Cake Acquires


Boston, MA, Release: 4/8/2019.  For Immediate Release

Cake (, a Boston-based digital end-of-life planning platform, has acquired the GYST website (, an online end-of-life planning resource.

Founded in 2015, GYST’s mission is helping people address end-of-life planning by securing wills, living wills, and life insurance. The acquisition of will bring additional content and a set of engaged users to Cake, reaching more people actively looking for comprehensive planning solutions.

Phil Shigo, CEO of GYST, commented that “as a result of this acquisition, we feel GYST users can have their cake and eat it, too. Our mission is aligned with Cake — by joining resources, we can better help people get these important documents completed.”

 Our mission is aligned with Cake — by joining resources, we can better help people get these important documents completed.  

Cake offers a free, comprehensive end-of-life planning platform that guides users to document and share their wishes for healthcare, estate, funeral, and legacy decisions. Users can create, store, and organize critical documents, then grant 24/7 digital access to their family members and loved ones.

“Since we began Cake, we have been talking with the team at GYST to collaborate and help people across the US tackle end-of-life planning,” said Suelin Chen, CEO of Cake. “Cake aims to empower people to live in accordance with their values all the way to the end of life. This can only happen if we document and share our end-of-life decisions with our loved ones. This acquisition will provide an even stronger base of services for our combined set of users.”

By acquiring these resources, Cake strengthens its position as the leading disruptor of the end-of-life planning industry by supporting consumers with free digital planning solutions. Learn more at

About GYST

GYST (Get Your Shit Together) was founded in November of 2015, by Chanel Reynolds (founder of Get Your Sh*t Together in 2013), Jessica Ostrow and Phil Shigo to help people plan their will, living will/advance care directive, manage account and passwords and find life insurance. A leading online end-of-life planning resource, GYST offers its users reviews, hassle-free quotes and free to affordable options for legal services. GYST makes it easy with checklists, guides and weekly nudges to keep you on track.

ยป MORE: You need more than a will. Start here.

About Cake

Cake ( is the easiest way to discover, share, and store your end-of-life preferences. Founded by Suelin Chen, an MIT-trained engineer, and Mark Zhang, a Harvard-trained palliative care doctor and technologist, the Cake team is passionate about empowering people to live their best lives, all the way to the end.  Cake’s technology is trusted by some of the biggest companies in healthcare, financial services, and insurance.

Contact info:

Name: Suelin Chen, CEO
Organization: Cake


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