Summary Ron Gura, the co-founder and CEO of Empathy joins us today on our show. Empathy aims to provide support and guidance to individuals who have lost a loved one, helping them navigate the administrative and emotional aspects of the process. He shares his personal journey and the inspiration behind starting Empathy. The conversation delves into the workflow and touchpoints of Empathy's services, the co-branded experience for carriers and producers, and the impact of Empathy's services on claimants. The episode concludes with a discussion on breaking the taboo around death and the value of experience over product in the insurance industry. Takeaways Empathy is a company that provides support and guidance to individuals who have lost a loved one, helping them navigate the administrative and emotional aspects of the process. The taboo around death and loss needs to be broken, and conversations about mortality and end-of-life planning should be encouraged. Empathy offers a co-branded experience for carriers and producers, allowing them to provide personalized support and resources to their policyholders and beneficiaries. Having conversations about death and end-of-life planning is essential, and individuals should take the time to discuss their wishes and make necessary arrangements with their loved ones. Experience and support are more important than the product itself in the insurance industry, and companies should focus on delivering a positive customer experience throughout the claims process. Chapters 00:00 Introduction and Weather Update 01:03 The Importance of Life Insurance Claims 02:07 Introduction of Guest: Ron Gura, Co-founder and CEO at Empathy 03:06 The Taboo Topic of Death and Empathy's Mission 04:12 Ron Gura's Background and Journey to Empathy 06:26 The Impact of Personal Loss on Ron Gura's Mission 08:25 The Need for Conversations About Loss and Death 10:04 The Workflow and Touchpoints of Empathy's Services 11:25 The Co-branded Experience for Carriers and Agents 13:26 The Administrative Support Provided by Empathy 15:44 The Impact of Empathy's Services on Claimants 17:44 The Logistics and Timing of Introducing Further Business Relationships 19:02 The Importance of Breaking the Taboo Around Death 23:20 The Value of Experience Over Product in the Insurance Industry 31:10 The Right Time and Approach to Introduce Further Business Relationships 35:12 Closing Thoughts and Advice on Having Conversations About Death 38:33 Conclusion and Call to Action