In this episode of The Pivot, we chat with Erin Bury, CEO and co-founder of Willful.

In the age of robo-advisors, same-day shipping and ordering your lunch on an app, the birth of digital has allowed brands to provide convenient and affordable solutions to simple tasks. Now that we are well into the digital age, we’re seeing brands that are changing the game for milestone events – like Willful’s effort in simplifying estate planning.

Tune in to hear Erin delve into the digital approach to creating a will and how legacy brands still struggle to adopt digital strategies. Erin shares her thoughts on the power of word of mouth, the importance of brand values and getting creative with content when talking about such a taboo topic.

Hear from other Canadian senior marketers on The Pivot, talking about our CMO Lab research and how they, like you, are adapting.