Safewill says it will use the funding to further develop its product and expand its transparent approach to broader end of life services. These include digital powers of attorney, professional executor services, and Safewill’s own law firm to provide fixed-fee and end of life legal services.

Safewill plans to rethink the modern Australian funeral, as well as how people navigate through grief and death.

For Safewill CEO and co-founder Adam Lubofsky, his interest in changing how Australians die is a personal one.

"I started thinking about wills when a friend of mine passed away unexpectedly without it. It was emotionally overwhelming, and was then followed by a difficult and complex legal process that could have easily been avoided,” he recalls.

“Safewill is designed to make it easy for all Australians to protect their loved ones and their life's work, and to bring an elevated level of dignity to death,” he adds.

Co-founder and director Dan Bennett hopes to solve a significant problem faced by many families.

“My personal experience relates to families close to me drowning in a painful and highly adversarial process following a family death. Instead, to me, this should be a time to celebrate love, life, and legacy,” Bennett says. “Being prepared harmonises the experience for those left behind and allows our customers, at the time of writing their will, to feel gratitude for all they have.”

“Safewill is pursuing an important mission of helping to bring dignity to the end-of-life experience that awaits us all. It’s one of the few universal needs that has not been digitised in a material way,” says Reinventure partner Danny Gilligan.

“We believe that digitising the wills experience has the potential to create a new distribution mechanism for embedded finance products that help people in the latter part of their life,” Gilligan says.

Safewill hopes to use the capital to expand its workforce beyond 50 employees. It also would like to further expand its geographic footprint, adding customers across smaller cities and rural areas.

Safewill was founded in 2019 by Adam Lubofsky and Dan Bennett. The company has since then grown as end-of-life platform, servicing thousands of Australians every month to help them protect their family and safeguard their life’s work.