Planning for What’s Next—Together
How one founder turned a widespread planning gap into a platform that helps families, caregivers, and advisors prepare for life’s biggest transitions.
For millions of families, navigating aging, illness, or loss is overwhelming—not because support isn’t available, but because critical financial, care, estate, and legacy information is scattered across documents, devices, and conversations. Most people don’t realize how unprepared they are until they must pull everything together at once.
Kiran Govindaraju saw this challenge repeatedly while working with advisors and families. Even highly organized households struggled to document what mattered, share it securely, and plan proactively. “It’s a hard thing to do,” he said. “Most people know they should prepare, but they don’t know where to start—or how to keep everything in one place.”
What started as a simple idea—to help families and advisors organize essential information—first took shape as a guided workbook. It was a practical tool designed to centralize documents, care preferences, accounts, and personal instructions, and it quickly became a bridge to something bigger.
From Workbook to SaaS Platform
The workbook opened the door for deeper insights. As Govindaraju refined it, he began shaping a more comprehensive solution: ELLI Platform, a digital hub that simplifies everything from estate and end-of-life planning to financial readiness and caregiver coordination.
ELLI—short for Estate, Life, Legacy, and Insurance—brings families, caregivers, and advisors together in one secure, guided space. It integrates financial, care, estate, and legacy planning into a single, white-label solution designed to help organizations support their clients through major life transitions.
Sharpening the Market Focus
Early on, Govindaraju directed his efforts toward financial advisors and insurance professionals. But through the Customer to Capital accelerator at Rev1 Ventures, his market perspective shifted. “The real opportunity was in healthcare organizations,” he said. “That insight came through the accelerator, where I got the data, feedback, and connections to validate it.”
Backed by Practical Guidance
As ELLI Platform progressed, Govindaraju said the Rev1 team became “as sounding board.” Advisors helped him prepare for meetings with national insurers, refine his pitch, and understand how healthcare partners evaluate new tools. Rev1’s marketing team made timely introductions to senior-living administrators and even offered publishing advice informed by their own experiences.
“It’s not just talk,” Govindaraju said. “They listen, they connect you, and they push you to refine your message and your strategy. That combination of tough love and practical help made a big difference.”
Looking Ahead
With the first printed workbooks in hand, a redesigned website in progress, and pilot discussions underway with major partners, Govindaraju is focused on what comes next. “I’ve validated the consumer side,” he said. “Now I’m focused on validating the B2B model with the right healthcare or insurance partner. That will be the inflection point.”
