Which Wills

Which Wills is the will-writing service offered by Which?, the UK consumer-advocacy charity. It sells single, mirror and trust-inclusive wills online for £99–£199, with an optional £75 annual storage fee; telephone and solicitor-reviewed upgrades push the range into the £250–£500 mid-tier. The entire funnel is digital-first—users complete an interview-style questionnaire on join.which.co.uk—yet printed, bound copies are posted and can be witnessed at home. The product is notable because it is drafted by STEP-qualified solicitors and continually updated to track changes in English & Welsh inheritance law. Every will is checked by a human lawyer before dispatch, and unlimited revisions for 30 days are included, positioning the brand as “expert-checked” rather than DIY. Which? reinvests profits into consumer research, so the same service funds the charity’s wider legal-rights campaigning. Typical buyers are 35-65-year-old homeowners, parents and grandparents who want a legally robust will without visiting a high-street solicitor. They value the Which? stamp of impartiality, transparent fixed pricing and the ability to finish the questionnaire at their own pace. The tone is plain-English and jargon-free, appealing to consumers who prioritise clarity, thrift and social purpose over brand prestige. Which Wills competes with both budget online-template sites and traditional law-firm practitioners. It differentiates by combining solicitor-level drafting with charity-backed independence, no hidden upsells for executors or storage, and the credibility of a 65-year-old consumer organisation trusted by two-thirds of UK adults.