Conclude is a digital service that simplifies the complex, time-consuming process of bereavement administration. It helps families and friends manage paperwork, close accounts, and handle estate-related tasks through a single, guided platform.
PROBLEM
The current death administration process in the UK is fragmented, slow, and emotionally taxing. Families must notify dozens of institutions, cancel subscriptions, manage funeral arrangements, and locate key documents - all while grieving.
Research showed the following problems:
Endless and Repetitive Tasks
Families face a flood of forms, calls, and processes that feel never-ending.
Fragmented and Confusing Systems
From banks to social media, families face scattered processes, duplicated effort, and missed deadlines.
Emotional Strain and Lack of Trust
Grief makes decisions harder, while unclear processes and poor transparency fuel stress and fear of mistakes.
🫂 Our goal was to create a centralised, empathetic digital solution that acts as both a guide and a companion.
RESEARCH & ASSUMPTION VALIDATION
To ensure the product vision was grounded in real-world needs, the team combined qualitative interviews, expert consultations, and early assumption testing:
- 🎙️ 10+ hours of interviews with bereaved individuals (post 6 months, per ethics) to uncover pain points.
- 🏛️ Consultations with legal and service professionals to ensure compliance and feasibility.
- 🕊️ Engagement with charities and hospices, three of which expressed interest in advisory or partnership roles.
Our research revealed three primary user groups. Despite their differences, one insight was universal: 👉 admin is disruptive to grief.
KEY INSIGHTS INTO PRODUCT GOALS
We defined 4 strategic design goals that guided platform development of Conclude:
🧠 HMW reduce cognitive overload? → Mapped user journeys to identify decision-heavy moments. → Created guided task flow concepts to break down complex processes into smaller, actionable steps. ✅ Design guided task flows that reduce decision fatigue.
⛓️💥 HMW centralise fragmented processes so users don’t have to jump between services? → Designed a central hub that unifies documents, tasks, and account closures in one dashboard. → Defined requirements for integration points. ✅ Build a centralised dashboard for tasks, documents, and progress.
❤️🩹 HMW reduce the impact of emotional bottlenecks in the process? → Conducted empathy mapping to identify high-anxiety touchpoints. → Designed micro-interactions and language systems to support users through those points. ✅ Use supportive prompts and empathetic design cues to ease anxiety.
🔒 HMW ensure sensitive data stays private and secure throughout the process? → Specified security and permission requirements for data access. → Designed the UX for permission management. ✅ Create a secure vault with granular data control to ensure trust.
CORE FEATURES
✅ Design guided task flows that reduce decision fatigue. → Automatic Task Creator: An onboarding Q&A generates a personalised, plain-language checklist, breaking complex processes into smaller, actionable steps.
✅ Build a centralised dashboard for tasks, documents, and progress. → Progress Dashboard: Centralised view of documents, tasks, deadlines, and account closures with role-based access for executors vs. family members.
✅ Use supportive prompts and empathetic design cues to ease anxiety. → Supportive Microcopy & Interaction Cues: Grief-aware language, gentle animations, and encouragement nudges to maintain momentum without being clinical or too “corporate” + signposting for emotional support groups.
✅ Create a secure vault with granular data control to ensure trust. → Secure Document Vault: Encrypted storage with granular permissions and security protocols for sensitive information.
MARKETING
A landing page was developed to serve both as an informational hub and a conversion driver, using A/B testing on headlines, imagery, and pricing to optimise sign-up conversion. The website (see here) includes:
- 💎 Value proposition above the fold to clearly state how Conclude reduces cognitive load during bereavement admin.
- 🎬 Guided walkthrough animation of the onboarding task creator to demonstrate immediate value.
- 👩💼 Social proof section featuring advisory partners, investors and early testers (password-protected).
- 👣 Clear conversion path to register interest for beta testing.
BUSINESS TRACTION
Even at the MVP stage, Conclude built strong momentum through industry engagement and validation:
- 🏆 Semi-finalists at Imperial WE Innovate 2025, awarded Lauren Dennis Prize
- 🎫 Chosen to compete at Imperial Venture Catalyst Challenge 2025
- 🙏 Receiving mentorship through the Amazon University Engagement program
- 🤝 Secured early advisory partnership with 3 bereavement charities and hospices to guide MVP development and testing
