In a world where technology is constantly disrupting industries, the launch of BillWill, the first Open Banking solution for pre-death bill and subscription planning, stands out as something unique. And at Archetype, we’re thrilled to be at the forefront of this innovation, partnering with BillWill to help Australians address a concern few want to think about—but everyone needs to.
When Colin Jowell founded BillWill, he wasn’t just developing another tech startup. He was addressing a real, human problem—one that had touched him personally. After the passing of his father, Colin spent months untangling the web of his father’s bills and subscriptions. That experience planted the seed for BillWill, a platform designed to alleviate the hours of painful admin that typically follow after a loved one’s death. BillWill helps individuals plan for what happens to their financial commitments when they are no longer around—allowing their families to grieve without the added burden of sorting through electricity bills, Netflix subscriptions, and other accounts.
Our team at Archetype saw immediately that BillWill wasn’t just another startup—this was something that could connect with audiences on a deeply human level. After all, our 25 years of experience working with tech brands in Australia have shown us one unshakeable truth: no matter how fast technology evolves, our need to connect on an authentic human level remains constant.
Why This Partnership Matters
At Archetype, we believe in the power of partnership. When Jillian Nalty, Principal Consultant at Archetype, reached out to Colin, it wasn’t just a professional reconnection—it was a meeting of minds that goes back over a decade. Together, they’ve crafted a launch strategy that’s as thoughtful as the product itself, blending PR, social, digital, and search to ensure BillWill’s message reaches the right people at the right time.
From the start, this has been more than just a business transaction. Colin describes our team as “an extension of their own,” and that’s how we see it too. We’ve brought our collective expertise in public relations, digital marketing, and media buying, but we’ve also brought a practical approach to problem-solving. And when it comes to something as sensitive as pre-death planning, getting it right makes all the difference.
A Unified Approach to Digital Marketing
One of the advantages we bring to the table for startups like BillWill is our ability to deliver a seamless solution. From traditional PR to cutting-edge digital communications, we handle it all under one roof. This holistic approach isn’t just convenient—it’s crucial for a lean launch strategy.
Our approach, designed specifically for the fast-paced world of tech startups, allows us to be agile and responsive—pivoting quickly as BillWill’s needs evolve. And trust us, in the start-up world, change is the only constant.
What’s Next?
BillWill's product meets a real need in the market, and we’re honoured to be part of its journey. Working with a start-up from the ground up is a unique and rewarding experience, and with BillWill, we believe we’ve found something truly special.
At Archetype, we’re more than just a marketing agency—we’re storytellers, brand builders, and most importantly, partners. We’re excited to help BillWill not just enter the market, but to create a lasting impact. After all, at the end of the day, the best brands are the ones that connect with people on a personal level. And we believe BillWill is one of those brands.
If you want to check out BillWill and support a local start up - click here
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