When people think of industries ripe for innovation, estate planning rarely makes the list. Yet in Barnet, North London, a young company has demonstrated that even one of the most traditional areas of law can be shaken up. Less than a year after launching, AWAY Wills has been recognised with multiple national awards and shortlistings, signalling not just entrepreneurial success but also wider change in the legal sector.
Awards Recognition Within a Year
In 2025, AWAY Wills was named Will Writing Service of the Year at the Innovation & Excellence Awards. The company was also shortlisted for Estate Planning Firm of the Year – Boutique at the British Wills & Probate Awards, widely regarded as one of the profession’s most important accolades. In addition, it is a finalist for Best New Business at the Best Businesswomen Awards.
For any new venture, this level of recognition would be notable. For a firm that only began trading in December 2024, it is exceptional. Most finalists in these award categories are long-established businesses with decades of history behind them. The inclusion of a start-up in its first year reflects a wider appetite for change in the way Wills and estate planning are approached in England and Wales.
Founder Nellie McQuinn said:
“To receive this level of acknowledgement so early on is humbling. The awards are not just about celebrating individual firms but about recognising shifts in the industry. It suggests that people want estate planning to evolve — to become more accessible, more relevant, and more in step with modern life.”
Why Estate Planning Is at a Turning Point
The context for this recognition is a profession on the edge of reform. The laws governing Wills in England and Wales are largely based on The Wills Act of 1837, a statute introduced during Queen Victoria’s reign. At that time, a “signature” meant dipping a quill in ink; digital assets were centuries away from existing.
Today, families live with blended relationships, international ties, online identities, and digital footprints. Yet the law remains rooted in an era of wax seals and witnesses present in the same room. The Wills Act 2025 is expected to modernise some of these rules, potentially allowing digital Wills, electronic signatures, and more inclusive recognition of family structures.
McQuinn noted:
“The legal framework is nearly two centuries old. That creates real barriers for people who want to make a Will but find the process outdated or inaccessible. Reform is coming, but in the meantime, businesses have a responsibility to make the process feel relevant and achievable.”
The timing of AWAY Wills’ recognition is therefore significant. It highlights that innovation in the profession is not only possible but being welcomed by both clients and industry peers.
The Importance of the Awards
Awards in the legal sector carry weight because they are judged by panels of experts who assess firms on client service, innovation, and professional standards. The British Wills & Probate Awards, in particular, are a benchmark for excellence in estate planning. For a boutique startup to be named a finalist demonstrates credibility and signals that the profession values fresh approaches.
The Innovation & Excellence Awards add another dimension, focusing on companies across sectors that demonstrate originality, growth, and impact. Winning Will Writing Service of the Year in this context shows recognition beyond the legal community, positioning estate planning within the broader world of entrepreneurship and innovation.
The Best Businesswomen Awards reflect another angle: the rise of female-led enterprises in fields historically dominated by men. Being shortlisted for Best New Business underscores the entrepreneurial achievement as much as the legal one.
A Founder’s Journey
Behind the headlines is a founder who has taken an unusual path. Before entering the legal profession, McQuinn built a career in children’s media, producing content for global audiences and helping scale Moonbug Entertainment to a multi-billion-pound acquisition.
The pivot to law might seem surprising, but McQuinn sees continuity:
“Whether you’re producing for children or writing legal documents, the core challenge is communication. You need to make complex ideas simple and relevant. In children’s TV, the audience is young; in Will-writing, the audience is often anxious or overwhelmed. Either way, clarity and empathy matter.”
That experience in communication and storytelling has shaped the way AWAY Wills approaches its work. The brand avoids the legal jargon and formal imagery often associated with traditional firms, opting instead for clear language and inclusive framing.
Growth in the First Year
In its first twelve months, AWAY Wills has already:
- Served dozens of families across England and Wales
- Engaged more than 200 community members through workshops and events
- Secured places in two accelerator programmes supporting early-stage businesses
- Achieved recognition across three major award programmes
These are modest numbers compared to long-established competitors, but significant for a pre-MVP (minimum viable product) startup operating in a conservative industry.
McQuinn reflected:
“The early traction shows that there’s a real demand for services that meet people where they are. Many of our clients are first-time parents or new homeowners who simply haven’t been told how important a Will is. Recognition from industry awards validates that focus.”
Legal Tech and the Future of Wills
Looking ahead, AWAY Wills is preparing for the reforms expected under the Wills Act 2025 by developing a digital-first platform. The ambition is to integrate tools such as AI-driven prompts, translation features, and legacy preservation options into the Will-writing process.
While these innovations are still in development, the goal is to create a service that not only secures legal protections but also helps families preserve memories and digital legacies. This reflects a broader trend in legal tech: combining compliance with human experience.
As McQuinn put it:
“We’re not just witnessing reform in law, but also in technology. The intersection is where the real potential lies.”
Barnet and the Entrepreneurial Ecosystem
Being based in Barnet has shaped the company’s identity. The borough is home to a diverse population and a strong base of entrepreneurs, many of them balancing family life with business ambitions. This context has influenced the focus on accessibility and inclusivity.
London more broadly is a hub for legal tech and startup growth, with accelerators, investors, and communities that support early-stage ventures. The combination of local grounding and access to national networks has helped AWAY Wills achieve momentum quickly.
Recognition as a Signal of Change
Ultimately, the significance of AWAY Wills’ recognition lies not only in its own trajectory but in what it suggests about the estate planning profession. For a company less than a year old to win an award and be shortlisted for others indicates that the industry is open to new ideas.
McQuinn concluded:
“For centuries, Will-writing has been seen as something reserved for the wealthy or the elderly. The reality is that it matters to everyone. The recognition we’ve received is less about one company and more about the profession moving towards a future that feels inclusive, modern, and reflective of real life.”
As the British Wills & Probate Awards and Best Businesswomen Awards announce their winners later this year, the spotlight will remain on the firms leading that change. For now, the story of a Barnet startup gaining national recognition within a year serves as a reminder that even the most traditional sectors are not beyond disruption.
