Experience
Personal experience has shown Alastair the tremendous value of end of life planning for both the planner and all those they love. After years of working to build giant brands in travel and healthcare, establishing Cake as the leader for all aspects of death and mortality was the perfect challenge.
A meaningful end, in accordance with one's wishes, is one of the most important aspects of being human. Alastair wants to bring this comfort to as many people as possible.