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I'll agree that it's an "example of entrepreneurship in action". However, I'd argue it's solving a problem that doesn't exist.

For nearly every part of my online existance I wouldn't want my family to have access to it.

There was a case a while back about a wife or mother who was trying to force Yahoo to give her the password to their deceased husband/son. AFAIK Yahoo didn't, to their credit, relent and the account remained locked. I suppose this service would have prevented that problem.

However, I think that a piece of paper and a safety deposit box would be a cheaper option for people who don't value their privacy in the afterlife.

Thanks for the article!

In a normal economic environment, I can count on my fingers the number of people who will pay $30/year to store their passwords.

I think this is more likely an example of how monetary expansion distorts production and capital allocation.

With new firms I always wonder whether they'll be in existence when the time comes. Not to be morbid but: A friend of my mother's decided to prepay her own funeral expenses. But then the funeral home went out of business before she died. Now she can't get her money back. So there with your Market.

My Great-Grandfather had a partial solution to that one. He made his own tombstone. He just omitted the death date, he kept it in his garden shed. Since he was a Yorkshireman this wasn't seen as odd.

I guess that for the person who this would appeal to would be the kind who would sign up and forget about it with a false sense of security.

As accounts, email, bank, credit card, etc. come and go, maintaining usable records with this company may well be even more cumbersome than writing them down. So unless the person assumes room temperature shortly after signing up for the program, the stored data may be outdated.

A burnt child dreads the fire.

So funny, I think.*

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