Guardian Angel
The business, the turning points, and the decisions behind them.
Some sections are still being researched2 / 4
Sections to complete：02 · 05
01 / WHAT IT BUILT
What the company did
Guardian Angel, founded in Manchester in 2016 by former equity analyst Sam Grice, was a UK death-tech startup: a free and private online platform that simplified the bereavement process. It offered the first online consolidated death-planning tool, covering wills, life insurance, funeral planning and post-death support, and connected families, friends and funeral directors. Grice started the platform after losing his own mother in 2016; the service went on to help over 220,000 people and their families.
02 / FAILURE REASONS
Material for this section is being gathered and checked. It will appear here once ready.
03 / EVENT HISTORY
Events in the structured record
- Founded
Sam Grice founded Guardian Angel in Manchester as an online platform to simplify the bereavement process.
- Seed funding
Guardian Angel raised a seed round of about half a million pounds from former Co-op executives and others.
- Funding
Guardian Angel closed a 1.1 million pound early seed round, taking total funding past 1.5 million pounds.
- Acquired
Octopus Group acquired Guardian Angel; financial details were not disclosed.
04 / CONTEMPORARY REBUILD ASSESSMENT
Difficulty of rebuilding this project today
Material for this section is being gathered and checked. It will appear here once ready.
Overall assessment: Not completed
05 / CAUSAL CHAIN / AFTERMATH
Material for this section is being gathered and checked. It will appear here once ready.