“We want to help by destigmatising death,” said Farewill CEO Dan Garrett in an interview about the complexity of the proposition. “We all have to face death. It lives inside everyone. But for most of us, we are psychologically hardwired not to think about it, and as a process people have been largely at the behest of an industry that doesn’t think about its customers.” The name is, as you may have guessed, a play on farewell. “Think of the pun, and you can start the company,” Garrett said with the hint of wryness in his voice that I’m not sure you can avoid at the moment, especially given the subject.

https://techcrunch.com/2020/07/08/uks-farewill-raises-25m-for-its-new-approach-online-will-writing-funerals-and-other-death-services/