Todd, a visionary disruptor in end-of-life planning, strives to simplify and destigmatize a traditionally complex process. By strategically focusing on life’s positive moments, Todd’s approach can make end of life planning a more natural, less intimidating part of life’s journey, encouraging more people to engage in these important activities.
Todd was created by a uniquely diverse trio that covers almost every aspect of the company, something that’s quite rare in founding teams. Justin Deja draws from finance, corporate development, commercial and consumer research within local corporations like Fidelity Investments, Medpace, Johnson & Johnson, and EY. Eron Bucciarelli, a three-time founder with two exits, Soundstr and Tixxy, former professional musician, and corporate innovation product management leader at Kroger, brings the customer experience perspective to the table. Alois Barreras, with experience as the first engineering hire at Astronomer, brings the technical prowess that completes this dynamic blend. Their journeys, from Fidelity to startups and platinum-selling rock bands, culminated in a meeting of minds that birthed Todd.
A Holistic Approach to End-of-Life Planning
Todd’s genesis finds roots in the challenges faced by Eron’s family after the passing of his father, Todd, five years ago. Despite meticulous organization, settling Todd’s estate took a daunting nine months, revealing a profound gap in traditional solutions for practical matters amid the emotional aftermath of a loss.
While traditional players focus on documents like wills and trusts, Todd takes a holistic route, placing humans at the center. The platform prioritizes gathering not only essential information such as wills and trusts, but also details from life’s most pivotal moments through light-touch interactions. Simultaneously, Todd utilizes transactional data from public sources to organize and update users’ end-of-life plans efficiently. This dual approach allows the startup to provide timely prompts and relevant updates, making the planning process seamless and intuitive. Importantly, Todd also ensures that access to these plans is readily available to loved ones when the time comes, balancing the need for thorough planning with the sensitivity of life’s greatest moments.
By leveraging transactional data and cutting-edge AI models like optical character recognition (OCRs) and large language models (LLMs), Todd ensures the efficient organization and updates of end-of-life plans, making the planning process automated, intuitive, and readily accessible to loved ones and the 66% of people who currently don’t have any end of life plan in place.
Current solutions only solve for a fraction of the problems families face when losing a loved one and there’s a misconception that a will is all you need.
Todd aims to resonate emotionally with users through features like an Owl character that not only educates but also guides users through the intricacies of the platform. “We place a heavy emphasis on education and turning a heavy, technical process into an easy one because our research has indicated that most people know they need to do it, but simply don’t know where to start,” says Justin. Eron adds, “Current solutions only solve for a fraction of the problems families face when losing a loved one and there’s a misconception that a will is all you need.” Todd aims to address these pain points comprehensively, providing a solution designed for long-term engagement.
Building in Cincinnati:
While Todd has only been involved in the startup ecosystem for a year, Alois and Eron have ties that extend much further back. Eron’s first startup, Soundstr was a Brandery alum in 2014 and Alois has worked at Astronomer and various other startups in the area. Collaboration around the ecosystem continues to play a central role for the team as they form partnerships with entities like Blue North, 1819 Innovation Hub, Main Street Ventures, and Cintrifuse. Justin acknowledges the support, saying, “these groups have helped with everything from grants, fundraising, and customer/partner introductions – everything a startup needs in the early stages.” Additionally, In a strategic move that goes beyond a mere change of address, Todd’s recent relocation to Union Hall situates the startup for enhanced networking opportunities and increased visibility among potential investors. Alois emphasizes the excitement of being “surrounded by other great entrepreneurs” in this new space, providing a fertile ground to network and stay abreast of the latest developments in the community.
Closing a recent pre-seed round has put Todd into a phase of accelerated growth. The infusion of capital aligns with its ambitious goals, tapping into the Great Wealth Transfer and the evolving needs of an aging population. The founders see this as a golden opportunity to meticulously sculpt user experience, push technological boundaries, and carve out an expansive niche in the market. As Todd embarks on a soft launch with distribution partners like Paycor, the founders envision a wider rollout by the end of Q1, supported by building a team of local talent.
Future Outlook: Navigating Milestones with Purpose
In the heart of Cincinnati’s innovation hub, Todd stands as a beacon of change in end-of-life planning. More than a platform, it’s a solution crafted with empathy, innovation, and a commitment to demystify a crucial aspect of life. As Todd’s founders envision a future where positive moments triumph over life’s challenges, they pave the way, one seamless end-of-life plan at a time.
