Erin Berry

It just so happened that we were able to say, hey, look, we are actually a pandemic proof business and a business that has actually seen our numbers go up.

And so they were able to rally the investors and we closed in the end of May.

Yeah, it's a great question.

As a journalism grad, I did not expect to be the CEO of an estate planning company.

But, you know, every entrepreneur starts a company because of a personal experience.

And so we had a family member pass away unexpectedly and trying to wrap up their life when going through all the unanswered questions made us realize that it really isn't an easy way to record those wishes and take care of end of life planning.

So here we are.

And now it's something I'm very passionate about.

So it was 2017.

It's actually my husband and I who founded it together, which is always fun working with your spouse.

And yeah, so we've since created about 40,000 documents for people across Canada.

We're a Canadian company based in Toronto.

And we're currently working on building out other products that can help people with their end-of-life planning.

So it's actually not a recurring product.

It's more of a one-time transactional product.

So you're paying us anywhere from $99 to $149 for your documents, your will and power of attorney documents.

And we offer free unlimited updates, which is a competitive advantage.

And the idea is that we'll build out other products and services that help you along that end of life journey, either you or your family, and be able to increase our lifetime value through that.

Yeah, it's a great question, Nathan.

I feel like the sad truth is, and this is true in Canada as well as the U.S., people are woefully unprepared for their own passing.