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Cake Closes Fresh Round of Funding to Bring More Humanity to End-of-Life Planning

FOR IMMEDIATE RELEASE: January 30th, 2020

Boston Mass., January 30th, 2020 – Cake (joincake.com), the digital platform for end-of-life planning, announced that it has raised $1.7M in an oversubscribed round of funding. This latest financing was led by investor GoAhead Ventures, along with new investor OCA Ventures and follow-on investment from existing investor Pillar VC.  Takeshi “TK” Mori, Managing Partner at GoAhead Ventures, is joining the board. 

Cake has also grown its executive team, adding Alastair Brown as the new Chief Marketing Officer. A veteran of the consumer technology industry and an expert in content and search, Brown led Search Engine Marketing at TripAdvisor before taking a product leadership role at The Grommet. Most recently, Brown was CMO at Buoy Health before joining Cake. 

“We are thrilled to have Alastair Brown join our leadership,” says Suelin Chen, CEO of Cake. “His proven track record of growing massive audiences and optimizing consumer tech products are huge assets as we establish ourselves as the global consumer brand for end-of-life planning.” 

After the acquisition of digital end-of-life planning company GYST in 2019, and since the addition of Brown to the team, Cake has seen enormous growth in people visiting the site.   

“I joined the Cake team because I wanted to sink my teeth into an important problem that impacts everyone,” says Brown. “I saw there was an opportunity here to go big and own the end-of-life planning space on the internet. We’ll have millions of people on the Cake site this year, and we continue to grow exponentially.” 

Every single person needs to do end-of-life planning, both for themselves and for their loved ones, yet the process today is fragmented and confusing.  In addition to the obvious emotional barriers, there are informational barriers as well. Cake provides solutions to both problems, providing a resource-rich and user-friendly platform to help ensure that people’s loved ones know what a good life and a good death mean to each individual.   

Cake’s technology platform has been used by top organizations in healthcare and financial services, including Blue Cross Blue Shield of Massachusetts, Massachusetts General Hospital, MassMutual, and a large international bank.  

The company will use funds to expand awareness and availability of its software. 



Suelin Chen, CEO and Co-Founder
(617) 512 - 1592


About Cake 

Cake (joincake.com) is the digital platform for mortals: we make it easy to create and share your end-of-life plans and documents securely in the cloud. Founded by a Harvard-trained palliative care physician and an MIT engineer, Cake is a venture-backed company that is trusted by a variety of organizations in healthcare, financial services, and insurance. For more information, please visit www.joincake.com. 


About GoAhead Ventures 

GoAhead Ventures is an early stage Venture Capital fund based in Silicon Valley. GoAhead Ventures believes in the transformative ability that entrepreneurs possess when building a company. They have a track record of helping entrepreneurs found their startups from scratch, and they love to get involved in every step of the process. For more information, please visit www.goaheadvc.com.