In this episode of The Founder Mindset, host Leah Sarich speaks with Erin Bury, Co-founder and CEO of Willful, an online estate planning platform. Erin shares her journey from journalism school to entrepreneurship, explaining how her husband Kevin's family tragedy became the spark for launching Willful. Erin opens up about the mindset shift that helped her believe she could found a company, even without a legal or technical background.

Erin and Leah discuss the common misconceptions around entrepreneurship, the importance of resilience and resourcefulness, and why estate planning is about more than just legal documents—it's about peace of mind and living with intention. Erin also talks about building Willful alongside building her family, how she prioritizes wellness, and why legacy, impact, and flexibility matter more than chasing unicorn status.

About Erin Bury

Named one of The Globe & Mail’s Changemakers in 2025, Erin Bury is an entrepreneur, startup advisor, and a former marketer and technology journalist. Erin is the Co-Founder and CEO at online estate planning platform Willful, where she drives the company’s mission to ensure every Canadian has a will. Erin is also a columnist at The Globe and Mail, where she writes about parenting and personal finance. She is also a board member for Save the Children Canada. She lives in Prince Edward County, Ontario with her husband and two young daughters.

Resources discussed in this episode:

• Willful
• Ownright (formerly Doormat)
• The Psychology of Money by Morgan Housel
• Upside Foundation

The Founder Mindset is Sponsored By:

• ATB
• API
• Artemis
• OCIF

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Contact Erin Bury: 

• Website: Willful
• Linkedin: Erin Bury

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