UK death tech startup Guardian Angel secures £ 1.1million funding to help manage funeral with ease


Guardian angel, a London and Manchester-based death tech startup that helps people plan and manage funerals, recently closed £ 1.1million in an initial round of seed funding. With that, the UK-based company’s total funding now stands at £ 1.6million.

Use of funds

The investment round was led by impact investor Fair By Design with participation from institutional investors Ascension Ventures, GC Angels, Accelerated Digital Ventures and key angel investors such as Andrew Weisz (Hopin lead investor) and Rod Bulmer (a former CEO of Co-op Grouper).

Guardian Angel will use the funds to help people in the UK plan ahead and protect their loved ones and the things most important to them. He will focus on expanding his Manchester-based development team by doubling it over the next twelve months.

Guardian Angel Founder Sam Grice said, “We’re excited that this new round of funding allows us to help more people navigate the messy world of death planning. Sorting these things out early makes things a lot easier for those left behind after someone dies. I would love my family to have access to something like this, and as a team we pride ourselves on making planning tools more accessible and affordable to more people.

Jess Jackson, Investment Manager at GC Angels, said: “GC Angels was drawn to Guardian Angel by Sam’s genuine passion for making a difference in an industry that so many have a negative experience with. The technology of death is an area ripe for disruption, but also an area that many are afraid to tackle. The Guardian Angel team is committed to changing that. This funding round will help Guardian Angel grow its development team in Manchester and further develop its death planning tool. The fact that they have chosen Manchester to grow is a testament to the talented tech community we have here and I can’t wait to see how the team will continue to support people across the country during such a difficult time. “

First consolidated online death planning tool

Founded by Sam Grice, Guardian Angel has launched a beta product, which is the first consolidated online death planning tool. It covers everything from wills and life insurance to after-death assistance. This tool has nearly 3,000 users and helps people navigate this complex process at a fraction of the cost. It is backed by GenRe and Covea Insurance of Berkshire Hathaway, the big players in the insurance and tech industry.

Guardian Angel distributes its products directly to consumers and through commercial partnerships. They currently have around 100 partners who distribute their services. This includes some of the nation’s largest charities, funeral directors and employers.

Growing up during the pandemic

COVID-19 has put death at the forefront of minds and the demand for this solution developed by Guardian Angel has grown massively by 400% over the past year. Ultimately, this resulted in heightened awareness and urgency in end-of-life planning. The company has seen its revenues increase, its team triple, and its customers grow to 100,000 across their departments amid the pandemic crisis.


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