Mi Legado Digital (MLD) positions itself at the intersection of InsurTech, LegalTech, and what it terms 'FunerTech.' The deck outlines a comprehensive suite of services ranging from digital will management and online reputation control to physical NFC-enabled SOS devices for athletes and seniors. While the problem statement is data-rich, highlighting 2,975,518 right-to-be-forgotten applications in Europe (Slide 2), the solution set is extremely broad, encompassing cyberbullying mitigation, family tree creation, and real-time notary connections. The deck emphasizes making insurance 'tangible'…
Key takeaways
- The company identifies a massive regulatory burden, citing 239,032 right-to-be-forgotten applications in Spain alone (Slide 2).
- MLD aims to digitize the notary process, removing the need to visit a notary for every password update or new digital asset (Slide 3).
- The product suite is highly fragmented, covering six distinct areas including Last Wills, Living Wills, Family Trees, SOS Services, Online Presence Reports, and Cyberbullying (Slide 4).
- The 'SOS Service' utilizes NFC technology integrated into physical hardware like helmets, bracelets, and pet tags to provide emergency responders with medical data (Slide 5).
- The platform claims to offer 'legal accuracy' and real-time connections to heirs, notaries, and medical centers (Slide 3).
- Future plans include the implementation of AI, chatbots, and payments via 'cryptocoins' (Slide 6).
- The deck provides contact information for Judith Giner and Oscar Dominguez but lacks a dedicated team slide detailing their backgrounds (Slide 7).
- There is no mention of current revenue, user growth metrics, or a specific capital requirement in the provided slides.
Deck Overview
The Mi Legado Digital pitch deck, presented for the TDI Insurtech Award, is a product-centric presentation that focuses on the complexities of the digital afterlife and emergency preparedness. The deck is dated 2019 and represents Bequest Digital Trust, S.L. It attempts to weave together disparate threads of legal compliance, digital security, and physical safety into a single platform.
Slide 1: Title and Branding
The cover slide establishes the company's identity: "Mi Legado Digital" (My Digital Legacy), with the tagline "The Best of You, Online too." It uses four hashtags to categorize the business: #FinTech, #InsurTech, #LegalTech, and #FunerTech. The background imagery features a man interacting with a digital interface, emphasizing the tech-forward nature of the brand. The slide credits Judith Giner Gandía and notes the legal entity as Bequest Digital Trust, S.L. 2019.
Slide 2: The Problem Statement
This slide is heavy on statistics to justify the market need. It breaks the problem into six categories:
Continuous increase in Internet use: Predicts the entire world population will be internet users in 10 years, with 7.9 million decease policies affected. · Online Reputation: Cites 2,975,518 applications for the 'right to be forgotten' in Europe. · Scattered digital trace: Notes that three Facebook users die every minute and highlights the issue of 'virtual money or cryptocoins without owner.' · Analogue management: Criticizes the need to visit a notary for digital asset updates. · Crimes against honor: Mentions Google removed over 4 billion URLs and 250,000 apps in 2019. · Scanty Preventive Medicine: Points to the inefficiency of vital testaments and ignorance of DNA maps.
Slide 3: Added Value
The company defines its value proposition through legal accuracy and real-time connectivity. Key points include:
Giving the client 'power' over their wills and user experience. · Offering legal certification, traceability, and automation for data. · Connecting heirs, notaries, registers, and medical centers in real time. · Eliminating the need for notary visits when modifying passwords or opening new online services. · A browser-integrated tool that prompts users to include new registrations in the MLD platform. · Making insurance 'tangible' by providing coverage that is useful without the need for an accident.
Slide 4: Product Verticals
This slide displays the breadth of the MLD offering, divided into six distinct services:
Last Wills: A safe space for indications to heirs. · Living Will: Management of anticipatory wills or previous instructions. · Family Tree: Creation of family biographies and generational trees. · SOS Service: NFC technology for accessing victim data in emergencies. · Online Presence Report: Analysis of a user's digital identity. · Ciberbullying: A service to 'immediately delete' harmful information in bullying cases.
Slide 5: SOS Service Deep Dive
This slide provides a visual breakdown of the SOS hardware and software interface. It shows a dashboard with modules for 'Deportistas' (Athletes), 'Enfermedades' (Diseases), 'Alergias' (Allergies), 'Mayores' (Seniors), 'Llaves' (Keys), and 'Mascotas' (Pets). The visual shows an NFC tag on a motorcycle helmet being scanned by a smartphone to reveal a medical profile including blood type, organ donor status, and emergency contact buttons. It also shows physical tags for pet collars and keychains.
Slide 6: Future Roadmap
The 'Future' slide lists a series of high-level goals and upcoming domains. The list includes Artificial Intelligence, internationalization, chatbots, and payments with 'cryptocoins.' It also lists five external URLs (e.g., digitalmanagerbox.com, minfobio.org) which suggests the company intended to build a fragmented ecosystem of specialized tools rather than a single monolithic app.
Slide 7: Conclusion and Contact
The final slide is a standard 'Thank You' page. It features a call to action: "The moment is NOW." It provides contact emails for Judith Giner and Oscar Dominguez, along with a Spanish phone number (+34 96 653 20 68) and the company website. Notably, this slide serves as the only 'Team' representation, as there is no slide detailing the professional history or qualifications of the founders.
What Works
Strong Problem Validation: Slide 2 does an excellent job of using hard numbers to prove that the 'digital afterlife' is a growing logistical and legal nightmare. By citing specific figures like the number of 'right to be forgotten' requests, they move the conversation from a theoretical concern to a documented administrative burden.
Tangibility Argument: The most compelling strategic insight in the deck is the idea of making insurance 'tangible' (Slide 3). Insurance companies struggle with low engagement because customers only interact with them during negative events. MLD offers a way for insurers to provide daily utility, which is a strong selling point for B2B partnerships.
Hardware-Software Integration: The SOS service (Slide 5) provides a clear, practical use case for their technology. The visual representation of the NFC tag on a helmet makes the abstract concept of 'digital legacy' feel concrete and immediately useful.
What is Missing
Business Model and Pricing: There is no information on how Mi Legado Digital generates revenue. It is unclear if they sell subscriptions to individuals, license the software to insurance companies, or take a fee for legal document processing. Without this, it is impossible to evaluate the company's financial viability.
Traction and Metrics: The deck contains zero data regarding current users, pilot programs, or partnerships. While they mention the 'future' goal of public administration agreements, they do not state if any such agreements currently exist. For a 2019 deck, investors would expect to see some evidence of product-market fit.
The Ask: The deck ends without a funding request. There is no mention of how much capital is being raised, the valuation, or how the funds will be allocated. This makes the deck feel more like a competition entry or a sales brochure than a fundraising tool.
Team Background: While names and emails are provided, there is no biographical information. In early-stage startups, the 'who' is often as important as the 'what.' The lack of a team slide is a significant omission.
Founders: What to Copy
Use Multi-Industry Hashtags: The cover slide (Slide 1) effectively uses hashtags to position the company at the intersection of several lucrative sectors. This helps investors quickly categorize the startup and understand which of their portfolio themes it might fit into.
Visual Product Walkthroughs: Slide 5 is a great example of how to show, not tell. Instead of explaining how NFC works, they show the tag on a helmet and the resulting screen on a phone. This reduces the cognitive load for the reader and makes the product's utility obvious.
Address the 'Living' Value: Founders in the legal or insurance space should take note of Slide 3's focus on 'tangibility.' Highlighting how a product provides value to a customer while they are alive and healthy—rather than just after a disaster—is a powerful way to differentiate a service in a crowded market.
Frequently asked questions
- What is the primary problem Mi Legado Digital is solving?
- According to Slide 2, the company addresses the 'scattered digital trace' left by users, noting that three Facebook users die every minute. They highlight the difficulty of managing digital assets in an 'analogue business environment' where users currently have to visit a notary for every update. They also focus on post-mortem reputation management and the lack of control over digital legacies.
- How does the SOS service work technically?
- Slide 5 illustrates that the SOS service uses NFC (Near Field Communication) technology. Users can place NFC tags on helmets, keychains, or bracelets. In an emergency, a smartphone scan provides immediate access to a profile containing the user's name, blood type, allergies, and emergency contacts. The slide shows specific modules for athletes, the elderly, and even pets.
- What is the 'Added Value' for insurance companies?
- Slide 3 explicitly states that the tool makes insurance 'tangible.' Traditionally, insurance is a reactive product triggered by an accident. MLD argues their platform provides daily value through password management, digital asset tracking, and reputation monitoring, thereby increasing the perceived value of the insurance policy for the living user.
- Does the deck explain how the company makes money?
- No. The provided slides do not include a business model, pricing strategy, or revenue projections. While it mentions agreements with the health sector and public administration as future goals (Slide 6), it does not clarify if the primary customers are B2B (insurance companies) or B2C (individual subscribers).
- What are the 'Future' technological goals of the company?
- Slide 6 lists several ambitious goals, including the implementation of Artificial Intelligence, internationalization, and the use of chatbots. It also mentions the development of several specific domains like mireputaciondigital.com and biobeq.com, suggesting a strategy of launching specialized sub-brands for different aspects of digital identity and health.
