My Life & Wishes

What My Life & Wishes does

My Life & Wishes is a privately held, bootstrapped digital legacy and end-of-life planning platform headquartered in Scottsdale, Arizona with operational roots in Fitchburg, Wisconsin. Founded in 2014 by spouses Jon and Michelle Braddock after the latter spent ten months organizing her late father's affairs, the company offers a cloud-based, zero-knowledge encrypted vault where individual consumers and families can store critical documents (wills, insurance policies, tax records, titles, birth certificates, military records), account credentials, healthcare directives, and end-of-life wishes. Security architecture is built on AES 256 encryption, 2048-bit SSL, optional multi-factor authentication, and a co-owner / authorized-user access control model that supports granular section-level permissions for spouses, partners, and designated viewers.

The core platform is monetized through two consumer subscription tiers — $12.95 monthly or $129 annually — sold via a self-serve, free-trial-led PLG motion on the company website. A secondary B2B revenue stream, branded Legacy Vault, offers white-label and co-branded deployments to estate planning attorneys and financial advisors, providing unlimited deployments, staff logins, and marketing support. Distribution combines direct-to-consumer online sign-up, an advisor referral channel, an active podcast hosted by co-founder Jon Braddock ('Estate Planning Nightmares...and How to Avoid Them!'), and substantial earned media presence including MSNBC, the Associated Press, the Wall Street Journal, and Huff/Post 50.

The company operates with 1–10 employees, has not raised institutional capital, and remains entirely founder-owned. Ancillary products include two co-founder-authored books, a library of free downloadable planning checklists, and a Planning Center content hub. Payment processing is handled by Authorize.Net, and core technology development is supported through a partnership with Acumium (a division of Omega Laboratories, Inc.). The company holds BBB Business Review accreditation and operates under the legal entity My Life and Wishes, Inc., incorporated in Wisconsin.

Name

My Life & Wishes

Legal name

My Life and Wishes, Inc.

Website

https://mylifeandwishes.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

My Life & Wishes is a subscription-based digital legacy platform that enables individuals and families to securely store end-of-life documents, passwords, and personal wishes for designated loved ones. It serves individual consumers and estate planning professionals through a zero-knowledge encrypted cloud platform with a B2C self-serve and B2B advisor channel.

Ownership category

akta.pro rank

Product category

Digital Estate Planning & Legacy Management Software

NAICS

Trusts, Estates, and Agency Accounts (52592)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Estate & Legacy Planning Advisory (FSAEAAAG)

Keywords

• Digital estate planning
• End-of-life planning
• Secure document storage
• Legacy management software
• Password inheritance vault

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Individual Subscription - Monthly: Monthly subscription model at $12.95 per month, pay-as-you-go with no long-term commitment. Includes all features, unlimited authorized users, and co-owner option.
2. Individual Subscription - Annual: Annual subscription at $129 per year, offering savings of more than 15% compared to monthly billing. Includes all features plus PDF download option.
3. Advisor/Enterprise Licensing: White-label or co-branded platform licensing for professional advisors including unlimited deployments, staff logins, advanced training, and co-branded materials.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

My Life & Wishes is a secure, cloud-based digital legacy platform that enables individuals to record, store, and share critical end-of-life information—including wills, insurance policies, financial accounts, passwords, healthcare directives, and funeral wishes—with designated family members, co-owners, and authorized viewers. The platform is built on a zero-knowledge encryption architecture and offers a 30-day free trial, monthly ($12.95) and annual ($129) consumer subscriptions, plus a white-label Legacy Vault licensing program for estate planning attorneys and financial advisors.

Product overview

My Life & Wishes is a digital legacy and end-of-life planning platform centered around its Core Platform, which serves as a secure, encrypted vault for storing and sharing documents, passwords, and end-of-life plans with designated family members and advisors. The core platform is complemented by the Legacy Vault (Advisor Portal), a specialized offering for estate planning attorneys and financial advisors. Additional products include two published books — Click Here When I Die and Life Planning Organizer — plus a library of free downloadable PDF checklists and a podcast series. The platform's architecture supports co-owner accounts, granular authorized-user access controls, and unlimited document uploads, all built on a zero-knowledge, multi-layer encryption security model.

Differentiator

Problem solved

Functional benefit

Brands

• Legacy Vault: A secure digital vault feature within the My Life & Wishes platform that allows users to store and share critical documents and information with loved ones.

Products and services

• My Life & Wishes Core Platform A secure online service that allows individual users to record, store, and share a digital record of important documents, passwords, and end-of-life plans—including financial accounts, insurance policies, wills, healthcare directives, and funeral wishes—with designated family members and loved ones via co-owner and authorized-user permissions. Accessible 24/7, sold as a monthly or annual subscription with a 30-day free trial.
• Legacy Vault Advisor Portal A white-label or co-branded platform licensing offering for estate planning attorneys, financial advisors, and wealth management firms to provide a secure digital document vault to their clients. Includes unlimited deployments, staff logins, advanced training, co-branded materials, and marketing support for advisors.
• Click Here When I Die (Book) An Amazon best-selling book authored by co-founder Jon Braddock providing an irreverent guide to modern death etiquette and walking readers through considerations to ensure loved ones are prepared after their passing.
• Life Planning Organizer (Book) A workbook authored by co-founder Jon Braddock designed to help users record and store critical information loved ones will need, including documents, account credentials, and end-of-life instructions.

Quantifiable outcome

• 70% of adults agree everyone should have an end-of-life plan before age 60, but only 43% actually do - creating significant market opportunity
• +1 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature7 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Acumium (Division of Omega Laboratories, Inc.)coreTechnology or IntegrationSoftware development and cloud deployment partner. Led by a CTO with background in biochemistry and cybersecurity with over 21 years of experience designing, building, and running complex web-based platforms and e-commerce solutions. Collaborates with My Life and Wishes bringing state-of-the-art solutions in product development and support.
• Authorize.NetcoreOthersThird-party payment processing company. Credit card number, type, expiration date, and billing address are collected, stored, used, and processed by Authorize.Net. Terms of service available at authorize.net/company/terms/ and privacy policy at authorize.net/company/privacy/.
• Google AdWordsminorGTM or Marketing PartnerGoogle AdWords Remarketing used to advertise across the Internet. Displays relevant ads tailored to users based on pages viewed on the My Life & Wishes website. Cookie does not identify users or give access to their computers.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Everplans: Direct competitor offering a digital end-of-life planning platform for individuals and families, with similar document storage, password management, and authorized-user access features. Competes head-to-head with My Life & Wishes for the same B2C estate-planning consumer.
• Cake (Joincake.com): Direct peer in the end-of-life planning category, providing digital tools for wills, healthcare directives, and legacy planning. Overlaps with My Life & Wishes on shared storage and family-sharing of advance planning documents.
• Lantern (formerly Lantern by Everplans ecosystem): Direct peer providing online end-of-life planning tools and educational content, targeting the same pre-retiree and family demographic with comparable will, funeral, and estate planning resources.
• Final Security: Direct peer focused on digital asset protection and password transfer after death. Addresses the same secure storage and post-mortem access use cases that anchor My Life & Wishes' value proposition.

Emerging players

• Trust & Will: Online estate planning platform offering wills, trusts, and related documents. While more focused on legal document creation, it overlaps with My Life & Wishes in serving the estate planning consumer and competing for the same awareness and shelf space.
• FreeWill: Online will creation platform with a strong nonprofit and B2B distribution channel. Competes indirectly by providing an alternative entry point for end-of-life planning consumers My Life & Wishes also targets.
• Goodbye (goodbye.io): Emerging end-of-life planning platform focused on wishes, messages, and posthumous communication. Partial overlap with My Life & Wishes' wishes and legacy features, particularly the more emotionally-oriented end of digital legacy.

Broad incumbents

• 1Password (with Legacy / Emergency Access): Major password manager with legacy/emergency access features that partially overlap My Life & Wishes' password storage and authorized-user access capabilities. Represents a broader incumbent whose core product could expand further into estate planning storage.
• LastPass (with Emergency Access): Established password manager offering emergency access features. Adjacent incumbent whose vault and trusted-contact functionality competes for the same password-and-end-of-life-access use case as My Life & Wishes.

Others

• ExecutorsHub / Settlor (digital estate admin): Digital estate administration tools for executors and family members managing a loved one's affairs post-death. Adjacent to My Life & Wishes' "after-the-fact" use case, addressing the family-facing side of end-of-life planning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/mylifeandwishes
• YouTubeyoutube.com/@jonbraddock-EPNightmares
• Facebookfacebook.com/mylifeandwishes

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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 My Life & Wishes