New CMA Guidance for Will-Writers: What Changed and Why It Matters
What the CMA is concerned about
Most people are shocked when they learn this… Will-writing in the UK is not a regulated profession.
That means anyone can set themselves up as a Will-writer. No mandatory qualifications. No statutory regulator. No compulsory oversight.
Anyone with a laptop and a website can write your Will.
So when the Competition and Markets Authority published updated guidance for unregulated legal services in January ‘26 calling out Will-writing in particular, it mattered.
Not because it creates new law. It does not.
But because it makes one thing very clear: consumer protection law absolutely applies to Will-writers, whether the sector is formally regulated or not.
And that is a good thing.
Here is what the guidance says, what it means for the industry, and how we at AWAY Wills are responding.
What the CMA is concerned about
The guidance focuses on four key areas:
Transparency around pricing
Fair contract terms
Clear information before purchase
Sales practices that are not misleading or fear-based
In particular, it highlights concerns around professional executor appointments and clauses that allow firms to change terms or fees in the future without limits.
In simple terms, businesses cannot:
Hide important fees in the small print
Imply regulation that does not exist
Use open-ended clauses to change charges at will
Pressure consumers into decisions using fear or urgency
Even in an unregulated sector, fairness is not optional.
What this means for Will-writing
Some traditional practices in the industry are now under real scrutiny.
For example:
A Will-writing firm that advertises a low headline price but adds significant compulsory “administration”, “storage” or “review” fees later in the process may fall foul of consumer protection rules if those costs were not made clear upfront.
Terms that lock clients into long-term paid storage arrangements without clearly explaining cancellation rights or exit fees could also raise fairness concerns.
Sales scripts that imply families will face chaos, excessive tax bills or court intervention unless they act immediately may risk crossing the line into misleading or aggressive practices if the risks are exaggerated.
And any term buried in small print that materially affects cost, control or client choice may be unenforceable if it creates a significant imbalance in favour of the business.
The message from the CMA is simple.
Transparency and fairness are not optional extras. They are the baseline standard consumers should expect.
How AWAY Wills is responding
We have always believed the Will-writing industry needs to modernise. This guidance reinforces that view.
Below is a clear summary of the CMA’s expectations and our approach.
| CMA Guidance Focus | What It Means | Our Response at AWAY Wills |
|---|---|---|
| Clear pricing | Clients must understand the total cost before committing | We provide fixed fee pricing. No hourly billing. No hidden extras. Fees are confirmed before work begins. |
| Transparency about professional executor fees | Clients must understand how fees are calculated and that they have a choice | We clearly explain executor options, including the right to appoint family, friends OR professionals. We provide examples of professional executor fees when required. |
| Fair contract terms | Terms must not allow unlimited discretion to vary charges | Our terms are drafted to avoid open-ended variation clauses. Any changes are limited to objective triggers such as changes in law or regulatory standards. |
| No misleading claims | Firms must not imply regulation or exaggerate risks | We openly state that Will-writing in the UK is not regulated. We educate rather than alarm. |
| Clear pre-contract information | Clients must understand what they are buying | Our consultations are structured, in plain English and documented. All our prices are agreed up front on our initial, free consultation. |
| No pressure selling | Decisions must be informed, not rushed | We do not use time-limited scare tactics or high-pressure sales scripts. Clients are actively encouraged to take time and ask questions. It's something that we pride ourselves on. |
Why Transparency Matters in Estate Planning
Estate planning is built on trust.
When people write a Will, they are making decisions about guardianship, family security and the distribution of everything they have worked for.
They deserve clarity.
They deserve fairness.
They deserve to know exactly what they are signing and what it will cost.
The absence of formal regulation in the Will-writing sector has created inconsistency in standards. This guidance is a step toward raising the bar without waiting for full statutory reform.
And that is something we welcome.
What This Looks Like In Practice
When you book a free 30-minute consultation with AWAY Wills, we discuss your circumstances and explain exactly what your Will would cost before you commit to anything.
We offer two pricing tiers:
Simple Will - for straightforward estates
Complex Will with Trusts - for more involved planning
That's it. No hourly billing. No surprise "administration fees". No charges added later.
We also discuss Will storage as an option during that call - but again, everything is explained upfront. You know the full cost before your appointment is even booked.
If you decide to proceed, the price we quote is the price you pay. Nothing gets added on top. Choice. Clarity. No surprises.
At AWAY Wills, our position is simple:
The sector is unregulated, though we behave as if it is.
We operate to regulated-level standards of transparency, fairness and consumer protection because that is how long-term trust is built.
This guidance is not a threat to good Will-writers.
It is a wake-up call to the industry.
And frankly, it is overdue.
If you have questions about professional executor appointments, fees, or what to look out for when choosing a Will-writer, book a free 30-minute consultation. No obligation. No pressure. Just clear answers.
Estate planning should feel clear, not complicated.
Nellie McQuinn
Founder, AWAY Wills
