PLANNING FOR DEATH

Startup co-founded by MIT alumna Suelin Chen helps people share their end-of-life wishes with loved ones

Losing a loved one is always hard, but honoring their final wishes can provide a sense of fulfillment in the midst of grief. However, many people avoid thinking about their own death, even if they believe it’s a long way off, and thus don’t share their posthumous preferences with friends and family.

End-of-life planning startup Cake is trying to change that. The company is borne out of the idea that planning for death now can make things a lot easier for loved ones down the line.

Cake breaks down what can be an overwhelming process into a series of simple questions to help people make decisions around health care treatments, funeral arrangements, estate planning, and how they want to be remembered after they’re gone.

“Ignoring the fact that we’re all mortal is not helping anyone, and you can actually use the fact that life is finite as a positive and motivating force, and as a way to cultivate gratitude,” says Cake co-founder and CEO Suelin Chen.

Most people agree that the questions Cake asks have important answers, but those questions are often left to family and friends who must try their best to honor a loved one’s wishes. Among the many options Cake offers, users can decide who can make care decisions on their behalf, whether or not to get life insurance, what to do with their social media accounts after they’re gone, and who they want (or don’t want) at their funeral.

“The space and services are very fragmented, so we bring it all together in one place,” Chen says. “We say ‘Here are all the areas you want to think about,’ because people don’t know what they don’t know. We then guide you on the things you should be doing, store all of that online securely in your profile, and enable you to share it with the important people in your life.”