About Us

Based on Singaporean government data, millennials aged 18-34, almost three quarters fear death; As for the older generation, half of them fear death. One third of families are not on speaking terms with their family anymore due to arguments after their relatives’ death. This explains that conflicts tend to happen between the family while they are conducting the funeral for the deceased, isn’t it too sad they need to go through that again on top of their grief?

 

We believe that the root problem is the mindset of thinking that planning funerals should be done by their family and not themselves. They do not realize the fact that their family will actually go through a whole lot more struggle than what they initially thought.

 

Primary target audience: 20 - 40 y.o

 

This age group has the tendency to fear death as they don’t often think or talk about death. On the contrary, they really care about their family. 

 

The question is why would we need to think about death at such a young age? Because as they think more about death, they feel more comfortable talking about it. We hope to evoke a mindset that values each day, so that they will live life to the fullest.

 

Secondary target audience: Grieving people/families

 

Through our concept of being watched over by our ancestors, they would be reminded that they are still connected to the deceased, that they would cope better with their loss. Planning will not only give a grieving family less burden, but also less shock, because if the family is familiar with this possibility, they can deal better with the grief later on.