Willful
Online estate planning platform that helps Canadians create wills and power of attorney documents
Est. Valuation
$5M
$4,999,980 · 5× ARR estimate
Monthly Revenue (MRR)
$83.3K
$83,333/mo
Annual Revenue (ARR)
$1000K
$999,996/yr
Employees
15
Founded
2017
Willful Revenue History
Revenue history for Willful from 2020 to 2026.
| Year | MRR | ARR | YoY Growth | Source |
|---|---|---|---|---|
| 2020 | $83,333 | $1,000,000 | — | Dec 2020 |
How Willful Makes Money
Willful Funding
Willful is fully bootstrapped with no outside funding. The company has grown to $999,996 ARR organically.
Willful Founders
Erin Bury
CEO
Kevin Oulds
Co-founder
Willful FAQ
How much does Willful make?
What is Willful's valuation?
Who founded Willful?
Is Willful bootstrapped?
What does Willful do?
Companies Similar to Willful
SaaS companies with similar tags and business models.
How We Estimate Willful's Revenue & Valuation
Profitable tracks revenue, valuation, and other key metrics for thousands of companies using a layered confidence model. Each revenue figure on this page is tagged with one of three confidence levels:
- Verified — directly confirmed via Stripe integration or audited filings.
- Self-reported — numbers publicly shared by the founder on X, blog posts, or interviews.
- Estimated — derived from publicly available signals (traffic, employee count, pricing, comparables).
Valuation follows a hierarchy: public companies use the live market cap; private companies with disclosed funding rounds use the last reported valuation; otherwise we apply a conservative 5× ARR multiple as an estimate. Multiples vary by business model — SaaS typically sits 5–7×, profitable bootstrapped operations 3–5×, consumer brands 1–3×, marketplaces 8–12×.
These are estimates, not official figures. Official numbers — when available — will always override estimates.