Using data to revolutionize estate planning

Allan and Lauren sit down with Erin Bury, co-founder and CEO of Willful, to explore how data transformed an estate planning startup into a metrics-led company on a mission to de-stigmatize death.

From idea to impact: Willful's origin story

Erin Bury didn't set out to build a data company. Willful launched with a clear social mission — make estate planning accessible and remove the stigma around end-of-life planning — but data wasn't part of the founding playbook.

That changed when Willful's CTO pushed for cleaner analytics and sharper data practices. What followed was a shift in how the entire team thought about decision-making. Erin reflects on that turning point and what it meant for the business.

Building a metrics-led culture

Getting a team to care about data isn't automatic. Erin walks through how Willful moved from gut-feel decisions to a structured, metrics-led culture — and why the right people matter as much as the right numbers.

The equation Willful landed on: the right people plus the right data equals a company that can grow with confidence. Erin shares what that looks like in practice, from how metrics are chosen to how they're used in day-to-day decisions.

Metrics that matter at Willful

Erin discusses the specific metrics Willful tracks to understand customer behaviour, measure growth, and improve the business. These include:

• Net Promoter Score: How likely customers are to recommend Willful to others — a key signal of trust in a sensitive category
• Average Order Value: The average revenue per transaction, helping Willful understand purchasing patterns
• Conversion Rate: The percentage of visitors who complete a purchase, a critical lever for growth
• Customer Acquisition Cost (CAC): What it costs to bring in a new customer, essential for sustainable scaling
• Customer Lifetime Value: The total revenue a customer generates over their relationship with Willful

Together, these metrics give Willful a clear picture of what's working, where to invest, and how to grow responsibly.

What does "succeed with data" mean to you?

Every episode ends with the same question, and Erin's answer is one you won't want to skip. She brings a grounded, honest perspective on what it actually means to use data-driven decision making well — not just to report numbers, but to make better decisions for the business and the people it serves.