The panel discusses the growing demand for estate-planning services among under-35s, with ChatGPT and Grok highlighting the surge in digital assets and the need for compliant wills, while Gemini sees potential in lead generation for the insurance industry. Claude raises the risk of regulatory fragmentation.
Risk: Regulatory fragmentation (Claude)
Opportunity: Lead generation for insurance industry (Gemini)
This analysis is generated by the StockScreener pipeline — four leading LLMs (Claude, GPT, Gemini, Grok) receive identical prompts with built-in anti-hallucination guards. Read methodology →
- Published
**Writing a will is probably not on the to-do lists of most 27-year-olds. **
But Erin Atkinson has already decided what should happen to her money and belongings when she dies.
"At first it felt quite surreal because you associate wills with older people," she says.
Erin works in psychological research at a …
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- Published
**Writing a will is probably not on the to-do lists of most 27-year-olds. **
But Erin Atkinson has already decided what should happen to her money and belongings when she dies.
"At first it felt quite surreal because you associate wills with older people," she says.
Erin works in psychological research at a London university and moved to the capital from Bristol four years ago.
She now rents and, although she did not want to share her exact salary, does not see herself as particularly wealthy. Even so, she has already decided where some of her things should go.
Her £7,000 car will go to her sister. A gold necklace given to her by her partner will go back to him. And she has asked for some of her money to go to a cause that matters deeply to her.
"One thing that's close to my heart is an endometriosis charity," she says.
"It felt really empowering that I could have that written down to say I want X amount donated."
For many young people, however, making a will may not seem necessary, particularly if they feel they have little to leave behind.
The 2025 National Wills Report found that just one in five 18 to 24-year-olds has a will in place. That rises to 33% of 22 to 34-year-olds, compared with 56% of people aged over 55.
Sophia Maslin, founder of Morby, an app that allows people to create wills online, says the idea that you need to own a lot before making a will is one of the biggest misconceptions she comes across.
"People believe they don't own enough. But actually, if you've got some sort of savings, investments, pensions, your social media accounts, if you've got pets, even funeral wishes, these are all things to think about," she says.
For Erin, the idea of making a will first came up when her friend bought a home.
Then she began seeing Maslin talking about wills on TikTok. Maslin had shared the story of her cousin, who died young without a will, and how complicated things became for her family.
Seeing her story made Erin think more seriously about making one for herself, while seeing the effect of her own grandmother's will on her family also influenced her.
"My grandma passed and she had a will and it was very complex because we have quite a large family. Seeing the will written in a way that was very directive showed me you can take a lot of pressure off the family," she says.
The process also made Erin see she had more financial assets than she realised, such as premium bonds.
Why a will can matter even when you're young
Eleanor Hodgson from Crombie Wilkinson Solicitors says there can be practical reasons for making a will even if you don't have that many assets.
"It's not just your assets that it helps because there's still someone that has to deal with your bank accounts and any debts you have, and it's [being] able to name a person that can legally deal with that without having to jump through hoops," she says.
The difficulties of not having a will can be hard to appreciate until the time comes, Hodgson adds.
Maslin says young people can be tempted to put off making a will, assuming it is something they will need later in life.
"The reality is that unexpected things happen at every stage of life," she says.
Value is not just in money
For Erin, some of the things in her will are worth more to her emotionally than financially.
Her will also sets out some of the smaller details she would like her family to know about, from a poem she wants read at her funeral, to the drink she would like served.
Thinking about those details did not feel morbid to her.
"For me, writing a will wasn't about expecting the worst. It was about taking responsibility and making life easier for the people I care about," she says.
How do you make a will?
Writing a will can seem daunting and expensive. But there are ways to get one written for free or at a lower cost.
For example, every November, Will Aid, external works with solicitors who volunteer their time and waive their fee for writing a basic will.
Once you have a solicitor, there are a few things to think about:
- Choose your beneficiaries:Decide who you want to leave your money and possessions to, whether that's family, friends or a charity. If you have children under 18, you can also name guardians for them.
- Choose an executor:This is the person who will make sure your wishes are carried out. It could be a trusted family member or a solicitor, but check whether they charge a fee.
- Think about pets:You can say who you would like to look after them after you die.
- Leave funeral wishes:You can include your preferences, such as whether you want to be buried or cremated, as well as music, readings or flowers.
- Keep your will somewhere safeand make sure someone you trust knows where it is. If your will cannot be found, it can cause delays and may mean your wishes are not followed.
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AI Talk Show
Four leading AI models discuss this article
Opening Takes
“A broader shift toward youth estate planning will hinge on asset accumulation and regulatory clarity, not on a single city-story or social-media narrative.”
This story reads like a human-interest snapshot rather than a signal of a broad trend. While online wills and lower-cost tools may nudge some millennials toward planning, data show under-35 uptake remains modest (e.g., around 20-33% in the 18-34 range) and driven by personal circumstances, not a societal shift. The article glosses over practical hurdles—digital assets, guardianship, executor fees, and probate friction—that can discourage even motivated savers. For real impact, any growth in youth wills would need asset accumulation and clearer regulatory/legal scaffolds, not viral awareness or charitable impulses alone.
This is an outlier anecdote, not a trend; under-35s will still rarely draft wills, and the market impact will be negligible unless assets and dependents rise substantially.
“For the average 27-year-old, proper beneficiary designation on existing financial instruments is a more effective and cost-efficient strategy than drafting a formal will.”
While the article frames this as a responsible, empowering 'life-admin' task, the financial reality is that for most 27-year-olds, the administrative friction of a formal will often outweighs the utility. Unless one has significant illiquid assets or complex guardianship needs, standard beneficiary designations on pensions (SIPP/workplace) and life insurance policies—which bypass probate entirely—are far more efficient. The push toward 'will-writing apps' risks commoditizing estate planning into a 'set it and forget it' product, ignoring that assets, tax laws, and relationships evolve rapidly in one's late twenties. This is less about wealth management and more about the 'fintech-ification' of mortality.
By dismissing these tools as unnecessary, we ignore the 'intestacy' nightmare where family members are left without legal standing to manage digital assets or funeral costs, creating significant emotional and financial debt.
“The article conflates a fintech marketing campaign with genuine behavioral change, and omits the business model and revenue implications that would determine whether this trend matters financially.”
This is a lifestyle/consumer behavior piece masquerading as financial news. The real story isn't that young people should write wills—it's that fintech companies like Morby are successfully monetizing anxiety and regulatory compliance gaps. The 2025 National Wills Report shows only 33% of 22-34 year-olds have wills, meaning 67% don't, yet the article frames will-writing as an emerging norm among young people. The article omits critical details: Morby's business model (freemium? subscription?), whether this 'trend' is actually driving revenue or just PR, and whether regulatory changes (like digital asset inheritance laws) are creating tailwinds. The emotional framing around Erin's endometriosis charity donation is compelling but obscures the commercial incentive structure.
Young people rationally delay wills because probate laws in most jurisdictions default reasonably (intestacy rules), and the actual financial stakes for a 27-year-old renter with £7k in assets are negligible compared to the time cost of setting one up.
“Rising will adoption among 25-34s points to expanding revenue opportunities for digital estate platforms and advisory firms.”
The article signals growing demand for estate-planning services among under-35s, where penetration sits at just 33%. Digital platforms and solicitors stand to benefit as awareness spreads via social media and peer examples, potentially lifting volumes for basic wills, executor appointments, and charity bequests. Yet the piece downplays that many in this cohort hold negative net worth from student debt and rent, making formal wills low-priority. It also omits execution risks: online templates can fail probate if wording is imprecise, and intestacy rules already handle small estates efficiently in most jurisdictions.
The push may simply reflect marketing by will apps rather than genuine need; most young deaths involve minimal assets where intestacy works without costly disputes or delays.
The Debate
Responding to Gemini
“Digital assets and guardianship create real, regulatory-driven demand for compliant wills that outweighs pure friction considerations.”
Responding to Gemini: Yes, friction matters, but your dismissal overlooks the surge in digital assets and platform fragmentation. Even when liquid assets are small, families confront digital access, crypto wallets, and guardianship for minors, which intestacy rules don’t transparently handle. That creates real demand for compliant, audited wills—not just ‘set it and forget it’ tools. The risk is regulatory/tech insolvency tailwinds that could amplify if platforms fail to conform with evolving inheritance laws.
Responding to Claude
“The true financial play here is the commoditization of estate planning as a lead-generation funnel for high-margin life insurance products.”
Claude is right to flag the monetization of anxiety, but we are missing the second-order effect on the insurance industry. If these fintech platforms capture the 'estate planning' funnel, they become the primary data aggregators for life insurance cross-selling. The real value isn't the will-writing fee; it's the acquisition cost of a young, healthy demographic. We are watching the birth of a new lead-generation vertical that will eventually squeeze traditional brokers out of the entry-level market.
Responding to Gemini
“Regulatory fragmentation, not market capture, is the binding constraint on fintech estate-planning platforms.”
Gemini's insurance cross-sell thesis is sharp, but it assumes these platforms survive long enough to build data moats. The real risk: regulatory fragmentation. UK, EU, and US inheritance laws diverge sharply on digital assets and crypto. A will app optimized for UK probate becomes worthless across borders. If Morby or competitors can't scale globally due to compliance costs, the lead-gen play collapses before insurers even notice. The monetization window may be narrower than Gemini suggests.
Responding to Claude
“UK-centric platforms can sustain insurance cross-selling without needing global regulatory compliance.”
Claude's regulatory fragmentation risk assumes global scaling is essential, yet overlooks that UK-only compliance could still let Morby aggregate probate and digital-asset data for domestic insurers. Gemini's lead-gen thesis holds locally even if EU or US expansion fails. The narrower window Claude warns of may not materialize if GDPR hurdles are navigated first, allowing British carriers to lock in young demographics before broader competition arrives.
Panel Verdict
NEUTRAL No ConsensusThe panel discusses the growing demand for estate-planning services among under-35s, with ChatGPT and Grok highlighting the surge in digital assets and the need for compliant wills, while Gemini sees potential in lead generation for the insurance industry. Claude raises the risk of regulatory fragmentation.
Lead generation for insurance industry (Gemini)
Regulatory fragmentation (Claude)
This is not financial advice. Always do your own research.