Easy advance care planning for your members

Cake helps you improve member satisfaction and engagement, and attract or retain employer accounts.

Your members should receive care that aligns with their values.

Advance care planning is the only way to ensure this happens.
Yet, fewer than 1 in 4 have put their preferences in writing.

Cake helps members navigate important end-of-life decisions.



Discover and share advance care preferences.

Legal and financial

Legal & Financial

Ensure assets, documents, and other affairs are in order.



Communicate funeral, burial, and memorial preferences.



Honor and remember life in unique and personalized ways.

Benefits for Health Plans

Our member-facing portal can be customized to help you:

Grow and retain your member base

Offer our user-friendly advance care planning platform to deliver more value to members and employer accounts.

Reduce unnecessary healthcare utilization

Ensure members' end-of-life care values and preferences are known, and augment care management capabilities.

Understand what your members need

Our proprietary user data can help inform business strategy, ancillary product mix, and future offerings.

Cake can improve how members perceive your organization.

"I like offerings from [my health plan] that are about other aspects of my health."

Cake User
pie chart

1/3 of users felt more positively about their health plan when offered Cake. (The rest were neutral.)

Why Cake?

private and secure
Private & secure

We are HIPAA compliant and protect all data with bank-level encryption.


Tailor content and user flows to meet the needs of your organization.

population data
Population Data

Gain insight into patient preparedness and preferences.

easy implementation
Easy Implementation

Intuitive onboarding process involves minimal training.

More Solutions

Cake Pro

Cake Pro is a custom portal specifically designed to enable scalable, high-quality advance care conversations and streamline document-creation workflows.

Cake Concierge

Cake Concierge lets users book a session with an end-of-life planning expert for more guidance. These sessions can be staffed by your own team, or with our existing team of certified clinical social workers. Insights from each session are stored directly in a user's Cake profile.

Let's talk

Want a demo? Want to learn how Cake can work for your organization? Get in touch.

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