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September 29, 2022

PEAK Financial Group Partners with Willful to Empower Independent Advisors with Complementary Digital Estate Planning Tools

Montreal, QC, September 29, 2022 - PEAK Financial Group, Canada’s leading independent multidisciplinary dealer, and Willful, Canada’s leading online estate planning platform, announced a new partnership. This partnership will enable PEAK advisors to expand and diversify their services by offering their clients access to digital will-drafting services, power of attorney, as well as other pre-planning arrangements at a preferential rate.  

“Financial advisors are instrumental in helping their clients accumulate wealth throughout their lifetime, and they can also be an expert resource to help them pass those assets on efficiently through comprehensive estate planning,” said Erin Bury, CEO, Willful. “We know that over half of Canadian adults don’t have a will, and it’s the cornerstone of an effective estate plan, so this partnership means PEAK advisors now have the option to help clients access a solution to create a province-specific estate plan in less than an hour.”

Willful was founded in 2017 to provide Canadians an accessible, affordable, and easy way to get a legal will online. Willful’s legal documents are designed by lawyers to adhere to all provincial regulations. The platform guides users through a series of questions about their life situation and helps them appoint key roles in their will, including executors, beneficiaries, and guardians. Willful then provides a set of customized PDF documents that can be executed as per provincial requirements. Available in eight provinces, Willful offers the only fully digital notarial will in Quebec and offers digital will execution in BC through a partnership with Docusign. The platform also allows Canadians to record their funeral and burial wishes, and to create a list of assets for their executor.

Willful has partnered with trusted brands including Allstate Canada, and the company’s founders appeared on CBC’s Dragons’ Den in December 2021, securing a deal from Dragon Michele Romanow.

For 30 years, PEAK Financial Group has been committed to enhancing people’s quality of life through better use of their money, impartially and independently. PEAK advisors offer unbiased financial advice to more than 150,000 investors across Canada, and one of the topics often discussed with clients is estate planning.

“PEAK advisors pride themselves on providing unbiased financial advice to clients across Canada, and our goal is to empower them with the best solutions to make a real difference in their clients’ lives,” said Robert Frances, President and CEO of PEAK Financial Group. “Always looking for new ways of providing independent advisors with as many tools as possible to guide investors towards financial health, impartially and independently, PEAK keeps innovating and furthering its digital acceleration program. The access to Willful online estate planning solutions will be a complementary tool to expand upon the estate planning element of financial services and to broaden advisor’s business building strategies.”

About Willful

Willful is on a mission to change the way Canadians prepare for and deal with death. Their first product is an online platform that makes it affordable, convenient, and easy for Canadians to create a legal will online. The platform provides simplified estate planning services, enabling consumers to create a will and/or power of attorney by following a clear step-by-step process. Willful’s platform was developed in collaboration with leading estate lawyers, and has pricing plans starting at $99. Willful is based in Toronto, and it is currently available to residents of Ontario, Quebec, British Columbia, Saskatchewan, Alberta, Nova Scotia, New Brunswick, and Manitoba. Since launching in 2017, Willful has helped Canadians create over 100,000 documents. To get started, visit

About PEAK Financial Group

For 30 years, PEAK has made a real difference in the lives of Canadians by enhancing people’s quality of life through better use of their money. With more than $13,5 billion in assets under administration, PEAK is Canada's leading fully independent multidisciplinary dealer. Founded in 1992, PEAK Financial Group has an unrivalled reputation in the financial services industry and provides its expertise to a network of 1,500 independent financial advisors and employees, well established in wealth management, mutual funds, securities, and insurance.

PEAK Financial Group is comprised of 4 member companies: PEAK Investment Services Inc., PEAK Financial Services Inc., PEAK Securities Inc. and PEAK Insurance Services Inc. Thanks to the shared values of integrity, independence, and innovation within the firm, PEAK and its network of independent financial advisors have earned the trust of 150,000 investors, from coast to coast.

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