Executive Summary
The market research reveals a viable opportunity for Sage and Willow in the Canada-Nigeria diaspora corridor.
Key Findings
- Large, growing market: 125,000+ Nigerian Canadians, fastest-growing African diaspora in Canada
- Massive unmet need: 50-58% of Canadians and 70% of Nigerians die without wills
- No direct competitors: Zero identified services targeting Canada-Nigeria dual-jurisdiction estate planning
- Favorable regulatory environment: Online wills are legal in Canada; no law license required to facilitate (not draft) wills
- Strong behavioral triggers: Health concerns (43%), home purchase, and death of loved ones motivate action
Market Viability Score: HIGH
Clear gap between demand (growing diaspora with cross-border assets) and supply (no specialized services exist).
Market Size & Demand
Nigerian Diaspora in Canada
| Metric | Value | Source |
|---|---|---|
| Total Population (2021 census) | 124,705 | NGEX Global |
| Growth since 1980 | 175% | NGEX Global |
| New PRs in first 4 months 2024 | 6,600 | Businessday NG |
| Monthly average arrivals (2023+) | 1,392 | Businessday NG |
| Citizens naturalized (2005-2024) | 71,000+ | NGEX Global |
| Median income | CA$51,000 | NGEX Global |
| Remittances to Nigeria (2021) | CA$585 million | NGEX Global |
Geographic Distribution
Ontario (Greater Toronto Area)
Alberta (Calgary, Edmonton)
Manitoba (Winnipeg)
Growth Trajectory
- Nigerians are the 5th largest recent immigrant group to Canada
- Largest African migrant population in Canada
- Canada now attracts more Nigerian immigrants annually than UK or USA
- Projections suggest Canada could surpass UK and USA in total Nigerian population within a decade
Intestate Death Statistics
| Region | Without Will | Without Adequate Plan |
|---|---|---|
| Canada | 50-58% | 68-70% (including outdated wills) |
| Nigeria | 70% | 80% (over age 45) |
Family inheritance disputes account for 30% of civil cases in Nigerian courts.
Cultural/superstitious barriers: Many believe making a will "brings one closer to death"
Estate Planning Market Size
Global Market
- 2023 value: USD 3.9B - 15B
- 2031-2033 projected: USD 7.1B - 22.8B
- CAGR: 5.5% - 10%
Canada-Specific
- Death services: CA$1.6 billion
- Annual deaths: 200,000+
- Legal services CAGR: 4.5%
Competitor Analysis
Critical Finding: NO DIRECT COMPETITORS
No services were found specifically targeting Canada-Nigeria estate planning, Nigerian diaspora will services, or dual-jurisdiction planning for any African country + Canada.
Indirect Competitors: Canadian Online Will Platforms
| Company | Price Point | Market Position |
|---|---|---|
| Willful | $99-329 | Market leader (400,000+ users) |
| Epilogue | $139-329 | Premium positioning (RBC partnership) |
| LegalWills.ca | $49.95-129.95 | Budget option (2M+ users) |
| ClearEstate | Varies | Post-death/executor focus |
Competitor Gaps (Sage & Willow Opportunities)
Regulatory Notes
Key Finding
You don't need to be a lawyer to facilitate online will creation in Canada.
What's Legal
- Online wills are legal in all Canadian provinces if properly executed
- DIY wills are valid with proper witnessing (2 adult witnesses, not beneficiaries)
- Non-lawyers can provide "legal information" (general guidance)
- Technology platforms can guide users through will creation
What Requires Licensing
- Giving specific "legal advice" (applying law to individual circumstances)
- Representing clients in legal matters
- In some provinces: notarizing documents
Cross-Border Considerations
Canada-Nigeria Complexity
- 1. No estate/gift tax treaty between Canada and Nigeria
- 2. Nigeria governed by mix of customary, statutory, and religious laws
- 3. Multiple wills recommended (one per jurisdiction)
- 4. Wills must be coordinated to avoid unintended revocation
Consumer Insights
Why People Avoid Estate Planning
Mortality Fear
Confronting death creates discomfort
Mitigation: Frame as "life admin" not death planning
Procrastination
Avoidance temporarily relieves anxiety
Mitigation: Create urgency through life events
Family Tension
Financial discussions are taboo
Mitigation: Provide neutral facilitation
Perceived Complexity
Multi-jurisdiction, tax laws overwhelming
Mitigation: Simplify with guided process
What Triggers Action
Marketing implication: Partner with healthcare providers
Marketing implication: Sensitive probate support messaging
You don't offer scary decisions. You offer security.
Positioning Strategy
Brand Landscape
"Sage and Willow" Name Analysis
"Sage"
Wisdom, guidance - strong for advisory services
"Willow"
Flexibility, natural cycles, gentle strength
Combination suggests: "wise guidance through life's transitions" - culturally neutral, easy to pronounce and remember.
Recommendation
Name is STRONG for the space. No direct conflicts in estate planning. Proceed with domain acquisition and trademark filing.
Sources
Market Size & Demographics
Intestate Statistics
Competitors
Research compiled December 2025
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