Julie Fry knows from experience that estate planning can be an unpleasant and expensive process. In 2022, she launched Gentreo, a business that takes online estate planning “to the next level,” she says. Fry and her team provide tools to help families create a will, a living trust, or a digital vault, while also helping users update their plans as their lives demand. The Quincy, Massachusetts-based entrepreneur is proud to make a difficult process that much easier for others to navigate.
Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.
How is your business different from others in your industry?
We have lived this work. Not only are we experts in our field, but we have also seen a thing or two in our lives that informs our offerings, and makes them the best in the industry.
Tell us about your biggest success so far.
We were selected by Morgan Stanley for their Inclusive Venture Lab – at one point, they even shared our picture in New York City’s Times Square.
What is your top challenge and how have you addressed it?
We launched without taking out huge amounts of money, which meant that we’ve had to prove the worth of our product time and time again. Instead of raising tens of millions, we’ve raised only $1.5 million, and self-funded the rest. We are scrappy, thrifty and flat-out driven to succeed.
Have you experienced any significant personal situations that have affected your business decisions?
I was diagnosed with stage 4 cancer and have been fighting that while also building the company.
What is your biggest tip for other startup entrepreneurs?
Don’t give up. Cherish the good days and realize that you’re working for long-term success on the bad days. Love what you do, know that you are doing the best that you can, and help and inspire your team and others.
How do you find inspiration on your darkest days?
I wake up every morning and make a decision to do the best that I can. There are days that I can’t do a lot, and days that I’m working for 15 hours straight. But I do this because I love it, I believe it and I live it.
What is your go-to song to get motivated on tough days?
“Eye of the Tiger” by Survivor.
Who is your most important role model?
Renee Fry – my sister, and our CEO.
Facebook: @Gentreo
LinkedIn: @Gentreo
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