Only one will writing brand recognised by majority of consumers, study finds

New research has revealed that just one will writing brand within the market is recognised by a majority of consumers.

According to a study conducted by IRN Legal in November 2022, Cooperative Legal Services is alone in being recognised as a will writing brand by a majority of consumers (63%) when asked which brands they had heard of.

IRN did, however, note that its high awareness could partly be put down to the fact it’s a well-known consumer brand.

Yet, despite consumers being well-acquainted with Cooperative Legal’s brand, just 7% said they had used the provider for their will. This, say IRN, is down to the thousands of law firms and other will writers offering wills advice. This means that, while a firm may be completing thousands of wills per year, they’re still not used by a large percentage of consumers.

The next most recognized brand is top UK law firm Irwin Mitchell with 46% aware of this brand. Only 3% have used them for will writing services, though this is still the second highest usage.

Some way behind these two businesses, in terms of brand awareness, is Slater & Gordon recognized by 32% (and used by 2%) and then Which Legal, with 22% aware of this brand (used by 2%).

Three other brands register double-digit brand awareness: Shoosmiths (15%), Thompsons (13%), and Bequeathed (10%).

Awareness of selected legal brands offering will writing services (%)