Women Startup Challenge Finalist Suelin Chen and Cake

June 24, 2016

Cake is the easiest way to discover, share, and store your end-of-life preferences. Whether you’re planning for yourself or a loved one, we offer the tools you need to give yourself and loved ones the peace of mind you deserve. We provide experts to help create a comprehensive end-of-life plan that’s stored securely in the Cloud.


Watch Suelin Chen‘s pitch by clicking on the video above.

What inspired you to start this company?

I’ve spent my whole career in healthcare and business and seen over and over again that the way we do end-of-life in this country is seriously broken. The more I learned about our healthcare system, the more I became convinced that the fastest way to make meaningful positive change was to empower the patient-consumer to make their own decisions about their care.

What has been your greatest lesson thus far?

There is nothing more important than listening to your users and what their needs are—we have learned so much from them and always want to keep channels of communication open.

What is the biggest pain point you’re solving within your business?

Everyone knows they need to do end-of-life planning, and everyone has at least one person in their life whom they would like to talk to about end-of-life—but these conversations and actions are so difficult.  We make it much easier for people to start making progress on their planning.

What’s your proudest moment thus far? (Go ahead and brag!)

I’m proudest when we get “fan mail” from our users—when someone tells us that we have helped them with an aspect of end-of-life planning that they’ve been struggling with for a long time (sometimes years).

What is the one thing your potential customer needs to know about your product?

It’s never too early to start thinking about this stuff; after all, everyone 18+ should have a healthcare proxy.  It’s not weird or morbid to think about this, it’s actually extremely considerate. Planning is really a gift to your loved ones.

Anything else you’d like to add?

One of the side benefits to end-of-life planning is that it gives you an enormous amount of perspective—you have to think about your values about what makes life worth living. How you want to be remembered is actually how you want to live the rest of our life.

You can watch all 10 of the Women Startup Challenge Finalists pitch their companies here. Follow this link for more information on the Women Startup Challenge.

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