A Real Life Example of Building a Business, Raising a Family, and Redefining Success with Erin Bury CEO of Willful
Apr 09, 2026
There are some conversations that feel like a full-circle moment — and this was one of them.
In this episode of This Mother Means Business, I sat down with Erin Bury, co-founder and CEO of Willful, and someone I’ve known since a very different chapter of life and business.
Back then, neither of us had kids.
Now, we’re both building businesses while raising families — and the conversation hits very differently.
Because the question isn’t just how to grow a business anymore.
It’s: how do you build something meaningful without losing yourself (or your life) in the process?
Building a Business That Solves a Real Problem
Erin didn’t set out to build an estate planning company.
Like many founders, the idea came from a personal experience — navigating the loss of a family member and realizing how much confusion and stress comes from not having clear plans in place.
What stood out to me most is how common this is.
Even now, a large percentage of Canadians — especially young parents — don’t have a will.
And yet, they’re the ones with the most at stake.
That’s what Willful does so well:
It takes something overwhelming and turns it into something simple, accessible, and actually doable.
What Changes When You Become a Mom and a Founder
One of the most interesting parts of our conversation was this:
Erin didn’t have kids when she started her business — but she does now.
And instead of motherhood slowing her down… it sharpened everything.
Her time became more valuable.
Her focus became clearer.
And her ability to say no became non-negotiable.
Because when there’s something in your life that matters more than your business, you stop treating everything like it’s equally important.
And that changes how you lead.
Why “Saying No” Is Actually a Growth Strategy
This is something we talked about a lot — and something I know so many women struggle with.
We say yes because we don’t want to disappoint people.
We say yes because we want to be helpful.
We say yes because we think it will lead to something.
But what Erin shared is this:
Every yes has a cost.
And most of the time, that cost is your time, your energy, or your presence with your family.
Learning to say no — or even not right now — is one of the most powerful skills you can build as a business owner.
Not because it limits your growth, but because it protects your focus.
You Don’t Need to Do Everything Yourself
Another piece that really stood out was this idea:
You don’t need to be good at everything to build a successful business.
In fact, trying to be good at everything is what slows you down.
Erin talked about doubling down on your strengths — the things you’re naturally great at — and finding ways to delegate or offload the rest.
Because the truth is:
You’ll get far more return by leaning into what you do best than trying to fix what you don’t.
Redefining What Success Actually Looks Like
One of my favourite parts of this conversation was hearing how Erin defines success now.
It’s not about doing more.
It’s not about being everywhere.
And it’s not about sacrificing everything else to grow faster.
It’s about:
- Having autonomy over your time
- Being present with your family
- Building something that supports your life — not consumes it
And maybe most importantly… creating a version of success that actually fits your real life.
What This Means for You
If you’re building a business while raising kids, here’s what I want you to take from this:
You don’t have to do it the way everyone else is doing it.
You don’t need to be available to everyone.
You don’t need to work 24/7 to be successful.
And you don’t need to prove anything by burning yourself out.
You do need:
- Focus
- Boundaries
- Support
- And the willingness to build differently
Because the goal isn’t just growth.
The goal is a business that actually works for your life.
A Small Step That Matters More Than You Think
Before we wrap, I want to come back to something practical — because this conversation wasn’t just about mindset.
If you’ve been putting off creating a will (and I know many people do), this is your reminder.
It’s one of those things that’s easy to avoid… but incredibly important to have in place — especially if you have children.
Erin has generously shared a code with our community.
You can use TMMB to get 15% off any Willful plan:
Sometimes the most powerful moves in business and life are the ones that protect what you’re building — not just grow it.
