Farewill's personas are a mix of experiences from real people, told as stories. They help us empathise with customers and make user-centered decisions about our products.

<aside> <img src="https://img.icons8.com/ios/250/000000/clock.png" alt="https://img.icons8.com/ios/250/000000/clock.png" width="40px" /> In order to convey the richness of people's experiences, our personas are quite detailed. Please set aside 1 hour to read them all. We suggest reading them as a set to start, then dipping into relevant ones whenever helpful.


<aside> <img src="https://img.icons8.com/ios/250/000000/info.png" alt="https://img.icons8.com/ios/250/000000/info.png" width="40px" /> Everything you read happened to a real person. Some parts are the exact words someone used in an interview. We’ve kept them that way so it gives a sense of their state of mind, even if they don’t make complete sense. Reading about people’s experiences of death and bereavement can be upsetting. Please give yourself enough time to deal with any feelings that come up. If you need support, please speak with your manager, and consider the Farewellbeing support service.


Meet our personas



The recent death of family members has prompted Reese to think about their own mortality.

Bereavement · wills



Zia is finally planning for their own death after putting it off for many years. They're also considering a lasting power of attorney.




Alex looked after their sister during a short illness. When she died, Alex arranged the funeral and handed over probate to a solicitor.

Bereavement · funerals · probate



Neri's dad died at home, unexpectedly. He was 58. Organising the huge celebrations was overwhelming but Neri felt confident about probate.

Bereavement · funerals · probate



Charlie's mum had dementia. She died in a care home, surrounded by her family. Charlie arranged the funeral and got probate, but found it harder than they'd expected.

Bereavement · funerals · probate


<aside> <img src="https://img.icons8.com/ios/250/000000/clock.png" alt="https://img.icons8.com/ios/250/000000/clock.png" width="40px" /> An important event


<aside> <img src="https://img.icons8.com/ios/250/000000/light-on.png" alt="https://img.icons8.com/ios/250/000000/light-on.png" width="40px" /> Summing up an insight from interviews (a 'qualitative' insight)


<aside> <img src="https://img.icons8.com/ios/250/000000/bar-chart.png" alt="https://img.icons8.com/ios/250/000000/bar-chart.png" width="40px" /> An insight from data or market research (a 'quantitative' insight)