My Wonderful Life

What My Wonderful Life does

My Wonderful Life is a privately held, bootstrapped consumer web platform founded in 2009 by co-founders Sue Kruskopf and Nancy Bush in Minneapolis, Minnesota. The company operates a free online funeral planning service that enables individual consumers to pre-plan their own funerals, capture life stories through photos, videos, audio, music, and letters, and invite family members to collaborate as administrators or contributors on a shared plan. The platform is positioned as independent and unaffiliated with the funeral industry, offering objective planning tools, an extensive content library (poems, quotes, music, program templates, tradition guides), and a family-collaboration workflow.

The underlying technology is a standard web-based application (hosted at app.mywonderfullife.com) with user account management, SSL-secured data storage, story-capture modules, and integration between the planning tools, content blog, and downloadable funeral program templates. There are no disclosed proprietary technical differentiators beyond ease of use, data security posture, and the breadth of content resources. The company has not pursued external institutional capital, holds no patents, and operates with a small team (11–50 employees).

The business model is freemium: free account signup with a 30-day trial, free lifetime basic membership for Legacy Members who joined before October 2019, and paid optional premium products/features for new members. Distribution is entirely self-serve, direct-to-consumer via web, supported by content marketing (SEO blog, social channels), earned media, and an email newsletter. Operating geographies are primarily North America/USA, though the web platform has global accessibility. Revenue, funding, and customer counts are not disclosed.

Name

My Wonderful Life

Legal name

My Wonderful Life

Website

https://mywonderfullife.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

My Wonderful Life is a Minneapolis-based, bootstrapped web platform founded in 2009 that lets individual consumers pre-plan their own funerals, capture life stories (photos, videos, letters, music), and invite family members to collaborate on shared plans, monetizing via freemium and optional premium features.

Ownership category

akta.pro rank

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Free Basic Membership: Free online funeral planning tools with 30-day free trial. Legacy members (pre-October 2019) receive free lifetime membership. Platform generates revenue through optional premium products and features added over time.
2. Premium Features and Products: Legacy members receive free basic membership but must pay for new optional products or features added after October 2019.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

My Wonderful Life is a free, web-based online funeral planning platform that enables individuals to create customized funeral plans, capture personal life stories through photos, videos, music, and letters, and share those plans and stories with family members. The platform offers guided planning questions, collaboration tools for loved ones (administrators and contributors), and educational resources such as poems, quotes, songs, and program templates to help users pre-plan their own funerals and memorial celebrations.

Product overview

My Wonderful Life is a single unified online platform for funeral planning that combines core planning tools with multiple integrated modules. The core product is the My Wonderful Life platform itself, a free online funeral planning service launched in 2009. This core platform integrates several product modules: Story Capturing Tools for saving photos, videos, and letters to loved ones; Playlist Creation for funeral music selection; Funeral Program Templates for customizable memorial programs; and an Ideas and Advice Resources blog providing educational content. The platform is designed to help users plan their own funeral in advance so their wishes are honored and loved ones are relieved of the burden of planning.

Differentiator

Problem solved

Functional benefit

Products and services

• My Wonderful Life Platform A web-based online funeral planning platform that allows individual consumers to create and customize their own funeral plans, capture their life stories (photos, videos, music, letters), and share their wishes with loved ones. Offers a free account with a 30-day trial and optional premium features.
• Funeral Program Templates Downloadable, editable funeral program designs that consumers can customize with their own text and photos for memorial services.

Quantifiable outcome

• Legacy members receive free lifetime membership for their loyalty to the original site

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Consumer ReportsminorOthers · 1 January 2009My Wonderful Life references Consumer Reports' checklist for what to do when a loved one dies, providing this resource to their users as part of their educational content.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Eterneva: Eterneva turns ashes or hair into memorial diamonds, with a heavy content/storytelling focus comparable to My Wonderful Life's life-story capture features.
• Trust & Will: Trust & Will is a digital estate planning platform offering wills, trusts, and end-of-life documents - an adjacent offering that overlaps with My Wonderful Life's pre-planning category and could expand into funeral planning.
• Parting Stone: Parting Stone offers a cremation alternative producing 'remains stones' from cremated remains, marketed through online pre-planning - overlapping with end-of-life planning consumer education and digital touchpoints.
• Tulip Cremation: Tulip Cremation is a modern, direct-to-consumer cremation provider offering online planning and transparent pricing - adjacent to My Wonderful Life's planning category with a more transactional fulfillment model.

Direct peers

• Cake: Cake (formerly Cake Marketplace) is a direct competitor offering free online end-of-life planning tools including wills, funerals, and legacy planning. Both target consumers wanting to pre-plan and provide digital planning platforms with family collaboration.
• Everplans: Everplans is a digital end-of-life planning platform that helps consumers organize and securely store important information, documents, and wishes - directly comparable to My Wonderful Life's pre-planning and family-sharing functionality.
• Lantern: Lantern provides online end-of-life planning tools including funeral planning, advance directives, and legacy documents. Both platforms serve consumers planning ahead with digital tools and educational content.
• Funeralocity: Funeralocity is an online funeral planning and comparison platform that helps consumers research funeral homes and prices - overlapping with My Wonderful Life's funeral planning mission though more transactional in nature.

Broad incumbents

• Dignity Memorial: Dignity Memorial is a large North American funeral services network that offers online pre-planning tools - a broad incumbent with overlapping planning functionality bundled into its core funeral services business.
• Service Corporation International: Service Corporation International (SCI) is the largest funeral services company in North America with online pre-planning across its brands - a broad incumbent whose planning tools compete with My Wonderful Life's offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/136117079796849
• Pinterestpinterest.com/mywonderfulife
• Xx.com/mywonderfulife

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Wonderful Life