Buried in Work: Adam's Mission to Simplify Estate Planning

Adam's journey with Buried in Work began with a deeply personal loss. 

After witnessing his father's prolonged battle with leukaemia and the ensuing challenges of estate planning and transitioning responsibilities, Adam was inspired to create a venture that could alleviate these burdens for others. "Buried in Work was inspired by the personal loss of my father.

This experience highlighted the emotional and logistical challenges of estate planning," he shares. The venture aims to simplify these processes, offering resources and services to make estate planning and end-of-life tasks more manageable for individuals and families.

Targeting Diverse Users

Buried in Work caters to a wide range of users, from individuals proactively managing their estate planning to businesses seeking comprehensive solutions for their clients.

"Our target users range from those looking to handle their estate planning independently to businesses in need of B2B and B2B2C solutions," Adam explains. The company offers free resources for DIY estate planners and multiple estate preparation packages for those who prefer a more guided approach.

"We provide guides, games, directories, checklists, and 'in case of emergency' wallet cards," he adds.

To reach these diverse audiences, Buried in Work employs a multi-channel marketing strategy. "We use online advertising, engaging content on our website, partnerships with related organisations, and active participation in community and professional events," Adam says.

This approach allows the company to cater to the specific needs of its users, whether they prefer to handle estate planning independently or seek directed assistance.

Overcoming Challenges

One of the major challenges Adam has faced is breaking the stigma around discussing and preparing for end-of-life issues. "This stigma often leads to procrastination in estate planning," Adam notes. To address this, Buried in Work creates educational content that emphasises the importance and benefits of early planning.

"Engaging with communities through workshops and seminars has also been crucial in changing perceptions and encouraging proactive behaviours," he adds.

Initially, Buried in Work has been funded through bootstrapping. "This decision was influenced by a desire to maintain control over the company's strategic direction and develop our service offerings without external pressures," Adam explains.

By bootstrapping, the company can stay true to its founding mission and adapt flexibly to the needs of its users.