Viive Planning

What Viive Planning does

Viive Planning is a Toronto-based, founder-led advisory firm founded in 2020 by Mallory McGrath that provides holistic Aging & End of Life Planning services to individual Canadians and families. The core offering is a four-phase engagement delivered by a dedicated Legacy Coordinator who acts as the "quarterback" of the client's planning team: Phase 1 (Building Your Plan) develops a customized Aging & End of Life Plan, Phase 2 (Trusted Partner Connection) refers clients to a vetted network of financial, legal, and care professionals, Phase 3 (Roundtable Meeting) facilitates a family conversation around the plan, and Phase 4 (Periodic Review) provides ongoing plan maintenance. An Executor Advisor Series extends the service into post-death estate administration support.

The business is service-based with no proprietary technology platform; core operational infrastructure is the SideDrawer partnership, which provides encrypted cloud storage of client legal and financial documents with controlled executor access. Revenue is generated through professional-services fees: set fees for the Phase 1 engagement (with variation based on whether the client or family owns a business) and hourly billing for Phases 2–4 and the Executor Advisor Series. A curated Trusted Partner Network of approximately 25 named partners across financial planning, legal services, accounting, estate administration, real estate, insurance, senior living, downsizing, grief counseling, end-of-life doulas, family mediation, and legacy preservation functions as the service's competitive backbone.

Go-to-market is direct-to-consumer, beginning with a free consultation, supported by an extensive content-marketing and earned-media strategy anchored by the Founder's appearances across Canadian television (CTV, Global News, Rogers Daytime), radio, podcasts, and print publications, plus The Viive POV blog and active social channels. The company serves individual Canadians and families broadly, with explicit focus on the "sandwich generation" and appointed executors, and is privately held with no disclosed external investment.

Name

Viive Planning

Legal name

Viive Planning Ltd.

Website

https://viiveplanning.ca

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Viive Planning is a Toronto-based advisory firm that delivers holistic Aging & End of Life Planning to Canadian individuals and families through dedicated Legacy Coordinators who coordinate a trusted network of financial, legal, and well-being professionals.

Ownership category

akta.pro rank

Product category

Estate and End-of-Life Planning Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Trusts, Estates, and Agency Accounts (52592)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Estate & Legacy Planning Advisory (FSAEAAAG)

akta.pro secondary industries

Comprehensive Geriatric Assessment & Care Planning (HSABAIAA), Retirement Income Planning & Decumulation Advisory (FSAEABAD), Estate Planning & Trust Structuring Advisory (FSAEAKAC)

Keywords

• End-of-life planning
• Estate planning services
• Legacy coordination
• Aging life care
• Executor advisory

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Planning Services - Phase 1 (Building Your Plan): Set fees for Phase 1 'Building Your Plan' service, which includes Legacy Coordinator sessions, customized Aging & End of Life Plan, expert guidance, and emotional support. Fees differ based on whether the client or family owns a business.
2. Additional Services - Hourly Rate: Phases 2 (Trusted Partner Connection), 3 (Roundtable Meeting), and 4 (Periodic Review) are billed on an hourly rate basis.
3. Executor Advisor Series: Packages to help appointed executors and/or family members manage the affairs and estate of a deceased loved one, including cases where the deceased died without a Will.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Viive Planning provides holistic aging and end-of-life planning services for individuals and families across Canada. Acting as a dedicated "Legacy Coordinator," the company guides clients through a four-phase engagement that covers financial, medical, legal, and legacy considerations. The firm connects clients with a curated network of trusted advisors (financial planners, estate lawyers, funeral directors) and assists executors with post-death administration tasks.

Product overview

Viive Planning offers a holistic Aging & End of Life Planning service centered around dedicated Legacy Coordinators who guide clients through a multi-phase planning process. The core offering includes Phase 1: Building Your Plan (customized plan development), Phase 2: Trusted Partner Connection (referral network of financial, legal, and care professionals), Phase 3: Roundtable Meeting (family facilitation), and Phase 4: Periodic Review (ongoing maintenance). The company also provides an Executor Advisor Series for those managing estates, and integrates with SideDrawer for secure document storage. The service focuses on holistic planning that goes beyond traditional estate planning to include family communication, values clarification, and comprehensive preparation for aging and end of life scenarios.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Clients report feeling 'confident and secure' when thinking about aging, with reduced stress about the future
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

27 partnerships are on record, tiered core, ancillary, well-being and minor.

• SideDrawercoreTechnology or IntegrationSideDrawer is Viive's trusted digital partner for secure cloud storage of client documents. It provides encrypted, highly secure document organization and sharing, allowing clients to securely store and share files with family, close friends, and trusted professionals. Viive handles setup and provides ongoing assistance navigating the platform. The partnership ensures client legal and financial documents remain secure and accessible to designated Executors after passing.
• Candice Jay (CCL Private Capital)coreOthersInvestment Professional and Core Partner. Candice Jay brings investment expertise to Viive's trusted network, supporting clients with financial aspects of Aging & End of Life Planning.
• Cindy MarquescoreOthersCertified Financial Planner and Core Partner. Cindy Marques provides financial planning expertise as part of Viive's trusted partner network.
• Debbie StanleycoreOthersSenior Estate Administrator and Core Partner. Debbie Stanley brings estate administration expertise to Viive's trusted partner network.
• Denise Edwards (Apex Investment)coreOthersCertified Financial Planner and Core Partner. Denise Edwards provides certified financial planning services through Viive's trusted network.
• EstateablycoreTechnology or IntegrationEstate Administration Software and Core Partner. Estateably provides software solutions for estate administration, integrated into Viive's planning ecosystem.
• Kulbak Trust SolutionscoreOthersProfessional Executor and Core Partner. Kulbak Trust Solutions provides professional executor services as part of Viive's trusted network for clients who need alternative executor arrangements.
• Laroux Peoples (Peoples Law)coreOthersWills & Estate Lawyer and Core Partner. Laroux Peoples provides legal expertise in wills and estate matters through Viive's trusted network.
• Plan Well GuidecoreTechnology or IntegrationSerious Illness Planning Tool and Core Partner. Plan Well Guide provides a digital planning tool for serious illness preparation, integrated into Viive's holistic planning approach.
• Spring Financial PlanningcoreOthersAdvice-only Financial Planners and Core Partner. Spring Financial Planning provides fee-only financial advice as part of Viive's trusted partner ecosystem.
• Think AccountingcoreOthersAccountants and Core Partner. Think Accounting provides accounting services as part of Viive's trusted network, supporting clients with tax and financial aspects of estate planning.
• Anna XayavongancillaryOthersReal Estate Broker and Ancillary Partner. Anna Xayavong provides real estate services in the Markham-Richmond Hill area, supporting clients with housing decisions related to aging and downsizing.
• Kim MilsonancillaryOthersMortgage Agent and Ancillary Partner. Kim Milson provides mortgage services as part of Viive's trusted network, supporting clients navigating housing financing in retirement.
• Peg Bocci (Silverline Senior Advisors)ancillaryOthersRetirement Home Advisor and Ancillary Partner. Peg Bocci provides retirement home advisory services in the Greater Toronto Area, helping families navigate retirement living options.
• Peter Graceffa (Graceffa Group)ancillaryOthersInsurance Broker and Ancillary Partner. Peter Graceffa provides insurance services through Viive's trusted network, supporting clients with insurance aspects of Aging & End of Life Planning.
• Sharon ParenteauancillaryOthersReal Estate Agent and Ancillary Partner. Sharon Parenteau provides real estate services in the Markham-Richmond Hill-Stouffville area, supporting clients with housing decisions.
• Simply Home DownsizingancillaryOthersHome Downsizing & Moving and Ancillary Partner. Simply Home Downsizing provides downsizing and moving services in the Toronto-GTA area, helping clients transition to smaller living spaces.
• Ted NealancillaryOthersReal Estate Agent and Ancillary Partner. Ted Neal provides real estate services in the Toronto area, supporting clients with housing decisions related to aging.
• Vivien SharonancillaryOthersReal Estate Broker and Ancillary Partner. Vivien Sharon provides real estate services in the Toronto area as part of Viive's trusted partner network.
• Andrea Kwanwell-beingOthersGrief Counsellor and Well-being Partner. Andrea Kwan provides grief counseling services through Viive's trusted network, supporting clients and families through emotional aspects of end-of-life planning.
• Artist Development Studiowell-beingOthersLegacy Preservation and Well-being Partner. Artist Development Studio provides creative legacy preservation services, helping clients document their stories and creative works.
• Elizabeth Hydewell-beingOthersFamily Mediator and Well-being Partner. Elizabeth Hyde provides family mediation services, helping families navigate conflict and communication around end-of-life planning.
• Jordan Toppwell-beingOthersSocial Worker & Family Mediator and Well-being Partner. Jordan Topp provides social work and family mediation services in Toronto, supporting families through the emotional complexities of aging and end-of-life planning.
• Linda Stuartwell-beingOthersLife Cycle Celebrant and Well-being Partner. Linda Stuart provides celebrant services for life transitions and end-of-life ceremonies.
• No Story Lostwell-beingOthersLegacy Preservation and Well-being Partner. No Story Lost provides legacy preservation services, helping individuals document and preserve their life stories.
• Wishstonewell-beingOthersEnd-of-life Doulas and Well-being Partner. Wishstone provides end-of-life doula services, supporting individuals and families through the dying process with compassion and guidance.
• ElderadominorStrategic or Co-development PartnerElderado is referenced as a partner organization through their Retirement Living Availability Registry (RLAR). Viive publishes guest content on Elderado's platform about retirement living options and shares information about the RLAR tool to help clients find retirement homes. This represents content marketing and referral collaboration.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cake: End-of-life planning platform offering guided checklists, will creation, and family communication tools. Directly comparable to Viive's holistic planning scope and family-centered approach, though delivered via a self-serve consumer software model rather than personal advisory.
• Trust & Will: Online estate planning platform offering wills, trusts, and related planning documents. Comparable target customer (individuals/families needing estate planning) with a tech-enabled, lower-touch model that competes for the same end-of-life planning wallet share.
• Everplans: US-based end-of-life planning platform that combines digital storage, guidance content, and coordination of legacy tasks. Closely comparable to Viive in holistic aging/end-of-life scope, though it leans more on a self-serve platform model while Viive emphasizes high-touch coordinator delivery.
• Lantern: End-of-life planning service that pairs customers with dedicated advisors to navigate pre-planning and after-loss tasks. Closely aligned with Viive's coordinator-driven model, particularly in combining advisor support with planning tools and family engagement.

Emerging players

• Wealth.com: Modern estate planning platform built primarily for financial advisors to deliver wills, trusts, and planning services to their clients. Adjacent to Viive's network model that curates financial planning partners, but operates in the B2B advisor channel rather than direct-to-consumer.
• Estateably: Estate administration software for lawyers and executors, integrated into Viive's trusted partner network. Comparable in executor-support and estate administration workflows, though positioned as a B2B software tool rather than consumer advisory.
• Homethrive: Caregiver support platform combining human guidance with technology to help families caring for aging loved ones. Comparable target customer (sandwich generation caregivers) and aging support scope, but emphasizes daily caregiving logistics versus end-of-life planning.
• Plan Well Guide: Digital serious-illness planning tool integrated into Viive's planning process. Comparable in addressing the medical/illness dimension of end-of-life planning, though delivered as a standalone patient-facing tool rather than a full advisory service.

Others

• SideDrawer: Secure cloud document storage platform that is Viive's core technology partner for client documents. Adjacent enabling infrastructure in the same end-of-life planning value chain, though Viive is a customer rather than a direct competitor.

Broad incumbents

• LegalZoom: Large-scale online legal services platform offering wills, trusts, business formation, and broader legal documents. Operates broadly in adjacent estate planning but as a self-serve document provider, lacking Viive's holistic family coordination and aging advisory layer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/ViivePlanning
• Facebookfacebook.com/viiveplanning
• LinkedInlinkedin.com/company/viive-planning
• Instagraminstagram.com/viiveplanning

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Viive Planning