Most younger people don’t think twice about writing a will. For millennials and Gen Z, it often feels like something far off—something to think about “later.” But as a will writer or estate planner, this is a market with huge potential. The challenge is making your services feel relevant, approachable, and worth acting on now.
Let’s look at why younger generations delay writing a will and how you can tailor your messaging to connect with them effectively.
What we’ll cover
Why younger people delay writing a will
Younger generations often associate wills with older people, wealth, or family responsibilities.
If they don’t see themselves fitting into those categories, they’re unlikely to prioritise estate planning.
- Feeling too young: Many in their 20s and 30s assume a will isn’t needed until much later in life.
- Lack of assets: Without large savings, property, or investments, they may not see the value in writing a will.
- Complexity fears: Legal jargon and perceived costs make will writing seem more complicated than it actually is.
- Life stage delays: Younger generations often delay milestones like marriage or homeownership, further pushing estate planning down the priority list.
Understanding these reasons is the first step in reshaping your approach when you market will writing services.
How to market will writing services to younger audiences
Marketing to older audiences often meant direct mail, newspaper ads, or word-of-mouth recommendations. But younger generations live online—they scroll, swipe, and research everything digitally.
If you want to market will writing services to millennials and Gen Z effectively, your approach needs to match where they are and how they consume information.
Let’s look at practical ways to connect with them and make will writing feel relevant, approachable, and worth acting on now.
Simplify the process
Millennials and Gen Z expect simplicity. If the process sounds time-consuming or confusing, they’ll lose interest quickly.
Break down how easy it is to get started. Offer online consultations, user-friendly forms, and straightforward pricing. Make it clear that they don’t need to wade through pages of legal jargon or visit multiple offices to get their affairs in order.
Highlight real-life situations they can relate to
Instead of focusing solely on wealth or property, talk about situations younger people actually face.
- Digital assets: Explain how wills can cover online accounts, social media, and cryptocurrency holdings.
- Pets: Many young people are pet owners. Let them know a will helps them decide who looks after their pets if something happens.
- Charity donations: Millennials and Gen Z are more charitable than older generations. Position a will as a way to leave a lasting impact.
Relatable examples make your message feel relevant right now—not 30 years down the line.
Focus on empowerment, not fear
Traditional marketing often leans on fear—what happens if you die without a will? While that approach can work for older audiences, younger generations respond better to positive messaging.
Instead, focus on the control and peace of mind that comes with writing a will. Position it as a smart move for anyone who wants to stay in charge of their own future.
Avoid heavy legal jargon
Legal terms can alienate younger prospects. Keep your language plain and conversational. Show that will writing doesn’t have to be complicated or expensive.
For example:
Instead of saying, “We provide comprehensive estate planning solutions to protect residual assets,”
say, “We help you decide who inherits your money, belongings, and digital accounts.”
Use social media wisely
Millennials and Gen Z are constantly scrolling. Platforms like Instagram, TikTok, and even LinkedIn can be great tools for will writer marketing—if used well.
Offer quick, informative content:
- Short videos explaining how wills work
- Infographics breaking down the process
- Stories or testimonials showing how young people benefit from writing a will
The goal is to show that estate planning isn’t boring or reserved for older generations—it’s relevant, approachable, and easier than they think.
Offer free educational resources
Younger audiences value brands that educate rather than hard-sell. Create simple guides, downloadable checklists, or short videos explaining the basics of will writing.
For example, a guide titled “What’s included in a will—and why it matters in your 20s and 30s” gives them something valuable without pressure.
Providing free resources positions you as helpful and trustworthy, making them more likely to choose you when they’re ready.
When and where to use paid lead generation
While organic content builds awareness, paid lead generation can give you direct access to high-intent prospects. If you want to quickly grow your client base, you might consider buying will writing leads focused on younger demographics.
Pair this with tailored follow-ups and messaging that reflects the specific concerns and goals of millennials and Gen Z, and you’ll have a strong approach to long-term client growth.
Tapping into long-term value
Selling a will today isn’t just about one document—it’s about starting a relationship that can grow. Younger clients might come back later for updates, powers of attorney, or broader estate planning advice.
When they trust you early, you’re more likely to become their go-to expert as their financial situation changes. If you’re targeting broader markets, consider supplementing your efforts by working with providers like Bojo Media – we offer phone-verified estate planning leads tailored to different age groups.
Final thoughts
To market will writing services to younger generations, you need to shift the conversation. Make it clear that wills aren’t just for older, wealthy individuals—they’re a smart step for anyone who wants control over their money, digital assets, and future.
Simplify the process, keep your language relatable, and use positive messaging that speaks to their values. Pair that with strong online content, educational resources, and targeted lead generation, and you’ll be well on your way to connecting with millennials and Gen Z.
Whether you’re looking to grow your client base or improve retention, younger generations represent a huge opportunity. And the sooner they see will writing as something for them, the sooner you’ll start building lasting relationships.
