When something's free online, the first question is always: what's the catch?
FreeWills.co.uk offers a completely free online will writing service. You can create a will, generate a PDF, and download it without paying anything. That part is genuinely true.
But FreeWills is a business. It has developers, servers, and running costs. It needs revenue from somewhere. Understanding where that revenue comes from helps you decide whether "free" is really the best deal — or whether £9.99 at CheapWills buys you a better experience.
The Short Answer
Yes, FreeWills is genuinely free for a digital PDF will. There's no hidden paywall, no bait-and-switch where you complete the form and then discover you have to pay.
But "free" comes with trade-offs: advertising throughout the process, upselling of printed copies (£15–£30), charity legacy nudges, follow-up marketing emails, and templates that aren't individually reviewed by a solicitor.
How FreeWills Makes Money
Every free service has a business model. Here's how FreeWills generates revenue:
1. Advertising
FreeWills displays advertisements during the will-writing process. These ads are the most visible trade-off — you're creating an important legal document while being served marketing messages. Some users find this distracting or inappropriate for what should be a serious process.
2. Printed Copy Upsells
While the digital PDF is free, FreeWills offers to print and post your will for a fee — typically £15–£30 depending on the package. The checkout process is designed to encourage you to upgrade from the free PDF to a paid printed version.
You don't need to pay for this. A will you print yourself at home is exactly as legally valid as one printed by FreeWills. But the upsell is presented in a way that makes you feel like the printed version is somehow better or more official.
3. Charity Legacy Partnerships
FreeWills has partnerships with charities. During the will-writing process, you're encouraged to leave a gift to charity in your will. When you do, the charity pays FreeWills a referral fee.
This is a legitimate fundraising model and leaving money to charity is a wonderful thing. But you should be aware that the prompts to include a charity legacy aren't purely altruistic — they're a revenue stream for the business.
4. Follow-Up Email Marketing
After creating your will, expect follow-up emails. These may include reminders to update your will, offers for printed copies, prompts to add charity legacies, and marketing from partner organisations.
5. Data Value
Your personal data — name, address, family details, asset information — has commercial value. Check FreeWills' privacy policy carefully to understand how your data may be used and shared.
What You Get with FreeWills
The Good
It's genuinely free. For people who truly cannot afford even £9.99, FreeWills removes the financial barrier to making a will. This is a genuine public benefit.
The process works. You answer questions, a will is generated, and you get a PDF. The core functionality does what it says.
It covers the basics. For a straightforward will — naming beneficiaries, executors, and guardians — FreeWills handles the essentials.
The Concerns
Advertising during will creation. Making a will is a serious legal process. Ads break concentration and feel incongruous alongside decisions about who looks after your children or who inherits your home.
Template rigidity. Some user reviews mention limited flexibility in FreeWills' templates. If your situation doesn't fit neatly into the standard template options, you may find the free service can't accommodate your needs.
No individual solicitor review. FreeWills uses templates, but individual wills aren't reviewed by a solicitor before you download them. This is the same as most online services — but when something's free, it's worth checking.
Upsell pressure. The push towards printed copies and charity legacies is noticeable. For a service that markets itself on being free, the checkout experience can feel more commercial than expected.
Follow-up contact. Email marketing after the process is standard for free services but can be unwelcome when it concerns something as personal as your will.
FreeWills vs CheapWills: Side by Side
| Feature | FreeWills | CheapWills |
|---|---|---|
| Price | Free | £9.99 |
| Ads during process | Yes | No |
| Upsell for printed copies | Yes (£15–£30) | No |
| Charity legacy nudges | Yes (revenue model) | No |
| Follow-up marketing emails | Yes | No |
| Solicitor-approved templates | No | Yes |
| Individual solicitor review | No | No |
| Mirror wills | Free | £14.99 |
| Updates | Free | £9.99 each time |
| LPAs | Not available | £49.99 each |
| Professional indemnity insurance | Not stated | Yes |
| Data after download | Retained | Not retained |
The Real Cost of "Free"
Let's think about what "free" actually costs you:
Your attention. Ads interrupt a process that deserves your full concentration. Making decisions about inheritence, guardians, and executors shouldn't be punctuated by marketing.
Your time. Upsell screens and charity prompts add steps to the process. Dismissing offers takes longer than a clean, ad-free experience.
Your inbox. Follow-up emails need to be managed, filtered, or unsubscribed from.
Your data. Free services monetise user data more aggressively than paid ones. Read the privacy policy carefully.
Potentially £15–£30. If you accept the printed copy upsell, "free" actually costs more than CheapWills' £9.99.
When FreeWills Makes Sense
FreeWills is the right choice if:
- You genuinely cannot afford £9.99
- You don't mind ads during the will-writing process
- You're confident you can decline the printed copy upsell
- You're comfortable with follow-up marketing emails
- You have a very simple estate that fits the standard template
- You're happy to manage your own data consent preferences
There's no shame in using a free service. Having any will is better than having no will. If FreeWills gets someone to make a will who otherwise wouldn't have, that's a positive outcome.
When CheapWills Is Worth £9.99
CheapWills is the better choice if:
- You want an ad-free experience for an important legal document
- You want solicitor-approved templates
- You don't want upsell pressure during or after the process
- You value your data privacy
- You want professional indemnity insurance backing the service
- You need LPAs (FreeWills doesn't offer them)
- You'd rather pay £9.99 upfront than deal with the hidden costs of "free"
Think of it this way: £9.99 buys you a clean, professional experience without the compromises that fund a free service. It's less than a Netflix month, less than a fast food meal, less than two coffees.
What the Numbers Say
The 2025 UK Wills & Probate Consumer Research Report found that 41% of UK adults now have a will — up from 38% in 2024. The growth is being driven by affordable online services making will writing accessible to people who previously thought they couldn't afford it.
Of those who've made a will, 51% used non-solicitor services — the first time this has exceeded solicitor market share. Price is the primary driver: the median will cost from a solicitor is £130, while online services range from free to around £100.
Free services like FreeWills contribute to this trend. But so do affordable paid services like CheapWills. The question isn't whether to use an online service — it's which one gives you the best experience for your money (or lack of it).
Honest Verdict
FreeWills delivers on its core promise: a free will as a PDF. For that, it deserves credit. Having 30 million UK adults without wills, anything that reduces barriers is positive.
But "free" comes with strings. Ads, upsells, charity nudges, marketing emails, and data monetisation are the price you pay when you don't pay money. These aren't deal-breakers, but they are trade-offs.
CheapWills at £9.99 is only £9.99 more than free — but it buys you solicitor-approved templates, no ads, no upsells, no follow-up marketing, professional indemnity insurance, and a cleaner experience. And if you were going to accept FreeWills' printed copy upsell (£15–£30), CheapWills is actually cheaper.
For the price of two coffees, you get a better will-writing experience. We think that's worth it.
Make your will today for £9.99 — it takes 10 minutes.
Join the Waitlist — Wills from £9.99Frequently Asked Questions
Is FreeWills.co.uk a legitimate service?
Yes. FreeWills is a legitimate online will writing service that provides a genuinely free digital will. It's funded through advertising, upselling printed copies, charity partnerships, and email marketing.
Do I have to leave money to charity with FreeWills?
No. The charity legacy prompts are optional. But they're a key part of FreeWills' revenue model, so the nudges can feel persistent during the process.
Is a free will as legally valid as a paid one?
Yes. The Wills Act 1837 doesn't care how much you paid. A will is valid if it's written, signed, and witnessed by two people. Whether you paid £0, £9.99, or £500 doesn't affect legal validity.
Why would I pay £9.99 when I can get a will for free?
For £9.99 you get: no ads, no upselling, no follow-up marketing, solicitor-approved templates, professional indemnity insurance, and a cleaner experience. Many people find that worth less than the price of a takeaway.
Does FreeWills sell my data?
Check FreeWills' current privacy policy for the latest information on how they handle personal data. Free services typically have more permissive data-sharing practices than paid services.
Can I switch from FreeWills to CheapWills?
Yes. Make a new will with CheapWills for £9.99. Your new will automatically revokes all previous wills. Destroy the old FreeWills document to avoid confusion.