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Partnering with an Online Will Service: A Referral Guide for Accountants & IFAs

· 27 min

Note: The following scenario is fictional and used for illustration.

David, a chartered accountant in Manchester, had the same conversation three times in one week. Three different clients—preparing year-end accounts, discussing inheritance tax planning, reviewing pension contributions—asked him: "Should I finally get around to making a will?"

David knew the answer was yes. He also knew that referring clients to solicitors meant £650+ fees and weeks of appointments his busy clients would likely postpone. When one client mentioned a high-street will writer charging £300 but lacking professional indemnity insurance, David realized he needed a better solution.

He needed a partner he could trust—one that combined affordability with legal validity, speed with professional standards, and client convenience with his own regulatory compliance.

For accountants and IFAs like David, estate planning represents both an opportunity and a challenge. They occupy a unique position of trust, knowing their clients' financial situations intimately and fielding estate planning questions regularly. Yet roughly 20-25% of new instructions for private client solicitors are referrals from financial advisers, demonstrating the scale of professional referral relationships.

Meanwhile, ICAEW's 2024 Practice Assurance Monitoring Report found 69 accounting firms with gaps in accounting for unregulated commission and referral fees—highlighting widespread compliance confusion.

This guide provides a comprehensive framework for partnering with online will services: due diligence requirements, compliance obligations, commission structures, professional indemnity considerations, and how to evaluate providers. By the end, accountants and IFAs will have a clear roadmap for establishing compliant, profitable, and client-serving referral arrangements.

Table of Contents

Why Accountants and IFAs Should Consider Will Service Partnerships

Estate planning isn't just another service offering—it's a natural extension of the work accountants and IFAs already do. If you're advising clients on inheritance tax, pension structures, and wealth preservation, you're already having conversations about what happens to their assets.

The gap is glaring. Emma, a financial adviser in Leeds, noticed her clients with £500,000+ portfolios had sophisticated investment strategies, but 60% had no will or outdated wills written decades ago. Their financial planning was incomplete, leaving families vulnerable despite careful wealth accumulation.

Research shows client referrals convert twice as quickly as marketing prospects, making professional referral relationships one of the most efficient growth strategies available. For accountants, estate planning partnerships offer multiple benefits:

Revenue opportunity. Estate planning represents a significant revenue stream when structured compliantly. ICAEW-accredited software like WillSuite helps accountants unlock new income while serving existing clients more comprehensively.

Competitive differentiation. Firms offering estate planning referrals position themselves as holistic advisors, not just number-crunchers. This matters increasingly as clients seek single trusted advisors for all financial matters.

Client retention. Comprehensive service offerings—tax planning, wealth management, and estate planning—create stickier client relationships. Clients receiving multiple services from one trusted source are less likely to move to competitors.

Natural conversation starters. Accountants already discuss inheritance tax, which currently takes 40% of anything above the £325,000 threshold. The question "Have you updated your will?" flows naturally from IHT planning conversations.

Consider the typical scenario: You're reviewing a client's year-end accounts, and they mention purchasing a second property or welcoming a new grandchild. These are perfect moments to raise estate planning—not as a sales pitch, but as genuine professional guidance.

Many accountants don't realize they can help clients draft wills. It's not a solicitor monopoly. What matters is offering appropriate guidance: straightforward estates to efficient online services, complex situations to specialist solicitors.

Here's what catches many professionals off-guard: will writing is NOT regulated by the Financial Conduct Authority. It's an unregulated activity in UK law, sitting outside the regulatory perimeter.

But that doesn't mean accountants and IFAs can refer clients without constraints.

While will writing itself is unregulated, accountants making referrals ARE subject to professional body regulations. ICAEW's Code of Ethics applies to all client referrals, whether the service being referred is regulated or not. For IFAs, FCA general conduct rules apply even when referring to unregulated services.

The key principle is simple: transparency and client interest above all else.

Under ICAEW Code of Ethics Section 5, firms must inform clients about referral details, fee sharing arrangements, and obtain proper consent. This isn't optional guidance—it's mandatory compliance.

For solicitors making will referrals, the SRA Standards require demonstrating the referral is in the client's best interest and conducting due diligence on the referee. While accountants aren't bound by SRA rules, these standards represent best practice worth emulating.

The difference between regulated and unregulated referrals matters for documentation requirements. With regulated referrals requiring a DPB licence, firms can't rely on advance general consent in engagement letters. Unregulated referrals allow for ranged consent ("we may receive between £50-200"), but you still must disclose the actual amount received.

ICAEW's 2024 Practice Assurance Monitoring Report highlighted concerning compliance gaps: 69 firms failed to properly account for commission and referral fees, typically not telling clients in writing how much they received or obtaining consent to retain it.

The core risk? Blanket referrals without client-by-client assessment breach the Code of Ethics. You can't simply refer everyone to the same provider regardless of individual circumstances. Each referral requires professional judgment about appropriateness.

Compliance Requirements: What Accountants MUST Do

Let's translate regulatory theory into practical compliance steps. Here's what ICAEW requires before you can retain referral commission:

Requirement 1: Explicit Written Consent

ICAEW requires explicit written consent from clients before retaining any referral commission—you must obtain permission, not just provide notification. Simply telling clients "we may receive a fee" isn't sufficient. They must actively consent in writing.

A recent Court of Appeal judgment in October 2024 reinforced this standard. The court found that a car dealer could not legally receive commission from a lender without the informed consent of the car buyer, ruling that partial disclosure didn't meet the standard of fully informed consent.

Requirement 2: Disclose the Amount

You must inform clients of the amount (or expected amount) of commission to be retained. If using engagement letters for advance consent, include a range of likely amounts: "We may receive commission between £50 and £200." Even with general consent, you must notify clients of the exact amount once received.

Requirement 3: Client-by-Client Assessment

Blanket referrals without considering appropriateness for each individual client risk breaching the Code of Ethics. You must assess whether the specific will service provider is suitable for this particular client's situation.

For straightforward estates—married couple, standard beneficiaries, UK assets—an online service works perfectly. For complex estates with business succession issues or international property, a solicitor referral is appropriate. The key is documenting your reasoning.

Requirement 4: Clients' Money Account

Commission must be held in a clients' money account until consent is obtained. This applies to both regulated and unregulated referrals. Don't commingle referral fees with general practice revenue until you have written client permission.

Requirement 5: Document Everything

Maintain written records of your assessment, disclosure, consent, and rationale for each referral. If a compliance review or client complaint arises, this documentation demonstrates you followed proper procedures.

Requirement 6: Maintain Independence

Ensure the referral arrangement doesn't compromise your duty to act independently and in the client's best interest. If you're recommending a provider purely because of commission rather than client suitability, you've crossed an ethical line.

Here's template language that meets these requirements:

"We recommend [Will Service Name] for your estate planning needs. We will receive a commission of [£X or X%] for this referral. We believe this service is appropriate for your situation because [specific reason: straightforward estate, married couple, standard UK assets]. Do you consent in writing for us to retain this commission?"

This approach is transparent, documents the assessment, and obtains explicit consent—ticking every compliance box.

Due Diligence Checklist: How to Vet Will Service Providers

The accountant who referred clients to an IFA and received commissions learned a harsh lesson. When the IFA gave poor advice and went into liquidation, clients claimed against the accountant, resulting in a £352,000 settlement.

This case study illustrates a critical truth: when you refer a client, you're lending your professional reputation to that provider. If they fail, you may share liability.

Law Society guidance emphasizes that due diligence should satisfy referring professionals about the suitability of referees, and this information should be shared with clients as part of the referral.

Here's your due diligence framework:

Professional Qualifications and Memberships

Check whether the provider is solicitor-led or members of professional bodies like the Society of Will Writers or Institute of Professional Will Writers. For software platforms, verify ICAEW accreditation (e.g., WillSuite carries ICAEW endorsement).

Request details about staff training and qualifications. Who's actually reviewing the wills? What's their experience level?

Professional Indemnity Insurance

This is non-negotiable. Verify the provider holds adequate PI insurance—minimum £1-2 million is recommended for will writing services.

Request proof of current coverage and renewal schedule. Don't accept verbal assurances; get documentation.

Critically, notify your own PI insurer about referral arrangements. Some policies require disclosure of referral relationships, and you want confirmation your coverage extends to referral activities.

Compliance and Quality Standards

Review the provider's quality assurance processes. How do they ensure wills meet all legal requirements under the Wills Act 1837?

Check client complaint procedures and dispute resolution mechanisms. How do they handle errors? What's their complaint history?

Request a sample will to review quality. Does it look professionally drafted? Does it include proper execution instructions?

Data Protection and Security

Verify GDPR compliance for client information sharing. You'll be passing sensitive client data—names, addresses, family structures, asset values—to the will service provider.

Review data sharing agreements and privacy policies. What security measures protect client information? How long is data retained?

Confirm secure data transfer protocols. Email isn't secure enough for this level of sensitive information.

Reputation and Track Record

Request references from other accountants or IFAs already partnering with the provider. What's their experience been? Would they recommend the partnership?

Check online reviews and testimonials. Look beyond the marketing materials—what are actual clients saying?

Search for regulatory actions or complaints. While will writing is unregulated, providers might have faced issues with data protection, advertising standards, or consumer rights.

Michael, an IFA in Birmingham, almost partnered with a will-writing firm offering 40% referral commission—an unusually high rate that raised questions. During due diligence, he discovered they had only £100,000 PI insurance and weren't members of any professional body.

He walked away and chose a solicitor-backed service with £5 million coverage instead. His diligence protected both his clients and his practice from potential disaster.

Document all due diligence conducted. This creates an audit trail demonstrating you took reasonable steps to verify the provider's credentials—critical protection if issues arise later.

Understanding Commission Structures and Payment Terms

Referral commission structures in the UK will writing industry vary significantly. Understanding what's typical, what's reasonable, and what raises red flags helps you negotiate fair terms.

Industry practice shows referral commissions typically range from 10-33% of the service fee. Here are common structures:

Flat Percentage

The most straightforward arrangement: you receive a fixed percentage per completed will. For example, 20% commission on a £99.99 will equals £20 per referral.

Advantages: Simple to calculate, easy to disclose to clients, predictable revenue.

Tiered Structure

Some arrangements pay 25% at completion plus another 25% after 12 months. This incentivizes referrals to providers who maintain relationships with clients, potentially offering will updates or reviews.

Advantages: Rewards quality providers who serve clients long-term, not just transactional providers.

Disadvantages: More complex to explain to clients, delayed revenue recognition.

Per-Referral Fee

Fixed amount per client regardless of will type—for example, £25-50 per completed will. This works well when the will service offers various price tiers but you want consistent commission.

Advantages: Simple disclosure, consistent per-client revenue.

Disadvantages: May not reflect value for more complex will packages.

What's Reasonable vs. Red Flags

Commission above 40% suggests either an unsustainable business model or corners being cut on service quality. If a provider is paying you nearly half their revenue, what resources remain for quality assurance, PI insurance, and client support?

Upfront payment before service is delivered misaligns incentives. You want commission paid after the client receives their completed will, ensuring quality delivery.

Pressure to refer all clients regardless of suitability compromises your independence. Reputable providers understand that client-by-client assessment is required, not blanket referrals.

Tax and Accounting Treatment

Referral commission is taxable income and must be properly accounted for in your practice accounts. Don't treat it as a personal benefit—it flows through the practice and is subject to corporation tax or income tax depending on your structure.

ICAEW requires tracking and reporting commission received, client consent obtained, and proper documentation. This isn't just good practice—it's regulatory compliance.

Positioning Commission to Clients

Jessica's accounting firm partnered with an online will service offering 20% commission (£20 per £99.99 will). She discloses this transparently:

"We recommend this online will service for your straightforward estate. We receive a referral fee of £20 for this recommendation. We've thoroughly vetted them and believe they offer excellent value at £99.99 compared to £650+ solicitor fees. The service you receive is identical whether we refer you or you approach them directly."

This approach balances transparency with focusing on client value, not your commission. Clients appreciate honesty and understand professionals receive referral fees when disclosed openly.

Evaluating Online Will Services vs. Traditional Solicitors

Not every client needs a solicitor. Equally, not every client should use an online will service. Professional judgment means matching the right solution to each client's circumstances.

Online Will Services Like WUHLD

Best for: Straightforward UK estates, married couples, young families naming guardians, standard asset distribution, clear wishes without anticipated disputes.

Advantages: Speed (15 minutes online vs. weeks of solicitor appointments), cost (£99.99 vs. £650+), convenience (24/7 access, no office visits), accessibility (simple interface, guided process).

Limitations: Not suitable for complex situations involving business succession planning, international property, expected will challenges, lack of testamentary capacity concerns, or sophisticated trust structures beyond basic will trusts.

Legal validity: Fully valid under Wills Act 1837 when executed properly—same legal standing as solicitor-drafted wills. The execution is what matters, not who prepared the document.

Traditional Solicitors

Best for: Complex estates, business ownership and succession planning, international property portfolios, expected will challenges from disappointed beneficiaries, clients with diminished capacity requiring assessment, complex trust arrangements, tax planning trusts beyond basic nil-rate band discretionary trusts.

Advantages: Personalized legal advice tailored to complex situations, sophisticated drafting expertise for unusual provisions, litigation experience if disputes arise, typically higher PI coverage (£5-10 million), ability to assess testamentary capacity formally.

Limitations: Cost (£650-1,200+ for straightforward wills, much more for complex estates), time (weeks or months from initial consultation to execution), appointment requirements (multiple office visits during business hours), can feel intimidating for clients unfamiliar with legal services.

Your Decision Framework

Create a simple assessment process for determining appropriate referrals:

Client has straightforward estate? UK property, standard beneficiaries (spouse, children, siblings), no business succession issues, no international assets, no anticipated disputes → Online service

Client has complex circumstances? Business interests requiring succession planning, international property, potential family disputes, vulnerable beneficiaries needing protective trusts, questions about capacity → Solicitor

Client wants speed and has clear wishes? Knows exactly who should inherit what, standard family structure, healthy and capable → Online service

Client needs sophisticated tax planning? Estates significantly exceeding nil-rate band, desire for complex trust structures, lifetime gifting strategies → Solicitor consultation, potentially followed by online service for simpler aspects

Tom, an accountant in Bristol, uses this tiered approach effectively. His client—married with 2 children, £400,000 house, £200,000 pension, clear wishes—used an online service. Completed in 20 minutes for £99.99.

His other client—£2 million business, 3 properties, blended family from previous marriage, children from different relationships—went to a specialist solicitor. Cost £1,200, took 6 weeks, but addressed complex succession and family protection issues appropriately.

Both clients appreciated the tailored guidance. Tom demonstrated professional judgment, not one-size-fits-all referrals.

Position online services as smart choices for straightforward estates—not "cheap alternatives" but efficient, modern solutions. Reserve solicitors for genuinely complex situations requiring specialized expertise.

Setting Up Your Partnership: Practical Implementation Steps

Once you've selected a will service partner through thorough due diligence, implementation follows a structured process:

Step 1: Select Partner and Negotiate Agreement

Complete the full due diligence checklist from Section 4. Don't skip steps.

Negotiate terms clearly: commission percentage, payment schedule (when paid, how paid), client experience standards, referral process, data sharing protocols, termination provisions.

Formalize everything in a written referral agreement. Written agreements should support any referral arrangements where fee-sharing is in place. Cover scope of arrangement, commission terms, client data protection, quality standards, complaint handling, and termination clauses.

Submit the agreement to your PI insurer for review. Some insurers want to approve referral arrangements before you begin, ensuring coverage extends to these activities.

Step 2: Develop Compliance Documentation

Create a client disclosure template explaining the referral, commission arrangement, and why you believe this provider suits their needs. Make it simple and transparent.

Develop an assessment checklist to help staff determine suitability: online service vs. solicitor, straightforward vs. complex, urgent vs. standard timing.

Design a consent form capturing written permission to retain commission. This can be a simple paragraph added to engagement letters or a standalone form for ad-hoc referrals.

Set up commission tracking systems recording which clients were referred, consent status, commission amount expected, commission received, and date paid.

Step 3: Train Your Team

Educate staff on when to raise estate planning with clients. Natural moments include: year-end reviews, inheritance tax discussions, pension planning conversations, life events (births, marriages, property purchases).

Train on compliance requirements rigorously. Staff must understand the assessment requirement, disclosure obligation, and consent necessity. No shortcuts.

Provide scripts for introducing the referral partner: "We work with [Provider Name], a professional will service we've thoroughly vetted. They're perfect for straightforward estates and significantly more affordable than solicitors. Would you like us to facilitate an introduction?"

Clarify boundaries firmly. Accountants can discuss the importance of having a will and general estate planning concepts, but should not advise on specific will provisions, tax mitigation clauses, or complex trust structures—that's legal advice territory.

Step 4: Integrate into Client Communication

Add estate planning to standard service review discussions. Make it routine: "We've reviewed your accounts, discussed your pension contributions, and I wanted to check—when did you last update your will?"

Include will planning in new client onboarding. When establishing the relationship, mention comprehensive financial planning includes estate planning alongside tax and wealth management.

Create client-facing materials: a brochure about estate planning importance, a website page explaining your partnership, email templates for referral introductions.

Position as value-added service, never as sales pitch. You're helping clients protect their families, not earning commission (even though commission exists).

Step 5: Launch and Monitor

Soft launch with select clients initially, gathering feedback before full rollout. What worked? What felt awkward? Did clients appreciate the referral?

Track key metrics: referral volume, conversion rate (clients who actually complete wills), client satisfaction, commission earned, complaints or issues.

Monitor compliance religiously: Is consent being obtained consistently? Are assessments documented? Is commission properly accounted for?

Review quarterly: Is this partnership delivering value to clients and your practice? Are quality standards being maintained?

Rachel's firm launched their will service partnership by training all advisers on compliance requirements, creating a simple one-page disclosure form, and adding "Have you reviewed your will recently?" to every annual review meeting agenda.

First quarter results: 28 clients referred, 24 completed wills (86% conversion), £480 in referral commission generated, overwhelmingly positive client feedback appreciating the holistic service approach.

Professional referrals, when done properly, strengthen client relationships rather than commercialize them. Clients recognize you're solving real problems, not just selling services.

Maintaining Compliance and Managing Risk Long-Term

Establishing a partnership is step one. Maintaining compliance and managing risk over time requires ongoing diligence.

Ongoing Compliance Reviews

Conduct annual reviews of your referral partner. Are they maintaining professional standards? Any client complaints? PI insurance still current? Membership in professional bodies maintained?

Review commission accounting and client consent documentation quarterly. Spot-check files: Was assessment documented? Consent obtained? Amount disclosed? Commission properly recorded?

Update disclosure templates whenever commission structure changes. If your partner adjusts rates, your consent language must reflect new amounts before you refer anyone else.

Monitor regulatory changes actively. Subscribe to ICAEW regulatory updates, join professional forums discussing referral best practices, watch for FCA guidance affecting IFA referral responsibilities.

Risk Management Protocols

Document every single referral and your rationale for recommending this provider. If a client later claims the will service was unsuitable, your contemporaneous notes demonstrating professional judgment are crucial protection.

Maintain separate files for each referral containing the client assessment, disclosure provided, written consent received, and any follow-up correspondence.

Respond promptly if clients report issues with the will service. Don't ignore complaints or deflect responsibility. You made the referral—you own the relationship.

If patterns of complaints emerge, pause referrals immediately and re-assess the partnership. One isolated issue might be an anomaly; multiple complaints suggest systemic problems requiring investigation.

Consider professional indemnity insurance endorsements specifically covering referral activities. Some policies exclude or limit coverage for referral-related claims; clarify your coverage explicitly.

Handling Client Issues Professionally

Establish a clear process before issues arise:

Client complains about will service → Investigate immediately → Raise issue with partner → Support client toward resolution → Document everything → Assess whether to continue partnership

The £352,000 settlement case study demonstrates what happens when due diligence and ongoing monitoring fail. The accountant referred clients to an IFA, received commissions, but didn't adequately monitor the IFA's performance or investigate early warning signs of poor advice.

When the IFA went into liquidation, clients had legitimate claims: the accountant failed in their duty to conduct adequate due diligence and ongoing oversight. The £352,000 settlement could have been prevented with proper monitoring protocols.

Partnership Maintenance Activities

Schedule quarterly check-ins with your will service partner. Discuss feedback from clients, process improvements, new service offerings, any concerns either party has.

Request updated PI insurance certificates annually. Don't assume coverage continues—verify it.

Monitor changes in will service ownership, leadership, or business model. If your vetted provider gets acquired or undergoes significant restructuring, repeat due diligence to ensure standards remain consistent.

Stay informed about the provider's reputation and client satisfaction. Set up Google Alerts for their business name, periodically check online reviews, maintain contact with other professionals using the same referral partner.

After 18 months of successful partnership, James's firm noticed their will service partner had changed ownership. Rather than assuming continuity, they repeated full due diligence: verified PI insurance under new ownership, checked the management team's credentials, reviewed recent client satisfaction data.

Everything checked out, providing reassurance. But if issues had emerged, they would have known immediately and could have paused referrals while investigating further.

This diligence demonstrates professional care and protects both clients and your practice reputation.

Why WUHLD is the Right Partner for Your Practice

Choosing a will service partner isn't just about commission rates—it's about finding a provider that makes you look good to your clients while meeting rigorous compliance standards.

WUHLD was designed with professional partnerships in mind.

Built for Professional Partnerships

We understand accountants' and IFAs' compliance obligations intimately. Our partnership structure is designed for ICAEW and FCA compliance from the ground up.

We provide all documentation needed for your due diligence: professional indemnity insurance certificates, quality assurance processes, client satisfaction data, GDPR compliance documentation. You won't need to chase us for compliance evidence—it's ready for review.

Our transparent commission structure makes client consent conversations straightforward. No hidden fees, no complicated tiers, no pressure tactics.

Professional Standards You Can Trust

Every WUHLD will meets all requirements under the Wills Act 1837. We don't cut corners on legal validity to reduce costs.

Clients receive comprehensive supporting documents: a 12-page Testator Guide explaining execution requirements, a Witness Guide for their witnesses, and a Complete Asset Inventory document helping them organize their estate information.

Our quality assurance process ensures accuracy before clients receive their wills. Multiple checkpoints catch errors, protecting your clients and your reputation.

We maintain professional indemnity insurance covering our will writing services, adding a layer of financial protection if issues arise.

Client Experience That Reflects Well on You

When you refer clients to WUHLD, you're directing them to a service designed for the busy professionals and families accountants typically serve.

Fifteen minutes online—that's all clients need to create a legally valid will. No lengthy appointments, no scheduling hassles, no intimidating legal offices.

£99.99 transparent pricing eliminates the sticker shock of £650+ solicitor fees. Your clients appreciate the value, making them more likely to act on your recommendation rather than postpone indefinitely.

Preview entire will free before paying—no credit card required, no pressure. Clients see exactly what they're getting before committing, building confidence in both WUHLD and your recommendation.

The platform is professionally designed, intuitive, and accessible. Clients won't struggle with confusing interfaces or feel overwhelmed by legal jargon. The experience is smooth, making you look good for suggesting it.

Transparent Partnership Terms

We offer competitive referral commission rates structured for compliance with ICAEW requirements. Contact us to discuss partnership arrangements tailored to your practice's specific needs and compliance framework.

Clear payment schedules ensure you know exactly when commission is paid, simplifying your accounting and client consent processes.

No hidden fees or surprise charges to your clients. What we quote is what they pay, maintaining trust all around.

Partnership agreements can be terminated if expectations aren't being met—we're confident in our service quality, so we don't need restrictive long-term contracts.

Supporting Your Practice's Success

We provide client-facing materials you can customize for your website or brochures, making it easy to communicate the partnership professionally.

Compliance templates simplify the disclosure and consent process, reducing administrative burden on your staff.

Responsive support addresses any client questions or issues promptly. You won't be left managing problems alone.

Quarterly partnership reviews ensure mutual success, giving you visibility into how the arrangement is performing and opportunity to suggest improvements.

Ready to Explore Partnership?

Contact us to discuss referral arrangements designed for your practice. We'll provide complete due diligence documentation, explain our compliance-ready partnership structure, and answer any questions about how we support accountants and IFAs in serving their clients' estate planning needs.

Whether you're establishing your first will service partnership or looking to replace an underperforming provider, WUHLD offers the professional standards, client experience, and compliance framework that protect your reputation while serving your clients effectively.

Contact WUHLD to Discuss Partnership Opportunities

Frequently Asked Questions

Q: Can accountants legally refer clients to will writing services and receive commission?

A: Yes, accountants can legally refer clients to will writing services and receive referral commission, but they must comply with strict requirements. Under ICAEW's Code of Ethics, accountants must obtain explicit written consent from clients before retaining any commission, disclose the amount received, and assess each referral's appropriateness on a client-by-client basis—not as blanket referrals. The process is legal when transparent and client-focused.

Q: What due diligence should accountants conduct before partnering with an online will service?

A: Accountants should verify the will service provider holds adequate professional indemnity insurance (minimum £1-2 million), check professional qualifications or memberships (Society of Will Writers, Institute of Professional Will Writers), review client complaint procedures, confirm GDPR compliance for data sharing, and check reputation through references and online reviews. A documented case study showed an accountant faced a £352,000 claim when an IFA they referred went into liquidation—thorough due diligence is essential to protect both clients and your professional reputation.

Q: How much commission do online will services typically pay for referrals?

A: Referral commission structures vary widely in the UK will writing industry. Industry practice shows commissions typically range from 10-33% of the service fee, with some arrangements paying 25% after the first month and another 25% after 12 months to incentivize retention. ICAEW requires accountants to disclose the exact amount (or expected amount) received to clients and obtain written consent to retain it, regardless of the percentage.

Q: Does partnering with a will service create professional indemnity insurance risks?

A: Yes, referral arrangements do create PI insurance risks. A documented case involved an accounting firm that referred clients to an IFA and received referral commissions—when the IFA gave poor advice and went into liquidation, clients claimed against the accountant, resulting in a £352,000 settlement. To manage risk, accountants should notify their PI insurer about referral arrangements, ensure the will service provider has adequate PI coverage, maintain thorough documentation of all due diligence conducted, and monitor the partner's performance over time.

Q: What's the difference between referring to an online will service versus a solicitor?

A: Solicitors are fully regulated by the Solicitors Regulation Authority and offer the highest level of legal protection, making them essential for complex estates involving business succession, international assets, or potential disputes. However, online will services like WUHLD are significantly more affordable (£99.99 vs £650+), faster (15 minutes vs weeks of appointments), and suitable for straightforward estates with standard beneficiaries and UK assets. Accountants should assess each client's complexity and recommend solicitors for complex situations, online services for straightforward ones—demonstrating professional judgment.

Q: How can accountants maintain independence when making will referrals?

A: Under ICAEW regulations, accountants must ensure referral arrangements don't compromise their duty to act independently and in clients' best interests. This means conducting a client-by-client assessment (not blanket referrals to the same provider for everyone), disclosing your financial interest in the referral transparently, offering alternative options when appropriate (e.g., both online service and solicitor options for borderline cases), and documenting the rationale for each recommendation. Blanket referrals that don't consider individual appropriateness breach the Code of Ethics.

Q: What client consent requirements apply to will writing referral commissions?

A: ICAEW requires explicit written consent from clients before accountants can retain referral commission or fees. Accountants must inform clients that they will receive a commission, disclose the amount (or expected amount) of the commission, and obtain written permission to retain it. This applies whether the referral is for regulated or unregulated services. The commission must be held in a clients' money account until consent is obtained. Simply notifying clients is insufficient—active written consent is required.

Legal Disclaimer:

This article provides general information only and does not constitute legal or financial advice. WUHLD is not a law firm and does not provide legal advice. Laws and guidance change and their application depends on your circumstances. For advice about your situation, consult a qualified solicitor or regulated professional. Unless stated otherwise, information relates to England and Wales.

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