2. Denmark is one of the most digitalized societies by all means.
Almost every aspect of a persons life is now supported by di-
gital services – except the most certain aspect of them all –
our death.
A person’s death is often marked by two types of events: the
distribution of the heritage and the funeral. With very few ex-
ceptions, these two inevitable events are still taken care of
in a very non digital way. If you want to draw a will, you book
a meeting with a lawyer who does it for you for DKK 2.500 –
5.000. The funeral is cared for by an undertaker who takes
care of everything few hours after a person has died. Both
lawyers and undertakers are profoundly traditional profes-
sions with a very low degree of digitization.
Sometime a third event occurs as well: handling of the reti-
rement and life insurance plan. The right combination of life
insurance coverage and savings can ensure the family a du-
rable livelihood.
Eventually everyone will die, but only 8% of Danes have
acknowledged that and drawn a will – this number is concer-
ning seen in the context of the numbers of divorces and re-
marriages not taken account for in the heritage law.
Another aspect not taken account for is the increasing digi-
tal heritage. Citizens, relatives and lawyers alike have no clue
how to handle the digital heritage: what should happen with
my social media profiles when I’m gone? How can my children
access my digital picture library? And how can I make my law-
yer aware of all my digital assets when the estate inventory
is due?
It is our ambition to bring peoples’ legacy into the 21st cen-
tury by digitalizing the process and adding value enabled by
digitalization.
Welcome to your legacy!
BACKGROUNDMake a choice today
that will give you peace
of mind for tomorrow
4. 6 7
This catalogue shows a way to tackle the taboo subject that hits us all – our own
mortality. Many people avoid talking about their own death, some try to dismiss
it as irrelevant, but this is in reality a very selfish act, since we lay the burden of
choice and distribution on our descendants’ shoulders.
Inreality,itisaseverechallengeifapersonwantstotakehislegacyandheritagein
his own hands. With no place to note all your wishes, you have to break the taboo
and engage the conversation with your relatives. Entering the confusing network
of outdated services, where the expensive lawyer helps you make the will, the no-
tary helps you sign it and the priest helps you decide the course of your funeral.
But you are still left alone when it comes to the actual planning of the funeral. Not
to mention the black hole handling your digital heritage.
WithKMDLegacyallthesefrustrationswillbechallengesofthepast.Youwillknow
exactly where to go and how your material and immaterial heritage will be distri-
buted. What will each child inherit? What will happen to my social media profiles?
And how is the funeral to take place?
KMD Legacy will provide a single point of contact for all those questions needed to
be answered – and it can be conducted digitally in your own pace to a fraction of
the actual cost. But best of all, KMD Legacy enables you to take back the control,
to make your own decisions and to relieve your descendants from the burden of
choice and distribution in the middle of a grieving process.
TAKE CONTROL
OF YOUR LEGACY
6
Lack of insights into
valuation of assets and life
insurance coverage
No clue what to do with
the digital heritage
Expensive, difficult and
confusing to draw a will
Many unanswered
questions in connection
with a funeral
THE CHALLENGE
THE SOLUTION
Click & Create
Legal Documents
Overview of
death-coverage
Control over
digital heritage
Plan & Pay
Funeral
5. 8 9
It’s my legacy – so let me deal with it!
People get empowered when they have the right tools at hand. KMD Legacy is this
tool.Itisthetool,thatputsthepersonfirstandenableshimtogetanoverviewand
take action on various aspects concerning life and death. It showcases all neces-
sary decisions in a simple, secure and user friendly universe, where everything is
done at your own pace. Subsequently it will support you with automatic notifica-
tions when a change in circumstances demand a repositioning of your choices.
Bank & Lawyers – focus on counselling!
Being a banker or lawyer is a highly valued and proud profession, requiring great
skills and hard work. An average lawyer costs DKK 2.000 per hour and has lots of
counselling knowledge to communicate in a short matter of time. So why are the
highly qualified professionals spending valuable time on administrative typing of
basic information and choices? Why aren’t they letting their
competencies flourish within counselling instead – especially given the short
time affordable by the customers? KMD Legacy is this administration relieving
tool, that enables the banker and lawyer to focus on giving the right counselling
on an informed basis. At the same time they can offer a better service to their
customers, by ensuring they have all the time needed to go through the difficult
choices at home, and therefore show up well-prepared for the final counselling
with the lawyer.
Smarter service!
Ifwe take a look intothenearfutureasweenvisionitwewillseeadramaticincrea-
se in drawn wills, bankers and lawyers focusing on their core competencies and
citizens taking their legacy into their own hands. All this enabled by a user-friendly
digital tool, that disrupt the traditional mortality-services simply by empowering
and enabling the user to take care of his own legacy.
OUR VISION
EACH YEAR 50.000 DANES DIE, BUT ONLY 8 % HAVE DRAWN A WILL. THE STATE HAS AN ANNUAL REVENUE FROM HERITAGE TAX OF DKK 15B OR DKK 300.000 PER
DECEASED. THE NUMBERS ARE IMMENSE AND WHEN ASKED, 80 % REPLY THAT THEY WANT TO MAKE A WILL AND GET THEIR STUFF IN ORDER – SO HOW CAN WE
HELP MORE PEOPLE TAKE CONTROL OF THEIR LEGACY?
VALUE PROPOSITION SOCIETY
VALUE PROPOSITION CITIZEN VALUE PROPOSITION PROFESSIONAL
More drawn wills
Less burden for descendants
Empowered citizens
Handling of digital heritage
Quit your worries
Less frustration
Updated overview
Action enabling tool
Better service
Lower costs
Focus on counselling
Administrative cost cuts
More competitive
6. 10 11
BrianTayleris85yearsold.HehaslivedalongandhappylifewithhiswifeKathrine,
their three children and in the recent years, their seven grandchildren. Especially
thetimespentwithhisgrandchildrenhasbroughthappinessintoBrian’slife,since
his wife passed away a few years ago.
For the last six months’ darkening clouds have begun to gather over Brian. The
doctors have diagnosed him with terminal bone cancer and given him a few
months to live. Joyful as he is, he has decided to spend his last time on earth by
living life to the full and spending as much time as possible with his beloved family.
He dismisses to talk about his death, and his children can’t find the right moment
to initiate the talk due to the taboo character of the subject.
One bright Sunday morning in December, Brian quietly passes away in the rest-
ful company of his family. The family, now left in grief, has to deal with a couple
of challenges, before they can begin to adopt to a new life without their beloved
Brian.
Day 1: Burned or buried?
A few hours after Brian has passed away, family and friends begin to call in their
condolences – and ask for time and location for his funeral. The three children
realise that they have different views on their father’s last wish: Would he want to
be buried or burned? Should the music be psalms or more delightful jazz? Would
he want to lay beside his wife or in his family grave with his parents, grandparents
and brother? They realise, that they don’t know and are now faced with making all
these tough decisions only few hours after their father has passed away.
Day 10: Distribution of wealth?
A few days after the funeral, the family is gathered again. This time at the deposi-
tary’s office. The children assume it’s just a formality to distribute the remaining of
Brian’s wealth: his house, car, the family vacation home in Spain and savings worth
of DKK 1.000.000. Unfortunately, things aren’t that simple. Since his wife’s death,
Brian has lived in an undivided estate, but has neglected to make a will of his own.
Even though Brian has always seen the three children equally and as his own, this
is not the case in the eye of the law. Kathrine’s first child has a different father who
passedawaywhenshewasatoddler.The threechildrensuddenlyfaceanunequal
distribution of wealth due to the lack of a will.
Day 30: Afterlife on Facebook?
Brianlovedtofollowhischildrens’andgrandchildrens’lifethroughFacebook.Now
that he has passed away, he continues to pop up on their timeline as if he still was
alive – and the children don’t know how to turn his account into a memorial since
he shared it with his wife Kathrine. Going through the estate, the children realize,
that all their family pictures have gone digital on Flickr and on Brian’s laptop – and
none of them can access them because they don’t have the right passwords.
CITIZEN-SCENARIO 2015
2015
7. 12
Roger May is 85 years old. He has lived a joyful life with his wife Suzan, their two
children, four grandchildren and one great grandchild. He sometimes struggles
with the distances between the family members, since various job opportuni-
ties have spread them across the country, but he enjoys to keep in touch th-
rough modern technology.
For the last couple of years, clouds have darkened Roger’s normally positive mind.
He has been diagnosed with Alzheimer and has rapidly lost traction of time. His
memory has disappeared and he struggles to recognize even his closest family.
The family, caught a bit unguarded by the rapid Alzheimer, missed the opportuni-
ty to talk about his last wishes as Roger’s life runs to an end. Knowing that Roger
hasbeenanactiveuserofKMDLegacy,thefamilyfocusesongettingthemostout
of their last time instead of quarrelling about Rogers death.
On a sunny day in December, Roger quietly passes away in the restful company of
his family. The family, now left in grief, has to deal with a couple of practicalities,
before they can embrace their new life without Roger.
Day 1: Burned by the sea!
A few hours after Roger has passed away, family and friends begin to call in their
condolences – and ask for a time and location for his funeral. Suzan along with
the children know that Roger wanted to be burned and then have his ashes spread
over the sea. Through KMD Legacy, Roger has stated his wishes for his last good-
bye in every detail: he has named the priest, marked his favourite spot on the sea,
created a playlist with his favorite songs and even paid for the funeral session
in advance. His relatives are now left with only a few practicalities and can look
forward to the ceremony with peace in mind, confident that everything will be
conducted in Rogers spirit.
Day 10: A wealthy distribution!
A few days after the funeral, the family has gathered at the depositary’s office. Ro-
ger has used KMD Legacy to create a will before he got struck with Alzheimer. He
made sure, that Suzan can continue to live on in their house in an undivided esta-
te.Atthesametime,hehasmarkedDKK100.000toeachchildand DKK50.000to
each grandchild, which they will inherent right away. The great grandchild, young
as he is, has received a foundation where the DKK 50.000 will pull interest until he
has turned 18 years old. Having helped people in need through the majority of his
life, Roger has donated DKK 150.000 to various charity organizations.
Day 30: Social memorial!
Since Roger’s children and grandchildren lived at a distance, he embraced various
socialmediasinordertoboosthisrelationshipwiththeyoungergenerations.Now
that Roger has passed away, his spirit lives on selected social medias. Roger has
passed on his usernames and password along with a comprehensive list of which
media he wishe to continue to appears on and which he wishes to shut down. He
has made sure that all their family pictures can be passed on to the future genera-
tions, the necessary accounts can be transferred to his wife, memorial pages are
set up – and the rest of his digital heritage is shut down.
13
CITIZEN-SCENARIO 2017
2017
8. 14
LAWYER-SCENARIO
Jeff Jackson is a successful lawyer in a medium sized law firm. He has for the last
couple of years worked with heritage law – specializing in the field while aiming
for a partner position in the firm.
This morning Jeff has a meeting with a couple in their mid fifties, who want’s to
draw a will. The couple has both been married before and has children from both
their current and past marriages.
When the couple arrives, Jeff kindly begins by asking them if they have made any
considerations regarding their wills? They begin the conversation by jointly filling
out a form stating their names, the names of their five children and who is parent
to whom. They state their estates: house, cars, family vacation home in Spain, the
husband’s collection of watches and the wife’s collection of rare stamps – and not
to forget the wife’s side business running an e-commerce platform.
When all this is stated, Jeff asks them how they wish their wealth to be distributed
among their children? What should happen if the husband dies before the wife? If
the wife remarries? Do they need a life insurance? And how about their siblings?
Nieces? The local Golf club? Red Cross?
Jeff spends the first hour writing basic information into their will and asking a lot
of questions, that the couple don’t have the answer for right away. They agree to
book another meeting, where they can go through the will again. The couple lea-
ves bewildered and DKK 2.500 poorer.
BANK-SCENARIO
Jonathan Davis works in one of the largest national banks. He has for the last couple
of years been in various divisions but has now focused in on life insurances.
While being in charge of the company’s life insurances, Jonathan has mapped all
the potential channels the bank uses to get in touch and expose potential custo-
mers for their life insurance products. Despite the numerous channels, none has
really managed to hit the customer centric approach.
Today, Jonathwan has a meeting with a couple in their mid forties. During the one
hour meeting, Jonathan goes through the couple’s entire coverage in the bank –
and dwells on their lack of life insurance.
Thecouple,rationalandsaferidersastheyare,arewillingtotakeoutalifeinsuran-
ce, but are struggling to deal with all of Jonathans’ necessary questions in the un-
familiar surroundings of the bank: How long do you expect to live? How much do
you wish to leave behind for the widower? And how is your life insurance in conne-
ction to your will? Do you even have an updated will?
After one hour, the couple leaves bewildered, confused and without taking out
a life insurance. They say they will be in touch after they have had time to think
about their desired coverage. Jonathan doubts that they will….
15
PROFESSIONAL-SCENARIO 2015
2015
9. 16 17
LAWYER-SCENARIO
Sarah Johnson is a young lawyer who has succeeded in rapidly establishing a suc-
cessful law-firm, understanding that delivering the service is just as important as
the service it self.
Today Sarah has a telecom meeting with a couple in their mid fifties. The couple
both have children from former marriages and are expecting their first grand-
child in a month.
Sarah knows that their family structure common as it is, is complex in the eyes of
the law – yet she feels well-prepared for their meeting. Sarah logs into KMD Le-
gacy where she can access the couple’s will. She knows they have spent the last
weeks going through their will at home and have had a lot of good and existential
conversation concerning their wishes for the future.
When she talks to the couple, they have considered their situation and have
discussed all the possible scenarios concerning the distribution of their wealth
amongst their children. They have set money aside for Red Cross and the local
sport clubs. And have decide that regardless of who dies first, the other can live
on in an undivided estate.
Sarah can focus her time on providing counselling to the couple in stead of filling
out administrative forms. Through KMD Legacy she can see, that they are lacking
a life insurance and haven’t taken a stand on organ donation, nor have they dra-
wn a pet-will for their dog, Rocky. She kindly advices them to do so.
After a 30 min conversation, the couple has completed their will and has gained
clarification on all aspects regarding their mortality.
BANK-SCENARIO
Hannah Johansen has just been appointed bank lead on life insurances. She
works in a medium sized bank, who has a good grip on their customers’ needs.
Hannah has been looking forward to today. The bank has just signed an agree-
ment with KMD Legacy on life insurances – and today she has the first telecom
meeting with a life insurance customer.
The customers, a couple in their mid forties, have over a course of time logged
into KMD Legacy and have been working on their will. In the process, the system
has pointed out to them their lack of a life insurance. Having tackled the taboo of
creating a will and engaged in the process and subsequent dialogue – the couple
decides to take care of their life insurance while in the mood.
When Hannah talks to the couple, they are well prepared and have given some
good thoughts on all possible questions. The couple has created their life insuran-
ce in KMD Legacy – going through it at home over the last weeks, having plenty of
time to give some serious thoughts on the tough questions needed to be answe-
redandnowfinallyfeelingwell-preparedanduptodatewiththeiradvisor,Hannah.
After 20 minutes the couple ends their meeting with Hannah, having peace of
mind and taken out a new life insurance that they feel comfortable with.
PROFESSIONAL-SCENARIO 2017
2017
11. 20
Physical Heritage:
• Hereditary classes determines distribution of wealth if a will
doesn’t exist
• A quarter of your heritage is reserved for your spouse
and/or children
• The heritage tax is 0%, 15 % or 36,25% depending on the hereditary class
• Donations to charity is exempted from heritage tax
• A spouse can choose to live in an undivided estate - but needs an
approval from deceased’s children from other marriages if such exist
• Unmarried couples don’t inherit each other unless they have a will
• The heritage law doesn’t take into account your wishes to organ
donation, children testament or digital heritage
Digital Heritage:
• Your social media accounts live on even after you die
• It’s very intricate for your relatives to close your social media profiles
• If all your family pictures have been digitalized, they are probably
protected by a password – but do your children know this?
• Electronic documents are not automatically passed on to your
children – should they have access to some of them?
• If you have created a will on your laptop have you then made sure
your relatives can find it in your directory structure?
• Do you want to share all your digital activity with your children?
HERITAGE CONSIDERATIONS CITIZENS CHALLENGES
If a deceased hasen’t created a will, the
heritage law determines the distribution
of wealth. For up to 1.5 mill Danes this
results in a distribution of wealth against
their wishes. The heritage law of 2008
doesn’t take into account handling of the
digital heritage.
Handling the death of a relative is a stressful experience. Being the person in charge
of the funeral ceremony and all the administration relating to a person’s death is for
most an uncommon situation we only have to deal with once or twice during our
lifetime. Yet the processes related to life insurance, distribution of the wealth and
the funeral almost entirely neglect the needs of the relatives or the deceased to be.
Taboo:
Death conversations aren’t the easiest to initiate during a nice dinner with your fa-
mily. Our own mortality is for many an unwanted topic, very taboo and hard to deal
with. As a result, many neglect to consider what their final wishes are, how they
would like their funeral to go by and their heritage to be distributed.
Death is not an uncommon phenomena though – it’s probably the only certain
in life. And even though 95 % of all people die after a course of illness, only 8 %
have drawn a will – leaving the majority of the surviving relatives to handle a great
amount of administrative choices in the midst of their grief.
21
Mortality is hard to comprehend and even harder to manage on so
many different levels:
• It’s difficult to relate to the fact, that we won’t be here forever – and
that our children will live lives without us
• Even if you are amongst the minority 8 % who have a will, it has
probably been a difficult process to understand how to wright it and
what to include
• It’s easy to make mistakes when you create a will – even if it is done
under counselling by a lawyer
• Many unrightfully assume, that the heritage law will ensure a fair
distribution of wealth
• It is expensive to make a will – and even more of an economical bur-
den to leave your surviving relatives to cover the cost of a funeral
12. 22 23
The professionals dealing with life insurances and wills struggle to engage in a mea-
ningful dialogue with their customers in a pace fitting the individual. Tackling your
own mortality and taking a stance on amount allocated to your spouse through the
life insurance and how your wealth should be distributed takes time – expensive time
at a lawyers office.
Lawyers: Expensive administration
If you hire a lawyer to help you with your will, it is his responsibility that everything is
in order. As such the lawyer spends quite a lot of time writing all formalities correctly
– who is the will for? What are the names of all the beneficiaries? What is the estate?
How should it be distributed?
As a lawyer you are often left with an unprepared customer, who has to deal with a
lot of complex information in a very short period of time – very precious and expen-
sive time. And you find yourself filling out administrative forms instead of focusing on
your counselling.
LifeInsuranceadviser: Hard Sale
Working in a bank selling life insurances to potential customers is a demanding job.
Firstofallitisdifficulttoengagewiththecustomers,bringtheirmortalityonthetable
and advice them to buy a life insurance.
If you manage to get a hook in the customers, you still have to conduct a complex
sale:lifeinsurancesaremultifacetedproductsthatforcetheconsiderationofdifficult
questions with tough answers. And of top of it all, your clients have to deal with these
considerations in unfamiliar surroundings under time pressure.
PROFESSIONAL CHALLENGES
DKK400.000
Average
will-donation
to NGO’s
885.000
Registered
Organ Donation
DKK2.500
Average price for a
standard will
37.500
Cremations
DKK45.000
Annual wills
DKK15B
Annual heritage
tax to the state
50.000
Annual deaths
30.000
Annual wills
8%
Have a will
1.5 mill
Regret the law
determined distribution
of wealth
2/3
Will pay subscription
to be in control
of their legacy
14. 26 27
No one likes to think about their own mortality or the mortality of their loved
ones. Yet we all have to deal with it at some point in life. Up until now the taboo
topic has been handled in a widespread and blindfolded way, where those who
don’t leave it all up to their relatives, spend a great amount of money buying
peace of mind through expensive and time-costly consultancies with lawyers
and insurances.
KMD Legacy is a hands-on-tool, designed for you to take control of your life and
death. Contrary to common practice, KMD Legacy puts you in the center and
enables you to make your own decisions on an enlightened basis, with an insight
based overview of your coverages.
Make a choice today that will give you peace of mind for tomorrow.
Insights based overview
An updated overview of your coverage and conditions based on personal in-
sights in your economy. Get a clear understanding of exactly how your life in-
surance covers your spouse, how much each child will inherit and what will hap-
pen to your Facebook account. Be alerted when decisions need to be made or
updated.
Click & Create Legal Documents
Testament, life insurance and last will can all be created through a few simple
clicks online. The documents are stored and can at anytime be updated and di-
stributed as required. At death your relatives get access to KMD Legacy where
they can see your documents and last wish. No one is in doubt, where your will
is and what your last wish is.
Death-as-a-service
Lawyers, banks, insurance companies and undertakers can offer their services
at the consumers’ conditions: user-friendly, online, always accessible with the
same high standard and counseling possibilities. The users can make the dif-
ficult decisions at home in calm surroundings, taking the time needed to give
those tough questions some thoughts and then click & create documents on-
line with subsequent counseling.
MAKING A CHOICE TODAY
GIVES PEACE OF MIND FOR TOMORROW
To the bone
• makes will-making easy and cheap
• gives an insight based overview of your coverage for death
• takes care of your digital heritage
• enables online life insurance choices in the calm of your home
• puts you in control of your last farewell – plan & pay for your funeral
CLICK & CREATE
Easy access to documents, that can change the life circumstances for your
surviving relatives.
Create your will online, at your own pace and in calm surroundings. Discuss the
important choices with your relatives and receive counseling advices if needed.
If further coverage is needed, life insurances are within reach: online, manageable
and understandable.
Extend your will to also cover your wishes on organ donation, life-prolonging inter-
ventions and child custody – or how about including usernames and passwords to
your social media accounts?
KMD Legacy is for everyone who leaves something behind – online or offline
KMD Legacy:
• Gathers all necessary decisions concerning
your mortality in one place – and gives
you adequate insights to act upon them
Core functions:
• Click & Create your will, life insurance and
digital heritage
• Insights based reminders when you need
to update your documents
• Plan & Pay for your last journey
• Take care of your digital afterlife.
DIGITAL WILL
KMD LEGACY TO THE BONE
15. 28 29
Congratulation on your
parenthood – you should
consider updating your will.
Click & Create Legal Docu-
ments: Will, Life Insurance
and Digital Heritage
Almost there: you have
made 75% of the necessary
choices.
Distribute your usernames
and passwords to your
relatives – along with your
instructions
PERSONALIZED REMINDERS
Be sure your will, digital heritage and life insurance are always up to date!
Based on your life circumstances, KMD Legacy offers you reminders when it’s time
to update your will, life insurance or digital heritage.
Marriage,divorce,becomingaparent,buyingahouse,boatorfamilyvacationhome
– the life changing events can be plentiful and have a great impact on the heritage
you leave behind.
Get your will-as-a-service and be sure to always have an updated coverage and to
remain in control.
DIGITAL AFTERLIFE
Just because you die, doesn’t mean your digital activity terminates. To avoid
having a digital afterlife out of your control, you should make your choices today.
You can help your relatives by giving them a posthumous access to your social
media accounts with guidelines. Give them directions on how to manage your di-
gital afterlife on social media.
Don’t let those precious family pictures or personal documents vanish: manage a
securetransfertoyourlovedonessotheycanpassthemontofuturegenerations.
Is all your online activity suitable for your childrens’ eyes? You can shut down or
delete certain profiles, documents and pictures. Control the image you pass on
to your children.
Your Digital Heritage covers all the digital footprints you leave behind. Some
should stay for ever, some should be managed by loved ones – and some should
vanish after death.
PLAN & PAY
Many people prefer a funeral to be a happy event, where family and friends are
finally gathered – but the reality is often quit the opposite.
Plan your own last farewell and lift the burden from your surviving relatives. It’s
painful to deal with a loved one’s death – and it can be traumatic to arrange all the
administrative details around a funeral.
Take control of your last farewell and plan your own funeral: in details or in general
– either way you are lifting a tremendous burden from your loved ones’ shoulders.
A funeral can be a very expensive affair: pay for it in advance and give your loved
ones the space needed to enter the grieving process.
Plan your funeral and leave a happy memory to be remembered by.
SocialMedia:
Turn you social media account into a memorial
– or shut it down when the time comes.
PersonalDocuments:
Sort your personal documents and decide whether to distribute
or delete them
FamilyPictures:
Pass on your precious family pictures to future generation
LegalDocuments:
Make sure important legal documents don’t dissapear
Digitalafterlife
16. 30 31
CONCEPT
CLICK & CREATE
PERSONALIZED REMINDERS
DIGITAL AFTERLIFE
PLAN & PAY
LAW-PROFESSIONALS CITIZENS
Overview
& Insights
Create
documents
Master your
digital footprint
Share
with relatives
Extended
customer base
Focus on
counseling
Online contact
with users
Data extraction
and integrations
Scalable and future proof platform:
The solution should be seen as a digital platform that can be adapted to different
media types and an evolving digital society. The solution can be brought into play
on tablets , websites , smartphones – always at hand when you need it.
There are three main reasons why the solution should be seen as a
generic platform:
• The uncertain media world puts a technological demand for flexibility and
adaption to new standards, formats and trends.
• All individuals are different and should be met as such. The standard ap-
proach from lawyers and bankers is slowly shifting towards a more user
centric service delivery.
• Many needs are meet with KMD Legacy: citizens’, lawyers’, banks’, underta-
kers’ – all requiring a user interface adapted to their needs.
A reassuring solution:
The entire solution is designed to ensure a comfortable dealing with an uncom-
fortabletopic.Thedesignisbasedonaphilosophywheretheuserisgentlyguided
through every step in the process – constantly maintaining the view of the grea-
ter picture while making concrete choices.
An easy accessible online solution creates the right circumstances for users, to
go through each of the difficult choices at their own pace in the safe surroundings
of their home. Ensured the entire way, that the system is designed for your safety
and to avoid any mistakes in your last will. As an add-on option, professional law-
yers are ready to provide counseling on specific topics if needed and requested
by the users.
KMD Legacy is designed for your comfortable future.
A DIGITAL PLATFORM
It’s not an app – it’s a platform:
adjustable to the changing user demands and media channels.
18. 34 35
Peoples’ mortality isn’t just a local or national phenomena. It’s international in
every aspect. In most developed countries the processes surrounding a per-
son passing away are pretty similar: A funeral ceremony, distribution of wealth
amongst heirs and handling of the increasing digital heritance.
National laws in an international perspective:
A solution operating with heritage laws is bound to be nationally anchored since
the heritage law differs amongst countries. The heritage laws in the Scandinavian
countriesaremuchalike withonlyafewdifferences.Norway,FinlandandSweden
arethereforeeasyentrymarkets,whereonlyafewtechnicalchangesareneeded.
Furthermore, the small number of people speaking the Scandinavian languages
createsanaturalbarrierforinternationalcompetitors,sinceyoumustunderstand
the language of the law in order to enter the market. English speaking countries
see a wider variety of competitors due to the easy border-crossing nature of the
English language.
European Certificate of Succession:
A new EU-regulation determines, that citizens in EU are subject to follow the heri-
tage laws of their habitual residencies – and not by their nationality. This implies,
that Danish citizens enjoying their retirement in Spain are subject to the Spanish
inheritance laws and not the Danish. In the same way, if a Dane owns an apart-
ment in France while living in Denmark, it will be the Danish inheritance laws that
determinethedistributionofallwealth–regardlessofwhereitis.Toaccommoda-
te the regulation it is possible to make an European Certificate of Succession in
which you can express which heritage laws you wish shall determine the distri-
bution of your wealth. It is estimated that 16 mill. cross-national couples in EU will
be directly affected by the regulation – and an unknown number of EU-citizens
having assets in two or more member states.
Digital Presence – Digital Demand:
The more digitally active a country is, the greater demand it creates for handling
of digital heritage. At the same time, digital countries have a higher readiness for
a digital handling of will and life insurances. As people get more accustomed to
e-commerce and digitalization, they begin to demand a higher service than can
be delivered by professionals through traditional channels. They seek towards
digital solutions since their needs are met here – sometimes by way of disruption,
sometimes by way of evolution – but always focusing on better services.
INTERNATIONAL
In the core of KMD Legacy lies the digitalization of legal documents topped with per-
sonal reminders. The technology can be used to widen the base of legal documents
that new business can be build upon.
Click & Create Legal Documents:
KMDLegacystartsoffwithdigitalizingwillandlifeinsurances–bothlegaldocuments
that traditionally have been hard to comprehend, pay for and access. The digitaliza-
tion of legal documents can pursue a vertical development, where other legal docu-
ments are digitalized. Documents like prenuptials, contracts, debt letters and me-
morandum are potential Click & Create Legal Documents.
Legal Documents-as-a-service:
The Click & Create Legal Documents function provides the necessary foundation for
beginning to sell legal documents-as-a-service. In stead of the traditional pay per pie-
ce sale, new possibilities arise within the legal framework. By adding insights based,
personal reminders to legal documents, the user receives a service that ensures that
his legal documents are always up to date – and has an easy access to updating the
documents online.
VERTICAL
20. 38 39
KMD Legacy puts you in the center and enables you to make your own decisions
on an enlightened basis, with an insight based overview of your coverages. Make
a choice today that will give you peace of mind for tomorrow.
Personal comprehensive picture
Enables more people to get an understanding of their own coverage and to act
upon it. The coverage picture, comprehensive as it is, will always be presented in
a personal way fitting your needs and actual coverage situation.
Easy to use
Life insurances and wills are not known for their user-friendliness – but this is
about to change. The Click & Create documents within the KMD Legacy platform
is designed to ensure one thing above all: to put you in the midst of all important
decisions. This includes giving you the adequate overview and insights needed to
act upon, but also designing each and every process and button to fit your needs
and be user-friendly.
Always up to date
Underneath the very accessible exterior lies a comprehensive amount of big data
and database integrations – all to ensure, that your choices are always up to date.
If something changes within your life circumstances, you’ll receive a personal no-
tification reminding you, that it might be time to check up on your coverage and
maybe update your will or reconsider your digital heritance choices.
The online market for services and products concerning a person’s death is very
limited. There are a few examples of online services regarding funerals and wills,
butitisveryfragmented,doneinanot-smartwaywherenodigitalbenefitsarere-
aped and mostly launched by either lawyers or undertakers – professionals who
have very little knowledge of digital possibilities.
Wills:
A few lawyers offer a partial online will-service, where you can conduct some of
the work beforehand at home and then review the will with a lawyer afterwards at
a reduced price. Only www.sikkerarv.dk and www.dinarv.dk offer a fully digital
process–withthelatterbeingacopyofwww.sikkerarv.dkandtheyhavenotyet
gained a footing in the market.
Insurance:
Banks, Pension and Insurance companies are all fighting to own the customer
when it comes to life insurances – but the customers are still left bewildered.
What is missing is not a new life insurance – but a platform, where the customer
can design and maintain a life insurance within a universe that provides him with
a comprehensive overview of his/her life and death situation.
Funerals:
There are two online funeral sites in Denmark: www.bedrebegravelse.dk and
www.begravelser.dk. Both sites offer the possibility to order 85% of a funeral
for a relative – the remaining 15 % is handled in collaboration with an underta-
ker, either by phone or face to face. Both sites struggle – as do the rest of the
funeral industry – to offer up sale services to their customers. They only have
a 24h window of opportunity to conduct the entire sale – and are lucky if the
customer places an order twice in a lifetime.
KMD LEGACY COMPETITORS”Makeachoicetoday
thatwillgiveyoupeace
ofmindfortomorrow”
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The digitalization of the will is just the starting point for KMD Legacy. The death-as-a-service platform and Click & Create Legal
Documents are two complementary ways of development.
Death-as-a-service
A vertical development of KMD Legacy is all about supporting the individual in handling mortality by adding additional services
to the creation of a will and life insurance. The Plan & Pay funerals function is one brick in the wall. Digital heritance is another. So
is Organ Donation, Child Testament, Priest Counseling and My Last Will.
POTENTIAL
Doctor
Insurance Bank
Undertaker
Priest Relative
Organ Donation
Lawyers
Social Media
WILL LIFE INSURANCE DIGITAL HERITANCE
Click & Create
Legal Doc.
Lawyer
Relatives
Pension
Click & Create
A horizontal development of KMD Legacy is based on the Click & Create technology and aims at sidestepping it into other areas of legal documents. Within mar-
riages legal documents such as a prenuptial, will and life insurance is often needed. For small and medium sized enterprises legal documents such as contracts,
memorandum, debt letters, shareholders agreement and articles of association are needed to get started or accelerate.
CITIZENS HUSBAND & WIFE SMALL & MEDIUM SIZED ENTERPRISES
CONTRACT MEMORANDUM DEBT LETTERS
SHAREHOLDERS AGREEMENT ARTICLES OF ASSOCIATION
WILL LIFE INSURANCE PRENUPTIAL
Insurance Bank
Wife
Bank Insurance Virk.dk
Lawyer Accountant
MARRIAGE BUSINESS
HusbandOrganist
22. 43
Selling KMD Legacy to the consumer is an act of balance. We are selling a solution to
a problem that consumers know they have and will deal with at some point – but due
to the taboo character of the problem they try to avoid it by all means. It is therefore
of crucial importance to support the potential customers on two levels: break the
taboo and make it extremely easy to access and initiate the process.
Break the taboo:
Communicating death is a hard balance between sadness and necessity. KMD
Legacy will pursue a different approach were the seriousness and necessity are
balanced with a taboo breaking glimpse of the eye. Using gift cards and alternati-
ve channels will create a wide exposure and lower the entry barriers.
Easy access:
Online marketing and direct referrals to Click & Create documents will ensure a short
way from thought to action. Act upon instinct right away in a user-friendly universe.
Channels:
The sale strategy behind KMD Legacy is to boost the online sale to citizens through
online marketing and direct referrals secured by face-to-face meetings with banks,
NGO’s and lawyers.
Lawyer Banks
Insurance
NGO
Citizen
Online marketing
Direct referral
Online marketing
Direct referral
Concept presentation
Online sales
Online marketing
Direct referral
One time and subscription sale of
will plus additional online services
Sale of white label solution or refer-
ral sale to KMD Legacy
Facilitate easy sale of 30%-wills
paid for by the NGO
Direct push sale by trusted partners
+ wide exposure through partner
channels
Self-service referral subscription
increases value for both Legacy
and lawyer
Self-service referral to 30%-wills
Online marketing
Direct referral
Online marketing
Direct referral
SALE TO ACTIVITY CHANNEL PURPOSE
GO 2 MARKET
42
23. 44 45
SUBSCRIPTION WILLINGNESS
61% subscription willingness
Annual subscription size
32%
10%
5%
kr. 499 kr. 199 kr. 99 kr. 49 kr. 25
r. 499 kr. 199 kr. 99 kr. 49 kr. 25
2 X LANDING PAGES
What will happen
to your children if
you die tomorrow?
http://legacy.kmd.dk/legacy/
http://legacy.kmd.dk/choice/
KMD Legacy consists of four coherent elements: Heritage, Insurance,
Funeral and Digital Heritance, where the latter is free but the three
others are subject to payment. Both Heritage, Insurance and Funeral
will be online, self-service solutions with a minimum requirement of
support, operation and manual sales.
Heritage has the most accessible customer transactions, a digitalized
price advantage and good possibilities of additional sales.
• Consumer transaction: Drawing a will, Updating a will,
Subscription, Gift cards
• Lawyers transactions: White label fee per will
• NGO’s transactions: Paying for 30%-Will
Insurance focuses on ownership of the customer by offering the cust-
omer a natural base for life and health insurances. The insurances per
se will be handled by banks or insurance companies while KMD Legacy
focuses on referrals and mutual up sales.
• Bank / Insurance transactions: White label fee per transac
tion or a referral fee
Funeral has the smallest financial margin despite the high annual tur-
nover. It will be the most partner driven element of KMD Legacy since it
requires support from undertakers, priests and florists among others.
It is however seen as the final brick in completing the universe of death.
• Consumer transaction: Ordering a funeral, Subscription
• Undertakertransaction:Whitelabelsubscriptionfee,Referralfee
FINANCES
DENMARK
2016
5.000 annual wills
3.000 subscriptions
DKK 1.25 mill operation &
development
DKK 5 mil.
2020
16.000 annual wills
9.600 subscriptions
DKK 1.75 mill operation &
development
DKK 18 mil.
EU
2016
140.000 annual wills
85.000 subscriptions
DKK 140 mil.
2020
215.000 annual wills
130.000 subscriptions
DKK 230 mil.
