Rich decided Sunday 19 April 2026 (commercial-pragmatism brainstorm, investor-persona lens):
InheritWills.com — subscription-native.
- Empty repo, no spec yet — the subscription model is designed in from day one.
- Candidate pricing: £10-25/month or £120-250/year.
- Value proposition: “living will” — continuous updates as life events (marriage, divorce, births, asset changes) + legal/tax-law changes happen.
- Target customer: detail-conscious mid-HNW, 45-70, estate £250k-£3m, currently mixes between solicitor / Farewill / DIY / nothing depending on life-stage.
MyFamilyInherits.com — hybrid one-off + opt-in subscription.
- Existing Levels 1-3 (£30/£45/£60/£90 one-off annual) unchanged. The explicit §34 trust promise (“We will never automatically charge your card. Renew only when you choose to.”) is preserved.
- NEW Level 0 “Living Monitoring” tier added — ~£5-10/month, explicitly marketed as an opt-in subscription with full-consent auto-renew. Covers ongoing MFI comparison + intestacy monitoring as laws and circumstances change.
- The two models co-exist with clear separation: opt-in subscription for monitoring; opt-in-or-nothing for the deeper Levels 1-3.
Why: Farewill et al. are one-off transaction businesses; detail-conscious mid-HNW customers that Rich is targeting will pay for continuous living-will monitoring if the product respects their intelligence. MFI’s existing trust promise is a valuable differentiator — don’t burn it. IW starts with a clean slate so subscription-native is the efficient design.
How to apply:
- When updating or writing specs for InheritWills.com, assume subscription from day one. Don’t propose one-off-annual pricing.
- When updating MFI specs, add the Level 0 tier with explicit consent language. Don’t rewrite §34 to remove the one-off promise.
- In future brainstorms about pricing, this is the baseline — revisit only if customer research reveals a different shape.
Tracked as Richard-task #115 at ~/davieshq/docs-personal/richard-tasks.md (INHERIT strategy section) — spec updates are Rich’s action item.