White-Label Website or Online Wills First? Choosing Your Launch Strategy

Every Spark Solutions partner gets the same plan — the branded website, the full document suite, Online Wills, the legal & probate partner, training and marketing, all included, no tiers to pick between. The decision that actually matters isn't which features you get. It's which one you lead with.

Two front doors into the same platform

Your white-labelled estate planning website is the full-service front door. It's your brand, your domain, your colours, and it introduces clients to the complete Will Suite — wills, trusts and LPAs, built with the AI-assisted document generation software and a human relationship behind it. This is the higher-touch, higher-trust route: a client arrives because they already know and trust you, and the site simply gives that trust somewhere to go.

Online Wills is the low-friction front door. It's a self-service, DIY platform where a visitor enters their details and generates a simple will in one sitting, with no need to speak to anyone first. It converts colder traffic — people who found you through a campaign, a search, or a referral, not through an existing relationship — and it's designed to be a gateway into your fuller services once someone's in the door.

Neither is "better." They solve different problems in your funnel.

Lead with the branded website if…

• Most of your prospective clients already have a relationship with you — mortgage clients, financial planning clients, existing accountancy clients.
• You want estate planning to visibly reinforce your own brand, not sit alongside it as an unrelated tool.
• Your average client benefits from the fuller document suite (trusts, LPAs) rather than a simple will alone.

In this scenario, Online Wills still matters — it's where you point clients who aren't ready for a full conversation yet, so you don't lose them entirely.

Lead with Online Wills if…

• You're building an audience from scratch and don't yet have a base of existing client relationships to convert.
• You're running (or planning to run) marketing campaigns and want a low-friction landing point that converts on its own, without a sales conversation.
• You want to test demand and get to your first completed documents fast, before investing time in a fully branded rollout.

Here, your branded website becomes the upsell path — the place Online Wills customers land when they come back for a trust, an LPA, or a more complex estate.

Most partners end up running both

The two aren't mutually exclusive, and most partners eventually run both at once: the branded website as the primary relationship-led offer, Online Wills as the always-on, low-friction option sitting alongside it — including the ability to run your own marketing campaigns on Online Wills at whatever pricing points you choose, keeping all the revenue. Which one gets the launch spotlight in week one is the only real decision, and it comes down to one question: do most of your prospective clients already know who you are?

If yes, start with the branded website. If you're starting closer to zero, start with Online Wills and build the branded site alongside it.

Either way, both are already included the moment your free trial starts — there's no upgrade path to plan for, just a launch order to choose.