Rachel Drew was the founder and CEO of Cadence, a technology startup that aimed to transform the chaos of estate administration into a grief-informed, compassionate process. Cadence had grown from Drew’s personal experience managing her mother’s estate. She had faced an overwhelming administrative burden and identified how a fragmented, non-user-friendly system for estate settlement forced grieving family members into essentially taking on a “part-time job” as executor. After years of research and validating the concept, Cadence was launched in 2020, but despite strong partnerships with funeral homes and a compelling value proposition, market adoption for the platform remained slow. With a pivotal investor meeting coming up in March 2024, Drew had to determine how to evolve Cadence’s business model to scale sustainably while staying true to its mission of providing compassionate support during vulnerable moments.
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