Cake: Navigating Mortality

Case Solution

Robert Chess, Susan Golden, Jack Strabo
Stanford Graduate School of Business ()

This case follows the story of Suelin Chen’s career as the founder of Cake, a “one-stop-shop” digital platform for a wide range of retirement and end-of-life products and services. The case sheds light on the social, technological and cultural trends that have led to innovations in end-of-life planning. Chen looks at which users to target and whether to use a B2B or B2C business model.

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