End of life Planning



After you are gone, should your Facebook profile be deleted? Do you have a health care proxy who will make medical decisions for you when you can’t? Burial or cremation? And what music should be played at your funeral?

An emerging startup called Cake wants to make advance care and end-of-life planning a simpler process for all of us – a piece of cake, if you will. The Cake team was a finalist in this year’s MassChallenge startup accelerator. They are collaborating with Brigham Innovation Hub (iHub) the unit of Brigham & Women’s Hospital that helps innovators turn ideas into products and services.

“Right now end-of-life planning is complicated, over-legalized, full of medical jargon and seems like a chore few would want to get down to,” says the 34-year-old co-founder of Cake, Suelin Chen. “It is like doing taxes, except there is no deadline, and so this task can be put off indefinitely.”

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