Why Emma built AllSet
When Emma was in her late thirties, her father passed away suddenly. He was healthy, organised by all appearances, and had always taken care of things. But in the weeks that followed, Emma and her family found themselves facing a different kind of loss - the slow, grinding process of trying to piece together his financial life, his insurance, his accounts, his wishes.
"We didn't know what we didn't know." There was no single place to look. Some accounts were discovered months later. One insurance policy was never found. The solicitor needed documents that took weeks to locate. All of it happened while they were grieving, when they had the least capacity to deal with it.
A few years later, Emma became a parent herself. And that quiet, unsettling thought arrived: if something happened to her tomorrow, would her family know where to start? The honest answer was no.
She looked for a product that could solve this simply, something her partner could use without technical knowledge, something that didn't require a lawyer or a complicated process. She couldn't find one that felt right. So she built it herself.
AllSet is the product Emma wished had existed when her family needed it. And it's built with the same care she'd want for her own.
