Death is inevitable. The one true guarantee in life is, ironically, the end of it. So why don’t we plan better for something that is so obviously going to happen? Willful is a Toronto-based startup that is looking to normalize our conversations around death. That is, how we prepare for, talk about, and deal with death. Their first product (as their name may suggest) is an online platform that makes the process of creating a legal will more affordable and convenient for individuals to access.

In today’s episode, Willful CEO and co-founder Erin Bury joins Lance to talk about how she’s grown her company, destigmatizing death, and everything you need to know about creating a will.