Since its establishment in 2016, Octopus Legacy has helped more than 700,000 individuals plan for death and find support after loss, working with charities, employers, IFAs, and directly with consumers. Based in London, the company offers a range of estate planning services – from wills and trusts to life insurance, as well as probate and bereavement support – striving to humanise these cold processes and transform them into opportunities for clients to share more than money with their loved ones: voice notes, music, recipes, or anything else that provides connection while they are here, and when they are gone. “We were founded after Sam, our CEO, experienced the sudden death of his mum in a car accident,” Eliza shared. “In the period that followed, Sam was overwhelmed with admin, legal work, and the stress of organising a funeral – limiting his ability to grieve. As a team we know firsthand the difference a good plan can make and know what it is like when there isn’t one. That is why we’re on a mission to take away the unnecessary stresses that come with a loss – so that people can focus on what matters.” “Our goal is simple: to make the experience of losing someone easier for the people left behind. Death is hard enough without everything else that comes with it – we help to create space for what truly matters.” To this end, Octopus Legacy leads by thinking human-first, not productfirst. This shift in approach has enabled the company to unlock genuine solutions to the real human challenges that arise when planning for death or in the aftermath of a loss. For example, it recognised that there was no one place for bereaved people to access end-to-end support comprising the practical, financial, emotional, and daily challenges of bereavement. In response, Octopus Legacy launched the UK’s first holistic bereavement concierge services in 2025, offering personalised and hands-on support for an array of tasks, from closing accounts and organising funeral flowers to navigating day-to-day errands. Distinguished by its ability to humanise support while scaling through innovation, Octopus Legacy seeks out employees who embody its core values of customer-first, hard work, and optimism – traits that mirror the qualities of great entrepreneurs, those who are proactive, resilient, and driven by purpose. Each candidate is asked, “What is the most thoughtful present you have ever given someone?” when hiring, helping Octopus Legacy to pinpoint individuals who are constantly looking for ways to go above and beyond with customers. Beyond a human-centric approach, the company equally emphasises the importance of continuous growth and development. Octopus Legacy is a high growth business that offers its team members outstanding opportunities to progress and develop within their roles. Once onboard, each member of the team is provided with a progression map and continued access to cross-functional training and mentoring support. This approach enables Octopus Legacy to not only prioritise its clientele in its operations but continually remain ahead of the curve in offering forward-thinking services that bring planning for death to life. Always striving to remain on the cutting-edge of industry development, Octopus Legacy keeps a close eye on the market for emerging shifts. At present, the company has observed a number of key trends impacting the sector, including the integration of artificial intelligence, legislative reform, and a shift towards transparent pricing. Octopus Legacy stands at the forefront of these key developments: championing AI to free time for human interaction; advocating for changes to legislation that makes planning more accessible and inclusive; and leading the charge in upfront, fixed fees that put families first and not billable hours. “These trends align with our core belief that death care should be clearer, kinder, and easier for everyone,” Eliza stated. “Our vision is to be the go-to place for people planning for death and finding support after loss. By 2026, we’ll be the second largest estate planning provider in the country. We’re continuing to evolve what ‘legacy’ means – beyond cold legal documents to inspiring people to connect with those they love, whilst they are here and after they are gone.” Contact: Eliza Elliott Company: Octopus Legacy Web Address: www.octopuslegacy.com Planning for death can be a scary, often overwhelming task – but one that is crucial for those that we love. These conversations tend to appear as cold legal processes, but that needn’t be the case. Octopus Legacy is an end of life support group aiming to undo the unease surrounding legacy planning, transforming the process into something much more human. We found out more about the company’s services below from Eliza Elliott, Head of Brand and Growth Marketing at Octopus Legacy, as the group is named in the UK Enterprise Awards 2025. Most Trusted End of Life Support Group 2025
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