{"id":69,"date":"2022-11-18T11:27:02","date_gmt":"2022-11-18T11:27:02","guid":{"rendered":"https:\/\/smartwills.com.hk\/en\/?page_id=69"},"modified":"2025-09-08T02:36:18","modified_gmt":"2025-09-08T02:36:18","slug":"about-us","status":"publish","type":"page","link":"https:\/\/smartwills.com.hk\/en\/about-us\/","title":{"rendered":"About Us"},"content":{"rendered":"\n[et_pb_section fb_built=”1″ fullwidth=”on” _builder_version=”4.20.4″ _module_preset=”default” custom_padding=”0px||0px||false|false” global_colors_info=”{}”][et_pb_fullwidth_image src=”https:\/\/smartwills.com.hk\/en\/wp-content\/uploads\/2022\/12\/family-06-1.jpg” title_text=”happy Asian Family mother father and daughter making a selfie ph” _builder_version=”4.20.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_fullwidth_image][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.20.4″ _module_preset=”default” positioning=”none” custom_margin=”||||false|false” custom_padding=”0px||150px||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.20.4″ _module_preset=”default” positioning=”relative” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.20.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.20.4″ _module_preset=”default” text_font=”Albert Sans||||||||” header_font=”Albert Sans|700|||||||” header_text_align=”center” header_font_size=”40px” custom_padding=”50px||||false|false” header_font_size_tablet=”40px” header_font_size_phone=”40px” header_font_size_last_edited=”on|desktop” global_colors_info=”{}”]

Who Are We<\/strong><\/strong><\/h1>\n

<\/strong><\/p>\n

<\/strong><\/p>\n

<\/strong><\/p>\n

<\/strong><\/p>\n

<\/strong><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.20.4″ _module_preset=”default” positioning=”relative” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.20.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.20.4″ _module_preset=”default” text_font=”Albert Sans||||||||” text_text_color=”#000000″ text_font_size=”18px” text_line_height=”1.8em” header_font=”Albert Sans|700|||||||” header_text_align=”center” header_text_color=”#000000″ header_font_size=”18px” text_orientation=”center” hover_enabled=”0″ text_font_size_tablet=”18px” text_font_size_phone=”16px” text_font_size_last_edited=”on|phone” global_colors_info=”{}” sticky_enabled=”0″]

We are a Wealth FinTech company dedicated to addressing the contemporary needs of consumers for easy, fast and trusted digital financial services. SmartWills emerged from a collaborative effort between financial advisors, planners, legal experts, and technology professionals.<\/span><\/p>\n

SmartWills is our brand, designed to address the need for straightforward and affordable Will preparation, ensuring accessibility for individuals across all economic backgrounds. In late 2016, we embarked on an ambitious initiative to develop a Will-making platform powered by user-friendly technology, adaptable to both web and mobile environments. After nearly three years of meticulous planning, market research, and software development, we proudly launched our online will-making service in early 2019 in Malaysia. To better serve our expanding clientele, we extended our presence by opening a branch office in Singapore in mid-2023. Building on this momentum, SmartWills is set to launch a new branch in Hong Kong in the first quarter of 2024, furthering our global commitment to delivering accessible and efficient digital financial services.<\/span><\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.20.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_gallery gallery_ids=”3134,3135″ gallery_orderby=”rand” fullwidth=”on” _builder_version=”4.20.4″ _module_preset=”default” module_alignment=”center” custom_margin=”||||false|false” custom_padding=”||||false|false” auto=”on” auto_speed=”5000″ global_colors_info=”{}”][\/et_pb_gallery][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.20.4″ _module_preset=”default” positioning=”relative” custom_margin=”100px||100px||true|false” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.20.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/smartwills.com.hk\/en\/wp-content\/uploads\/2023\/11\/1-1.png” title_text=”Vision” align=”center” disabled_on=”on|on|off” _builder_version=”4.20.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.20.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.20.4″ _module_preset=”default” text_font=”Albert Sans||||||||” header_font=”Albert Sans|700|||||||” header_text_align=”center” header_font_size=”40px” custom_padding=”50px||||false|false” header_font_size_tablet=”40px” header_font_size_phone=”40px” header_font_size_last_edited=”on|desktop” global_colors_info=”{}”]

<\/strong><\/h1>\n

<\/strong><\/h1>\n

<\/strong><\/h1>\n

<\/strong><\/h1>\n

<\/strong><\/h1>\n

<\/strong><\/h1>\n

Our Vision<\/strong><\/h1>[\/et_pb_text][et_pb_image src=”https:\/\/smartwills.com.hk\/en\/wp-content\/uploads\/2023\/11\/1-1.png” title_text=”Vision” align=”center” disabled_on=”off|off|on” _builder_version=”4.20.4″ _module_preset=”default” width=”83%” max_width=”100%” min_height=”191px” height=”218px” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.20.4″ _module_preset=”default” text_font=”Albert Sans||||||||” text_text_color=”#000000″ text_font_size=”24px” text_line_height=”1.8em” header_font=”Albert Sans|700|||||||” header_text_align=”center” header_text_color=”#000000″ header_font_size=”40px” text_font_size_tablet=”20px” text_font_size_phone=”16px” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]

We aim to be ASEAN\u2019s most trusted and formidable Wealth FinTech group.<\/p>\n

 <\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.20.0″ _module_preset=”default” positioning=”none” module_alignment=”center” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.20.4″ _module_preset=”default” text_font=”Albert Sans||||||||” header_font=”Albert Sans|700|||||||” header_text_align=”center” header_font_size=”40px” custom_padding=”50px||||false|false” header_font_size_tablet=”40px” header_font_size_phone=”40px” header_font_size_last_edited=”on|desktop” global_colors_info=”{}”]

Our Values<\/strong><\/h1>\n

<\/strong><\/p>\n

<\/strong><\/p>\n

<\/strong><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” _builder_version=”4.20.4″ _module_preset=”default” positioning=”none” width=”77%” module_alignment=”center” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_testimonial portrait_url=”https:\/\/smartwills.com.hk\/en\/wp-content\/uploads\/2023\/11\/2-1.png” quote_icon=”off” _builder_version=”4.20.4″ _module_preset=”default” global_colors_info=”{}”]

CUSTOMER-CENTRIC<\/strong><\/strong><\/p>\n

Designing and offering a platform with the end users in mind.<\/p>[\/et_pb_testimonial][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_testimonial portrait_url=”https:\/\/smartwills.com.hk\/en\/wp-content\/uploads\/2023\/11\/3-1.png” quote_icon=”off” _builder_version=”4.20.4″ _module_preset=”default” global_colors_info=”{}”]

\n
\n

SUSTAINABLE<\/span><\/strong><\/p>\n<\/div>\n<\/div>\n

\n
\n

Prioritizing the environment, society and good governance in our business operations.<\/span><\/p>\n<\/div>\n<\/div>[\/et_pb_testimonial][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_testimonial portrait_url=”https:\/\/smartwills.com.hk\/en\/wp-content\/uploads\/2023\/11\/4.png” quote_icon=”off” _builder_version=”4.20.4″ _module_preset=”default” global_colors_info=”{}”]

\n
\n
\n
\n

SHAREHOLDER-FOCUSED<\/strong><\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Ensuring efficient use of financial resources to deliver sustainable returns.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>[\/et_pb_testimonial][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"

Who Are We We are a Wealth FinTech company dedicated to addressing the contemporary needs of consumers for easy, fast and trusted digital financial services. SmartWills emerged from a collaborative effort between financial advisors, planners, legal experts, and technology professionals. SmartWills is our brand, designed to address the need for straightforward and affordable Will preparation, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"\n

\"\"<\/figure>\n\n\n\n
\n
\n

Who are we<\/strong><\/p>\n<\/div>\n\n\n\n

\n

Our vision<\/p>\n<\/div>\n\n\n\n

\n

Our values<\/p>\n<\/div>\n\n\n\n

\n

Our testimonial<\/p>\n<\/div>\n\n\n\n

\n

Our accolades<\/p>\n<\/div>\n<\/div>\n\n\n\n

Who are we<\/strong><\/p>\n\n\n\n

We are a Wealth FinTech company to address today's consumers' needs for Easy, Fast
and Trusted digital financial services. SmartWills is the outcome of a team venture of
a group of financial advisors, planners, legal and technologist professionals.
SmartWills is our brand in addressing Will's needs for easy preparation at affordable
levels, making it accessible for customers across all economic statuses. In late 2016,
we started an initiative to build a Will making platform with simple-to-use technology \u2013
both web and mobile environments. It took us close to 3 years of planning, market
research, and software platform development before we finally launched our online
will-making service in early 2019<\/p>\n\n\n\n

\n
\n
<\/div>\n<\/div>\n<\/div>\n","_et_gb_content_width":"2880","footnotes":""},"class_list":["post-69","page","type-page","status-publish","hentry"],"yoast_head":"\nAbout Us - SmartWills Hong Kong<\/title>\n<meta name=\"description\" content=\"SmartWills is our brand, designed to address the need for straightforward and affordable Will preparation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smartwills.com.hk\/en\/about-us\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"About Us - SmartWills Hong Kong\" \/>\n<meta property=\"og:description\" content=\"SmartWills is our brand, designed to address the need for straightforward and affordable Will preparation.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/smartwills.com.hk\/en\/about-us\/\" \/>\n<meta property=\"og:site_name\" content=\"SmartWills Hong Kong\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/smartwills.com.my\/\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-08T02:36:18+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/smartwills.com.hk\\\/en\\\/about-us\\\/\",\"url\":\"https:\\\/\\\/smartwills.com.hk\\\/en\\\/about-us\\\/\",\"name\":\"About Us - SmartWills Hong Kong\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/smartwills.com.hk\\\/en\\\/#website\"},\"datePublished\":\"2022-11-18T11:27:02+00:00\",\"dateModified\":\"2025-09-08T02:36:18+00:00\",\"description\":\"SmartWills is our brand, designed to address the need for straightforward and affordable Will preparation.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/smartwills.com.hk\\\/en\\\/about-us\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/smartwills.com.hk\\\/en\\\/about-us\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/smartwills.com.hk\\\/en\\\/about-us\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/smartwills.com.hk\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"About Us\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/smartwills.com.hk\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/smartwills.com.hk\\\/en\\\/\",\"name\":\"SmartWills Hong Kong\",\"description\":\"SmartWills.com.sg\",\"publisher\":{\"@id\":\"https:\\\/\\\/smartwills.com.hk\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/smartwills.com.hk\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/smartwills.com.hk\\\/en\\\/#organization\",\"name\":\"SmartWills Hong Kong\",\"url\":\"https:\\\/\\\/smartwills.com.hk\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/smartwills.com.hk\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/smartwills.com.hk\\\/en\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/cropped-logo.png\",\"contentUrl\":\"https:\\\/\\\/smartwills.com.hk\\\/en\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/cropped-logo.png\",\"width\":512,\"height\":512,\"caption\":\"SmartWills Hong Kong\"},\"image\":{\"@id\":\"https:\\\/\\\/smartwills.com.hk\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/smartwills.com.my\\\/\",\"https:\\\/\\\/www.instagram.com\\\/smartwills.my\\\/\",\"https:\\\/\\\/www.youtube.com\\\/@smartwillsmy7906\",\"https:\\\/\\\/www.xiaohongshu.com\\\/user\\\/profile\\\/628cf96500000000210242f1\",\"https:\\\/\\\/t.me\\\/smartwillsknowledge\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"About Us - SmartWills Hong Kong","description":"SmartWills is our brand, designed to address the need for straightforward and affordable Will preparation.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/smartwills.com.hk\/en\/about-us\/","og_locale":"en_US","og_type":"article","og_title":"About Us - SmartWills Hong Kong","og_description":"SmartWills is our brand, designed to address the need for straightforward and affordable Will preparation.","og_url":"https:\/\/smartwills.com.hk\/en\/about-us\/","og_site_name":"SmartWills Hong Kong","article_publisher":"https:\/\/www.facebook.com\/smartwills.com.my\/","article_modified_time":"2025-09-08T02:36:18+00:00","twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/smartwills.com.hk\/en\/about-us\/","url":"https:\/\/smartwills.com.hk\/en\/about-us\/","name":"About Us - SmartWills Hong Kong","isPartOf":{"@id":"https:\/\/smartwills.com.hk\/en\/#website"},"datePublished":"2022-11-18T11:27:02+00:00","dateModified":"2025-09-08T02:36:18+00:00","description":"SmartWills is our brand, designed to address the need for straightforward and affordable Will preparation.","breadcrumb":{"@id":"https:\/\/smartwills.com.hk\/en\/about-us\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/smartwills.com.hk\/en\/about-us\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/smartwills.com.hk\/en\/about-us\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/smartwills.com.hk\/en\/"},{"@type":"ListItem","position":2,"name":"About Us"}]},{"@type":"WebSite","@id":"https:\/\/smartwills.com.hk\/en\/#website","url":"https:\/\/smartwills.com.hk\/en\/","name":"SmartWills Hong Kong","description":"SmartWills.com.sg","publisher":{"@id":"https:\/\/smartwills.com.hk\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/smartwills.com.hk\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/smartwills.com.hk\/en\/#organization","name":"SmartWills Hong Kong","url":"https:\/\/smartwills.com.hk\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/smartwills.com.hk\/en\/#\/schema\/logo\/image\/","url":"https:\/\/smartwills.com.hk\/en\/wp-content\/uploads\/2022\/11\/cropped-logo.png","contentUrl":"https:\/\/smartwills.com.hk\/en\/wp-content\/uploads\/2022\/11\/cropped-logo.png","width":512,"height":512,"caption":"SmartWills Hong Kong"},"image":{"@id":"https:\/\/smartwills.com.hk\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/smartwills.com.my\/","https:\/\/www.instagram.com\/smartwills.my\/","https:\/\/www.youtube.com\/@smartwillsmy7906","https:\/\/www.xiaohongshu.com\/user\/profile\/628cf96500000000210242f1","https:\/\/t.me\/smartwillsknowledge"]}]}},"_links":{"self":[{"href":"https:\/\/smartwills.com.hk\/en\/wp-json\/wp\/v2\/pages\/69","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/smartwills.com.hk\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/smartwills.com.hk\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/smartwills.com.hk\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/smartwills.com.hk\/en\/wp-json\/wp\/v2\/comments?post=69"}],"version-history":[{"count":96,"href":"https:\/\/smartwills.com.hk\/en\/wp-json\/wp\/v2\/pages\/69\/revisions"}],"predecessor-version":[{"id":3281,"href":"https:\/\/smartwills.com.hk\/en\/wp-json\/wp\/v2\/pages\/69\/revisions\/3281"}],"wp:attachment":[{"href":"https:\/\/smartwills.com.hk\/en\/wp-json\/wp\/v2\/media?parent=69"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}