Farewill Pitch Deck: Slide-by-Slide Breakdown

Introduction: The Death-Tech Disruptor

Farewill’s Series B deck, used to raise $25M in 2020, is a study in how to handle a 'taboo' subject with both empathy and aggressive commercial logic. Operating in the UK market, the company seeks to modernize the end-of-life industry, which they characterize as stagnant and predatory. The deck is visually clean, utilizing a signature yellow brand color and hand-drawn illustrations to soften the heavy subject matter.

The Emotional and Industrial Problem

Slide 3 opens the narrative by framing the emotional stakes. Using the 'Holmes & Rahe Stress Scale,' Farewill identifies the 'Death of a spouse' as the single hardest emotional challenge a human faces, scoring a 100 on their chart. This isn't just a statistics slide; it is a psychological anchor for the entire pitch. It establishes that the customer is at their most vulnerable when they interact with this industry.

Slide 5 then shifts the blame to the status quo. The industry is described as 'Unwelcoming, Expensive, and Confusing.' An illustration of a grim-faced solicitor standing over gravestones in the rain reinforces the idea that traditional providers benefit from the complexity and lack of transparency in the process. This sets the stage for a 'white knight' disruptor.

The Farewill Solution and Category Creation

Slide 7 introduces the solution: 'Farewill makes death easier.' The slide breaks the product down into two phases: 'Before Death' (Wills, LPAs) and 'After Death' (Funerals, Probate, Estate Admin). By highlighting an 'All-in-one' approach, Farewill positions itself as a platform rather than a single-feature tool. The claim that a user can 'Write your will in 15 mins' on a mobile device directly counters the 'confusing' nature of traditional solicitors.

Slide 9 is a classic 'X for Y' comparison slide, but on a grander scale. Farewill claims to be 'Creating and leading a whole new category.' They place their logo alongside Airbnb, Spotify, and Netflix. The implication is clear: just as those companies digitized and dominated travel, music, and TV, Farewill will do the same for death. This is a bold claim for a Series B deck, intended to justify a high valuation by suggesting the total addressable market (TAM) is the entire population.

Traction and Growth Metrics

Slide 11 provides the 'meat' for investors. It shows a bar chart of 'Annualised Run Rate' from Q1 2018 to Q1 2020. The headline states, 'We’ve grown 8x in the last year,' and the chart shows a distinct 'hockey stick' curve, with the growth rate accelerating significantly in the final two quarters. While the Y-axis lacks specific currency denominations, the visual representation of momentum is undeniable.

Slide 13 is a simple transition slide asserting that their 'products are best-in-class,' leading into the evidence of their competitive advantage.

Price Transparency and Social Proof

Slide 15 is perhaps the most compelling slide for a business model analysis. It provides three 'Actual customer' case studies comparing Farewill’s prices to traditional competitors. For a Will, Farewill charges £140 vs. £480 for a solicitor. For Probate, it’s £750 vs. £5,800. For a Funeral, it’s £1,150 vs. £9,300 (Dignity). The 'Saving' bubbles at the bottom (£340, £5,050, and £8,150) make the value proposition irrefutable. It frames the company as a consumer champion.

Slide 17 provides social proof through two detailed 5-star reviews. One review is from a high-net-worth individual who 'turned over in excess of £300 million,' suggesting that Farewill’s digital-first approach appeals to sophisticated clients, not just those looking for a bargain.

Distribution Channels and Partnerships

Slide 19 explains how the company acquires customers through 'Two independent channels.' The first is 'National D2C marketing,' including TV, Radio, and Social. The second, and perhaps more defensible, is 'Strategic partnerships.' They display logos of major UK charities like Cancer Research UK, Macmillan, and the British Heart Foundation. The slide notes that 'Over £260m' has been pledged for charity through Farewill wills, showing that their B2B2C channel is a massive driver of volume and brand trust.

Team and Vision

Slide 21 and 23 focus on the people. The team slide is impressive for a Series B startup, featuring leaders with experience at McKinsey, Google, Uber, and the BBC. By highlighting a 'Head of Probate' and 'Head of Cremations' alongside a 'Head of Acquisition,' Farewill shows they have hired both for tech-scaling and for deep industry expertise. The presence of a 'Head of Legal' with 14 years of experience at a Top 100 law firm addresses potential investor concerns about regulatory compliance and legal validity.

Slide 25 looks forward. It shows a projected growth curve through 2021, with milestones for 'Phone Wills & LPAs.' The slide concludes with the company’s mission: 'To change the way the world deals with death.' This brings the deck full circle, from the individual emotional struggle on slide 3 to a global systemic change.

What Works in this Deck

Emotional Anchoring: Starting with the stress scale (Slide 3) makes the problem feel urgent and human, rather than just a legal necessity. · Radical Price Transparency: The side-by-side cost comparisons (Slide 15) are devastating to the competition and provide a clear 'why now' for consumers. · Category Comparison: Comparing themselves to Netflix and Spotify (Slide 9) helps investors visualize the potential for a winner-take-all outcome in a previously fragmented market. · Dual-Channel Growth: Showing both D2C and high-trust charity partnerships (Slide 19) suggests a diversified and sustainable acquisition strategy.

What is Missing

Unit Economics: For a Series B, the absence of CAC (Customer Acquisition Cost) and LTV (Lifetime Value) data in the provided slides is notable. Investors at this stage usually want to see the efficiency of the marketing spend mentioned on slide 19. · Market Size (TAM/SAM/SOM): While they claim to be creating a new category, they don't explicitly quantify the billions of pounds spent annually on funerals and probate in the UK or globally. · The Ask: The provided slides do not include a specific breakdown of how the $25M will be spent (e.g., geographic expansion, R&D, or marketing). · Financials: There are no slides showing revenue, gross margins, or a path to profitability.

Founder Lessons: What to Copy

Use Illustrations to Soften Hard Topics: If your startup deals with a 'heavy' or 'boring' industry (insurance, legal, death), use friendly, hand-drawn illustrations like Farewill does on slides 5, 13, and 19 to make the brand feel approachable. · Quantify the Savings: Don't just say you are 'cheaper.' Show the exact pound or dollar amount a real customer saves compared to a named incumbent. · Leverage High-Trust Logos: If you have partnerships with respected organizations (like the charities on slide 19), feature them prominently. It transfers their decades of built-up trust to your new brand. · Focus on 'Accelerating' Growth: When showing traction, don't just show a total number. Highlight that the rate of growth is increasing, as Farewill does on slide 11. This suggests the business has found its 'product-market fit' and is ready for the capital injection of a Series B.