Our Story ?

At Safewill, we’re transforming estate planning and end-of-life services through beautifully simple, accessible technology. Backed by investors like King River Capital, Westpac’s Reinventure Fund, Carthona Capital and Flying Fox Ventures, we’re building a digital ecosystem that makes estate planning more affordable, more personalised, and more relevant for up-to-date Australians.

Now we’re looking for a Principal Product Designer to help shape what comes next.

This is a high-impact role sitting at the intersection of product, design, and strategy - where you’ll drive discovery, elevate craft, and influence how we build.

Your Story with Us ?

This is not a “handoff” design role.

You’ll be deeply embedded in product squads - shaping problems, defining solutions, and ensuring what we ship is both high-quality and high-impact. You’ll operate with a high degree of ownership, partnering closely with Product, Engineering, CX and Leadership to drive meaningful outcomes.

What You’ll Work On

Drive discovery and turn insights into clear problems, opportunities and product direction

Contribute to product strategy and roadmap, linking design decisions to business outcomes

Lead design end-to-end, from early concepts through to shipped experiences

Define success metrics, run experiments, and use results to guide decisions

Build a deep understanding of customer needs through research, data and direct interaction

Facilitate workshops and shape solutions collaboratively

Improve how we design and build, and help raise the bar for quality and craft

What You'll Bring Across

You’re a product-minded designer who thinks beyond screens - someone who connects user needs, business goals, and execution. You’re comfortable operating in ambiguity, and you know how to turn messy problems into clear, actionable solutions.

We’re likely to be a fit if you:

Have 5+ years in product design (ideally in startup, scaleup,



or B2B2C environments)

Are strong across both discovery and delivery - from research through to shipped product

Bring a systems mindset and care deeply about quality, consistency, and usability

Are confident working cross-functionally and influencing without authority

Communicate clearly and think in structured, outcome-oriented ways

Have experience working with data and experimentation to inform decisions

Why Safewill? ?

Our Product Culture

Product, design and engineering work together from the start - shaping problems, not just delivering solutions. You’ll understand the “why”, help define the “what”, and drive the “how” through to shipped outcomes.

Work stays with the people who shape it. You’ll own problems end-to-end, from discovery and design through to delivery and iteration with rapid feedback loops and real customer insight.

We create space to improve how we build. Dedicated time is set aside to step back, refine our ways of working, and fix the things that slow us down, whether that’s product quality, tooling, or process.

We regularly step outside the roadmap to explore new ideas. Through hackathons and focused sessions, teams test concepts, experiment quickly, and bring the best ideas back into the product.

We share what we learn. From demos to deep-dives, there are regular opportunities to showcase work, explore new approaches, and lift the bar across product, design and engineering.

We live by our SAFE values:

Speed: We move quickly with purpose

All-in: We win as a team

Find the Impact: We focus on what matters

Elevate: We raise the bar, every day

TL;DR We’re rewriting how Australians deal with death by making estate planning simple, accessible and modern through great technology. At Safewill, you’ll grow faster because you’re closer to the action. You’ll see how strategy becomes execution, how data shapes decisions, and how a small team builds something that genuinely changes lives.

📌 Principal Product Designer (Sydney)
🏢 Safewill
📍 Sydney