What Settld does

Settld, trading name of Kind Call Ltd and operated as a service of The Estate Registry, is a UK-based SaaS platform founded in 2020 by Vicky Wilson and Julie Wilson that automates cross-industry death notifications and end-to-end bereavement administration. Its core product is a secure web form that notifies 1,400+ organisations (banks, utilities, insurers, telecoms, social media platforms) of a death in a single submission, paired with a real-time tracking dashboard, weekly email updates, and a dedicated Settld Assistant. The platform is built on cloud infrastructure with ISO27001-certified UK data centres, data encryption in transit and at rest, and multi-factor authentication, and integrates with Onfido for identity verification.

The product has expanded beyond notification into adjacent modules: probate and estate administration matchmaking, asset search (claimed to surface forgotten assets worth over £1,760 in 56% of cases), property clearance and sale via a Nationwide partner network, and a full concierge bundle. Settld monetises through affiliate/referral fees paid by probate practitioners, conveyancers, property clearers, funeral directors, and other service partners when consumers are introduced; the consumer-facing service is free. Distribution combines a self-serve web platform (settld.care) with B2B2C partnerships that embed Settld in corporate bereavement customer journeys — notably Octopus Energy (January 2024) and Utilita Energy (July 2024) — and a public-sector route via Northumberland County Council Registrars (June 2023). The company has earned strong UK media recognition, including a Top 25 placement in the Startups 100 Index 2024 and a feature on BBC1's Rip Off Britain.

Name

Settld

Legal name

Kind Call Ltd

Website

https://settld.care

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Settld is a UK SaaS platform that automates bereavement administration by notifying 1,400+ organisations of a death via a single web form, with add-on probate, asset search, and property services monetised through partner referral fees.

Ownership category

akta.pro rank

Product category

Bereavement Administration Software

NAICS

Individual and Family Services (6241), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

KYC/KYB, Identity Verification & Customer Due Diligence (FSAFAOAE)

akta.pro secondary industry

KYC/Client Due Diligence & Participant Onboarding Controls (FSAFAKAF)

Keywords

• Bereavement notification platform
• Estate administration software
• Death notification service
• Probate support platform
• End-of-life admin

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Referral/Introduction Fees: When Settld connects users with trusted service partners (probate practitioners, conveyancers, property clearance services, funeral directors), those partners pay Settld a small introductory fee. This keeps the concierge service free for members of the public.
2. Seed Funding: Secured £500,000 in seed funding from SFC Capital in a round that closed over-subscribed by £300,000, to expand services and reach more families.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Settld is a free concierge SaaS platform that lets users report a death to more than 1,400 organisations (banks, utilities, insurers, telecoms and social media) via a single secure web form, request account closure/transfer/freeze, obtain date-of-death balances, and track all updates through a real-time secure dashboard. The platform also connects users with probate practitioners, asset search, property clearance and sale services, and a full end-to-end concierge assistance package delivered via a dedicated Settld Assistant.

Product overview

Settld is a single unified platform offering a free bereavement administration concierge service. The core product is the Settld notification platform, which allows users to complete one form to notify over 1,400 organisations of a death and track progress through a secure dashboard. The service is monetized through introductory fees from partner service providers. Additional modules include Probate and Estate Admin (connecting users with probate practitioners), Asset Search (locating unclaimed accounts/policies), Property Clearance and Sale (through Nationwide partner network), and Full Concierge Assistance (comprehensive end-to-end support). The platform also provides a secure dashboard for real-time tracking and document management.

Differentiator

Problem solved

Functional benefit

Products and services

• Settld Concierge Service (Death Notification Platform) Free concierge service that lets users report a death to multiple companies in one go and track updates in a secure dashboard. Users complete a single web form to notify over 1,400 organisations including banks, utilities, telecoms and social media providers, request account closure/transfer/freeze, and obtain date-of-death balances. Funded by partner referral fees, so free at the point of use for the consumer.
• Full Concierge Assistance End-to-end support package covering funeral arrangement, notification of 1,400+ companies, account closure/transfer/freeze, date-of-death balance retrieval, probate and estate admin support, property clearance and sale, financial guidance, grief support, debt handling, family conflict management, and access to funeral and probate bridging loans. Customers sign up via the dedicated payment-options page.
• Probate and Estate Administration Service Matches users with probate practitioners appropriate to the complexity of the estate, enabling faster distribution of funds to beneficiaries and helping avoid unnecessary solicitor fees. Delivered via Settld's curated partner network.
• Asset Search Locates potential accounts and policies left behind by the deceased. Settld states that 56% of searches discover at least one asset worth over £1,760, providing executors with peace of mind that all potential assets have been found.
• Property Clearance and Sale Handles property-related matters following a death through a network of trusted nationwide partners, including clearing the home of possessions, finding conveyancers, and selling the property from one secure place.

Quantifiable outcome

• Most users save 20 hours of admin stress
• +3 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core, flagship and minor.

• Utilita EnergycoreGTM or Marketing Partner · 11 July 2024Utilita Energy signed up to use Settld's innovative platform to enhance bereavement customer care. Utilita customers will be directed to Settld to notify a death to all other relevant UK service providers with one click. Settld's technology will be used by Utilita's bereavement customer care team.
• Octopus EnergyflagshipGTM or Marketing Partner · 22 January 2024Octopus Energy partners with Settld to streamline end-of-life admin. OE customers can notify all other UK service providers through one simple form when notifying the energy company. Octopus Energy's operations team uses Settld's online platform to deliver swift bereavement customer service.
• Northumberland County CouncilcoreStrategic or Co-development Partner · 1 June 2023Northumberland Registrars partnered with Settld to provide enhanced assistance for grieving families dealing with the death of a loved one. Registrars will signpost families to Settld's step-by-step guidance for end-of-life administration.
• TechstarsminorStrategic or Co-development PartnerTech accelerator partnership providing mentorship and support for the startup.
• Cruse Bereavement CareminorStrategic or Co-development PartnerBereavement support charity partner working together to support bereaved individuals and families.
• Sue RyderminorStrategic or Co-development PartnerHospice and bereavement support charity partner collaborating to support families.
• Age UKminorStrategic or Co-development PartnerAge charity partner supporting older individuals and their families with end-of-life admin.
• Innovate UKminorStrategic or Co-development PartnerUK innovation agency providing support and recognition for innovative businesses.
• Sue Ryder (Campaign)minorStrategic or Co-development PartnerSettld backed Sue Ryder's campaign calling for Keir Starmer's government to invest in end-of-life care and bereavement support services.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• FreeWill: Online will creation and estate planning platform serving consumers at the end-of-life planning moment. Comparable free-to-consumer funnel and overlapping estate administration value chain.
• Farewill: UK-based will writing, probate, and estate administration platform serving consumers dealing with end-of-life admin. Highly comparable to Settld in target audience (UK bereaved households), free-to-consumer positioning, and adjacent value chain (probate + estate services).
• Lantern: End-of-life decision-making platform that helps consumers and families plan and execute end-of-life tasks. Comparable consumer-facing playbook and bereaved-family audience to Settld, with adjacent products around checklists and guidance.
• Everplans: US-based end-of-life planning platform that helps consumers organise and share critical information, accounts, and wishes. Comparable to Settld in focusing on practical end-of-life admin for consumers, though with more pre-death planning emphasis vs. Settld's post-death notification focus.
• Cake (Parting): End-of-life planning platform offering wills, advance directives, and after-death planning tools for consumers. Same target customer (people navigating end-of-life admin) and overlapping value proposition of reducing estate/bereavement complexity.
• Safe Beyond: Digital inheritance and legacy management platform that helps consumers prepare beneficiaries and asset information for after death. Directly comparable to Settld in solving the practical after-death notification and asset-disclosure problem.

Broad incumbents

• Co-op Funeralcare: UK's largest funeral provider offering funeral plans, bereavement support, and aftercare services. Comparable bereaved-household touchpoint and free bereavement service offerings, but with a broader portfolio centred on funeral rather than admin notification.
• Dignity plc: UK-listed funeral services and pre-paid funeral plans provider that also offers bereavement support. Comparable UK bereaved-customer base and aftercare services, with a broad portfolio across funerals rather than a notification-platform model.
• Co-op Legal Services: Major UK legal services provider offering wills, probate, and bereavement support to consumers. Comparable customer base (UK bereaved families) but broader portfolio spanning many legal services beyond death admin.

Others

• Tell Us Once: UK government service that lets bereaved families report a death to multiple government departments via a single notification. Directly comparable to Settld's core 'notify once' mechanic, but limited to public sector departments — Settld explicitly positions itself as the private-sector complement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Settld