Each month as part of StartHub Startups to Watch Program we connect with the winning company to learn more about them. Our March Startup to Watch is Cake, an end-of-life planning web platform. Recently we had the pleasure of interviewing Suelin Chen, Cofounder and CEO of Cake. Here’s what we learned:
StartHub: Tell us about your company. What does Cake do?Cake (joincake.com) offers the easiest way to do advance care and end-of-life planning. Our mobile-friendly web platform guides you through the planning process and makes it easy to share your plans with your loved ones.
My background is in healthcare, entrepreneurship, and business: I earned my PhD from MIT and Massachusetts General Hospital in medical technologies to prevent over-treatment in cancer, then served as a business and transaction advisor to healthcare companies at IMS Health. I am also the former Director of The Lab @ Harvard, a platform supporting student entrepreneurs at Harvard University.
StartHub: What is your background?
During my years working in healthcare, it became clear to me that end-of-life care is completely broken, yet it is this universal thing we all experience. It seemed obvious to me that communication about end-of-life preferences should be facilitated with a cloud-based digital tool. We serve healthcare and employee benefits companies, and our users include both the baby boomer who wants to make sure to never burden their adult children, as well as the millennial who is either starting a family for the first time or who is worried about their parents.
StartHub: How did you come up with the idea for Cake? Who is your target customer?
Cake is the easiest way to do end-of-life planning. We understand that most people don't know what they should be doing or what types of things to think about, so we provide a great deal of guidance and help the user discover their preferences. There is huge value in aggregating and simplifying what is currently a very fragmented and complicated market.
StartHub: How do you think Cake is going to disrupt the market? What are the main differentiators between you and your competitors?
We are fortunate to work with a number of angel investors who specialize in consumer tech and healthcare.
StartHub: Who are your main investors?
StartHub: Why did you decide to start your business in Boston? How long has your company been around?
MassChallenge, PULSE@MassChallenge, InTeahouse, Solaria Labs
StartHub: What resources in the startup community have contributed to the success of Cake?
We use it to keep abreast of what is going on in our startup community.
StartHub: How do you use StartHub professionally?
We are laser focused on delighting our customers and users. We are deploying with Blue Cross Blue Shield of MA's and Harvard Pilgrim's employees over the next couple of months.
StartHub: What are the next steps for Cake?
End-of-life planning is actually about wanting you and your loved ones to live your best lives; taking care of your end-of-life planning is truly a gift to everyone you care about. We want to highlight that end-of-life planning is a positive endeavor that honors life.
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StartHub: What is the most important thing our readers should know about Cake?