Press Kit
For journalists covering the family side of estate planning.
Plan Your Passing is the family-side platform for end-of-life planning. Built by a 15-year licensed realtor and 21-year recovery sponsor. Launching free for the first 10,000 founding members. Story angles, fact sheet, founder bio, and direct contact below.
Fact sheet
At a glance
| Company | Plan Your Passing |
| Domain | planyourpassing.org |
| Founder | Roger Grubb |
| Founder background | 15-year licensed realtor, 21-year recovery sponsor |
| Founded | 2026 |
| Headquartered | Pinole, California |
| Stage | Launch (private beta complete, public free launch May 2026) |
| Tech stack | Next.js, TypeScript, Vercel, Stripe, Resend |
| Content depth | 81 pages live, 88,600 word manuscript, 50-state coverage, 8 family scenarios |
| Revenue model | Freemium (community), white-label B2B, affiliate program, workshop facilitation |
Story angles
Five angles journalists are asking about
The $84 trillion wealth transfer nobody is ready for
Baby boomers are transferring the largest fortune in human history to Gen X and millennial heirs through 2045. Most families have no will, no advance directive, no plan. Plan Your Passing is the family-side platform built for this moment. Source: Cerulli Associates, U.S. High-Net-Worth and Ultra-High-Net-Worth Markets, 2022 report.
The realtor who built the platform every family needs
Roger Grubb spent 15 years as a Bay Area realtor in the room when estates settle. He has seen the siblings who stop speaking, the widows who do not know where the deeds are, the estranged son who shows up the day after the funeral. He built Plan Your Passing because the family-side resource never existed.
Free for 10,000 founding families
Plan Your Passing is launching with a 10,000-member free founding cohort. Full course, full community, full platform. Permanent free access. The bet is that audience matters more than revenue at this stage of building a category-defining family-side estate-planning brand.
Why end-of-life planning is the highest-stakes conversation American families never have
Forty percent of Americans have a will. Sixty percent do not. Of those, almost none have a healthcare power of attorney, an advance directive, or a digital-asset plan. The cost of avoidance is paid by surviving families in dollars, time, and relationships. Plan Your Passing was built to fix the conversation, not just the document.
The book: 24 chapters, 88,600 words, the family guide that did not exist
Roger spent 18 months writing what he calls the family-side counterpart to Nolo. Twenty-four chapters covering every angle of estate planning, inheritance, executor work, sibling conflict, and the months after a death. Released as part of the launch.
Founder quotes
Pull quotes you can use
“Forms close the legal loop. We close the family loop.”
Roger Grubb, founder
“Most families do not have a script for the most important conversation they will ever have. We wrote the script.”
Roger Grubb, founder
“We are not a law firm. We are not a financial advisor. We are not an insurance carrier. We are the trusted family layer that complements all three.”
Roger Grubb, founder
Brand assets
Logos and headshots
Email roger@planyourpassing.org for press-quality logo files, founder headshot, and product screenshots. Brand asset zip available on request, typically delivered within one business day.
Request brand assetsWorking on a story
Roger is responsive to press inquiries and available for interviews on short notice. Book directly or email any time.