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Allstate Canada Partners With Online Will Provider

New partnership will help raise awareness of the importance of having a will

MARKHAM, ON (May 4, 2021) - Allstate Insurance Company of Canada (“Allstate”) announced a new national partnership with Willful, an online will service provided by Final Blueprint Inc. (“Willful”). With the partnership, Allstate customers will have access to simplified estate planning tools to complement the company’s existing prevention and protection products and services. This is the first partnership of its kind for both organizations and responds to an increased focus on emergency planning among Canadians. According to two Angus Reid studies commissioned by Willful in 2019 and 2020, 57% of Canadians do not have a will and COVID-19 has motivated 59% of Canadians to think more about emergency preparedness, respectively. A key part of being prepared and protected, in addition to having insurance, is executing a valid will and power of attorney documents.

“We’re excited to break new ground as we expand the services we can offer our customers by partnering with a digital estate planning company,” said Marcelo Regen, Vice President, Allstate Brand Innovation & Chief Customer Officer. “A benefit of being an Allstate customer is having access to our suite of prevention and protection partners that go beyond home and auto insurance. Insuring a home or vehicle is an important step, but so is planning for the future. One of the ways we can guide our customers to finding peace of mind is helping them know their loved ones are taken care of.”

Willful was founded by Erin Bury and Kevin Oulds after they experienced a loss in their family and sought to build an affordable, accessible and convenient way to make a will online. Since it launched in 2017, the company has helped Canadians in eight provinces create over 50,000 documents. With the partnership, Allstate agents in Alberta, Ontario, Quebec, New Brunswick and Nova Scotia will highlight the Willful offering to customers and inform them about the importance of a will as a complement to home and auto insurance. Allstate customers new to Willful will also receive a special offer on the purchase of any Willful plan. The offer will also be available directly to consumers through Allstate’s digital channels, primarily via www.Allstate.ca.

“Canadians have been turning to Allstate for decades to protect their largest assets, but while most Canadians are focused on accumulating wealth, many don’t think about how to pass that on efficiently, and that’s where Willful comes in,” said Erin Bury, CEO, Willful. “We’re thrilled to launch this partnership so more Canadians will be protected and we can help them plan for the future.”

To learn more about Allstate’s partnership with Willful, visit this page on Allstate.ca.

For more information about Willful, visit this page on Willful.co.

About Allstate Insurance Company of Canada

Allstate Insurance Company of Canada is a leading home and auto insurer focused on providing its customers prevention and protection products and services for every stage of life. Serving Canadians since 1953, Allstate strives to reassure both customers and employees with its "You’re in Good Hands®" promise and is proud to have been named a Best Employer in Canada for nine consecutive years. Allstate is committed to making a positive difference in the communities in which it operates through partnerships with charitable organizations, employee giving and volunteerism. To learn more, visit www.allstate.ca. For safety tips and advice, visit www.goodhandsadvice.ca.

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 50,000 documents. To get started, visit willful.co.

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For more information, please contact:

Travon Smith
Public Relations Specialist
C: (437) 229-1577


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