Octopus Legacy, which helps people plan for death and find support after loss, has been named a finalist for the ITV Growth Accelerator Award at the 2026 Lloyds British Business Excellence Awards.
The company brings together wills, trusts, lasting powers of attorney and life insurance, holistic planning options such as Legacy Films and Legacy Box, and probate and bereavement support, all in one place.
The UK estate planning market, the company argues, is fragmented, expensive and built around legal jargon rather than the families it serves. Around 1,600 people die every day in England and Wales, it notes, yet hardly anyone is prepared, with more than 60 per cent of UK adults lacking an up-to-date will. Octopus Legacy was founded to change that.
Putting the customer first
What sets Octopus Legacy apart, it says, is putting the customer first in every decision. It reports a Net Promoter Score of 77 against a legal industry average of 37, held through 159 per cent customer growth in a single year, alongside a Trustpilot score of 4.9. Every customer has a dedicated Legacy Adviser throughout their experience, and probate is priced on a fixed fee quoted upfront, based on the work required rather than the value of the estate, in a sector the company says still charges 4 to 5 per cent. Artificial intelligence is used to cut admin so the team can spend more time talking to people.
Rapid growth and regulated expertise
In three years, the business reports growing from 16 staff to 220, and from 270,000 customers to over a million. Revenue grew 402 per cent in the last financial year, it says, with 250 per cent growth forecast for FY27. Its probate practice has grown from 30 active cases to more than 500 in 18 months following authorisation by the Solicitors Regulation Authority in November 2024. The business is a certified B Corporation with a network of more than 300 charity partners.
Building an ecosystem
Through the acquisitions of WSL Will Writing and the National Bereavement Service, Octopus Legacy says it has brought decades of offline expertise and hundreds of thousands of additional customers into its ecosystem. Free will-writing campaigns with its charity partners have raised an estimated £287 million in future legacy income, a figure it says grows every year. The company reports that it already holds wills representing around £200 billion of UK assets, and its long-term ambition is to become the business families return to from their first will through to estate distribution.
As a finalist in the ITV Growth Accelerator Award, Octopus Legacy joins a shortlist of high-growth UK businesses. Winners of the Lloyds British Business Excellence Awards will be announced on 10 November 2026 at Grosvenor House in London.
