FinovateFall 2025 / Gentreo
Presenter Profile:
How they describe themselves: Most online will providers stop at documents. Gentreo is built for life. We deliver end-to-end estate planning and beyond-our LifeSafe identifies gaps, recommends solutions, and drives action from life insurance to funeral planning. We’re there for users at life’s most important moments. As a B2B2C platform, we partner with credit unions, banks, and benefit providers to embed life planning at key financial decision points-driving engagement, retention, and lifetime value.
How they describe their product/innovation: Gentreo’s latest innovation blends Life Milestones, LifeSafe, and partner-powered prompts to redefine estate planning as a lifelong journey. Life Milestones provide personalized, event-driven guidance for moments like marriage, caregiving, or loss. The LifeSafe stores documents and connects users to trusted providers. Built-in prompts drive timely action and partner engagement. This dynamic, embedded approach powers long-term user retention and positions Gentreo as the go-to platform to drive value for partners and financial institutions.
Product distribution strategy: Direct to Consumer (B2C), Direct to Business (B2B), Through financial institutions, Through other fintech companies and platforms
Credit Union/Community Bank Fit: Credit unions and community banks
Contacts:
Bus. Dev.: Renee Fry (CEO), [email protected], 617-216-3411
Press: Julie Fry (COO), [email protected], 703-869-6193
Website: gentreo.com
LinkedIn: linkedin.com/company/gentreo
HQ: Boston, MA, USA
Founded: 7/31/2018
Product Demoed: Gentreo
Metrics: Capital raised: $1.7M, 11 employees, 100 plus credit unions and banks are customers
Raising Capital: Series A
Presenters: Julie Fry – COO & Founder, Gentreo | Renee Fry – CEO & Founder, Gentreo
- Key Executives
Renee Fry (CEO), Julie Fry (COO), John Amaral (CTO), Mary Kate D’Souza (CLO)
Key Stats
- Key Board Members
Brickson Diamond, Consultant, Spencer Stuart, Co-Founder & Chair The Blackhouse Foundation
- Key Investors
Carolyn Everson (Board Member of Walt Disney, Under Armor, Coca Cola), Florida Funders, Sequoia Scouts, Breakaway Growth, The Fund, United Capital Management of Kansas, Morgan Stanley Inclusive Ventures Grant
- Key Advisory Board Members
Ben Brandes (Private Equity Advisor), Michael Welts (CMO, Wasabi), Natalie Crawford (Founder & Executive Director, Georgia First), Beth Lindstrom (Former MA Cabinet Member)
- Key Partners
Duckbill, Cooperative Credit Union Association, Connecticut Credit Union League, Association of Vermont Credit Unions
- Key Customers
CCUA, CU Insurance: MyCreditUnion Benefits. Plus over 100 individual credit unions including Merck Employee Federal Credit Union, Somerville Municipal Federal Credit Union, MIT Federal Credit Union, Nutmeg Credit Union, Athol Credit Union, All One Credit Union, Central Maine Credit Union, Harvard Federal Credit Union, and many more. United Capital Management of Kansas. Employers across the country.