Why FreeWill Chose to Acquire Grant Assistant: Transforming Nonprofit Fundraising, Together

At FreeWill, we’ve always been focused on one thing: helping nonprofit development teams have an outsized impact. Over the years, we’ve built tools that empower over 1,500 organizations to secure non-cash gifts, from bequests to appreciated assets and donor-advised funds. But today, we’re thrilled to share an exciting development in our journey—our acquisition of Grant Assistant.

This isn’t just about bringing new technology into our fold—it’s about deepening our commitment to nonprofits by providing them with even more powerful tools. Here’s a look at why this acquisition made so much sense for us and the impact we believe it will have.

A Personal Connection to Grant Assistant

My introduction to Grant Assistant came when I was invited to serve as an advisor to the business. That’s where I met Mustafa Husnain and his brother Murtaza, who co-founded the company. From the very first meeting, I could tell they had something special. Their drive to create a product that truly helps nonprofits and international development organizations, combined with their deep care for quality, really resonated with me, my co-CEO Jenny Xia Spradling, and the FreeWill leadership team. They weren’t just moving fast—they were moving with purpose.

More importantly, Mustafa and Murtaza shared FreeWill’s core values of kindness, focus, courage, and joy—principles that guide everything we do. They understand that building great technology for nonprofit teams isn’t just about efficiency; it’s about making their lives easier so they can focus on their missions. That shared ethos made us feel like we were already working together, long before we discussed merging.

Listening to Our Customers

The defining moment came when we put Grant Assistant in front of our nonprofit customers. The response was overwhelming. Nonprofits told us how this tool could save them hours of work, eliminate the complexity of grant applications, and unlock new opportunities for funding. One grant writer said, “I would cry tears of joy if I could have this product in my role.” That was it. That was the confirmation we needed—this wasn’t just a good fit, it was a perfect one.

Grant Assistant's ability to streamline the grant-writing process using AI is the kind of technology we’ve been looking for to support the sector. It has real, immediate impact and addresses one of the biggest pain points nonprofits face: winning the funding they need to thrive.

Expanding Our Reach Beyond the US

A major bonus of this acquisition is that it opens up exciting new opportunities for international organizations to become part of the FreeWill community. For years, we’ve heard from nonprofits in Canada and other countries who attend our FreeWill webinars and wanted to use our tools, but because we primarily serve US-based 501(c)(3) organizations due to the country-specific nature of estate planning, it wasn’t possible. Now, with Grant Assistant’s global reach, we’ll be able to serve nonprofits around the world, at least as it pertains to grant writing.

Building a Force for Good

We’ve always prided ourselves on being a force multiplier for nonprofits—providing the tools, strategy, and support they need to raise more and worry less. The addition of Grant Assistant takes that commitment to the next level. Their AI-driven technology has already proven its ability to help organizations apply for and win grants more effectively, and together, we’ll be able to do even more.

We see this partnership as a way to enhance what we’re already doing—helping nonprofits unlock new streams of funding, streamline their operations, and focus more on their missions.

Looking Ahead

As we integrate Grant Assistant into FreeWill, we’re excited about what this means for the nonprofit sector. We’re now in an even stronger position to help nonprofits of all sizes access the resources they need to succeed, both in the US and around the world.

This acquisition is about more than just adding a new product to our portfolio—it’s about deepening our impact, expanding our reach, and continuing to build a community where nonprofits can thrive. We couldn’t be more excited for what’s to come, and we look forward to sharing more about this journey in the months ahead. We’re just getting started!

Patrick Schmitt
Co-CEO, FreeWill