Are Consumers Choosing Estate Planning on Price Alone?

New research published by IRN Legal Reports suggests that consumer behaviour within the wills and probate sector is changing rapidly.

The Wills & Probate Consumer Research 2026 report found that client loyalty is declining, while comparison websites and independent review platforms are becoming increasingly influential in the way consumers choose estate planning services.

Whilst returning to a previously used solicitor or firm remains the most common route to selecting a will-writing provider, the proportion of consumers doing so has fallen significantly, from 38% in 2023 to 27% in 2026.

At the same time, the use of comparison sites and review platforms has increased sevenfold, rising from just 2% of respondents in 2023 to 14% in 2026.

The report also highlights ongoing confusion amongst consumers, with 39% of respondents believing that all will-writing providers are regulated when, in reality, the market remains a mixture of regulated and unregulated businesses.

Perhaps most interestingly, the median price paid for a will was reported as £132, with more than one-third of consumers paying less than £100.

The findings raise important questions for the estate planning sector.

Consumers are clearly seeking greater transparency, easier access to information and reassurance through reviews and online research. These are positive developments and reflect wider trends seen across many professional services industries.

However, estate planning occupies a unique position.

Unlike many consumer purchases, the consequences of a poor decision may not become apparent for years, sometimes decades, after the service has been delivered. In many cases, the true value of advice is only realised when a family faces bereavement, incapacity, inheritance tax exposure or an unexpected dispute.

As consumer behaviour continues to evolve, the challenge for the profession is balancing accessibility and transparency with the need to deliver appropriate advice and planning.

Commenting on the findings, James Berkeley, Senior Counsel at iTrust121, said:

"One of the dangers of comparison sites and ultra-low-cost estate planning services is the message they can inadvertently send to consumers about the value of professional advice.”

It is increasingly common to see wills advertised for £49 or similar headline prices. Whilst there is undoubtedly a place for simple document production in straightforward circumstances, most people's affairs are rarely as simple as they first appear. Family structures, property ownership, business interests, inheritance tax exposure, later-life planning and beneficiary protection often require careful consideration and bespoke planning.

The risk is that consumers become conditioned to view estate planning as a commodity rather than a professional service. In doing so, the industry can unintentionally undervalue the excellent work carried out every day by experienced practitioners, solicitors, trust specialists and advisers who take the time to understand a client's circumstances before recommending a solution.

We fully understand consumer behaviour and the role comparison sites play in improving access and transparency. However, transparency should extend beyond headline pricing. Clients should also understand the difference between document production and professional planning.

If our industry is serious about raising standards, we must ensure consumers are encouraged to engage in meaningful consultations and informed decision-making rather than being driven solely by the cheapest available quote."

James Berkeley

Senior Counsel

iTrust121