For most people in their 20s and 30s, writing a will sits in the same mental category as pension paperwork and life insurance brochures. Dull. Distant. Definitely something to deal with later.
The numbers back this up. Roughly 85% of 25-to-55-year-olds in the UK don't have a will, and the will-writing industry has done very little to change that. Its biggest players spend their marketing budgets on daytime TV and radio, targeting people in their 40s and 50s. That works fine for them. It leaves everyone younger with nothing.
Most people would say there isn't really a problem here. You're young. You'll get round to it.
Then you look at how families are actually forming in the UK in 2026, and the problem starts to come into focus.
According to the ONS, around 3.6 million UK couples now live together without being married or in a civil partnership, and a huge number of them have children. Most of those couples assume that if the worst happened, the surviving partner and the kids would be looked after, but they wouldn't.
Under UK intestacy rules, an unmarried partner inherits nothing, no matter how long you've been together. Not the house. Not the savings. Nothing.
The estate goes to the children, held in trust until they turn 18, and the surviving partner has to make a legal claim just to be provided for. Around half of UK adults still believe "common law marriage" protects them. It doesn't.
After watching this play out in his own family — a relative who died unexpectedly, leaving behind a fiancée and a young child with no will in place — Sophia Maslin, barrister-turned-founder, started Morby, an online will-writing service built for people who'd rather scroll TikTok than sit across a desk from a man in a grey suit talking about beneficiaries.
What is Morby?
Based in the UK, Morby is an online will-writing and estate-planning platform built specifically for 18 to 45 year olds.
There's no grey suit. No two-hour meeting. No hourly rate...
You get the whole thing done from your sofa, on your phone, in the time it would take to watch an episode of something on Netflix. The site walks you through a clear set of questions, takes a flat fee, and a completed will lands back in your inbox within a week.
The name is a deliberate play on "morbid". Sophia wanted the brand to feel light, and the marketing follows through. Lines like "Netflix and will" and "Don't let your stuff be as confusing as your dating history" have built Morby a TikTok following that no traditional will-writing brand has come close to.
How does Morby work?
Honestly, it couldn't be simpler.
Log in, work through six sections of plain-English questions, pay £80, and get a completed will reviewed by a legal team within seven working days.
The questions cover who you are, what's in your estate, who depends on you, and what you want done with it all. No legal jargon. No terminology you have to Google before you can answer. As Sophia puts it: "I would like to say that a six-year-old could use it."
The legal rigour is real, even if the experience doesn't feel like it. Every will is built on a foundation drafted by a STEP-qualified probate lawyer and reviewed by a legal team before it's returned to the user. Morby itself is not a law firm and doesn't give legal advice, but the process is built to hold up.
What’s more, for an extra £20, you can add a letter of wishes, a document that sits alongside the will and captures the softer, non-legally-binding decisions: think guardianship preferences, personal messages, and demanding spicy margaritas at the funeral.
For people that want event more flexibility, they can subscribe to Morby Plus, at £10 a year, letting you update and reissue your will as many times as you need, designed for the reality that in your 30s, things change a lot. New baby, new flat, new partner, new everything.
Morby also works with other companies to plug its will-writing into their existing offerings. There's an early B2B partnership with Turtle Mortgages that offers a will alongside a first-time-buyer mortgage, and conversations are underway with employers about adding Morby to benefits packages alongside pensions.
And there's more on the way. Next up is a digital vault that pulls together passwords, key documents and paperwork in one place, gives users an estate-readiness score so that eventually everything can be easily handed over to your executor when it's needed.
Meet the founder: Sophia Maslin
Sophia's CV is seriously impressive for someone just into her 30s.
Firstly, she studied law at BPP and qualified as a barrister in 2021. That alone is the kind of credential most people would build a whole career around. For Sophia, it was a starting point.
Whilst she was still juggling the demands of passing the bar, she co-founded Revolt Model Agency with her sister. Revolt quickly became one of the UK's first new-generation agencies, built on a frustration with the industry's obsession with size zero and a belief that the modelling world should look more like the actual one. The agency now represents talent that walks for some of the biggest names in fashion, and has done huge amounts of work to push the UK modelling industry into a more honest version of itself.
A qualified barrister and the co-founder of one of London's most-talked-about agencies, all before 30. Most people would call that a career. Sophia was just getting started.
Then February 2022 happened.
Sophia's cousin, in his early 30s, engaged, with a newborn baby, died unexpectedly. He had no will, so the rules of intestacy kicked in, the estate passed to his children rather than his fiancée, leaving a family already dealing with grief to also juggle legal limbo at the same time.
It was that moment that pushed Sophia to start building Morby. A solution for the pain she and her family had felt, and a way to make sure other young families didn't have to go through the same thing.
What's striking about Morby as a third act is how naturally it pulls together everything that came before it. The legal training gives her the credibility to actually build a will-writing product. The Revolt experience gives her the brand instincts to make it land with an audience the legal industry has spent decades ignoring. Few founders bring both halves to a problem this neatly.
Why we love Morby
The will-writing industry has spent decades quietly assuming that anyone under 40 wouldn't bother. Morby is the first product we've seen that takes the opposite assumption seriously and builds for it from scratch.
The brand is the giveaway. Most legal services try to look reassuringly grown-up, all serif fonts and stock photos of handshakes. Morby looks and sounds like something a 28-year-old would actually share with their group chat. That isn't a marketing trick layered on top of a serious product. It's how you reach the audience the rest of the category has decided isn't worth talking to.
We also like that Morby has done the hard work of making something genuinely complicated feel manageable, without taking the legal weight out of it. A lot of consumer brands oversimplify and lose the substance. Morby has kept both, and made it cost £80.
We'll be watching.
We sat down with Sophia to learn more about Morby and how she's making will-writing something a generation raised on memes might actually do. You can listen to the full conversation on The Discovery Call podcast on Spotify or YouTube below.