FOCURA — Business & Launch Plan

Updated: March 2026

Vision Statement

Our vision is to transform how Canadians plan, communicate, and transfer wealth across generations. To ensure every Canadian family is well prepared to face the bureaucracy and chaos of death.

Mission Statement

Our goal is for every Canadian to prepare a comprehensive estate organizer package; define and communicate all their wishes to the next generation; and ensure that every executor has a clear and customized plan of execution when called upon.

Executive Summary

Focura moves estate organization from conversation to completion.

Most estate conversations never leave the room. The trusted professional says, “you should probably update your will.” The client nods. Nothing changes. Their executor is about to discover what one client memorably called the bureaucracy of death: the overwhelming, grinding administrative weight of settling an estate with no roadmap, no organized records, and no guidance beyond a document written by a lawyer who is no longer available.

Focura brings the conversation into focus. Every fact recorded. Every number calculated. Every decision documented in the client’s own voice. The executor thoroughly prepared before the call they never want to receive.

Focura does not give advice. Focura organizes facts providing clarity and direction. The professional interprets and advises. Thus, becoming an indispensable tool for every professional who is licensed to advise.

The true cost of an unprepared estate is not just financial, it’s emotional. It is the wife who rebuilt a financial life from scratch while grieving. It is the adult child who had to leave work for months to manage a scattered estate, a house full of memories with no instructions. The bureaucracy of death costs family’s money and relationships, Focura prevents both.

Focura was envisioned to provide the same structure as a personal trainer. Focura doesn’t take over the job of organizing your estate; it gives trusted professionals the tools to guide you. By scheduling reminders and check-ins, the system builds a structure of accountability between trusted professionals and clients; helping turn good intentions into a completed, organized estate.

The market is ready: $1 trillion in intergenerational wealth transfer is underway in Canada, most families are unprepared, and most wealth advisors aren’t having the conversation; even though clients expect them to.

Focura replaces speculation with organized facts; the real numbers, the complete picture, and the words your family will need when you’re no longer there to explain them.

The Market Opportunity

The Scale

Over $1 trillion in wealth is expected to transfer between generations in Canada over the coming decades. The largest wealth transfer in Canadian history ¹
54% of Canadians have no estate plan ²
46% of Canadians with a financial advisor report their advisor has never raised estate planning yet 75% say it should be part of the service ³
70% of widows leave their advisor within a year of their husband’s death, because the advisor never built a relationship with the family ⁴

The Financial Cost of an Unprepared Estate

Wealth advisors often spend too much time explaining probate when the larger issue, income tax on death, receives far less attention. In many cases the tax calculation is only a rough estimate because clients have not shared their full financial picture. Focura changes that dynamic. By showing clients, in real time, how their estate flows through taxes, probate, creditor payments, beneficiary gifts, and the work required of the executor, the conversation becomes concrete. Clients see the benefit of providing a complete picture, which makes them far more willing to share the missing pieces. The wealth advisor then has the opportunity to work with the full estate rather than fragments of it.

The Human Cost of the Bureaucracy of Death

The financial cost is quantifiable. The human cost is harder to measure and far more widespread.

Every executor facing the burden of their duties and not knowing where to start. Every family that discovered the real financial picture for the first time in a lawyer’s office. Every sibling relationship strained by an estate that had no letter of wishes, family discussion or dialogue regarding decisions. Every spouse who spent the first year of widowhood on the phone scrambling for information while barely managing to survive the grief.

This is the bureaucracy of death and it is not caused by bad intentions. It is caused by the absence of organized facts. Focura addresses both dimensions of cost: financial and human.

The Structural Failure This Creates

IMPORTANT

This is not a market gap waiting to be filled. It is a structural failure in the wealth advisory industry playing out in real time during the largest wealth transfer in Canadian history.

Wealth advisors are losing assets at death not because they gave bad investment advice, but because they were never in the room with the whole family.

Focura addresses the failure directly. It gets the professional into the room with the household before the death that changes everything and it arrives with organized facts, precise calculations, and collects the story only the client can tell.

What Competition Is Not Doing

A complete competitive scan surfaces: Willful, LawDepot, Everplans, MyFamilyPlan, EXIT, Trusty, Optiml. Every competitor is either:

==A will-drafting tool transactional, form-based, no calculation, no advisor integration, no executor workflow==
==A document vault store your PDFs here, good luck to your executor==
==A consumer-facing app designed for individuals, not for the professional relationship that actually creates behaviour change==

No platform combines estate calculations, executor preparation, narrative capture, and advisor-led planning in a single workflow.

Our Methodology: The FOCURA Method

Focura’s engagement model follows a six-step framework and the steps spell the brand. Every time an estate professional walks a client through the process, they’re reinforcing the name.

“Six stages between chaos and clarity.”


F	Focus	Start the Process	The initial conversation — outline the process, answer questions, reinforce the benefits of completion.
O	Organize	Build the Picture	The actual data entry and organization — every asset, document, beneficiary, and obligation structured into a single navigable view. Speculation ends here. The facts are on the screen.
C	Capture	Tell Your Story	The context behind the decisions. The stories behind the belongings. The words you’d want your family to hear — in your voice. Your wishes, clearly communicated to everyone that matters.
U	Uncover	Map the Estate	The estate mapped in real time — your entire estate plan is displayed in one visual, exactly where everything goes. Every gap, every risk, made visible as a fact, not a warning.
R	Report	The Executor Dossier	Executor selected and informed — equipped with a customized executor task list. The executor knows what needs to happen and who to call. A final comprehensive summary of everything you’ve prepared.
A	Assemble	Communication	Bring everyone together around the table, create family dialogue, have the discussions — while you still can.
”Clarity is not a destination; it requires maintenance. The sixth step returns you to the first. When life changes the FOCURA method will ensure your estate plans change with it”

Our Genuine Differentiators

Most estate tools focus on what happens after someone dies. They help executors settle an estate, organize paperwork, or complete required filings.

Focura was designed for the moments before that. When clients sit with their trusted professionals, organizing the estate while decisions can still be made.

The platform organizes the facts, shows the financial outcome clearly, prepares the executor in advance, and captures the reasoning behind important decisions.

Some platforms calculate numbers.
Some store documents.
Some guide executors.

Focura does all three in one offering — and adds something no estate platform has built: a way for the client to explain the “why” behind their decisions.

The individual features matter.
The combination is what makes the platform different.

1. The Estate Map - A Clear Picture of the Will

The Estate Map shows the flow of an estate in visual terms:

Assets → liabilities → income tax → probate → what each beneficiary actually receives.

Income tax and probate are shown side by side and in proportion, which immediately reframes many advisor-client conversations. When clients see that income tax on death may be $80, 000 w hi l e p ro ba t e i s$ 10,000, the discussion quickly moves from fear of probate to the real tax issues that matter.

The platform can also model what-if scenarios under first-to-die, last-to-die, and simultaneous death assumptions. These variations can significantly change the outcome for registered accounts, jointly owned property, and beneficiary-designated assets.

Some software models financial projections. Others visualize estate distribution. No estate organization platform currently shows the full estate flow — taxes, probate, and beneficiary outcomes — visually during a live advisor-client meeting.

The result is simple: clients see their estate clearly for the first time.

2. Executor Preparation - Give Them a Guide, Remove the Guesswork

Executors are often handed a will and a stack of paperwork and told to figure out the rest. Focura prepares the ground before that happens.

While the client is alive, the platform organizes the household’s essential information. When the executor eventually steps in, that information is already organized. Instead of starting from scratch, the executor opens the platform and sees:

What exists
Where it is held
What needs to happen next

The system provides a structured task list covering the major steps of settling an estate, including government notifications, benefit applications, and required filings.

Executors still rely on professionals for legal and tax advice. What changes is that they are no longer trying to navigate the system without a map.

3. One Platform for the Whole Estate Conversation

The estate conversation is often fragmented.

The wealth advisor has one conversation.
The lawyer has another.
The accountant one more.
The family may only learn the details after the funeral.

Focura brings the key pieces into one shared view.

Estate professionals can walk through the estate picture with the client in real time. Family members can later access the information relevant to them. Executors inherit the same organized environment when administration begins.

The platform that helps organize the estate during life also guides its settlement afterward.

Focura is designed to support the trusted professional, not replace them.

4. Uncovering Important Facts

Estate problems often occur because a critical detail was overlooked.

As information is entered, Focura quietly looks for fact combinations that commonly create complications, such as:

Joint ownership with an adult child
An ex-spouse still named as a beneficiary
A minor listed to inherit directly
A disabled beneficiary receiving an inheritance without proper planning

The system does not give legal advice. It simply makes these situations visible so the right question can be asked.

Professionals frequently discover information about long-time clients that had never surfaced in previous discussions.

5. Tell Your Story - Capturing the Meaning Behind the Estate

This feature of the platform resonates most deeply with women, with families, and with anyone who has ever been on the receiving end of an estate that had no instructions and no context.

Estate planning, as it is currently practised, gives families the legal document. It gives them the will, the power of attorney, the beneficiary designations. What it almost never gives them is the story behind the possessions. The absence of detail is where estate disputes are born — not in the provisions themselves, but in the silence around them.

Tell Your Story gives the client a voice that lives beyond the legal document. It brings the human layer into the estate organization process and it is the feature that changes the emotional register of an estate conversation from obligation to legacy.

What Tell Your Story captures:
The story behind the decision. A prompted narrative interface invites the client to explain, in their own words, the context for their choices. Not a legal explanation. A human one. “Here is why I made this decision. Here is what I want you to understand about it.” These recordings collapse the conditions for dispute before they arise.

The meaningful possessions inventory. Every estate has family heirlooms, items that carry a heavy emotional value. A grandfather’s gold watch, a great-grandmother’s handmade quilt, WWII medals, a painting that hung for a lifetime in the same location. These objects carry meaning that no balance sheet can ever capture. Tell Your Story creates a sentimental asset inventory: each item, the story attached to it, the person it is intended for, and why. The inventory can also be used as a discussion guide between owner and child to determine allocation. The idea is to use this inventory to share your family stories with loved ones, document them for future generations and then guide the process of allocating your treasures.

The Letter to Executor. A plain-language document in the client’s own voice — not drafted by a lawyer — explaining the reasoning behind the estate plan, the location of key documents, the wishes that the will couldn’t express, and the words the executor would want to have before they begin. This is the single most conflict-preventing document in an estate. Focura makes it guided, manageable, and part of the process.

Legacy messages. — text, voice, video — addressed to specific people, to be delivered at specific times. A message to a grandchild to be opened at graduation. A note to a spouse for the first anniversary alone. These are not estate planning documents. They are personal. They are the words a person would have said if they had known the moment was coming. Focura creates a structured place to say them.

The voice behind the numbers. For women in particular — who are statistically more likely to outlive their partners, more likely to manage the household relationships, and more likely to be the ones left navigating the bureaucracy of death — Tell Your Story offers a unique platform that efficiently catalogues not just the assets and the beneficiaries, but the values, the relationships, the things that matter and why. An estate plan organized with Tell Your Story is not a legal document with a vault attached. It is a complete picture of a life and an expression of what that life meant. Many estate conflicts arise because family members are left guessing about a parent’s intentions. When the reasoning behind decisions is clear, the emotional tension around the estate can change dramatically.

Tell Your Story brings that human layer into the estate organization process while the person is still there to explain it.

In Plain Terms

Most estate software helps manage the consequences of death.

Focura focuses on the moments when people still have the chance to understand and organize their estate together.

The platform:

Shows the real financial outcome of the estate
Prepares the executor in advance
Helps trusted professionals guide the conversation
Captures the meaning behind the decisions

The estate is not just documented.

It is understood.

Business Model & Revenue Streams

Target Market

The Professional Advisor

Focura targets professionals who view estate planning as a core part of their client relationships. This channel is the primary growth engine: one relationship brings multiple households, and one institutional partnership can reach entire advisor networks—allowing the business to scale much faster and more lucratively than direct-to-consumer distribution.

Pricing Architecture

For full tier detail, feature gating, and pricing psychology, see Subscription Models.

**Tier 1 — Professional Advisors

Advisor ($149/month): up to 15 active households, advisor dashboard, gap report generation
Practice ($299/month): up to 40 households, adds insurance gap detection, co-branding, annual review automation
Purpose: primary revenue channel; scales through advisor networks

Tier 2 — Enterprise / White-Label (wealth management firms, fund companies, banks, insurers)

Custom licensing, full white-label, API integration, dedicated account management
Purpose: high-value, long-term contracts; brand exposure at scale

Additional Revenue

Co-branded workshops with advisor firms and fund companies
Content licensing (executor guides, estate organization workbooks)
White-label report generation for advisor practices
Annual review reminders (conversion to additional coaching or platform updates)

Technology Strategy

Focura already operates as a working prototype built-in FileMaker, which contains the core estate calculation logic and data structure developed during the product design phase.

The current development stage focuses on modernizing the user experience while preserving the proven calculation engine.

Phase 1 (Current): Proof of Concept

A modern web interface is being built on top of the existing system. The FileMaker calculation engine is exposed through an API layer, allowing a React-based interface to interact with the existing logic in real time. This approach significantly reduces development risk while validating the user experience and core product workflow.

Phase 2 (Future Platform)

Once the product and market fit are validated, the platform will transition to a fully cloud-native architecture with a rebuilt calculation engine and modern infrastructure. At that point the original FileMaker system will be retired.

This staged approach allows the company to launch quickly while preserving the option to scale on modern infrastructure when demand warrants.

Team

Leadership

Name	Role	Responsibilities
Tim Eastwood	Co-Founder / Technical Lead	Product vision, client experience, domain expertise, platform architecture and technical direction, client service
Jeff Fray	Co-Founder/Head of Sales	Advisor channel development, B2B pipeline, enterprise partnerships, sales process and team, relationship management
Sharlyn Graham	Marketing Leader / Client Service	Brand stewardship, content, promotional items, campaigns, advisor outreach, digital marketing
Jill Fray	Head of Administration	Operations, compliance administration, internal processes, office management, communication
		Create & coordinate social media and web content, market research

Development

Platform development is led by Outside the Box, a contracted development firm. Primary contact is Ryan Lutterell. Outside the Box leads all V1 front-end and API integration work, operating under technical direction from Tim Eastwood.

Advisory & Contracted Support

Legal compliance advisor: TBD
UX/UI designer: OTB
Cross-border tax specialist: U.S. situs content review
Estate lawyer: Province-specific content validation

Capital Requirements

Focura is being developed using a staged capital approach designed to minimize upfront risk while reaching a commercially viable product quickly.

The platform already operates as a working prototype built-in FileMaker. The current development phase focuses on modernizing the user interface and validating the product with advisors before committing to a full platform rebuild.

Initial Development (V1 Launch)

The first stage of development focuses on delivering a commercially usable version of the platform.

Estimated capital required: ~$50,000

Primary components include:

• Modern web interface development
• Integration with the existing FileMaker calculation engine
• Estate Map visualization and reporting
• Initial UX/UI design and testing

This stage produces a working V1 platform suitable for advisor pilot programs and early revenue generation.

Total Capital Requirement

The company expects to reach product validation and early revenue with approximately $150,000 in total capital, deployed in stages.

Capital allocation (estimated):

Category	Estimated
Product development	~$80,000
Legal and compliance	~$10,000
Website and launch marketing	~$20,000
Infrastructure and SaaS tools	~$10,000
Working capital buffer	~$30,000
Total capital requirement	~$150,000

Capital Strategy

Capital will be deployed in phases aligned with development milestones.

The initial $50K build produces a functional V1 platform and supports early advisor pilots. Additional investment funds product refinement, marketing, and operational runway as the platform begins generating revenue.

This staged approach allows the company to validate product-market fit while maintaining disciplined capital deployment.

Financial Projections

Focura follows a subscription-based SaaS model with additional revenue from advisor services and referrals. Growth is driven primarily through the advisor channel, where a single advisor relationship can introduce the platform to multiple households.

Projections below reflect a conservative base case with no enterprise or institutional distribution agreements. Any such partnerships would represent additional upside.

Subscriber Growth

Growth is driven primarily by advisor adoption, with each advisor relationship introducing multiple households to the platform.

Revenue & Profitability

Advisor-Led Growth Model

Year	Advisors	Households per Advisor	Total Subscribers
2026	8	15	120
2027	30	28	850
2028	75	29	2,200
2029	150	32	4,800
2030	260	33	8,500
2031	400	34	13,500

Interpretation

Growth is driven primarily through advisor adoption. Early advisors introduce the platform to a small number of households while testing the system. As familiarity increases, the number of households per advisor grows and new advisors join through peer referral and institutional relationships.

2026 represents a pilot year focused on advisor adoption and product validation, with broader growth beginning in 2027 as additional advisory firms adopt the platform.

Revenue Model

Subscriptions provide the core recurring revenue base. Households pay an annual subscription while advisors subscribe to the professional platform. As adoption grows, subscriptions become the dominant and most predictable revenue stream.

Long-Term Value

As recurring subscription revenue grows, the company develops a predictable annual revenue base with strong margins. Additional revenue opportunities may emerge through institutional partnerships and insurance referrals, providing further upside beyond the base projections shown here.

Marketing Strategy

Brand Positioning

The Name

Focura comes from Latin: focus (the hearth, the center of the home) and cura (care, concern, attention). In classical Latin, cura expressed something deeper than casual oversight—it meant the devoted, anxious care one takes with something precious. A person with cura didn’t merely manage a responsibility; they carried the weight of it. They attended to the details. They worried about getting it right.

That’s what Focura does. It takes the worry—the cura—that executors naturally carry and transforms it into organized clarity. The name is a promise: focused attention and care applied to the facts that matter most in an estate. Not to eliminate the responsibility, but to honor it by making sure nothing is missed.

The Logo

The Focura mark combines two symbols that reflect the purpose of the platform.

The shield represents protection and responsibility. In an estate, the executor carries the legal duty to safeguard assets, fulfill the wishes of the deceased, and protect the interests of beneficiaries. The shield acknowledges that role. It signals diligence, structure, and trust.

At the center of the shield is a flame. Historically, the hearth was the focal point of the home — the place where families gathered and where important decisions were made. The flame represents focus: the clear, steady attention required to organize a life’s records and prepare an estate properly.

Together, the two elements express the core idea behind Focura:

Focused care applied to the responsibilities of legacy.

The flame brings clarity.
The shield ensures nothing is overlooked.

The Platform

Focura is a legacy management platform designed to support trusted estate professionals and the families they serve. The platform replaces speculation with a clear picture of how an estate actually flows — from assets to taxes, probate, and ultimately to beneficiaries.

The brand is positioned to support the trusted professional, not replace them. Focura organizes the information so wealth advisors, lawyers, and accountants can provide superior guidance.

Core message: “Focura replaces the speculation of estate planning with organized facts — the real numbers, the complete picture, and the words your family will need when you’re no longer there to explain them.”

Advisor-Led Growth

The primary growth channel is financial advisors who include estate conversations as part of their client relationships.

Advisors introduce the platform to households as part of the estate planning discussion. This distribution model allows the business to scale efficiently: one advisor relationship introduces multiple households, while partnerships with firms or institutions can expand adoption across entire advisor networks.

The platform strengthens the advisor’s role by making the estate conversation clearer and more productive.

Target Households

Early adoption is expected among households already thinking about estate planning or executor responsibilities, particularly:

• Pre-Retirees (50–65) preparing for retirement and managing increasingly complex financial lives.

• Retirees (65–75) who have accumulated assets and often experience estate settlement through friends or family.

• Future Executors (35–50) who anticipate managing a parent’s estate and want to simplify that process in advance.

These groups typically recognize the importance of estate organization but often lack the structure or guidance to complete the work.

Risk Analysis & Mitigation

Risk	Mitigation
Advice liability	Focura organizes information but does not provide financial or legal advice. Outputs consistently direct users to licensed professionals for interpretation.
Low completion rates	Advisor-led guidance, progress reminders, and narrative features such as Tell Your Story encourage households to complete the process.
Technology reliability	Secure Canadian hosting and staged architecture ensure system stability while the platform transitions to a fully modern infrastructure.
Advisor adoption	The platform is designed to support advisors, not replace them. Pilot programs with early advisory partners will refine the product before broader launch.
Market education	Content and educational tools focused on executor responsibilities help demonstrate the value of organizing an estate in advance.
Regulatory variation across provinces	Calculations and workflows are built around province-specific rules and reviewed by legal professionals.
Technology transition risk	The current prototype preserves core logic while a modern interface is developed, allowing gradual migration to a fully cloud-native platform.

Legal & Compliance

Legal form: Federal corporation (Canada-wide IP protection)
Business name: Focura (operating name); estate organizer consumer-facing product may retain FOCURA branding
PIPEDA compliance: data storage in Canada; privacy policy in place; data handling agreements with all service providers
Professional liability insurance: Errors & Omissions; Cyber liability
Organizer-only principle: documented in client agreement; no advice language in platform; all outputs clearly labelled as organizational, not advisory
Referral compliance: insurance referral program structured as finder’s fee arrangement; no insurance licensing required

Key legal documents: See Legal Documents for client agreement, NDA, PIPEDA compliance guide, partnership agreement template, privacy policy.

Conclusion

Focura replaces the speculation of estate planning with organized facts — the real numbers, the complete picture, and the words your family will need when you’re no longer there to explain them.

Updated March 2026. For strategic insight, competitive analysis, and developer build priorities, see Focura — Strategic Insight Report. For field architecture and data model, see Focura — Estate Data Architecture.

Focura — Team

Explorer

1. Business Plan