Seems odd to make that a VC-backed entity. That said I think the most important aspect is knowing the service will be around when you die. Updating wills, plans is expensive, and if someone has dementia etc and this goes bust because 90% of “startups” do, then that’s a real problem.
But just imagine all the "growth hacks" you could do, both to increase the dearly departed clientele and the amount of profit you could extract from them!
That's a tough market to break into. Pretty much everything servicing people past the age of retirement is already set up to suck out maximum amount of wealth from their "customers" before they pass. GGP's best chance is to simultaneously expand and capture the younger side of the market. To move fast, they might need to break some things, ignore ethics, laws, or basic human decency here and there - all par for the course for a modern VC-backed startup.
