A Wave of Start-ups Are Disrupting the $2-Billion Funeral Industry Feb 23rd

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A Wave of Start-ups Are Disrupting the $2-Billion Funeral IndustryLike many tech-savvy Millennials, Mallory Greene always knew she wanted to launch her own start-up. She mulled over ideas and options while building up her resumé at the investment company Wealthsimple, where she was the head of corporate social responsibility. For several years, she just had no idea what kind of business she might want to run. “Then I realized it was in front of me the whole time,” she says. “I grew up around death.”

Greene’s mom is a hospice nurse. Her dad is a funeral director—the Dan Aykroyd to her Anna Chlumsky from My Girl. “My school friends ridiculed me because they thought it was so disturbing,” she says. “People constantly ask if my life was just like that movie.”

In 2019, at the age of 26, Greene founded Eirene, a direct-to-consumer cremation (and aquamation—more on this later) service that lets users bypass archaic and expensive funeral homes in favour of a streamlined all-digital process, where the body of a loved one can be ferried away within hours of dying and their ashes delivered to your door within the week…

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