We’re a direct-to-consumer platform, so we sell to the average Canadian. Our average customer is between 25 and 45 years old. They’re people that are going through major life changes. I’m our perfect average customer. I’m 37. I have a home. I have a husband. I just had a baby in the last year. We’re targeting people like me, who have pretty simple situations and don’t necessarily want to pay to visit a professional.
The partnerships are really to help us with distribution. As a small company, we can’t afford national advertising campaigns and Superbowl commercials. Partnering with brands like CIBC helps with building trust. Their team goes through deep diligence on our platform and our documents. It’s really helpful for consumers to know partners of the caliber of CIBC have vetted it. Also, it really helps with reaching Canadians who are going through those major life moments. CIBC customers are the types of people buying a home, getting married – at those inflection points where they want to start thinking about creating or updating a will.
The partnerships are really helpful for us to add value to their customers by providing them with an easy, affordable estate planning solution. For us, it’s valuable because we get exposure to millions of Canadians who, the stats tell us, likely don’t already have a will.
Your most recent partnership is with PEAK Financial. Why did you want to partner with them?
PEAK is a financial planning firm based in Quebec. We’re based in Ontario, but our main investors are based in Quebec, and we spent some time there as part of the FounderFuel accelerator program in 2019. We have a fully bilingual platform and the only fully digital notarial will product in Quebec. It’s been a market that we’ve really been trying to grow.
