Chen Kai likens his work to promoting the use of condoms.
People are starting to hear cautionary tales about what can go wrong
and so are becoming interested in protecting themselves, he says.
But there are cultural obstacles:
writing a will, or indeed having much wealth to pass on in the first place,
are novel concepts in modern China.
Private enterprise and private wealth—eradicated in the early decades of Communist rule—
have been possible again only for the past 40 years or so.
The first generation to get rich after China embarked on market reforms is beginning to die,
which is why Mr Chen's state-backed charity, the China Will Registration Centre,
is helping the elderly write and file wills.
Yet even Mr Chen is somewhat conflicted about China's first big inter-generational transfer.
A small sliver of society will soon be inheriting vast wealth
just as a prolonged economic slowdown is shrinking the economic prospects of the young.
That unearned income should be taxed, argues Mr Chen:
"It's absurd for a socialist country not to introduce an inheritance tax."
It was only in the late 1970s that Deng Xiaoping, then China's paramount leader,
opened the economy and "let some people get rich first"
as a step towards "common prosperity".
Over that time a lot of people have become rich.