For most people in their 20s and 30s, wills feel like something to worry about later. Complicated. Expensive. Not urgent. But when her cousin died unexpectedly, leaving a fiancée and child without legal protection, Sophia Maslin saw first-hand how unprepared many of us are for the unexpected.
That moment inspired Morby, a death tech startup that makes will writing simple, affordable, and accessible for young people. With a background in both the modelling industry and law, Sophia took an unconventional path into legal tech innovation, determined to build a platform that speaks to a generation often left out of the estate planning conversation.
In this episode of Discover Startups, Sophia shares the story behind Morby, why so many people avoid wills, and how her team are reshaping estate planning for modern life.
We cover:
Why young people are put off by wills — and why the real barrier isn’t fear of death, but not knowing where to start.
The reality of the UK’s intestacy rules — and what actually happens if you die without a will.
The life events that usually prompt people to take out their first will, from buying a home to having a child.
How Morby simplifies the process with a guided journey that strips out legal jargon.
Why wills aren’t just about money — they also capture funeral wishes, pet care, and personal requests.
Morby’s competitive pricing — £80 for a single will, £20 for a letter of wishes, and unlimited edits for £10/year with Morby Plus.
What’s next: a digital vault for documents and passwords, an estate readiness score, and an AI assistant to guide users through every step.
This is a conversation about innovation in one of life’s most overlooked areas. If you’ve ever thought “I’ll sort it later,” this episode shows why now is the time to start.
Key Takeaways
From tragedy to startup: How Sophia turned personal loss into the spark for Morby.
Why wills matter early: The consequences of dying without one under UK intestacy rules.
Estate planning for everyone: Why you don’t need to be wealthy to need a will.
Morby’s approach: A jargon-free, mobile-first way to create a will in minutes.
Beyond money: Wills can include wishes about funerals, pets, and personal details.
Accessible pricing: Transparent, affordable options designed for younger generations.
Future of death tech: Digital vaults, AI assistants, and tools to keep life admin in order.
Chapters / Timestamps
00:00 — Turning tragedy into innovation
02:50 — From modelling to death tech
05:52 — Why young people avoid wills
09:10 — What happens if you die without a will
11:52 — How Morby makes will writing simple
14:55 — Features and innovations (digital vault + AI)
18:00 — Partnerships and business opportunities
20:47 — Pricing and accessibility of Morby
24:02 — Startup shoutout: HNTR app
Links & Resources
Disclaimer:
This episode is for informational and storytelling purposes only. It does not provide legal advice, and nothing discussed should be relied upon as such.