Building a national brand in end-of-life planning

In this episode of the Today’s Wills and Probate Podcast, host David Opie welcomes Sam Grice, founder of Octopus Legacy (formerly Guardian Angel), to discuss the origins, evolution, and future ambitions of one of the fastest-growing companies in the end-of-life planning and bereavement support space.

Sam's journey into the wills and probate sector began with a deeply personal tragedy. In 2017, while working in financial services, Sam lost his mother suddenly in a car accident. At just 27, he found himself navigating the overwhelming emotional and logistical challenges of bereavement. With his father also in shock, Sam took on the responsibility of managing the legal, financial, and practical aftermath.

This experience exposed the fragmented and emotionally taxing nature of the bereavement process. It sparked a desire to create a company that could guide others through what he describes as “the toughest thing anyone’s ever going to go through.” Within days of his mother’s passing, the seed for what would become Guardian Angel was planted

Sam discusses Guardian Angel's journey from launch through to its integration into the energy and venture capital fund Octopus Group; an acquisition borne out of a shared journey of grief with Octopus' founder; and its ultimate ambition to be a national brand known for compassionate, comprehensive end-of-life support.

By combining people and technology, Octopus Legacy has consolidated its service offering, introduced legacy features like voice notes and personal messages alongside legal documentation, and launched its bereavement concierge, a service that allows grieving individuals to call a single number for help with anything from legal paperwork to finding a dog walker.

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