Our Company

Why “Cake?”

End-of-life planning is actually all about honoring life. We chose “Cake” in the spirit of celebrating life milestones, and to highlight that planning is a gift to yourself and to your loved ones.

Our Values

We help people create a plan for a meaningful ending so they can live their best life.

Empathy

Integrity

Positive Impact

Leadership Team

Alastair Brown

CMO

| LinkedIn

Consumer technology and digital marketing leader with decades of experience driving growth at TripAdvisor, the Grommet, and Buoy Health.

Suelin Chen, PhD

CEO

| LinkedIn

Healthcare and business leader dedicated to creating a more human-centered end-of-life experience for all. MIT alum and former Director of the Lab@Harvard. Named to Fortune 40 under 40 and the Care 100 list as one of the Most Influential People in Care 2020.

Thomas Christmann

CTO

| LinkedIn

Experienced technology leader with decades of experience building consumer and enterprise software, including developing scalable SaaS solutions for Fortune 50 companies and leading consumer app development for Ebay Europe.

Trina Lorch

VP of Business Development

| LinkedIn

Business development and sales leader with more than a decade of experience working with large health systems and governments. Former Executive Director of Business Development at the Institute for Healthcare Improvement (IHI).

Medical Advisory Board

BJ Miller, MD

Palliative care physician
Author of A Beginner's Guide to the End
Founder of Mettle Health

Shoshana Ungerleider, MD

Founder of The End Well Project & Annual Conference in San Francisco
Executive Producer of the Academy Award-nominated Netflix documentary End Game
End-of-life advocacy speaker and activist

Ira Byock, MD

Founder and CMO of the Institute for Human Caring at Providence St. Joseph Health
American Academy of Hospice and Palliative Medicine fellow

Corporate Advisory Board

Chanel Reynolds

Author of What Matters Most: The Get Your Shit Guide to Wills, Money, Insurance and Life's “What-Ifs”
Co-founder of GYST.com (acquired by Cake)
Nationally recognized end-of-life planning speaker and advocate

Alua Arthur

Death doula, certified death midwife, Going with Grace founder
Board member of the National End of Life Doula Alliance (NEDA)

Laila Partridge

Fortune 100 trained business executive, serial entrepreneur, 25+ year deal expertise
Intel Executive Launch Team for Itanium speed tech innovation
10 year Intel Capital investor, GM strategist