Sunset GTM brain

category

market profile

• text: Executors must locate and close accounts across banks, insurers, brokers and public records while managing grief and probate.
• text: Professional fiduciaries need asset inventories, case tracking and client approvals across multiple estates.

personas

• title: Family executor or surviving relative
  pains:

  • Unknown accounts and debts are scattered across institutions
  • Probate paperwork and account closures compete with family responsibilities
• title: Probate attorney or licensed fiduciary
  pains:

  • Building a comprehensive asset inventory takes repeated searches
  • Managing multiple estates requires deadlines, account details and client approvals
• title: Funeral home aftercare specialist
  pains:

  • Families need practical help after services end
  • Referrals must be accessible and understandable during bereavement

icp

• text: US families and personal representatives settling an estate after a death, especially where financial accounts are unknown.
• text: Probate attorneys, trustees, licensed fiduciaries and aftercare professionals managing estate cases for clients.

message pillars

• text: Discover accounts and help claim and close them in one process.
• text: Give families a guided process and control over timing.
• text: Offer clear family pricing without a percentage of estate assets.

objections

• objection: Will this find every account?
  response: Use the search as a discovery aid and check results against available records; Sunset says results can be incomplete or inaccurate.
• objection: I do not want money moved without my permission.
  response: Sunset says nothing moves forward without the user's approval.
• objection: Professional searches may be too expensive for occasional cases.
  response: The published professional option is billed per inventory with no monthly commitment.

competitors

• name: Trust & Will
  why: Adjacent online estate planning platform serving families and estate professionals.
• name: Empathy
  why: Guidance and support for bereaved families overlap with estate administration.
• name: Elayne
  why: Combines asset discovery with hands-on estate settlement assistance.

influencers

• name: Stephen Walter
  url: https://www.hellosunset.com/announcements/automated-closure
  why: Founder and attorney describes the administrative burden on families.

keywords

• find deceased person's bank accounts
• estate account discovery
• settle an estate after death
• executor asset search
• probate asset inventory
• close deceased accounts

voice

• Compassionate
• Plain-spoken
• Reassuring and practical

signals

• text: A newly appointed executor is searching for unknown assets or preparing probate paperwork.
• text: A probate practice or fiduciary is handling multiple estates and needs asset inventories.

pricing

motion

channels

• SEO
• Professional referrals
• Website

confidence

Founders

• name: Stephen Walter
  title: Founder/CEO
  role: CEO
  bio: https://www.sunsetapp.com/
• name: Kaela Worthen
  title: Founder/CTO
  role: CTO
  bio: Cofounder of Sunset, finding and moving funds after you lose a loved one. Previously cofounded Paintbrush, Imzy, worked at Podium, Reddit. Mostly a product person with some engineering, UX, data science, and a bit everything else mixed in.