About Us

The Affio team is dedicated to making it easy for you to make your will online

The Affio Story

A couple of years ago my wife said that I had to write to a Will. Our daughter was then 18 months old, we had just moved into a new house and I was being told that it was time I got our “affairs in order” (this is where the name Affio comes from).

Like most people of my generation I have been using the internet my entire adult life. I shop, bank, get insurance quotes, watch films, manage investments and keep in touch with my friends online. My affairs are not particularly complex, I thought it would be easy to write a will online and I didn’t see any need to spend hundreds of pounds with a solicitor. So I turned to Google. I found lots of websites but they gave me little confidence in their trustworthiness or ability to produce a decent will and often I felt left in the dark about what was really going on.

It was from this experience Affio was born. Our goal is to make writing a Will – and later other legal processes – clear, simple and affordable for you to do.

Ian Gosling & The Affio Team


Ian Gosling

Chief Executive Officer
Ian has twenty years experience in product and business development, consulting and investment in technology and media. He has worked for companies including Virgin Media, Three Mobile, Sony PlayStation and Ingenious Ventures. Ian has an MBA with Deans List and Distinction from London Business School.

Max Cole

General Counsel
Max spent ten years as a solicitor at Freshfields and Mischcon de Reya and more recently as a practising barrister.

Secure Data

Affio uses bank levels of security – 128-bit AES encryption to be precise.  We are regulated by the UK Information Commissioner under the terms of Data Protection Act.


Affio has £2m of Public Indemnity insurance underwritten at Lloyds of London.


Backed by leading investors

Affio is backed by leading UK investors who have been behind such companies as Friends Reunited and Multimap.

A British Company

Affio is based in London and Brighton.
Our registered and trading address is:
14 Gray’s Inn Road,
Company number:8469511.

Why not register and give Affio a try for free

If you are interested in working together, send us an inquiry and we will get back to you as soon as we can!


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