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UK digital ‘end-of-life’ services startup Farewill acquired for $16.8M
Farewill, a U.K.-based end-of-life services provider, has been acquired by funeral service company Dignity in a deal valued at $16.8M.
The deal is a classic case of an established legacy incumbent chasing growth by buying a younger digital upstart, and is designed to help Dignity gain a larger portion of a death care services market that’s expected to reach$190 billion by the end of the decade. Farewill, for its part, has raised around $39 million since its inception, from backers including Augmentum Fintech, Highland Europe, Keen Venture Partners, Kindred Capital, and Wise co-founder Taavet Hinrikus. “Joining forces with Dignity allows us to stay true to that mission while benefiting from the experience and resources of a company that has been a trusted name for generations.”
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