DeadSocial
MyWishes is a UK-based, free-to-use end-of-life planning platform offering self-serve will writing, advance care planning, digital legacy, and funeral planning tools to individual adults, with secondary B2B2C partnerships across NHS, local councils, and charities.
- Company typePrivate
- Founded2011
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What DeadSocial does
MyWishes (operating under the historical brand DeadSocial, website deadsoci.al) is a UK-based, free-to-use end-of-life planning platform targeting individual adults as its primary user segment, with secondary institutional customers including NHS Integrated Care Boards, NHS Trusts, local councils, charities, and academic institutions. The platform integrates nine core products — Last Will & Testament, Advance Care Plan, Digital & Social Media Will, Funeral Wishes, Goodbye Message (scheduled video messages), Online Accounts management, Bucket List, Private Notes, and Register a Death — into a single self-serve cloud application hosted on AWS, using SSL channels and AES-256 encryption, and is GDPR compliant and ORCHA accredited.
The underlying technology stack is a standard serverless web application (no native mobile app, no public API, no disclosed SDK) with AWS as the hosting backbone (S3 assets in eu-west-2 London region). Domain specialization is concentrated in the proprietary document workflows (digital legacy, advance care plan, goodbye messaging with date-based scheduling) rather than in underlying infrastructure. In October 2025 the company layered a text-based generative AI Assistant on top of the existing product surface to guide users through planning tasks; no proprietary model, training data, or AI team is disclosed. Distribution relies on self-serve PLG (free registration at app.mywishes.co.uk) supplemented by B2B2C channels: NHS partnerships (Lancashire and South Cumbria ICB; Brighton and Sussex University Hospitals NHS Trust), local council deployments (Newham), charity partner programs, GP and healthcare professional referrals, and international academic collaborations (American University of Beirut Palliative Care Diploma).
The business model is freemium for consumers — all core tools are free with no subscription — and the company monetizes indirectly through charity engagement programs, NHS partnership arrangements, and organizational / white-label solutions aimed at increasing advance care plan adoption, reducing GP administrative burden, and supporting charitable donation uplift. No revenue figure, no disclosed funding beyond a single 2013 round ($0 raised, investor VentureOut), and no detailed financial disclosures are available. Media coverage in The Times, Wall Street Journal, BBC, Forbes, BMJ, and Daily Mail, plus a March 2025 ranking of 57th on the Top 100 Healthcare IT Companies list, provides third-party validation, but the company remains small (1-10 employees, headquartered at Michael Sobell Hospice, Northwood, UK).
DeadSocial firmographics
Firmographics- Name
- DeadSocial
- Legal name
- MyWishes.co.uk
- Website
- https://deadsoci.al
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- MyWishes is a UK-based, free-to-use end-of-life planning platform offering self-serve will writing, advance care planning, digital legacy, and funeral planning tools to individual adults, with secondary B2B2C partnerships across NHS, local councils, and charities.
- Ownership category
- akta.pro rank
DeadSocial industry classification
Industry- Product category
- End-of-Life Planning Software
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- End-of-Life Planning & Hospice/Palliative Care Coordination (HLADALAL)
Keywords
Where DeadSocial is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
DeadSocial business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Operations, Marketing or Sales, Others
Revenue model
- Freemium Platform: Core platform is free for all users. The company generates revenue through charity partnerships, NHS engagement programs, and organizational subscriptions where healthcare providers, councils, and charities pay for enhanced features or white-label solutions to increase care plan adoption rates and charitable donations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Individual Plan - All Features |
| Subscription | Monthly | Comparison - Online Wills Services |
| One time/ perpetual license | Pay-as-you-go | Comparison - Solicitors |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
DeadSocial product offering
Product offeringCore offering
DeadSocial operates the MyWishes platform, a free cloud-based end-of-life planning suite that lets individuals create a legally binding Last Will & Testament, document advance care plans, plan funeral wishes, safeguard digital and social media legacies, record scheduled goodbye messages, manage bucket lists, and store private notes. The platform is offered at no cost to consumers, while NHS bodies, local councils, charities, and academic institutions access it through partnership programs and organizational subscriptions.
Product overview
MyWishes is a unified free-to-use 'tech for good' platform that provides a comprehensive suite of end-of-life planning tools. The platform integrates nine core products: My Last Will & Testament (for creating legally binding wills), My Advance Care Plan (for documenting future healthcare wishes), My Digital Legacy/Digital & Social Media Will (for managing online accounts and digital assets), My Funeral Wishes (for planning funeral arrangements), My Goodbye Message (for recording video and scheduled messages), My Online Accounts/Social Media Will (for assigning trusted contacts to handle accounts), My Bucket List (for setting personal goals), My Private Notes (for secure documentation), and Register a Death (for death confirmation). Additionally, the platform recently launched an AI Assistant (October 2025) to further empower users with end-of-life planning. The platform was developed with input from clinicians, legal experts, health professionals, and those with lived experience, and is offered completely free with no ongoing costs.
Differentiator
Problem solved
Functional benefit
Products and services
- My Last Will & Testament Free will-writing software that enables individuals to create a legally binding Last Will & Testament, document guardianship for children or pets, and safeguard their possessions.
- My Advance Care Plan Tool for documenting future health and social care wishes and sharing the resulting Advance Care Plan with GPs, family, and care providers.
- My Digital Legacy / Social Media Will Tool that lets users plan for and safeguard online accounts and digital assets, including social media, subscriptions, and crypto or currency accounts, by assigning trusted contacts to handle them after death.
- My Funeral Wishes Funeral planning tool that allows users to document their final farewell wishes and ensure they align with their values and personality.
- My Goodbye Message Service that lets users record video goodbye messages and schedule text messages for specific future dates, including funeral occasions.
- My Bucket List Goal-setting and achievement tool that lets users capture what matters most, set personal goals, and publish or share their bucket list.
- My Private Notes Secure note-taking feature that allows users to document private thoughts and information intended for loved ones.
- Register a Death Service that supports families in confirming and registering a death during the bereavement process.
- AI Assistant for End of Life Planning Generative AI assistant launched in October 2025 that helps users create wills, advance care plans, funeral wishes, and manage their digital legacy.
Quantifiable outcome
- Free access to all tools including Will Writing, Funeral Planning, Advance Care Planning, Digital Legacy, Bucket List, and Goodbye Messages
Companies that use DeadSocial
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
DeadSocial technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature5 records
DeadSocial partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- The American University of BeirutminorPartnership for Palliative Care Diploma program, providing digital tools for end-of-life education.
- Lancashire and South Cumbria NHS ICBcorePartnership with NHS Integrated Care Board to support advance care planning activities across the Lancashire and South Cumbria region. Goal to increase the number of care plans created and reduce administrative burden on GPs and healthcare professionals.
- NHS Trusts and Local CouncilscoreOngoing partnerships with NHS Trusts and local councils to increase care plan adoption rates, support residents with advance care planning, reduce time required by healthcare professionals, and increase charitable donations.
- CharitiesminorCharity engagement program where organisations partner with MyWishes to increase charitable donations and supporter engagement through the platform.
- Gold Standards FrameworkminorSpeaking engagement at Gold Standards Framework Conference, a leading organization in end-of-life care education and quality improvement.
- European Law InstituteminorSpeaking engagement at European Law Institute's Annual Conference, contributing expertise on digital legacy and end-of-life legal planning.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
DeadSocial competitors and assessment
Company assessmentDirect peers
- Trust & Will: Online estate planning platform offering wills, trusts, and related documents. Comparable to MyWishes as a digital-first end-of-life planning service, though US-focused with a paid subscription model rather than freemium.
- Cake: End-of-life planning platform that helps people create wills, advance directives, and plan funerals. Similar to MyWishes in providing a consumer-facing digital tool for end-of-life preparation, though Cake is US-focused and has taken a different approach to monetization.
- Everplans: US-based digital estate planning platform that helps users organize and store end-of-life information including wills, advance directives, and digital assets. Comparable to MyWishes in offering a comprehensive digital platform for end-of-life planning, though operating in a different geography.
- Farewill: UK-based online will writing and probate service offering free simple wills with optional paid add-ons. Directly competes with MyWishes in the UK digital will-writing market, though Farewill focuses primarily on wills and probate while MyWishes offers a broader end-of-life planning suite.
Emerging players
- Lantern: End-of-life planning and advance care platform that helps individuals and families navigate end-of-life decisions. Comparable to MyWishes in the advance care planning space, with particular focus on healthcare decision-making.
- Beyond (HelloBeyond): End-of-life planning app that helps users document wishes, write wills, and organize affairs. Comparable to MyWishes as a digital end-of-life planning platform, though typically focused on the US market with a different feature emphasis.
Broad incumbents
- LegalZoom: Large online legal services platform offering will writing, business formation, and other legal documents. Represents a well-capitalized incumbent that could expand into the free end-of-life planning space, competing with MyWishes on brand recognition and product breadth.
- Co-op Legal Services: UK-based legal services provider offering will writing, probate, and estate planning as part of the Co-op group. A well-established UK incumbent in the will-writing market that MyWishes competes against with its free offering.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
DeadSocial social profiles
Digital presenceDeadSocial compliance and trust
Trust signalCompliance2 records
DeadSocial financial estimates
Financial estimateRevenue estimate
Valuation estimate
DeadSocial leadership team
Management profileNumber of profiles
Profiles1 record
DeadSocial funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DeadSocial 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 DeadSocial
What does DeadSocial do?
DeadSocial operates the MyWishes platform, a free cloud-based end-of-life planning suite that lets individuals create a legally binding Last Will & Testament, document advance care plans, plan funeral wishes, safeguard digital and social media legacies, record scheduled goodbye messages, manage bucket lists, and store private notes. The platform is offered at no cost to consumers, while NHS bodies, local councils, charities, and academic institutions access it through partnership programs and organizational subscriptions.
Is DeadSocial a public or private company?
DeadSocial is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DeadSocial founded?
DeadSocial was founded in 2011. It employs 1 to 10 people.
Where is DeadSocial based?
DeadSocial is headquartered in London, United Kingdom, in the Europe region.
How does DeadSocial make money?
One revenue line is on record: freemium Platform.
Who are DeadSocial's main competitors?
Direct peers on record are Trust & Will, Cake, Everplans and Farewill. Emerging players are Lantern and Beyond (HelloBeyond). Broad incumbents are LegalZoom and Co-op Legal Services.
Does DeadSocial have an API?
No public API is recorded for DeadSocial.
What industry is DeadSocial in?
DeadSocial's product category is End-of-Life Planning Software. Its primary akta.pro industry code is HLADALAL, End-of-Life Planning & Hospice/Palliative Care Coordination. Its SIC code is 7372.