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Airloom [SMART 100, 2018]

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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1. THE BEGINNING

This innovation initially came to life when…

90% of people never tell anyone their end-of-life wishes. We experienced the impact of this firsthand when my mum passed away. In the stressful lead-up to her passing there were many things my family and I lost because we didn’t know the right questions to ask her. For the details we did get, there are many we’ve since forgotten as there was no easy, reliable way to record them.

There’s no manual for life and death. Because both are deeply personal. But what if there was a place that felt safe and comfortable enough to guide you through your thinking?

2. WHAT & HOW

The purpose of this innovation is to…

…solve the problem by asking the questions you don’t think to ask. We’re building online tools to collate and organise your important details and make them accessible to family and friends.

It does this by…

…Airloom prompts the conversations no one knows to have, facilitates the decisions we find hard to make and keeps our answers safe. For this life and the lives we want to look after, even when we’re not around.

Whether it’s tackling your will, arranging guardianship or documenting where your life’s at right now, we’ll guide you at every step.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

…everything in this space is legalistic, corporate and administrative. Death is far more personal than any legal document. It brings vulnerability, love, sadness, laughter – it’s immensely human.

Our customers have all stated that a lack of guidance and knowledge are their greatest barriers to advanced planning. None of our competitors offer this support and that’s where Airloom comes in.

Its various benefits to the customer/end-user include…

  • Complete your will, or do one as a couple, all online.
  • Add things that matter (pets, organ-donation)Go slow (guided) or power through (self-serve).
  • Update your decisions at any time.
  • Sort, share and store life’s big decisions in one place.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

Firstly, there are pen and paper options such as, pdf downloads or kits from the Post-Office. These only service one need, such as a will, they don’t provide storage and come with minimal assistance. Our other competitors are online companies that offer a wider scope, however they focus on storing and sharing information rather than the process of creating it.

5. TARGET MARKET

It is made for…

It would be easy to say that everyone who dies, needs Airloom. But we’ve identified a specific customer begging for a solution. In the US $172 billion is spent on the estate planning industry each year. Traditionally, this is a market designed to serve the over 50’s. But we’re targeting the 26 million 25-50 year olds who each year experience milestone life events such as having a baby or losing a loved one, the events that we know prompt people to think about their future and the future of their family. In fact 91% of our users are under 50.

It is available for sale through…

B2C: Airloom is free. We charge to generate legal documents. And offer a subscription to review and store these key documents online.

B2B2C: We’re chatting to a number of large insurance companies interested in licensing Airloom for their members.

Our marketing strategy is to…

Word of mouth is integral to the product we are building. It’s designed to be shared with people as users need to link profiles with family or friends to communicate their details. This is our primary customer acquisition strategy and is supplemented by our work with complementary companies in this space, such as Sunsuper, Births Deaths and Marriages and Picaluna.

 

FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

Maven Judge Vote: Airloom – Smart 100 2018
(Please note – The form below is for judging purposes only and is restricted to the public)

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