A solicitor-reviewed Last Will and Testament, drafted by a multi-agent AI pipeline from a plain-English interview, with statute-compliant signing instructions, optional facilitated witnessing, and storage referral — for £79. The flagship of the Sorted side: not free, not freemium, the product that pays for the platform and the entry point to a 20-year customer relationship through LPA, Estate Planning, and eventual probate referral. The promise. "City-firm quality at a fraction of the cost. Drafted by AI, checked by a real solicitor, signed by you. £79."

AAt a glance

A.1Price-anchored against the market

£79 undercuts Farewill by 21% on a comparable process model and undercuts Co-op by 47% on a more automated one. Below £79 we're in race-to-the-bottom territory (ActiveWills £19 via affiliate) and the brand signal is wrong.

BCustomer input — what we ask the user

B.1The conversation shape

Guided interview, ~15–20 minutes for a simple estate, ~25–35 for a more complex one. Plain English throughout — no Latin, no "testator," no "per stirpes" without translation. Save-and-resume is essential — most users do this over two sittings. The tone is calm and considered: "this is about who you love and what you've built; let's make sure it goes to the right people."

The interview structure broadly mirrors Farewill's async pattern, with the LegalHelp twist of the multi-agent AI pipeline reviewing as the user types. Eight sections: About you · Your family · Your executors · Specific gifts · Residuary estate · Trusts (conditional) · Funeral wishes · Review and sign-off.

B.2The fields we collect

Section A — About you

• Full legal name required — exactly as on your passport / driving licence
• Any names you've previously been known by optional — maiden name, former married name
• Date of birth required
• Current address required
• Marital status required — single / married / civil partnership / divorced / widowed / separated
• Partner's full name and DOB conditional — drives mirror-will logic

Section B — Your family

• Do you have children? required — Yes / No
• For each child: name, DOB, current address conditional — biological, adopted, step-children treated explicitly
• Minor children? conditional — triggers guardian-appointment flow
• Guardian(s) for minor children conditional — name, relationship, contact, willingness confirmed
• Other dependents required — elderly parent, vulnerable adult
• Grandchildren optional — supports per-stirpes-equivalent clauses without the Latin

Section C — Your executors

• Number of executors required — 1 to 4 recommended; default 2 + 1 alternate
• For each executor: name, relationship, address, willingness confirmed required
• Alternate executor required (recommended) — full details

Section D — Specific gifts

• Are there particular items / sums you want specific people to have? required — Yes / No
• For each gift: who, what (item or £), substitution if they predecease conditional
• Charitable gifts encouraged — charity name, registered number, amount / percentage

Section E — Residuary estate

• Who inherits everything else? required — single / multiple by % / equally between named
• What happens if a beneficiary predeceases you? required — defaults shown
• Disaster clause required — if all named beneficiaries predecease, who inherits?

Section F — Trusts (conditional, advanced)

• Do any beneficiaries have specific needs? conditional — minor children, disability, second-marriage protection
• If yes: triggers complexity flag and senior-practitioner review (additional £40, transparent)

Section G — Funeral wishes (optional)

• Funeral preferences optional — burial / cremation / specific requests
• Letter of Wishes optional — separate non-binding document, free add-on

Section H — Review and sign-off

• Full plain-English review of every clause required
• Capacity affirmation required — sound mind, not under duress, 18+
• Date of the Will required — auto-populated
• Reviewer assignment — sent to a named solicitor / qualified will writer for human review, 2 business day target

B.3Evidence & verification

• ID verification at sign-off — passport / driving licence + proof of address via third-party check (we partner; we don't store the documents long-term). Supports later authentication in probate.
• Mental capacity is self-affirmed; we don't assess. We provide Mental Capacity Act 2005 guidance; reviewing solicitor flags concerns.
• Marital status is self-declared; we don't verify.
• Witness identity at signing is the user's responsibility; we provide guidance, not verification.

B.4Branching & edge cases

1. Simple single estate — single, no children, modest assets. ~30% of users. Cleanest flow, 15 min.
2. Couple with adult children — the largest single shape. ~40% of users. Mirror wills offered automatically.
3. Couple with minor children — guardian appointment required + bare trust for minors. ~15% of users.
4. Second marriage / blended family — careful handling of stepchildren; life-interest-trust suggested. ~7%. Triggers complexity flag.
5. High-value / business estate — significant assets / shareholding. ~5%. Senior-practitioner review (£40 extra).
6. Disabled / vulnerable beneficiary — discretionary or disabled-persons trust. ~2%. Always triggers complexity flag.
7. Domicile complexity — overseas assets / non-UK property. ~1%. May require referral out.

B.5Drop-off risks

• "Who looks after the children" question. Couples disagree. Mitigation: explicit "save and resume; talk about this over the weekend" prompt; editable later.
• Specific gifts — emotional naming. Users freeze. Mitigation: example gallery of plain-English specific-gift wordings.
• Residuary substitution. "What if both my children predecease me" is hard. Mitigation: walk through three scenarios with defaults.
• Capacity affirmation. Feels insulting to some. Mitigation: plain-English explanation; reassurance the question is standard.
• Payment moment. Users pause at £79. Mitigation: price comparison strip; "save and come back" path (we hold the draft 30 days).

CProduct output — what the customer receives

C.1The deliverable

A package of three documents, delivered by email and stored in their account:

1. The Will — the legal instrument. 3–6 pages. Designed to be printed, signed in wet ink, stored as an original.
2. The Signing Instructions sheet — a 1-page statute-cited guide on executing the will validly under s.9 Wills Act 1837.
3. The LegalHelp cover sheet — a 1-page summary card with executor names, beneficiary names, key reminder, and storage offer.

Optional add-ons (offered but not in the £79 base): Letter of Wishes (free); facilitated witnessing partner (£75–99); Kwil storage (£30 / 25 yrs); National Will Register location registration (£30).

See the Specimen Output at the bottom of this document for a fully-rendered 5-page A4 example for dummy testator Eleanor Margaret Hughes.

C.2Document mock-up — skeleton

The Will itself (3–6 pages):

Page 1 — Title page
  THE LAST WILL AND TESTAMENT OF
  [Full legal name of testator]
  [Address]
  Dated this [day] day of [month] [year]

Page 2+ — The Will body
  1. DECLARATION (revocation, capacity)
  2. APPOINTMENT OF EXECUTORS
  3. APPOINTMENT OF GUARDIANS (if minor children)
  4. SPECIFIC GIFTS (cash legacies, items, charity)
  5. RESIDUARY ESTATE (with substitution / disaster clauses)
  6. TRUSTS (if any — bare trust for minors, etc.)
  7. FUNERAL WISHES (optional, non-binding)
  8. ADMINISTRATIVE PROVISIONS
  9. ATTESTATION CLAUSE
  Signature block — testator + 2 witnesses

  Footer: "Solicitor reviewed · Self-help · Not legal advice"

Plus a 1-page Signing Instructions sheet (statute-cited, plain English) and a 1-page LegalHelp Cover Sheet (summary + checklist).

C.3What's included alongside the document

• Main Will — PDF (review-only watermark removed post sign-off) + DOCX (post sign-off).
• Signing Instructions sheet — same statute-cited guide.
• LegalHelp Cover Sheet — plain-English summary.
• Free Letter of Wishes offer — separate non-binding document.
• Kwil storage referral — affiliate link, framed as "keep your Will safe."
• Account view — Will + Letter of Wishes + signing status + executor metadata, all in one place.
• Reminder schedule — 5-year nudge to review the Will.
• LPA cross-sell — gentle prompt immediately after completion.

C.4The visual treatment

The Will document itself must look unmistakably formal — this is the most important document most people will ever sign:

• Title page in display weight, large, centred. No orange accent strip on the will itself — this is a legal instrument, not a marketing artefact. Wordmark restricted to footer.
• Body pages — serif body (Cormorant Garamond) at 11pt, 1.6 line height. The serif reads as a legal document.
• Clause numbering — Roman numerals for major sections, Arabic for clauses, with strong typographic hierarchy.
• Signature page — clear ruled lines, attestation clause printed exactly above. Plenty of space for handwritten witness names and addresses.
• Footer — Will reference + page x of y + the "Solicitor reviewed · Self-help legal tool" line. Discreet.

The LegalHelp Cover Sheet and Signing Instructions, by contrast, are branded — orange accent, wordmark prominent, plain English. These are the wrapper documents.

C.5Handoff & follow-up

• Email delivery of the complete package after solicitor review.
• Account storage of the package — re-downloadable anytime.
• 24-hour reminder if not yet printed.
• 7-day reminder if not yet signed.
• 30-day deadline for signing (after which re-confirm capacity affirmation).
• 5-year review nudge.
• Death notification process — if the account is flagged deceased, the executor is contacted with original-location info, account access, and the probate-partner referral.

DPricing & commercial shape

D.1Headline price

• £79 — single will. The headline. Below Farewill (£100), below Kwil online (£90), well below Co-op (£149).
• £129 — mirror wills (couples). Below Farewill (£160), well below Co-op (£249).
• +£40 senior-practitioner uplift for complexity-flagged wills (second marriage trust, business assets, disability provisions). Transparent at the moment the complexity is identified.
• +£99 single Letter of Wishes — complementary product, not a markup.
• Add-ons (commission revenue): Kwil storage (£30); facilitated witnessing (£75–99); National Will Register (£30). Transparent affiliate / partner relationships.

D.2Unit economics

The reason £79 is fundable (where Farewill at £100 wasn't): the multi-agent AI drafter compresses reviewer time from ~25 minutes (Farewill's specialist review) to ~5 minutes (review + sign-off on a pre-flagged document).

D.3Upsell hooks

• Lasting Power of Attorney (Product #9) — every will competitor upsells into LPA. Same person, same conversation, immediately after.
• Estate Planning Bundle (Product #6) — Will + LPA + estate roadmap at a discount.
• Estate Kit (Product #8 — referral) — Will + Letter of Wishes + funeral preferences, employer / charity-partner channel.
• Probate referral — hard redirect to SRA-regulated partner at death-notification moment. Referral revenue captured. 20-year relationship continues with the executor.
• 5-year review subscription — £20–30 annual light tier (Phase 2 consideration).

ECompliance guardrails

E.1Why this is 🟢

Will drafting between a self-help platform and a testator who signs in their own name is not a reserved instrument under LSA 2007 Sch.2 — the reserved instrument is the grant of probate, not the will. We are not "conducting litigation," "advising on contentious matters," or providing "regulated financial services." The testator is the actor; we are the drafter and the post-output reviewer; the solicitor review (named, qualified) is a quality gate, not a retainer-style legal-advice relationship.

That said, wills are the highest-stakes product in the Sorted suite. A defective will leads to intestacy. The regulatory perimeter is clear but the consequence of getting it wrong is asymmetric — reputational damage and consumer harm are the live risks, more than regulatory enforcement.

E.2User-as-actor framing

• We draft the will from the user's inputs, with the multi-agent AI pipeline.
• A named solicitor or qualified will writer reviews — human review, not AI-only delivery (essential to defend the £79 price point against the £19 race-to-the-bottom).
• The user reviews — every clause displayed in plain English with the legal version below.
• The user signs in their own name, in the physical presence of two witnesses (Wills Act 1837 s.9).
• The user stores the original — we offer Kwil storage but do not hold the original.
• The user's executor administers the estate — we provide a probate referral, never act ourselves.

E.3What the AI explicitly does NOT do

More important here than for any other product. Appears at three touchpoints (signup, before review, before download):

• The AI does not give bespoke legal advice on your specific estate planning needs.
• The AI does not assess your specific estate's tax position (we recommend a tax adviser for estates above £325,000).
• The AI does not assess your testamentary capacity — that is a question for a medical or legal professional if there's any doubt.
• The AI does not sign the will (wills must be signed by the testator in person).
• The AI does not witness the will or arrange witnesses on your behalf (partner referral only — witnesses are independent).
• The AI does not store the original will (partner storage referral only).
• The AI does not apply for probate or administer your estate after death (we refer to an SRA-regulated probate partner).

E.4Required disclosures

E.5What we don't say — danger words

The strictest list of any product. Banned from copy, output documents, marketing:

• "Legally bulletproof" — wills can always be contested
• "We guarantee your wishes will be carried out" — only the testator can do that by choosing competent executors
• "Sue your relatives" — never; contested-will scenarios refer to contentious-probate specialists
• "Our solicitors will represent your estate" — they won't; we refer to a separate SRA-regulated partner
• "Beat inheritance tax" — never; we don't provide tax advice
• "Skip the probate process" — never; probate is a legal requirement for most estates
• "Cheaper than a real solicitor" — substantively true but framing-poor; say "city-firm quality at a fraction of the cost"
• "Make a will in 10 minutes" — only for the simplest estates; say "15–30 minutes"
• "AI-drafted" alone — must always be paired with "solicitor-reviewed"
• Any "your family won't fight over it" framing — wills don't prevent family disputes; we make no such claim

FMarketing & SEO essentials

F.1Search intent

• The life-event trigger search. "How to make a will after baby" / "make a will after buying a house" — high intent, mid-funnel, the moment they decide to act. Highest LTV cohort.
• The cost-comparison search. "Cheapest way to make a will" / "online will UK" / "make a will under £100" — high intent, comparison shopping. We compete head-on at £79.
• The bereavement-adjacent search. "How to make a will when you're older" / "make a will after partner died" — older user, 55+, often post-spousal death. Particularly responsive to charity-partner channels.
• The research / authority search. "What is a will" / "do I need a will" / "what happens if I die without a will" — top-of-funnel, builds authority. The intestacy explainer is the highest-converting top-of-funnel piece.

F.2Keyword cluster

Primary keyword: make a will online uk (high competition, justified by volume)

Secondary cluster:

• online will uk · cheap will uk · solicitor will online · will writing service uk
• make a will £79 — own this exact phrase (price-anchored long-tail)
• online will £79

Long-tail / intent variants:

• do I need a will
• what happens if I die without a will
• cost of a will uk (high commercial intent)
• is an online will legally binding uk
• make a will after baby (life-event)
• make a will after buying a house (life-event)
• who can witness a will uk (process-aware, mid-funnel)
• online will with solicitor review — the differentiator

F.3On-page must-haves

• H1 contains primary keyword in natural English: "Make A Will Online — Solicitor-Reviewed · £79 · LegalHelp"
• Meta title (≤60 chars): "Make A Will Online · £79 · Solicitor-Reviewed · LegalHelp"
• Meta description (≤155 chars): "Solicitor-reviewed online will from £79. Drafted by AI, checked by a real solicitor, signed by you. UK-wide, plain English. Self-help legal tool."
• Schema: Product + Service + FAQPage + Review (aggregated Trustpilot)
• FAQ section answering top 12 PAA questions
• Internal links to: LPA · Estate Planning Bundle · Letter of Wishes · Personal Legal MOT · Storage explainer
• Trust signals above the fold: solicitor-reviewed badge · review count + score · "Not legal advice" disclosure · sample will preview · 15–30 min estimate · price comparison strip
• Price visible above the fold (£79)
• Rob endorsement above the fold with photo (if Rob agrees)
• Mobile-first layout — wills traffic is ~55% mobile (older skew)
• Sample Will PDF preview embedded on the page

F.4Page title & meta — compliance-safe drafts

Title candidates:

• A: "Make A Will Online · £79 · Solicitor-Reviewed · LegalHelp"
• B: "Online Will UK — From £79, Solicitor-Reviewed · LegalHelp"
• C: "Sorted. Your Will — drafted, reviewed, signed by you. £79."

Meta candidates:

• A: "Solicitor-reviewed online will from £79. Drafted by AI, checked by a real solicitor, signed by you. UK-wide, plain English. Self-help legal tool."
• B: "Make your Will online for £79. Solicitor-reviewed. UK-wide. Plain English. Storage and Letter of Wishes available. Self-help legal tool."

F.5Compliance-safe content programme

Twelve supporting articles — the largest programme of any product. Wills is the cornerstone; the content moat is the value.

1. "Do I need a will? Eight questions that tell you." Top-of-funnel; converts research traffic.
2. "What happens if I die without a will in the UK? The intestacy rules in plain English." The highest-converting top-of-funnel piece in the cluster.
3. "How much does a will cost in the UK?" Comparison piece; sets up £79 anchoring.
4. "Is an online will legally binding in the UK?" Trust-building; converts cost-comparison traffic.
5. "Who can witness my will? The legal rules." Process-aware; converts deep-funnel.
6. "Make a will after a baby: what to think about." Life-event.
7. "Make a will after buying a house: the checklist." Life-event.
8. "Make a will after a divorce: the things to update first." Life-event.
9. "How to choose executors of your will." Mid-funnel; useful even after purchase.
10. "What to include in your funeral wishes (and why a Letter of Wishes is better)." Cross-sells Letter of Wishes.
11. "How to write a will yourself — and why most people shouldn't." Counter-positioning vs £19 affiliate operators.
12. "Will vs Lasting Power of Attorney: which do I need first?" Cross-sells LPA.

F.6Off-page / amplification

Rob fit. Strong but different from the casual-contracts cluster. Wills is the most editorial-fit product — the avoidance-moment cornerstone, the product that lets Rob talk seriously about love and family rather than disputes.

Charity partner fit. Critical. Farewill built its volume on this channel — 400+ charity partners, £1.1bn in pledged charitable income. The mechanic: charities want supporters to leave legacies; charities pay for / promote a free or discounted will service; LegalHelp captures the wills volume. Targets:

• Cancer Research UK — Farewill's biggest partner. If we break this, we change the game.
• Macmillan Cancer Support — large legacy programme, audience overlap.
• Age UK — older audience, exactly our 55+ wills cohort.
• British Heart Foundation — large legacy programme.
• Royal British Legion — Bequeathed's existing partner via SSAFA; competitive entry.
• Refuge / Women's Aid — second-marriage, ex-partner-protection narrative.

MSE / Which? fit. Strong. MSE's annual "make a free will" Will Aid campaign (November) is an established editorial moment we can slot into. Which? Wills is the Which?-branded white-label service — pitch to be the operating partner.

PR angle. Two stories: "33 million UK adults still don't have a will. Rob Rinder's £79 platform aims to change that." Plus: "Inside the AI pipeline that drafts city-firm-quality wills for £79 — a solicitor still checks every one." Both publishable in Sunday papers, FT, Guardian Money, trade press.

Affiliate / partner channels.

• Independent Financial Advisers — wealth-management clients often need a will at the planning conversation; high-LTV.
• Mortgage brokers — new-buyers are a prime trigger cohort.
• Wealth managers — same logic, higher LTV.
• Funeral directors — opt-in legacy channel; sensitive framing.
• Employee benefits providers — corporate wills are a low-CAC channel.
• Will Aid (annual charity campaign) — sponsorship play.

F.7The marketing "do not say" list — product-specific additions

• "The cheapest will in the UK" — we aren't; £19 affiliate operators are cheaper, but it's a race-to-the-bottom we don't want to be in
• "Make a will in 10 minutes" — only for the simplest estates; sets wrong expectations
• "AI-drafted" alone — must always be paired with "solicitor-reviewed"
• "Avoid solicitors" — never; we're an alternative for simple-to-moderate estates, not a replacement for advice on complex ones
• "Guaranteed to be accepted by probate" — never; probate is a court process
• "Stop your family fighting" — wills can be contested; we make no such promise
• "Tax-efficient will" — we don't provide tax advice; separate planning needed above £325k nil-rate band

GBuild dependencies & open questions

G.1What we need before launch

• Multi-agent AI pipeline — drafter + ambiguity scanner + residuary checker + consistency checker + adversarial reader. Owner: Pablo. Status: pitch-deck slide 14 framing exists, implementation not started. Single biggest engineering build in the suite.
• Reviewer panel — named solicitors / qualified will writers, ~5 min per will at £50–60/hour. Owner: Ed + senior-practitioner panel. Status: panel exists for ARC testing; capacity planning for £79 production volume not done.
• ID verification integration — Onfido / Yoti candidate vendors. Owner: Pablo. Status: scoping.
• Witnessing operation — facilitated witnessing partner, NOT employed by LegalHelp. Owner: Rachel. Status: in flight per goals-and-strategy.
• Storage referral — Kwil affiliate agreement. Owner: Ed. Status: not yet approached.
• Probate referral partner — SRA-regulated firm willing to take post-death referrals. Owner: Ed. Status: not yet approached; Phase 2.
• Compliance copy sign-off — every interstitial, document footer, capacity affirmation. Owner: Ed. Depends on reviewer-panel sign-off first.
• Content programme — 12 articles drafted and compliance-reviewed. Owner: Rachel + Jemima.
• Charity partnership programme — 3–5 pilot partners agreed before launch. Owner: Ed + Rob (for relationships).
• Rob endorsement — pull-quote, photo, editorial line confirmed. Owner: Ed.

G.2Open questions

1. The £40 senior-practitioner uplift for complex estates — is this the right price point and trigger logic? Needs reviewer-panel validation.
2. Mirror wills at £129 — joint flow or two parallel flows? UX-cleaner as one joint flow with shared inputs; operationally cleaner as two parallel single-will flows with shared review.
3. The "5-year review" subscription light — in v1 or Phase 2? Adds operational complexity; key Farewill retention tool.
4. ID verification at start vs sign-off? Start is operationally cleaner, higher abandonment. End keeps the funnel open, friction at the worst moment. Test both.
5. Storage partner — Kwil affiliate or build our own? Long-term, in-house is higher margin. Short-term, Kwil is the right answer.
6. Charity partnership exclusivity — exclusive-period deals in exchange for stronger amplification? Worth piloting.
7. "Free for charity supporters" model (Bequeathed's mechanic) — £0 charity-partnered tier driving volume at slim margin? Phase 2.
8. Probate referral economics — 10% of probate fees is market norm; we'd want to negotiate up.
9. Rob's pull-quote — does he agree to be the face of the wills product specifically? Phase 1 launch depends on this.