Announcing BrandProject's Investment in Guaranteed

There are many motivating forces that compel founders to take the leap and start a new venture. The opportunity for impact, the desire for self-actualization, the possibility of financial independence. In Jessica McGlory’s case, it started with disappointment. Specifically, disappointment at how a loved one was treated in their most vulnerable moments.?

Venture capitalists are in the privileged position to be pitched by passionate founders every day, receiving an education on various products, business models and industries. My preferred way to start any introductory conversation with a founder is by asking about their background and what led them to start this venture.

When I asked Jessica this question, I heard one of the most compelling founding stories I’ve heard in my seven years in venture capital. It’s a story that compelled BrandProject to back Jessica and her company that is launching today out of stealth.

In 2019, her father had a double heart attack. Jessica flew to Chicago to be by his side and two weeks into the hospital stay, Jessica and her family heard the same thing millions of Americans hear each year - her dad was recommended to enter hospice. Hospice care is for people who are nearing the end of life. The services are provided, often at-home, by a team of health care professionals who maximize comfort for a person who is terminally ill by reducing pain and addressing physical, psychological, social and spiritual needs. Jessica was 28 and had never heard of hospice before. All of a sudden, she had to learn everything she possibly could for her dad.

Jessica has a background steeped in digital marketing. Like many of us, Jessica is used to scouring online reviews before making even the most trivial purchasing decision. But, she found it shockingly difficult to conduct online research to find a reputable hospice. The largest for-profit hospice companies can’t build a brand and market that brand because their customer reviews are overwhelmingly negative, with company Facebook pages rife with comments about neglect and unfulfilled promises. These companies rely on large sales forces to drive patients, at their time of desperate need, to their hospice. And so it happened that Jessica’s father ended up with the largest hospice company in the U.S.

His experience echoed that of many Americans, with the care falling far short of what was promised. One memory etched in Jessica’s mind is of her desperately calling the hospice company when her father was in particular pain, only to have them say no one was available to come over but to just give her dad more morphine. A Facetime to a nurse friend of hers correctly diagnosed the problem, which morphine certainly wouldn’t have solved. This frustration, feeling of helplessness, and anger at a system optimized for profit over care, became the kernel of the idea for Guaranteed.

Jessica quit her job in order to build Guaranteed, which is a tech-enabled hospice that provides the best end-of-life experience possible. Guaranteed provides best-in-class in-person care, paired with 24/7 access to telemedicine hospice medical care for patients and their caregivers. Caregivers are involved in the creation of the care plan, and updated on the state of the patient as the care plan is executed.?

It’s important to note that the hospice industry is filled with selfless, dedicated caregivers who are drawn to the work because of the opportunity for impact. But, many of the largest organizations, whether public or owned by private equity, have turned into profit centers, where frankly there is little incentive to improve or innovate. Many of these for-profit hospices have been found to engage in discriminatory practices, only admitting patients they believe will be the most profitable. Guaranteed’s take on end-of-life is inclusive of the dying, the grieving, their loved ones- and all races, ethnicities, abilities, genders, sexualities, and religions.

One thing I learned during my research is that there are some incredible non-profit hospices. In fact, both of my parents have volunteered as chaplains for one of these organizations. One of the reasons we are so excited to back Jessica is because we know there are many fantastic caregivers in the industry, and they will be attracted to the opportunity to join Jessica and her mission-driven team as they build a brand that is synonymous with safer, more supportive, and more personal end-of-life care.

BrandProject is excited to have led Guaranteed’s seed round, joining a fantastic group of existing investors that includes Lakehouse Ventures, Precursor Ventures, Cake Ventures, Springbank Collective, Primetime Partners and Andreessen Horowitz, and new investors like Able Partners. Guaranteed is currently operating in the Greater Los Angeles area and will be expanding across the country. If you are looking for a role at a mission-driven company (the team is headquartered in New York City) creating the best end-of-life experience possible - one Jessica didn’t get to have with her dad - check out their Careers page for opportunities.