Tech incubator, Y Combinator and other investors, including Sound Ventures, co-founded by Ashton Kutcher, have invested in a new start up, Willing.com, that provides free estate planning services and funeral planning. The purported goal is to make death planning easier for the 51 percent of Americans aged 55 to 64 without wills.
One article, on TechCrunch, begins its description of Willing as follows:
It’s hard to face the business of death when you are busy living. According to one survey, 51 percent of Americans aged 55 to 64 don’t have wills. Even if they have prepared estate documents, their adult children often have no idea where to find them. Fresh from the latest Y Combinator batch, Willing is a startup that takes on the $20.7 billion per year U.S. funeral industry by making arrangements simple and painless (or at least as painless as anything that involves contemplating your mortality can be).
Along with YC, Willing’s investors also include 500 Startups, Sound Ventures (the venture capital firm founded by Ashton Kutcher and Guy Oseary), and Gary Vaynerchuk. The site launched on June 1 and will have helped users complete 10,000 wills within the next few months, say founders Eliam Medina and Rob Dyson.
Posted by Lewis J. Saret, Co-General Editor, Wealth Strategies Journal.