Empathy
Empathy is a New York-based company founded in 2020 that provides bereavement support, estate planning, and leave management SaaS to life insurance carriers, financial institutions, and large employers.
- Company typePrivate
- Founded2020
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Empathy does
Empathy is a New York-based technology company founded in 2020 that delivers bereavement support, estate planning, and leave management solutions to life insurance carriers, financial institutions, and large employers. Its customer base includes Prudential, MetLife, New York Life, Transamerica, Symetra, Aflac, BMO, and Equitable, and the platform is offered through white-label and co-branded deployments that integrate into carrier claims processes and employer benefits programs.
The product suite comprises the Loss Support App (mobile and web bereavement platform), LifeVault (estate planning and document storage with AI-assisted document generation), Connect (real-time claim-status updates for beneficiaries), Leave Support (employee bereavement leave management), and recently launched Pet Loss Support and Pregnancy/Infant Loss Support modules. Underlying technology includes an AI-powered Digital Intake, NLP-driven care navigation, and integrations with HR platforms such as Workday. The company holds SOC 2 Type II certification and complies with GDPR, CCPA, and HIPAA, and operates an in-house Care Team of licensed clinicians that complements the technology layer.
The business model is enterprise B2B SaaS, monetized primarily through per-seat, per-claim, or per-policyholder licensing agreements with carriers, and through employer subscriptions distributed via the Workday Marketplace and direct sales. The company has raised approximately $162M across three priced rounds, with a $72M Series C in May 2025 led by Adams Street Partners, and has begun international expansion into Canada via partnerships with iA Financial, BMO Insurance, Equitable Life of Canada, and Serenia Life.
Empathy firmographics
Firmographics- Name
- Empathy
- Legal name
- The Empathy Project Inc.
- Website
- https://empathy.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Empathy is a New York-based company founded in 2020 that provides bereavement support, estate planning, and leave management SaaS to life insurance carriers, financial institutions, and large employers.
- Ownership category
- akta.pro rank
Empathy industry classification
Industry- Product category
- Bereavement and Loss Support Software
- NAICS
- Services for the Elderly and Persons with Disabilities (62412), Individual and Family Services (6241)
- SIC
- Services-Home Health Care Services (8082), Services-Social Services (8300)
- akta.pro primary industry
- Bereavement & Grief Support Services (Hospice-Affiliated/Independent) (HLADAHAL)
- akta.pro secondary industry
- Bereavement, Grief & Family Support Services (Hospice-Linked) (HLAFAEAO)
Keywords
Where Empathy is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Empathy business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Enterprise SaaS Subscriptions: Recurring B2B SaaS contracts with financial institutions and employers who license Empathy's Loss Support, Leave Support, and LifeVault platforms for their policyholders/employees. Pricing is quote-based (not publicly disclosed), typically multi-year enterprise agreements.
- Care Services / White-Glove Support: Bundled human-led care services (care managers, grief specialists, claims support) included as part of enterprise subscriptions, providing professional services delivered alongside the technology platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Enterprise quote-based pricing for financial institutions and employers |
Go-to-market motion4 records
Empathy product offering
Product offeringCore offering
Empathy provides a software platform that helps families navigate the practical, administrative, and emotional aftermath of losing a loved one. The offering combines a mobile app, an enterprise admin portal, estate planning tools, leave management, and a 24/7 human Care Team, sold on a subscription basis to life insurance carriers, financial institutions, and large employers.
Product overview
Empathy is an integrated platform-plus-modules architecture for bereavement support, estate planning, leave management, and end-of-life logistics, organized around three core products: Empathy Loss Support (the flagship bereavement mobile app paired with human Care Team guidance), Empathy LifeVault™ (digital estate and legacy planning software for wills, trusts, directives, and asset organization), and Empathy Connect (enterprise client portal for advisors and program reporting). Around this core, Empathy offers specialized add-on modules including Empathy Leave Support (short-term disability leave), Pet Loss Support, Pregnancy and Infant Loss Support, and Digital Intake for insurance claims, all delivered to consumers via employer benefits, life insurance carrier partnerships, and financial institutions across North America.
Differentiator
Problem solved
Functional benefit
Brands
- Empathy LifeVault: Digital estate and legacy planning platform allowing users to create legally compliant documents like wills, healthcare directives, powers of attorney, and revocable living trusts.
- Empathy Loss Support
- Empathy Connect
- Leave Support
- Empathy Alliance
Products and services
- Empathy Loss Support Mobile app and service that guides families through the practical, administrative, and emotional tasks following the death of a loved one, including immediate next steps, checklists, document organization, and access to a human Care Team; provided to end users as a benefit by life insurance carriers, financial institutions, and large employers.
- Empathy LifeVault Estate planning module that allows users to create, store, and manage wills, advance directives, and other end-of-life documents within the Empathy platform.
- Empathy Connect Enterprise admin portal that enables life insurance carriers, financial institutions, and employers to provision, manage, and report on Empathy benefits delivered to their policyholders, customers, or employees.
- Empathy Leave Support Mobile app and platform capability that helps employees navigate bereavement, parental, and other personal leave while giving employers a structured way to manage leave requests and supporting documentation.
- Pet Loss Support Specialized support module within the Empathy platform that provides grief resources and guidance tailored to the loss of a pet, offered as a benefit by employer and insurer customers.
- Pregnancy and Infant Loss Support Specialized support module within the Empathy platform that provides clinical, emotional, and practical resources for families experiencing pregnancy and infant loss, available as a benefit to employer and insurer customers.
Companies that use Empathy
Customer profileIdeal customer profiles3 records
Empathy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability4 records
Feature6 records
Empathy partnerships and signals
Strategic signalRecent moves7 records
Expansion highlights5 records
Empathy competitors and assessment
Company assessmentDirect peers
- Trust & Will: Digital estate planning platform offering wills, trusts, and related documents directly to consumers and through enterprise partners. Directly comparable to Empathy LifeVault in product category, target customer (consumers + enterprise partners), and B2B2C distribution model.
- Everplans: Digital end-of-life planning platform acquired by New York Life that organizes wills, healthcare directives, and estate documents for individuals and is embedded inside carrier benefits. Direct competitor to Empathy LifeVault, particularly given New York Life's parallel Empathy partnership.
- Lantern: Specialized bereavement and grief support benefits platform sold to employers and insurers. Closest direct competitor to Empathy Loss Support, with the same B2B enterprise-led GTM targeting HR/benefits buyers and life insurance carriers.
- Cake: End-of-life planning platform helping consumers with wills, advance directives, funeral planning, and estate organization. Directly comparable to Empathy LifeVault in product category and consumer-facing positioning.
Broad incumbents
- Spring Health: Enterprise mental-health benefits platform providing therapy, coaching, and care navigation to employers. Adjacent incumbent sharing the same enterprise HR/benefits buyer as Empathy, with overlapping life-event support positioning.
- Lyra Health: Established mental-health benefits platform for employers covering therapy, coaching, and family support. Adjacent incumbent competing for HR/benefits spend, with bereavement and life-event support overlapping parts of Empathy's employer value proposition.
- LegalZoom: Scaled legal-tech incumbent offering wills, trusts, business formation, and a wide range of legal documents to consumers and small businesses. Broad incumbent competing with Empathy LifeVault in estate planning, with a much larger consumer brand and lower price points.
- Modern Health: Broad mental-health benefits platform combining therapy, coaching, and digital tools sold to enterprise employers. Competes with Empathy for the same HR/benefits budget, with bereavement support as one potential subset of a much wider mental-health portfolio.
Others
- Lemonade: Digital-native insurance carrier using Empathy's Loss Support as a value-added benefit for its policyholders' beneficiaries. Ecosystem partner rather than direct competitor, but relevant given the cross-sell and channel-partnership dynamics central to Empathy's GTM.
Emerging players
- Betterleave: Emerging employee-benefit bereavement platform sold to HR teams and insurers. Smaller-scale emerging player with the same product category and enterprise GTM as Empathy Loss Support, but with narrower module breadth and customer footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Empathy social profiles
Digital presenceEmpathy compliance and trust
Trust signalCompliance4 records
Empathy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Empathy leadership team
Management profileNumber of profiles
Profiles3 records
Empathy funding detail
Funding detailFunding overview
Funding rounds4 records
Investors27 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Empathy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Empathy
What does Empathy do?
Empathy provides a software platform that helps families navigate the practical, administrative, and emotional aftermath of losing a loved one. The offering combines a mobile app, an enterprise admin portal, estate planning tools, leave management, and a 24/7 human Care Team, sold on a subscription basis to life insurance carriers, financial institutions, and large employers.
Is Empathy a public or private company?
Empathy is a private company. It is classified as venture growth investor backed and is currently operating.
When was Empathy founded?
Empathy was founded in 2020. It employs 101 to 250 people.
Where is Empathy based?
Empathy is headquartered in New York, United States, in the North America region.
How does Empathy make money?
Two revenue lines are on record. Enterprise SaaS Subscriptions are the primary driver. The others are care Services / White-Glove Support.
Who are Empathy's main competitors?
Direct peers on record are Trust & Will, Everplans, Lantern and Cake. Broad incumbents are Spring Health, Lyra Health, LegalZoom and Modern Health. Lemonade is listed as an others. Betterleave is listed as an emerging player.
Does Empathy have an API?
No public API is recorded for Empathy.
What industry is Empathy in?
Empathy's product category is Bereavement and Loss Support Software. Its primary akta.pro industry code is HLADAHAL, Bereavement & Grief Support Services (Hospice-Affiliated/Independent), with a secondary code of HLAFAEAO, Bereavement, Grief & Family Support Services (Hospice-Linked). Its NAICS code is 62412 and its SIC code is 8082.