Octopus Legacy claim to have become the second largest estate planning firm in the UK in less than three years following the acquisition of WSL Will Writing.
Founded by Sam Grice, Octopus Legacy started out life as Guardian Angel, set up following the unexpected passing of his Mum. Guardian Angel was acquired by Octopus Group, of Octopus Energy fame, in December 2022 and has since embarked on a combination of acquisitions and ‘robust organic growth’ which culminated last year in a 300% increase in its core business.
Octopus say the acquisition of WSL Will Writing makes it the UK’s second largest estate planning business by volume.
Established in 1992, WSL has provided estate planning services for more than 300,000 people, making it one of the largest players in the market. Octopus Legacy will now support all WSL clients, adding the acquisition broadens its existing coverage. The addition of WSL’s team will ‘bolster the company’s existing estate planning team, who advise on matters ranging from will writing, trusts, life insurance and legacy planning to assisting with probate and bereavement support.’
Commenting, WSL owners, John and Geralyn Donohoe said
“As a company committed to customer experience, joining Octopus Legacy, a company known for going above and beyond for customers, was a no-brainer. Our team is looking forward to serving both new and existing clients as part of this acquisition and joining Octopus Legacy for this next chapter in its growth and expansion, helping more people to put these important plans in place, for them and their families.”
Appearing on a recent Today’s Wills and Probate Podcast Octopus Legacy CEO Sam Grice shared his ambitions for the company to ‘be a national brand known for compassionate, comprehensive end-of-life support.’ It has, he added, grown from a challenger brand to become one of the UK’s leading estate planners through a combination of people and technology. It’s most recent product launch is its bereavement concierge service that allows grieving individuals to call a single number for help with anything from legal paperwork to finding a dog walker.
“Pairing WSL’s 32 years experience in the industry, with Octopus Legacy’s high-growth, tech-driven and customer-first approach, this acquisition positions us to accelerate our growth even further and cement our status as a leading business in this space – while ensuring our customers continue to receive the very best estate planning services.”
added Grice.
