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.



Positive Impact

Leadership Team

Alastair Brown

| LinkedIn

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

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Suelin Chen, PhD​

| 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.

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Thomas Christmann

| 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.

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Medical Advisory Board

BJ Miller

BJ Miller, MD

Shoshana Ungerleider, MD

Ira Byock, MD

Corporate Advisory Board

BJ Miller

Chanel Reynolds

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

Professional Organizations


Cake in the Press

NY Times logo

Boom Time for Death Planning

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Care 100 logo

Care 100: The Most Influential People in Care of 2020

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Fortune logo

40 Under 40: Suelin Chen

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Business Insider logo

I Tried an Online Service That Helped Me Plan for Death — and I'm Only 23

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