We’re BestFarewell. Your Family Lives in KinWell.

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Nobody wants to open an app called Farewell when nobody has died, so we found a name that points at the living.

We had a name we loved before we had a customer: BestFarewell. It said exactly what the company does. It carried the whole reason I started this, which was watching my family spend years trying to reconstruct a life that lived only in my grandfather’s head. A good farewell, the kind he never got to plan, is a real thing worth building toward.

So when it came time to put a name on the product that families would actually open, sign into, and use across years of their lives, the obvious move was to keep calling it BestFarewell.

We didn’t. Here’s why.

Nobody wants to open an app called Farewell when nobody has died.

That sounds blunt, but it’s the truth we kept running into. The entire point of what we built is that you use it long before any goodbye. When everyone is healthy. When the kids are small. When your parents are still the ones taking care of you. In that moment, a word like “farewell” is not an invitation. It’s a reminder of the day you’re trying not to think about. And the day you’re trying not to think about is exactly the day it becomes too late to prepare.

A name that sounds like an ending was quietly telling people this was for later. And later is the problem we exist to solve.

There was a second reason too. We don’t only do death.

Most of what families touch in the product has nothing to do with funerals or obituaries. It’s knowing where the important documents live. It’s a clear picture of your estate and where the gaps are. It’s keeping your family organized so they’re not guessing about your wishes or each other’s. It’s a record of a life that grows from your twenties onward, not something that only matters at the end. Strip away the heavy parts and most of the work is just this: getting your house in order so the people you love aren’t left scrambling.

That’s not a death product. That’s a wellness product for your family.

So we went looking for a name that told the truth about that.

Kin. The people you’re connected to. Your family in the broad, real sense, blood and chosen both.

Well. Cared for. Looked after. Okay, in the way you hope the people you love stay okay.

KinWell. Your people, taken care of.

It’s a name you can say out loud at a kitchen table without flinching. A name a thirty-five-year-old with two kids and a mortgage can sign up for without feeling like they’re planning their own funeral. A name that points at the living, not the ending.

The company is still BestFarewell, and it always will be. That name holds the why. But the thing your family actually lives inside is KinWell, because the work was never really about the goodbye.

It was always about making sure everyone is well, long before anyone has to say it.

Visit Kinwell (or BestFarewell) and let us know your thoughts.