A free 10-minute diagnostic that scores eight dimensions of your estate planning readiness — wills, LPAs, pensions, life insurance, IHT exposure, document storage, family communication, digital legacy — and shows you a personalised action plan to close the gaps. Broader than the Will Checker, designed for the user already past "do I need a will" and ready to think systematically. Primary conversion target: the Estate Planning Bundle. The promise. "Eight questions across the things that actually matter. Your readiness score in every dimension. The plan to close the gaps — in priority order."

AAt a glance

BCustomer input — what we ask the user

B.1The conversation shape

10–12 minute guided interview. The framing is broader and more systematic than Will Checker — instead of "what would happen if you died today," it's "are you set up so that if something happens — anything from short-term incapacity to death — the people around you know what to do?"

The interview is organised around the eight dimensions. Each takes 60–90 seconds. The user can take all eight or stop after any one and get a partial scorecard.

B.2The fields we collect — eight dimensions

Dimension 1 — Wills

• Current will? required — Yes / No / Outdated
• Last reviewed conditional — <12 months / 1–5 yrs / 5+ yrs / don't know
• Significant changes since conditional — marriage / divorce / new child / new house / business sale / inheritance / death in family
• Know where the original is? conditional

Dimension 2 — Lasting Powers of Attorney

• Registered Property & Financial LPA? required
• Registered Health & Welfare LPA? required
• Know who your attorneys are? conditional
• Registered with OPG? conditional

Dimension 3 — Pension nominations

• Have pensions? required
• Nomination forms in place? conditional — Yes for all / Yes for some / No / don't know
• Last updated conditional — drives the "out of date if life has changed" flag

Dimension 4 — Life insurance

• Life insurance? required — Yes term / Yes whole-of-life / No
• Is it written in trust? conditional — highest-value insight in the diagnostic

Dimension 5 — Inheritance tax exposure

• Approximate joint estate value required — bands
• Marital status required — transferable nil-rate band
• Significant lifetime gifts in last 7 years? required
• Own home for descendants? required — residence nil-rate band

Dimension 6 — Document storage and accessibility

• Where are originals kept? required
• Do executors / attorneys / next-of-kin know? required
• Written down account numbers, contacts, subscriptions? required

Dimension 7 — Family communication

• Talked to spouse / partner about your wishes? required
• Talked to children? conditional
• Do executors know they've been nominated? required
• Anyone who'd be surprised by something in your plan? optional

Dimension 8 — Digital legacy

• Family know how to access phone / laptop / email? required
• Online accounts noted (banking, social, subscriptions)? required
• Password manager with shared master? required

B.3Evidence & verification

• No verification — diagnostic based on stated facts.
• Email gate on full PDF download; in-app summary shown without email.

B.4Branching & edge cases

1. Has recent will but no LPAs — ~30%. Most common shape; LPA gap emphasis.
2. Has nothing — ~25%. The Bundle is the obvious answer.
3. Outdated will + recent LPAs — ~15%. Will refresh priority.
4. Wills and LPAs but documents inaccessible — ~15%. Storage and communication gaps surfaced.
5. High-net-worth, everything in place but no IHT planning — ~10%. Honest referral to chartered tax adviser.

B.5Drop-off risks

• Length. 10–12 minutes is the cliff edge. Mitigation: progress bar "Dimension 5 of 8"; partial-scorecard option.
• Pension nomination question. Users don't know what it is. Mitigation: 2-line plain-English explainer.
• Life-insurance-in-trust question. "Don't know" is the most common answer — and the most useful, because it drives the recommendation.
• IHT estate-value band. Users hesitate. Mitigation: bands not figures.
• Family communication questions. Can feel intrusive. Mitigation: framing as "being sure the people you love know what's going on."

CProduct output — what the customer receives

C.1The deliverable

A personalised Estate Planning Readiness Report — a 5–7 page PDF generated from the user's inputs. The structure is fundamentally different from Will Checker's single-score format: multi-dimensional scorecard cover + dimension-by-dimension narrative + cross-cutting recommendations + prioritised action plan.

See the Specimen Output at the bottom: William & Catherine Roberts, recently retired, ~£1.1m estate after business sale, outdated 1989 will, no LPAs, life insurance not in trust. Aggregate score: 3/10 — Foundations missing.

C.2Document mock-up — skeleton

Page 1 — Your Readiness Scorecard
  Aggregate score X/10 + status word
  Multi-dimensional scorecard — 8 rows, each:
    Dimension · score/10 · status pill (CRITICAL/NEEDS WORK/ON TRACK)
  Hero CTA — Estate Planning Bundle £399

Page 2 — The biggest gaps
  3–5 lowest-scoring dimensions as cards
  What's missing · Why it matters · How to fix

Page 3 — Wills + LPAs deep-dive
  Where you are vs where you should be · personalised

Page 4 — Pensions + Life Insurance + IHT
  Financial-side dimensions
  Chartered tax adviser referral if IHT meaningful

Page 5 — Storage + Communication + Digital
  "People around you" dimensions — often most surprising

Page 6 — Your action plan
  Priority order with CTAs into products
  Bundle recommendation if 3+ gaps would be closed

Page 7 — Methodology + caveats
  How we scored · what this is not · 12-month re-take prompt

C.3What's included alongside the document

• The PDF report — emailed, stored.
• Short summary email with aggregate score, top 3 gaps, Bundle CTA.
• Email sequence — day 0, 7, 30, 90, 365.
• Annual re-take prompt.
• Opt-in social-share widget for aggregate score (anonymised).

C.4The visual treatment

The report should feel like a personal financial health dashboard — closer to a financial planner's annual review than the Will Checker's "doctor's quick check":

• Cover — multi-dimensional scorecard is the visual anchor. 8 rows, dimension + score + colour-coded status pill. Aggregate score centred and large.
• Body pages — sans-serif (Inter), grid-heavy. Consistent card layout per dimension.
• Specific names highlighted in accent.
• CTAs — orange for the Bundle (primary), muted for individual product upsells.
• Methodology note at the foot — transparent about scoring criteria.

C.5Handoff & follow-up

• Immediate email delivery.
• Account storage; re-downloadable.
• Day 0/7/30/90/365 triggered emails.
• Annual re-take prompt (dimensions change faster than Wills alone).
• Cross-reference with Will Checker if user has done both — show progress.
• Report updates as user buys components — "you've actioned 3 of the 5 top gaps."

DPricing & commercial shape

D.1Headline price

Free. Always. Same logic as Will Checker.

D.2Unit economics

D.3Upsell hooks

• Estate Planning Bundle (£249–£399) — primary CTA for 3+ gaps.
• Will G3 + LPA combo — 1–2 gaps in will/LPA dimensions.
• Individual products — Letter of Wishes, single LPA, specific nudges.
• Chartered tax adviser referral — IHT-flagged users with significant estate.

ECompliance guardrails

E.1Why this is 🟢

Same regulatory shape as Will Checker — educational diagnostic, not regulated activity under LSA / FCA. Particular care on:

• Life-insurance-in-trust. Stay strictly educational. "If your life insurance is not in trust, the payout will form part of your estate for IHT purposes — many people don't know this. Speak to your provider or a financial adviser about putting it in trust." Never definitive.
• Pension nominations. Flag importance; do not advise on who to nominate.
• IHT exposure. Educational only; "consult a qualified tax adviser" referral.

E.2User-as-actor framing

• We ask, we score, we report.
• The user decides — Bundle, individual products, external advice, or nothing.
• The user acts through our products, a financial adviser, a solicitor, or directly with providers.

E.3What the AI explicitly does NOT do

• Does not give bespoke legal advice.
• Does not give bespoke financial advice — life insurance, pensions, IHT all need qualified financial advisers.
• Does not verify facts.
• Does not assess capacity.
• Does not act on your behalf.
• Not a substitute for advice from a qualified solicitor or financial adviser.

E.4Required disclosures

E.5What we don't say — danger words

In addition to the global Will Checker list:

• "Put your life insurance in trust" (definitive) — say "speak to your provider about putting your policy in trust"
• "Update your pension nominations" (definitive instruction) — say "consider whether your nominations are up to date"
• "Tax-efficient" / "Beat IHT" / "Avoid probate" — never
• "Comprehensive plan" — over-promises
• "Bulletproof" — never
• "Personalised financial advice" — we don't give financial advice

FMarketing & SEO essentials

F.1Search intent

• The "am I ready" search. "Estate planning checklist UK" / "am I ready" — top-of-funnel curiosity.
• The retirement-planning search. "Estate planning before retirement" / "at 60" — life-event triggered.
• The "got everything sorted?" partner-prompted search. Couples checklist; one partner prompts.
• The high-net-worth search. "Estate planning £1m" / "IHT planning UK" — chartered tax adviser referral path.
• The specific-gap search. "Is my life insurance in trust" / "should I update my pension nomination" — single-dimension entry.

F.2Keyword cluster

Primary keyword: estate planning checklist uk

Secondary cluster:

• estate planning readiness · am I ready estate planning
• estate planning for couples uk · complete estate planning check
• estate planning over 50 uk · estate planning before retirement

Long-tail / intent variants:

• is my life insurance in trust
• should I update my pension nomination
• do I need to update my will
• estate planning for couples in their 60s
• estate planning checklist for blended families
• digital legacy planning uk

F.3On-page must-haves

• H1: "Estate Planning Readiness Check — Free 10-Minute Diagnostic"
• Meta title (≤60 chars): "Estate Planning Readiness Check · Free · LegalHelp"
• Meta description: "Free 10-minute diagnostic across 8 dimensions of estate planning. Personalised scorecard. Specific gaps. Self-help, not legal advice."
• Schema: Quiz + Service + FAQPage
• FAQ section answering top 8 PAA questions
• Internal links: Will G3 · Will Checker · LPA · Estate Planning Bundle · Letter of Wishes · Personal Legal MOT
• Trust signals + sample scorecard preview embedded
• Mobile-first layout

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

Title candidates:

• A: "Estate Planning Readiness Check · Free · LegalHelp"
• B: "Are You Ready? Free Estate Planning Check · 10 Minutes · LegalHelp"
• C: "Eight Dimensions of Estate Planning — Free Diagnostic · LegalHelp"

Meta candidates:

• A: "Free 10-minute diagnostic across 8 dimensions. Personalised scorecard. Specific gaps. Plain English. Self-help, not legal advice."
• B: "How ready is your estate plan? 8-dimension diagnostic. Wills, LPAs, pensions, insurance, IHT, storage, family, digital. Self-help."

F.5Compliance-safe content programme

Ten supporting articles:

1. "The 8 dimensions of estate planning — what most people miss." Diagnostic's own framework.
2. "Why your life insurance probably isn't in trust (and why it should be)." Highest-value insight.
3. "Pension nominations — the document deciding who inherits your pension." Authority-building.
4. "Estate planning before retirement: the checklist." Life-event.
5. "Estate planning for couples in their 60s." Demographic life-event.
6. "Digital legacy — what happens to your phone, email, Facebook when you die." Topical.
7. "Inheritance tax — the £325k threshold for typical UK households." IHT educational.
8. "How to talk to your family about your estate plan." Soft / trust-building.
9. "Property & Financial vs Health & Welfare LPA — which do you need more?" Converts to LPA.
10. "Estate planning for high-net-worth households — when £1m becomes the threshold." Targets bundle-or-IFA referral.

F.6Off-page / amplification

Rob fit. Strong but mature in voice. The Readiness Check is for users already past "do I need a will."

Charity partner fit. Good — same legacy mechanic as Will Checker, plus the pension-nomination dimension (also a legacy channel).

MSE / Which? fit. Excellent. MSE's annual estate-planning content has a natural slot.

PR angle. Data story: "7 in 10 UK adults score below 5/10 on the Readiness Check — most have no idea their life insurance isn't in trust."

Affiliate / partner channels.

• IFA / wealth managers — natural cross-sell
• Mortgage brokers (retirement / equity release)
• Workplace giving programmes
• Funeral directors
• Wealth-management content partnerships

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

• "Get tax-efficient" / "Beat IHT" — never
• "We give financial advice" — never
• "Comprehensive financial check" — crosses into FCA territory
• "Optimise your pension" — financial advice
• "Your estate plan is broken" (definitive, manipulative) — say "here's where the gaps are"

GBuild dependencies & open questions

G.1What we need before launch

• Diagnostic logic engine — extends Will Checker's flow-engine. Owner: Pablo. Status: depends on Will Checker being built first.
• PDF scorecard generation — multi-dim layout, dimension templating. Owner: Pablo. Brand sign-off on scorecard layout.
• Email sequence infrastructure — Bundle CTA priority. Owner: Rachel + Pablo.
• Reviewer panel sign-off — particularly tight on dimensions 3–5 (pensions, insurance, IHT). Owner: Ed + panel.
• Compliance copy sign-off — financial-services-adjacent dimensions. Owner: Ed.
• Content programme — 10 articles. Owner: Rachel + Jemima.
• Cross-link with Will Checker — show progress if user has done both. Owner: Pablo.

G.2Open questions

1. Replace Will Checker for over-50s, or run alongside? Recommendation: keep both. Will Checker = lighter sub-5-min entry; Readiness = deeper 10-min version.
2. Are the 8 dimensions right? Currently: Wills, LPAs, Pensions, Life Insurance, IHT, Storage, Family Comms, Digital. Should "funeral wishes" be a 9th?
3. Aggregate score — simple average? Weighted? Lowest-of-8? Test for engagement.
4. Email gate position. Same as Will Checker — full PDF gated.
5. High-net-worth referral economics. Fair referral fee from chartered tax adviser? Phase 2.
6. Re-take cadence. 12-month annual or 5-year? Probably 12-month — dimensions change faster.
7. Couples mode. Both partners complete and get a joint scorecard, or one per user with "shared with partner" view?
8. Digital legacy depth. Worth its own standalone product? Growing cohort.