CAKE ( is the easiest way to think about end-of-life.
100% of people die, but 3 out of 4 of us do not plan for it, which can lead to emotional, physical, and financial suffering.
Our first-in-class, mobile-friendly web app helps users discover their end-of-life preferences and store and share them online. In addition to the free app, we offer personalized concierge services with end-of-life planning experts. CAKE empowers and simplifies.
CAKE used to be called My Exit Strategy.

2015 Boston Finalist