A three-document Estate Kit — a guided Will template + a Letter of Wishes + Funeral Preferences — distributed at zero cost to the consumer by our partner organisations (charities, employers, brokers) as a free member benefit. Sticker price £99, partner-paid (or bundled into partnership). The strongest single distribution mechanism in the suite, built to capture the legacy-fundraising channel that Farewill exited. The promise (partner-facing). "A high-perceived-value, zero-marginal-cost benefit your members will genuinely use. Drives legacy gifts, engagement, and goodwill. Worth £99 to your members; costs you a fraction of that."

AAt a glance

BCustomer input — what we ask the user

B.1The conversation shape

15–20 minutes, deliberately simpler than Will G3 (which is 15–30 min) because the output is a template rather than a reviewed legal instrument. The tone is warm and member-focused — the consumer arrived because their partner gave them the kit, so the framing is "as part of your membership with [Partner], LegalHelp has put together this kit for you."

Two paths: Path A — Just use the template (~50%, minimal personalisation) and Path B — Walk me through it (~50%, optional prompts on each section). Both produce the same three documents; difference is interview length only.

B.2The fields we collect

Lighter than Will G3 — we don't ask about trust provisions, business succession, or complex scenarios. Those require the full reviewed product, and we deliberately flag any user whose circumstances warrant it.

Section A — You

• Full legal name required
• Address, DOB, marital status required
• Partner's name and DOB conditional

Section B — Your family

• Children? required — names, DOBs
• Any minor children? conditional — strongly recommend Will G3 if yes
• Stepchildren? required — same recommendation if yes

Section C — Your executors

• One or two named executors required
• (No alternate at this tier — template simplicity)

Section D — What you want to happen

• Specific cash legacies optional — including charitable gifts (partner charity pre-populated as suggestion, with explicit opt-out)
• Specific items to specific people optional
• Residuary required — single / equal split / "my children equally"
• Substitution if predeceased required — defaults provided

Section E — Letter of Wishes

• Non-binding messages to executors optional
• Specific personal messages optional
• Charitable intentions in your own words optional

Section F — Funeral Preferences

• Burial or cremation optional
• Religious or secular optional
• Specific requests (music, readings, attendees) optional
• Donation in lieu of flowers — partner charity pre-populated for charity kits optional

Section G — Complexity check (the gate to Will G3)

• Estate worth > £325,000? required
• Business / shareholding / overseas property? required
• Beneficiaries with specific needs? required

If yes to any: the template is produced, but the user is strongly recommended to upgrade to the full Will G3 (£79). We are honest about the limits of the template at this tier.

B.3Evidence & verification

• No ID verification. Template product; the consumer fills it in themselves. The lack of solicitor review and ID is what differentiates the £99-sticker kit from the £79 reviewed Will G3.
• Partner code / referral path validated; user's account tagged for partner-attribution reporting.

B.4Branching & edge cases

1. Simple estate, no complexity — template is genuinely sufficient. ~70% of users.
2. Complexity flagged at Section G — kit produces docs but user steered to Will G3 upgrade. ~20% of users.
3. Charity-partner kit with charitable-legacy intent — partner charity pre-populated (explicit opt-in only). ~30% of charity-kit users include partner charity.
4. Employer-benefits kit — corporate-wellness framing; no charitable pre-population.

B.5Drop-off risks

• The complexity-gate question. Some users feel diverted by being told to upgrade. Mitigation: honest framing — "the template handles most situations, but for these specific cases the reviewed Will is what we'd actually recommend."
• Partner-branded landing. Some users don't immediately understand the partnership. Mitigation: clear co-branded explanation.
• "No solicitor review" disclosure. Users may feel kit is lower-quality. Mitigation: honest framing — "template for simple estates; £79 reviewed Will for complex."

CProduct output — what the customer receives

C.1The deliverable

Three documents as a package: Will template (explicitly marked as template, not solicitor-reviewed) + Letter of Wishes + Funeral Preferences. Plus a Partner Welcome Cover Sheet showing the co-branding.

See the Specimen Output at the bottom for a fully-rendered 4-page A4 example: an Age UK × LegalHelp kit for Maureen Davies (71, widow, ~£280k estate, two adult children).

C.2Document mock-up — Will template skeleton

The Will template is the most distinctive component — deliberately simpler than Will G3:

Page 1 — Title
  THE WILL OF [Full legal name]
  Generated from [Partner] × LegalHelp Estate Kit
  ★ TEMPLATE — NOT SOLICITOR-REVIEWED ★

Page 2 — The Will body (simplified)
  1. DECLARATION (revocation, capacity, age)
  2. EXECUTORS (1–2; no alternate at this tier)
  3. SPECIFIC GIFTS (simplified)
  4. RESIDUARY ESTATE (3 standard scenarios, defaults)
  5. FUNERAL WISHES (cross-ref to separate doc)
  6. STANDARD ADMINISTRATIVE PROVISIONS (brief boilerplate)
  7. ATTESTATION CLAUSE (s.9 compliant)
  8. SIGNATURE BLOCKS — testator + 2 witnesses

  Footer:
  "Template generated from your inputs. Not solicitor-reviewed.
   Self-help legal tool. LegalHelp is not a law firm.
   For complex estates, see our reviewed Will at £79."

C.3What's included alongside the documents

• Partner Welcome Cover Sheet (co-branded with partner)
• Will template (PDF + DOCX)
• Letter of Wishes (PDF)
• Funeral Preferences (PDF)
• Signing Instructions (s.9 formalities — same as Will G3)
• Upgrade prompt — clear "£79 reviewed Will" CTA
• Partner CTA (charity-partner kits) — charitable-legacy reminder

C.4The visual treatment

The Estate Kit is the only product in the suite with co-branding built into the visual identity:

• Partner Welcome Cover Sheet — co-branded header (partner logo + LegalHelp lockup), warm welcome message, kit contents list, consumer-perceived value statement.
• Will template — standard Will visual treatment BUT with prominent "Template — Not Solicitor-Reviewed" stamp on cover. Key differentiator vs Will G3.
• Letter of Wishes — same as Bundle's treatment.
• Funeral Preferences — clean, accessible (older demographic skew via charity channels means typography slightly larger).

Deliberate visual difference: the Will template is not the same document as Will G3. We never confuse the two visually.

C.5Handoff & follow-up

• Immediate email delivery; account storage; user is now registered (this is the value to us).
• Partner attribution — user's account tagged with partner referral code; aggregate reporting back to partner.
• Upgrade nudges — if complexity flagged, day-7 / day-30 emails offering Will G3 at £79.
• 5-year refresh prompt — re-take Estate Kit free.
• Death notification trigger — same as Will G3.

DPricing & commercial shape

The commercial model is dual-sided: consumer perceives £99 of value but pays nothing; partner pays LegalHelp.

D.1Consumer-facing price

• Free at point of delivery. Always feels free to the consumer.
• £99 sticker price on the Welcome Cover Sheet as perceived value — what the partner is giving away.

D.2Partner-facing pricing — three commercial models

D.3Unit economics

Lowest-marginal-cost product in the suite:

D.4Upsell hooks

• Will G3 (£79) — primary conversion target. Complexity-flagged users see immediate upgrade prompts.
• LPA (£99) — secondary upsell, particularly 60+ users.
• Estate Planning Bundle (£249–£399) — for multi-gap users.
• Kwil storage referral — same as other Will products.
• For charity-partner kits: partner has direct commercial interest in conversion (deepens charity relationship). Aligned incentives.

ECompliance guardrails

E.1Why this is 🟢

Template-driven Will product for self-completion and self-signing is not regulated activity — same pattern as off-the-shelf will templates legally available in the UK for decades. The key compliance choice for this product is the honest framing of what it is: a template, not a solicitor-reviewed Will. Conflating the two would create consumer-protection risk and invite competitor challenge.

The other compliance edge: charity-partner pre-population. We always require explicit opt-in from the user to include the partner charity as a beneficiary. Never pre-populate as residuary beneficiary by default (undue influence territory). Pre-population at the level of Letter-of-Wishes suggestion and optional cash legacy, with clear opt-in / opt-out at every step.

E.2User-as-actor framing

• We provide the template based on user inputs.
• The user reviews and decides whether it's right for them.
• The user signs in own name with two witnesses.
• The user stores the original.
• The user enforces the will themselves if needed.
• The partner does NOT see the user's will or choices — aggregate completion data only.

E.3What the AI explicitly does NOT do

• Does not give bespoke legal advice.
• Does not review the template for legal correctness against your specific circumstances — that's the £79 Will G3.
• Does not provide tax advice.
• Does not represent you to beneficiaries or third parties.
• Does not communicate your wishes to the partner unless you've opted in to a charitable-legacy notification.

E.4Required disclosures

E.5What we don't say — danger words

In addition to the global Wills danger-words list:

• "Solicitor-quality" — never; the template is explicitly not solicitor-reviewed
• "Just as good as a reviewed Will" — never
• "Pre-filled to include [partner charity]" — never; pre-population requires explicit opt-in
• "Your will is complete" — never; until signed with two witnesses, no legal effect
• "Save £99 with this free kit" — over-states vs £79 full Will; say "free Estate Kit (worth £99)"
• For charity-partner marketing: "Make sure [charity] gets your money" — manipulative; the kit is for the user's wishes

FMarketing & SEO essentials

F.1Search intent — partner-side

• Charity legacy officers: "free will service for charity supporters" / "Farewill alternative for charities" — high commercial intent, specific buyer.
• Employer benefits managers: "estate planning employee benefit" / "wellness benefit over 50" — mid-funnel.
• Mortgage brokers / IFAs: "client value-add for retirement clients" / "will template for client" — opportunistic.
• Procurement / partnership teams: supplier-comparison searches.

F.2Keyword cluster — partner-side

Primary keyword: free will service for charity (low volume, ultra-high commercial intent)

Secondary cluster (partner-side):

• charity legacy fundraising partnership uk · farewill alternative for charities
• employee benefit estate planning · corporate wills benefit
• free will scheme charity uk

F.3Consumer-facing marketing (secondary)

Consumer SEO is smaller scope — most consumers arrive via partner. Still useful to rank for:

• free estate kit uk (low volume, high intent)
• [partner name] estate kit (branded; we own the landing page)
• free will template uk (high volume, mid-intent — kit offered with upgrade-path framing)

F.4On-page must-haves — partner-facing

• Dedicated partnership-landing page at legalhelp.co.uk/partnerships
• Three commercial models clearly explained
• Pilot-partner case studies (when available)
• Partner-attribution dashboard preview
• Co-branding examples (mock-ups)
• Clear "Book a 30-minute conversation" CTA — partner sales is human-led

F.5Compliance-safe content programme

Eight supporting articles — heavily partner-facing:

1. "How charity legacy programmes actually work — and why Farewill's exit changed the game." Partner thought leadership.
2. "7 things to look for in a legacy-fundraising tool partner." Partner buyer-decision content.
3. "Free will schemes — consumer-protection considerations every charity should know." Trust-building on compliance.
4. "Estate planning as an employee benefit — what to look for." Employer-benefits-manager content.
5. "Free Estate Kit — what's included, what's not." Consumer-facing.
6. "Estate Kit vs full reviewed Will — when does each work?" Honest comparison; converts complex users.
7. "How to add a charitable gift to your Will." Consumer-facing; works for any charity partner.
8. "Five things to write in your Letter of Wishes." Consumer engagement.

F.6Off-page / amplification

Partner sales motion is the main amplification. Ed + Rob relationship network is critical — Rob's existing charity relationships and Castle Place's industry ties.

Trade press for partner-facing visibility: Civil Society Media · Third Sector · Charity Times · Employee Benefits · Mortgage Strategy.

PR angle (partner-facing). "LegalHelp signs first 10 charity partners as Farewill exits the charity-channel market." Story-driven, sector-press friendly.

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

• "Free £99 will" — over-claims; say "free Estate Kit (worth £99)" and clarify it's a template
• "Replaces a real will" — never
• "Solicitor-backed" — never; template is not solicitor-reviewed
• "Better than Farewill" — competitive framing we don't want; say "the credible alternative for the charity-partnership channel"
• For consumer materials: never imply the partner will benefit financially from kit use (partnership economics are structured separately)

GBuild dependencies & open questions

G.1What we need before launch

• Template-driven AI pipeline — lighter than Will G3 (no ambiguity scanner / adversarial reader). Owner: Pablo. Depends on Will G3 pipeline.
• Partner co-branding system — dynamic logo + partner-name insertion. Owner: Pablo. Brand sign-off on layouts.
• Partner-attribution infrastructure — referral code / URL tracking, aggregate dashboards, automated monthly reports. Owner: Pablo.
• Partner sales materials — pitch deck, commercial models doc, case studies. Owner: Ed + Rachel.
• Pilot-partner agreements — 3 pilots pre-launch (one charity, one employer, one broker). Owner: Ed + Rob.
• Compliance copy sign-off — consumer disclosures + partner-contractual reps. Owner: Ed.
• Charity-pre-population logic — explicit opt-in flow with clear opt-out. Owner: Pablo + Ed.

G.2Open questions

1. £99 sticker price — right perceived-value anchor? Partner-side validation needed.
2. Per-kit pricing tiers — £15–£25–£35 slopes right? Charity-sector market test.
3. Flat-fee pricing bands — £10k/£25k/£50k calibrated to partner audience sizes?
4. Affiliate revenue share — 15–25% right number? Industry norms favour lower end; may need higher for first deals.
5. Charity-pre-population scope — Letter-of-Wishes only / cash legacy / residuary? Phase 1 conservative (Letter only); Phase 2 expand.
6. Reviewer panel for template QA — annual approval of the template itself.
7. Partner reporting cadence — monthly aggregate standard; CRUK-tier may want more, single-broker affiliates may want less. Tiered service?
8. Deeper kit variant at £149 — Will + LPA template + Roadmap? Risks cannibalising the Bundle but opens new partner segments. Phase 2.
9. Scotland variant — different succession law; Scottish-headquartered partners need it. Phase 2.