GoodTrust
Menlo Park, US · Founded 2020 · Delaware corporation · 12 employees on LinkedIn · 11 known investors
Helps protect and manage your digital legacy.
Also known as GoodTrust Inc. · MyGoodTrust
Founders & leadership
GoodTrust was founded in 2020 by Rikard Steiber.
Investors · 11
Also in the syndicate · 10
Reported raises · per SEC filings
Form D private placements$10.1M disclosed across 3 of 4 rounds · 2020–2021
▶$855KraisedApr 2022 · 7 investors · OtherRule 506(b)
- Christian LagerlingExecutive Officer, Director
- Rikard SteiberExecutive Officer, Director
- Markus ThorstvedtExecutive Officer
- Offering amount
- $1M
- Amount sold
- $855K
- First sale
- Dec 2021
- Incorporated
- Corporation, Delaware, 2020
- Federal exemptions
- 06b
▶$6.8MraisedDec 2021 · 26 investors · OtherRule 506(b)
- Markus ThorstvedtExecutive Officer
- Rikard SteiberExecutive Officer, Director
- Christian LagerlingExecutive Officer, Director
- Offering amount
- $6.8M
- Amount sold
- $6.8M
- First sale
- Dec 2021
- Incorporated
- Corporation, Delaware, 2020
- Federal exemptions
- 06b
▶$2.5MraisedNov 2021 · 19 investors · Other TechnologyRule 506(b)
- Christian LagerlingExecutive Officer
- Markus ThorstvedtExecutive Officer
- Rikard SteiberExecutive Officer, Director
- Offering amount
- $2.5M
- Amount sold
- $2.5M
- First sale
- Nov 2020
- Incorporated
- Corporation, Delaware, 2020
- Federal exemptions
- 06b
Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.
Company profile
researched Aug 2026GoodTrust, Inc. is a consumer digital-legacy platform that helps people organize and secure their online accounts, social media profiles, financial accounts, photos and documents, and designate who may access them after death. The service combines estate-planning tools, including an online will-based estate plan and a digital vault for storing directives and files, with digital-security features and ways to preserve and share content created online.
Alongside advance planning, GoodTrust operates a digital executor service for families of someone who has died: memorializing social media pages such as Facebook, securing photos held in services like Google Photos, cancelling subscriptions such as Netflix, and closing accounts such as LinkedIn. A feature called Last Goodbyes lets users create a time capsule containing an email, social post or video to be delivered after they pass away. The company's product platform is developed in cooperation with Cleevio, a custom software development firm based in Prague, Czech Republic, and the site indicates the service also addresses contacting websites outside the United States.
Founding story
The company was founded in 2020, at the start of the COVID-19 pandemic, by former Google executive Rikard Steiber together with a team described as tech-for-good veterans. Steiber says the idea came after his father died in spring 2020 and his father's widow asked him to help preserve the deceased's online accounts and content, prompting the question of what happens to a person's digital assets after death. Co-founders and early team members include CTO Markus Thorstvedt, CFO Christian Lagerling, and other former Google employees such as Scott Levitan and co-founder and advisor Daniel Sieberg.
Business model
GoodTrust sells consumer-facing subscription-style digital legacy and estate-planning services, including planning tools, a digital vault and a paid digital executor service that acts on the accounts of deceased users. Its site's technology stack includes Stripe for payments and an affiliate program, indicating direct online sales to individuals plus affiliate-driven distribution.
Revenue comes from consumers purchasing GoodTrust's estate-planning and digital-legacy products and its digital executor service, transacted online.
Traction
The company reported critical acclaim and coverage in major media outlets since founding, and expanded its product line from digital-legacy tools to a broader estate-planning suite including an online will-based plan and digital vault. Headcount is reported in the 11-20 range.
Latest developments
GoodTrust's website lists an expanded investor roster including Moxxie Ventures, Khosla Ventures, Concrete Rose Capital, Alumni Ventures, Primer Holdings, Gaingels Network and Lane VC, and a product set extended to online will-based estate planning and a digital vault, alongside its original digital-legacy and digital executor services.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
An early-stage consumer startup in the digital legacy and online estate-planning category, backed by Silicon Valley venture firms and a cap table of current and former Google executives, with press coverage cited in outlets including the Wall Street Journal, WIRED, VentureBeat, Forbes, Business Insider and BBC News.
GoodTrust positions digital assets, memories and online reputation as requiring the same explicit control as physical assets in a will, pairing forward-looking planning with an executor service that acts directly on third-party platforms on behalf of the deceased. The founding team's background in senior roles at Google and other global internet companies, and a published book on digital legacy, support this focus.
Technology
A web platform, built with Node.js and Contentful and delivered as a progressive web app behind Cloudflare, that authenticates users via Google Sign-in and Facebook Login, uses Stripe for payments, and offers a digital vault for storing documents and directives. Functionality includes automated processes for memorializing or closing third-party accounts, securing cloud photo libraries, cancelling subscriptions, and scheduling posthumous delivery of messages and videos.
Go-to-market
Direct-to-consumer online sales through mygoodtrust.com, supported by public relations and press coverage, a published book on digital legacy, an affiliate program, and a partnerships function led by a VP of Partnerships.
Individual consumers planning for their digital afterlife, and families or heirs handling the online accounts, memories and assets of someone who has died.
Geography
Headquartered in the United States, described variously as Menlo Park, Palo Alto and San Francisco, California; product development is carried out with a partner firm in Prague, Czech Republic, and the service addresses global websites and use outside the U.S.
History
GoodTrust was founded in 2020 and, in December 2020, Steiber and Sieberg published a book, "Digital Legacy: Take Control of Your Online Afterlife" (Stonesong). In January 2021 the company announced a $2.3 million seed round and the launch of its digital-legacy platform, having by then added features such as Last Goodbyes. Its investor base subsequently broadened beyond the seed syndicate to include Moxxie Ventures, Khosla Ventures, Concrete Rose Capital, Alumni Ventures, Primer Holdings, Gaingels Network and Lane VC.
Compiled by commissioned research from 3 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 5
launches, deals, and filingsThe GoodTrust platform is developed in cooperation with Cleevio, a full-cycle custom software development company based in Prague, Czech Republic.
GoodTrust Inc. announced the close of a $2.3 million seed funding round from Bling Capital, Synetro Ventures, Azure Capital Partners and Silicon Valley angel investors including current and former Google executives.
$2.3M source ↗
GoodTrust announced the launch of its digital-legacy platform for managing online accounts, social media, financial accounts, photos and documents, and for designating access for loved ones and trusted third parties.
GoodTrust launched Last Goodbyes, allowing users to create a time capsule with an email, social post or video to be shared after they pass away.
CEO Rikard Steiber and co-founder Daniel Sieberg co-authored the book 'Digital Legacy: Take Control of Your Online Afterlife', released by Stonesong.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
Legal entities · 1
corporate structure▸Research sources · 3
primary sources listed
- GoodTrust Raises $2.3 Million in Seed-Funding Round From Top Silicon Valley Investors; Launched New Digital-Legacy Platform.prnewswire.com · web
3 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does GoodTrust do?
- GoodTrust is a digital-legacy and online estate-planning platform for organizing, protecting and transferring digital assets.
- Who founded GoodTrust?
- GoodTrust was founded by Rikard Steiber in 2020.
- Who are GoodTrust's investors?
- GoodTrust's investors include Moxxie Ventures.
- How much funding has GoodTrust raised?
- GoodTrust has disclosed $10.1M raised across 3 of its 4 known rounds.
- Where is GoodTrust headquartered?
- GoodTrust is headquartered in Menlo Park, US.