Adam Lubofsky

Adam Lubofsky is a visionary entrepreneur who identified a critical gap in the traditional legal services market for estate planning. Motivated by a personal tragedy, he founded Safewill in 2019 to democratize access to legally sound and affordable wills, making the process simple and accessible for everyone, regardless of their age, location, or financial means. smebusinessreview+2

Under Adam's leadership, Safewill has rapidly grown from a "company of one" to a team of 50, serving over a quarter-million users across Australia and New Zealand. The platform offers a comprehensive digital experience that goes beyond basic legal requirements, including modern considerations like guardians for pets and options to leave video messages for beneficiaries. The company has been recognized as one of LinkedIn's top 10 Australian start-ups. smebusinessreview+2

Adam combines his background in law (Senior Paralegal at MinterEllison, Vacation Clerk at Herbert Smith Freehills and Clayton Utz, and a Law/Commerce degree from Monash University) with his experience in management consulting (Associate Consultant at The Boston Consulting Group and Senior Consultant at KPMG Australia). This unique blend of legal expertise and strategic business acumen has been instrumental in developing Safewill's legally sound yet user-friendly digital solutions. theorg+2

Adam is a strong advocate for proactive estate planning, emphasizing that a will is not just for the wealthy or elderly but is crucial for protecting loved ones and ensuring wishes are honored. He actively works to overcome the reluctance people have towards engaging with end-of-life planning through education and by making the process as approachable as possible. Safewill also plays a significant role in charitable fundraising, having facilitated over half a billion dollars in committed gifts to Australian charities. smebusinessreview+3