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Key facts
- Trading name
- Which? Wills
- Registered company
- Which? Limited
- Company number
- 00677665 (Companies House, status Active, checked 6 November 2026)
- Phone
- Not published on Whito. Use the website link below to get in touch
- Website
- whichwills.which.co.uk
- Listing status
- Unclaimed. Compiled from public information and not yet verified by the business
- Listing last updated
- 6 November 2026
What Whito has checked
- Listed: yes. Public entry since 6 November 2026
- Companies House matched: yes. Company 00677665, Active, read 6 November 2026
- Claimed: no. Not claimed by the business
- Verified: no. Not yet: needs a claim, then Whito’s identity and contact checks
- Regulator checked: no. No regulator register read by Whito
- Company record
- Companies House shows Active for company 00677665, read on 6 November 2026. See the register entry
- Company filings
- Incorporated on 13 December 1960. Company type: Private limited Company. Latest accounts on the register: Full accounts made up to 30 June 2025, filed on 28 November 2025. Nature of business, as the company describes it to Companies House: 58142 - Publishing of consumer and business journals and periodicals; 58190 - Other publishing activities. As shown on Companies House when Whito read it on 14 November 2026. Whito does not hold turnover or staff numbers.
- Regulator register
- No regulator or scheme registration is recorded on this listing.
- Listing ownership
- Unclaimed. Whito built this listing from public sources. The business has not claimed it. Run this business? Claim it free
- Website check
- Not yet checked. Free Website Check
- AI answers
- No AI answers recorded for this business yet. Whito’s AI studies cover selected trades and towns, so no record does not mean AI assistants never name it. Want this tracked every month? Visibility Monitor, £280 a month. Paying never changes this listing.
Each line means only what it says. Listed, matched, claimed, verified and regulator checked are separate states, and none of them is a recommendation. How Whito collects its data
About Which? Wills
Which? Wills is scored on Whito's UK Will Writers marketing leaderboard, ranked 6 of 10 with 3.6 out of 10 overall. This listing was compiled by Whito from public sources. The business has not claimed it yet.
What to check before you book
This listing is compiled from public sources, so confirm these directly with the business before you buy or book.
- Use the website address on this page to buy or book, not a look-alike site or an advert.
- Get prices, terms and cancellation rules in writing before you pay.
- Where the service is regulated, check the firm on the regulator's register.
- Keep a dated record of what was agreed.
Marketing scorecard
Which? Wills is scored on the Whito Will Writers leaderboard. Whito read its marketing by hand on seven channels against fixed scoring rules, using only what any customer can see. Nobody can pay to appear or to change a score.
Marketing scores, ranked 6 of 10
Overall 3.6/10 against an industry average of 4.2 on the Will Writers marketing leaderboard. Read 12 October 2026.
- Social0 avg 3.4Social: 0 out of 10, industry average 3.4
- Website9 avg 7.4Website: 9 out of 10, industry average 7.4
- Email6 avg 2.4Email: 6 out of 10, industry average 2.4
- SEO2 avg 2.3SEO: 2 out of 10, industry average 2.3
- Paid2 avg 5.0Paid: 2 out of 10, industry average 5.0
- Reviews4 avg 5.5Reviews: 4 out of 10, industry average 5.5
- Brand2 avg 3.0Brand: 2 out of 10, industry average 3.0
Marketing strengths
- Email 6/10 (industry 2.4). Account with 'Manage subscriptions' and appointments, a free Wills Planner and the Which? app.
- Website 9/10 (industry 7.4). 'Start writing your will today from £99', online purchase with a basket, up to 30% off until 31 Oct 26; no regulator or company number shown.
Marketing weaknesses
- Social 0/10 (industry 3.4). No social links in the Which? Wills footer, which shows app store links only.
- Paid 2/10 (industry 5.0). Google Ads Transparency Centre (UK, last 30 days, domain whichwills.which.co.uk): no ads found. Meta Ad Library (UK, active ads naming the brand): none found. Read 12 October 2026.
- Reviews 4/10 (industry 5.5). Trustpilot 2.3 from 742 reviews on the parent Which? profile, as no Which? Wills profile exists; 19 of the latest 20 have a company reply (0+2+2).
Improvement opportunities
For each weaker channel, what the best-scoring brand on this board does, taken from its evidence.
- Social: Make a Will Online scores 6/10 here. Links to Facebook, X and LinkedIn from the site footer; no Instagram, TikTok or YouTube link found.
- Paid: Irwin Mitchell scores 10/10 here. Google Ads Transparency Centre, UK, last 30 days, by domain irwinmitchell.com: about 400 (the whole firm, not only wills) ads. Meta Ad Library, UK, active ads from the Irwin Mitchell page, read 23 October 2026: 23.
- Reviews: Irwin Mitchell scores 10/10 here. Trustpilot 4.8 from 13,664 reviews, with a company reply on 18 of the latest 20. (whole firm)
Whito’s verdict
Which? Wills scores 3.6, level with Lawhive and Trust Inheritance. Website scores 9: 'Start writing your will today from £99', online purchase with a basket, up to 30% off until 31 Oct 26; no regulator or company number shown. Email scores 6: account with 'Manage subscriptions' and appointments, a free Wills Planner and the Which? app. Social scores 0: no social links in the Which? Wills footer, which shows app store links only. SEO scores 2: 0 of 10 UK web searches returned whichwills.which.co.uk in the top ten.
The evidence behind the scores
Read 12 October 2026. One line per channel, as seen on the day. Review figures and ad counts change daily.
- Social 0: No social links in the Which? Wills footer, which shows app store links only.
- Website 9: 'Start writing your will today from £99', online purchase with a basket, up to 30% off until 31 Oct 26; no regulator or company number shown.
- Email 6: Account with 'Manage subscriptions' and appointments, a free Wills Planner and the Which? app.
- SEO 2: 0 of 10 UK web searches returned whichwills.which.co.uk in the top ten.
- Paid 2: Google Ads Transparency Centre (UK, last 30 days, domain whichwills.which.co.uk): no ads found. Meta Ad Library (UK, active ads naming the brand): none found. Read 12 October 2026.
- Reviews 4: Trustpilot 2.3 from 742 reviews on the parent Which? profile, as no Which? Wills profile exists; 19 of the latest 20 have a company reply (0+2+2).
- Brand 2: A clear positioning line ('Get a legally binding will or power of attorney online with Which?'); no social links to compare, named people or three recent independent news mentions found.
See Which? Wills on the Will Writers leaderboard · Listed above: Trust Inheritance (3.6) · Listed below: MyIntent (formerly Bequeathed) (3.0) · Compare with rivals
History and method
Score history. Which? Wills was first scored on Whito’s fixed rules in October 2026. Earlier editions used scores relative to the other brands on the board, so they are not comparable. Score and ranking movement will show here after the next rescore.
How the scores work. Each of seven channels (social, website, email, SEO, paid, reviews and brand) is scored 0 to 10 against fixed, published anchors, and the overall score is the plain average of the seven. Scores measure visible marketing only, not sales, profit or market share. Full rules are on the board’s method section.
Independence and corrections. Whito is independent. Nobody pays to be listed, and paying Whito for anything never changes a score, a rank or a verdict. If something here is wrong, email hello@whito.co.uk with the evidence and we will check it.
Common questions
What areas does Which? Wills cover?
Confirm the coverage area directly with the business.
Is this listing verified by Whito?
Not yet. This listing is marked Unclaimed: Whito compiled it from public information and the business has not claimed it. Any Companies House or regulator check on this page is dated and stands on its own. When a business claims its listing it is marked Claimed, and Whito marks it Verified only after confirming its identity and a working contact. Whito does not publish invented reviews or star ratings.
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Claim Which? WillsThis listing was compiled by Whito from public information, including the business website and, where applicable, the Companies House register. It is not a recommendation or an endorsement. Always carry out your own checks before hiring. If you run this business and want the listing corrected or removed, use the claim link above.
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