,121+ reviews, 4.84/5 on Reviews.io
- ✅ "Every Will can change the world" — legacy giving focus
Strategic Assessment
Strongest social mission positioning. FREE model eliminates all price objections but depends on charitable giving conversion. 1 in 3 users leave a bequest to charity. Not competing on price — competing on impact and accessibility.
📊 Competitive Summary Table
| Competitor |
Pricing |
Annual Updates |
Key Differentiator |
Status |
| Safewill |
$0 (FREE promo)
Normally $160 |
$15/yr (1st free) |
FREE campaign (5 days left), 1,514 reviews |
⚠️ ACTIVE PROMO |
| Willed |
$159
Couples: $238 |
$15/yr (1st free) |
Full end-of-life suite (wills + funerals + probate) |
✅ Static |
| Will Hero |
$99 one-time
Partner: +$59 |
Free for 12 months |
AI Assistant, Scenario Testing, Visual UI |
✅ Static |
| Gathered Here |
FREE (charity) |
FREE |
Charity-funded, $1.5B pledged, 1,200+ partners |
✅ Static |
| ezyWill |
$99/yr
Free tier available |
Included |
All-inclusive annual, digital vault, executor notification |
— |
🎯 Strategic Implications for ezyWill
1. Immediate Threat — Safewill FREE Campaign
Timeline: 5 days remaining (ends March 29)
Impact: Direct price competition eliminated. Users comparing ezyWill vs Safewill will see $99/yr vs FREE.
Recommended Response Options:
- Option A: Counter with limited-time discount (e.g. "Match Charity Wills Week — 50% off, $49.50 for first year")
- Option B: Ignore campaign, emphasize value differentiation (annual updates included, digital vault, executor notification vs one-off will)
- Option C: Lean into free tier — promote free plan during their campaign, upsell to paid after
2. Positioning Gap — Charity/Impact Angle
Both Safewill (250+ charity partners, Charity Wills Week) and Gathered Here (1,200+ partners, $1.5B pledged) own the "charitable giving" positioning. ezyWill has no visible charity partnership program.
Opportunity: Develop charity partnership program (see /workspace/global/marketing-plans/charities.md) to compete for impact-driven customers.
3. Feature Parity Check
| Feature |
ezyWill |
Safewill |
Willed |
Will Hero |
Gathered Here |
| Lawyer Review |
— |
✅ Safewill Legal |
✅ Willed Law |
✅ |
✅ Lawyer-designed |
| Power of Attorney |
✅ |
✅ |
✅ |
✅ (NSW only) |
— |
| Digital Vault |
✅ |
✅ |
— |
✅ Messages to loved ones |
— |
| Executor Notification |
✅ |
— |
— |
— |
— |
| Unlimited Updates |
✅ (included) |
$15/yr (1st free) |
$15/yr (1st free) |
12mo free |
✅ FREE |
ezyWill Unique Advantages:
- ✅ Executor notification (no competitor has this)
- ✅ Unlimited updates included in annual price (vs paid add-on)
- ✅ Free tier available (only Gathered Here also offers free)
Missing vs Competitors:
- ❌ No lawyer review (Safewill, Willed, Will Hero, Gathered Here all offer)
- ❌ No charity partnership program (Safewill, Gathered Here dominate this)
- ❌ No AI assistant (Will Hero has WillBot)
📌 Summary & Next Actions
- Monitor Safewill campaign end (March 29): Track if they extend promotion or revert to $160 pricing. Watch for signup surge messaging.
- Consider competitive response: Evaluate if ezyWill should run counter-promotion during Safewill's FREE week or hold positioning.
- Accelerate charity program: Build partnerships to compete for impact-driven segment (currently unaddressed by ezyWill).
- Feature gap analysis: Evaluate adding lawyer review or AI assistant to match competitor feature sets.
- Messaging test: Emphasize annual model value ("unlimited updates included") vs one-off competitor pricing with paid update add-ons.
Next Scan: Monday, 31 March 2026
Report compiled by: Riley Walsh — Competitor Intelligence, ezyWill Marketing Team