Farewill Pitch Deck Breakdown [Let's Explore What Worked]
- Ink Narrates | The Presentation Design Agency
- 12 minutes ago
- 7 min read
Rebecca, one of our clients, asked us an interesting question while we were working on her pitch deck. She asked,
“How did Farewill make a pitch deck of such a serious topic like death vibrant and good?”
Our Creative Director replied instantly,
“Because they didn’t shy away from the truth.”
As a presentation design agency, we work on many pitch decks throughout the year, and in the process, we’ve observed one common challenge. When the subject matter is heavy, most people try to mask it with overcomplication or unnecessary polish. That only makes the message feel even more distant.
So, in this blog we’ll talk about what really made the Farewill pitch deck stand out and why it’s worth learning from.
In case you didn't know, we specialize in only one thing: making presentations. We can help you by designing your slides and writing your content too.
Why You Need to Study the Farewill Pitch Deck
Serious topics don’t need dull decks
When the subject is heavy, most presenters play it safe with sterile slides and jargon. But seriousness does not have to mean boring. Investors don’t respond to lifeless decks — they respond to human stories.
The real challenge
With sensitive areas like death, mental health, or illness, the goal is not to sugarcoat. The real challenge is showing the human side with honesty while still keeping the narrative engaging.
If you can tell a tough story with clarity and energy, you prove to investors that your company can handle complexity without losing humanity. That’s exactly what the Farewill pitch deck achieved, and why we’re breaking it down today.
Farewill Pitch Deck Breakdown
Here's the Farewill Pitch Deck for your reference...
When you first hear “a pitch deck about death,” your instinct is to imagine something dark, heavy, maybe even a little uncomfortable. Farewill flips that expectation upside down. Bright yellow backgrounds, cartoon-style illustrations, and a clean story flow that moves with precision. It’s a lesson in how to take a subject most people avoid and make it not only approachable, but also investable.
So let’s break it down slide by slide, and more importantly, understand why each move they made worked so well.
Opening with the unflinching truth
The first line of the deck is brutal in its honesty: “Everyone you know, someday, will die. It’s a big one.”
This isn’t sugarcoating. It’s not a polite entry. It’s reality, stated without hesitation. Most founders shy away from hitting the audience with something so raw upfront. But here’s the brilliance — it instantly hooks you. You can’t look away. It sets the tone: Farewill is not here to dance around the subject. They are here to face it head on.
And because death is universal, there’s no audience member who can dismiss this opening. It’s relevant to everyone in the room.
Framing the emotional challenge
The next slide makes it even more real. Farewill uses the Holmes and Rahe Stress Scale, a recognized psychological tool, to show that “death of a spouse” ranks as the single hardest life event humans face. They go from universal truth to documented data in two moves.
This matters. Investors don’t just want drama, they want validation. By showing data alongside emotion, the deck earns credibility fast. It’s a masterclass in blending psychology with storytelling.
Tying emotion to money
After pulling you into the emotional gravity of death, Farewill pivots: “The biggest financial event of a lifetime.” They point out that in the next ten years, one trillion pounds will be inherited in the UK alone.
This is critical. Investors care about markets. You can’t keep them swimming in emotions for too long. What Farewill does here is connect the human story to the financial scale. The logic is simple: this is not just an emotional burden, it’s an economic event of massive proportions. That’s a billion-dollar hook right there.
The villain: a broken industry
Next, they introduce the enemy. And they do it cleanly: “Unwelcoming, expensive, confusing.”
Three words. That’s all it takes to paint a picture of the existing death care industry. The slide is short, sharp, and effective. In storytelling, a powerful problem always has a villain, and here the villain is the outdated, bloated system people are forced to navigate during their hardest moments.
This sets up the perfect contrast for the hero.
The hero: Farewill makes death easier
Then comes the turn: “So in a world where death is a tough, intense, emotional thing to tackle… Farewill makes death easier.”
Notice how they don’t overexplain. It’s a single line supported by bright visuals. It promises “all-in-one, great experience, great value.” This is where the deck’s cheerful design actually matters. The bright yellow and cartoon illustrations soften the intensity and make the proposition approachable.
This is not a brand trying to avoid the seriousness. It’s a brand saying, “We know this is hard, so we’re making it simpler.” Investors immediately get it.
Market size: owning the opportunity
Every good deck needs to make the business case clear. Farewill lays out the numbers: a £120 billion total addressable market, £6 billion obtainable, and only 2 percent currently online.
This is investor catnip. Huge market, little disruption, and space for growth. But the storytelling makes it more than just numbers. By this point, investors already feel the emotional need for change.
The market slide confirms that the financial need is just as strong.
Creating a new category
The line they use here is bold: “We’re doing for death what Airbnb did for travel, Spotify did for music, Netflix did for TV.”
Comparisons like this can be risky. If you don’t deliver, they come off as arrogance. But for Farewill, it works. Why? Because by now, the audience is already convinced of the problem and the opportunity.
Positioning themselves as the category-defining leader makes sense. They are not just another startup. They are reframing an industry.
Proving traction
Bold statements mean nothing without proof. Farewill delivers with simple but powerful growth charts: “We’ve grown 8x in the last year. Our growth rate is accelerating.”
The key is simplicity. No cluttered metrics, no vanity numbers. Just clear growth, backed with graphs. It’s visual confidence. It tells investors, “This is not an idea, it’s a movement in motion.”
Product expansion
Next, they show how growth is getting faster as they launch new products. A graph again. Clean and minimal. This is a smart move. Investors are not just buying current traction; they are buying future scalability. By showing that growth accelerates with each new offering, Farewill demonstrates repeatability — the holy grail of startups.
Best-in-class products
Here they drill into the customer. Who uses Farewill? People aged 40–65, planning wills for themselves or handling probate and funerals for their parents. Then, they drop statistics that expose just how broken the old system is:
6 out of 10 find lawyers intimidating
7 out of 10 open to online services
9 out of 10 want a non-traditional funeral
9 out of 10 think lawyers overcharge
These stats don’t just highlight demand. They validate Farewill’s product-market fit. Investors see alignment between what people want and what Farewill provides.
Delivering value and experience
Farewill doesn’t stop at the functional benefits. They highlight what really builds trust: an NPS score of 84, Trustpilot rating of 4.9/5 with 6,000+ reviews, and industry awards.
Numbers like this are not just vanity. They scream reliability. In an industry where trust is everything, these ratings become a moat. If you are an investor, you now believe not only in the market but also in the brand’s ability to win it.
Growth channels
To prove scalability, they present two independent channels: national D2C marketing and strategic partnerships. Both are already driving revenue, with charts to prove predictable and steady growth.
This is critical for investors. It shows they are not dependent on one channel. Diversification signals stability. It reassures investors that growth isn’t fragile.
The team
No pitch is complete without the people. Farewill shows a mission-led team with high retention, inclusivity, and culture rooted in shared vision. They also showcase co-founders who are old friends, signaling trust and cohesion. Then they display a strong lineup of growth-focused leaders.
Here’s why this works: in industries like death care, credibility and trust are everything. Investors need to believe the team won’t crack under emotional and operational pressure. Farewill makes the case that their people are uniquely equipped to handle it.
The raise
Finally, they make the ask: £20 million to own the UK market and expand beyond. The slide ties back to their mission — “Change the way the world deals with death.”
It’s not just a funding request. It’s an invitation to be part of a movement. That kind of framing makes investors feel like partners in something bigger than financial returns.
Why this deck works
The Farewill pitch deck is not just good design with yellow backgrounds and quirky cartoons. It’s a strategic balancing act between hard truths and hopeful solutions. Here’s why it hits:
Direct honesty — They don’t hide from the reality of death. They own it.
Story flow — Problem, villain, hero, proof, traction, ask. Classic storytelling done right.
Emotional + financial balance — They tie the hardest human truth to the biggest economic opportunity.
Visual accessibility — Bright, playful design makes a heavy topic digestible without disrespecting it.
Confidence with proof — Every bold claim is backed by clean, convincing data.
The result is a deck that is not only memorable, but one that makes investors want to lean in rather than look away.
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