What If I Die?
A digital legacy vault that ensures your family can find your investments, insurance policies, bank accounts, and passwords — without you having to be there to guide them.
₹78,000 Cr Sits Unclaimed. Nobody Knows Where It Is.
Every year, thousands of Indian families are left scrambling after a loved one passes — trying to piece together a financial life from scattered paperwork, old passbooks, and fading memories. The problem is systemic, emotionally devastating, and almost entirely unsolved.
Hidden wealth
Families don't know about PPF accounts, old FDs, demat accounts, or forgotten mutual fund folios.
Digital lockout
Email, banking apps, crypto wallets, and brokerage accounts are inaccessible without passwords.
Insurance lapse
Policies expire unclaimed because nominees don't know they exist or don't know how to claim them.
Time pressure
Legal access to deceased accounts takes months. Families often give up and lose the money permanently.
A Living Will for the Digital Age
A single secure vault where users store everything their family would need — with a dead man's switch that automatically transfers access to beneficiaries when triggered.
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✓Asset Registry — Link bank accounts, demat accounts, mutual funds, PPF, insurance policies, crypto wallets, and property documents in one place.
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✓Encrypted Password Vault — Store credentials for email, banking, brokerages, and social accounts with AES-256 encryption, never readable in transit.
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✓Dead Man's Switch — Configurable check-in schedule. If you miss a check-in, the system alerts you first, then your trusted contacts, then releases the vault.
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✓Beneficiary Management — Assign what each person gets access to. Your spouse gets banking. Your child gets crypto. Your CA gets tax documents only.
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✓Video Messages — Leave recorded instructions, last messages, or guidance for specific scenarios (marriage, graduation, a difficult decision).
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✓Legal Document Store — Will, POA, property papers, medical directives — stored, versioned, and accessible by the right people at the right time.
India is the Perfect First Market
India's digital wealth explosion — Zerodha alone has 13M+ active traders — has created millions of people with significant digital-first assets and almost zero succession planning. The regulatory push post-2022 (SEBI nominee mandates, IRDAI digitization) has created awareness without solving the core problem.
A Fragmented, Mostly Western Market
No credible India-first player exists. Global players don't understand India's asset types (PPF, NPS, demat, chit funds). Banks offer nominee services but not full-stack digital vault functionality.
| Player | Type | India Focus | Password Vault | Dead Man's Switch | Asset Registry | Threat Level |
|---|---|---|---|---|---|---|
| What If I Die | Our App | Yes ✓ | Yes ✓ | Yes ✓ | Yes ✓ | — |
| Everplans | US SaaS | No ✗ | Yes ✓ | Partial | Partial | Low |
| Tomorrow | US App | No ✗ | No ✗ | No ✗ | Yes ✓ | Low |
| Willful | Canada | No ✗ | No ✗ | No ✗ | Partial | Low |
| Zerodha / Groww | Broker | Yes ✓ | No ✗ | No ✗ | No ✗ | Medium |
| SBI / HDFC | Bank | Yes ✓ | No ✗ | No ✗ | No ✗ | Medium |
6 Revenue Streams — Freemium to Enterprise
Three Phases to Market Leadership
MVP: Vault + Dead Man's Switch
Build core encrypted vault, beneficiary management, and check-in mechanism. Closed beta with 500 users from fintech communities (r/IndiaInvestments, Zerodha community). Validate trust and onboarding friction. Target: 500 beta users, NPS > 50.
Integrations + B2B Pilot
Launch account aggregator (AA) integration to auto-populate financial accounts (SEBI/RBI licensed). Pilot employer program with 3 corporate clients. Add video messages and legal document vault. Target: 10,000 paying subscribers, 2 corporate clients.
Platform + International
Insurance partner integrations (claim filing automation). Expand to NRI segment (UAE, UK, Singapore — large Indian diaspora with cross-border assets). White-label product for wealth managers. Target: ₹42 Cr ARR, 50,000 paying users, Series A raise.
India First. Then the World.
India is a uniquely favourable first market: rapidly growing digital wealth, near-zero competition, acute family-finance problem, and regulatory tailwinds. Global expansion follows once trust and product depth are proven.
🇮🇳 India
🌍 Global (Post-India)
Key Risks to Watch
Trust & Security
High"Who are you and why should I trust you with my entire financial life?" — Requires SOC 2, ISO 27001, and ideally a bank/NBFC partnership early.
False Trigger
MediumDead man's switch fires incorrectly — user is on a remote trek, in hospital, or just forgot. Multi-stage verification + trusted contact confirmation mitigates this.
Monetization
MediumIndian consumer resistance to paying for "what-if" products. B2B employer channel de-risks this — companies pay for peace of mind on behalf of employees.
Big Tech Entry
MediumGoogle/Apple adding digital legacy features. Apple already has Legacy Contact. Mitigation: go deeper on financial assets and Indian regulatory compliance where big tech won't follow.
Legal Complexity
MediumWhat counts as authorised access to a deceased's account? Indian Succession Act grey areas. Solve by partnering with verified legal fiduciaries, not replacing them.
Activation Inertia
Manageable"I'll set it up later" — classic procrastination risk. Event-triggered onboarding (marriage, new baby, job change, buying property) dramatically improves activation rates.
Build It. Start Narrow. Win Trust First.
This is a high-urgency, emotionally resonant problem with a clear product shape and a first-mover window in India. The business model is proven globally. The Indian market is ready. The only real risk is trust — and that's a brand and security problem, not a product problem. Start with the digital-native investor segment (25–45, Zerodha/Groww users), nail the vault + dead man's switch MVP, get to 500 beta users, then raise.