Asda has announced a new partnership with BBC Children in Need and Farewill in the UK that will offer consumers with access to a will writing service free of charge to help prioritize peace of mind for adults.
The initiative is running now through Sunday, November 30, 2025 and offers consumers a savings of around £100 when compared with how much online will writing services traditionally run. Consumers who utilize the free service will be provided with the option to leave a gift for the BBC Children in Need initiative to help raise awareness for the cause.
Head of Insurance at Asda Money Jenny Maden spoke on the partnership with BBC Children in Need and Farewill saying, "Research suggests that in the UK, only c.44% of the adult population have a will. This leaves a significant number of individuals potentially vulnerable to intestacy laws upon their passing. Through this new offering, we are helping our customers take control of how their assets and belongings are distributed after their death, whilst also having the opportunity to make a meaningful charitable donation, to a fantastic cause. This is another significant step forward, in Asda supporting hard working families, with their financial affairs."
Complimentary Will Writing Services
Asda Partnered with BBC Children in Need and Farewill
Trend Themes
-
Accessible Financial Planning — Complimentary will writing services break down financial barriers, empowering a broader audience to engage in essential estate planning.
-
Charitable Integration in Services — Service models that integrate charitable components appeal to socially conscious consumers, encouraging more people to participate in legacy giving.
-
Collaborative Corporate Philanthropy — Partnerships between corporations and charitable organizations create synergy that not only provides value but also increases awareness for social causes.
Industry Implications
-
Legal-tech Platforms — Innovations in digital legal services enable traditional, cost-prohibitive services like will writing to become more accessible and affordable for the general public.
-
Retail and Consumer Services — Retailers collaborating with service providers can diversify their offerings, attracting customers with the benefit of convenient, in-store complementary services.
-
Non-profit Fundraising — Innovative partnerships in fundraising create new channels for generating donations, utilizing community-based services to increase donor engagement.