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DO YOU KNOW YOUR

LEGACY?What will happen to your

children if you die tomorrow?

LEGACY

Denmark is one of the most digitalized societies by all means. Almost every aspect of a persons life is now supported by di-gital services – except the most certain aspect of them all – our death.

A person’s death is often marked by two types of events: the distribution of the heritage and the funeral. With very few ex-ceptions, these two inevitable events are still taken care of in a very non digital way. If you want to draw a will, you book a meeting with a lawyer who does it for you for DKK 2.500 – 5.000. The funeral is cared for by an undertaker who takes care of everything few hours after a person has died. Both lawyers and undertakers are profoundly traditional profes- sions with a very low degree of digitization.

Sometime a third event occurs as well: handling of the reti-rement and life insurance plan. The right combination of life insurance coverage and savings can ensure the family a du-rable livelihood.

Eventually everyone will die, but only 8% of Danes have acknowledged that and drawn a will – this number is concer-ning seen in the context of the numbers of divorces and re-marriages not taken account for in the heritage law.

Another aspect not taken account for is the increasing digi-tal heritage. Citizens, relatives and lawyers alike have no clue how to handle the digital heritage: what should happen with my social media profiles when I’m gone? How can my children access my digital picture library? And how can I make my law-yer aware of all my digital assets when the estate inventory is due?

It is our ambition to bring peoples’ legacy into the 21st cen-tury by digitalizing the process and adding value enabled by digitalization.

Welcome to your legacy!

BACKGROUNDMake a choice today that will give you peace

of mind for tomorrow

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But it’s not all, you have control over...

.. do you know your legacy?

You probably have a pretty good grip on life...

TABLE OF CONTENT

Take control of your legacy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06Our Vision . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 08Citizen-scenario 2015 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11Citizen-scenario 2017 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Professional-scenario 2015 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Professional-scenario 2017 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Heritage considerations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20Citizens challenges . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21Professional challenges . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Making a choice today gives peace of mind for tomorrow . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26KMD Legacy to the bone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27A Digital Platform . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

International . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34Vertical . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

KMD Legacy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39Competitors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39Potential . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40Go 2 Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42Finances . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45

SETTING THE SCENE

THE CHALLENGE

THE SOLUTION

PERSPECTIVES

THE BUSINESS

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This catalogue shows a way to tackle the taboo subject that hits us all – our own mortality. Many people avoid talking about their own death, some try to dismiss it as irrelevant, but this is in reality a very selfish act, since we lay the burden of choice and distribution on our descendants’ shoulders.

In reality, it is a severe challenge if a person wants to take his legacy and heritage in his own hands. With no place to note all your wishes, you have to break the taboo and engage the conversation with your relatives. Entering the confusing network of outdated services, where the expensive lawyer helps you make the will, the no-tary helps you sign it and the priest helps you decide the course of your funeral. But you are still left alone when it comes to the actual planning of the funeral. Not to mention the black hole handling your digital heritage.

With KMD Legacy all these frustrations will be challenges of the past. You will know exactly where to go and how your material and immaterial heritage will be distri-buted. What will each child inherit? What will happen to my social media profiles? And how is the funeral to take place?

KMD Legacy will provide a single point of contact for all those questions needed to be answered – and it can be conducted digitally in your own pace to a fraction of the actual cost. But best of all, KMD Legacy enables you to take back the control, to make your own decisions and to relieve your descendants from the burden of choice and distribution in the middle of a grieving process.

TAKE CONTROL OF YOUR LEGACY

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Lack of insights into valuation of assets and life

insurance coverage

No clue what to do with the digital heritage

Expensive, difficult and confusing to draw a will

Many unanswered questions in connection

with a funeral

THE CHALLENGE

THE SOLUTION

Click & Create Legal Documents

Overview of death-coverage

Control over digital heritage

Plan & Pay Funeral

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It’s my legacy – so let me deal with it!People get empowered when they have the right tools at hand. KMD Legacy is this tool. It is the tool, that puts the person first and enables him to get an overview and take action on various aspects concerning life and death. It showcases all neces-sary decisions in a simple, secure and user friendly universe, where everything is done at your own pace. Subsequently it will support you with automatic notifica-tions when a change in circumstances demand a repositioning of your choices.

Bank & Lawyers – focus on counselling!Being a banker or lawyer is a highly valued and proud profession, requiring great skills and hard work. An average lawyer costs DKK 2.000 per hour and has lots of counselling knowledge to communicate in a short matter of time. So why are the highly qualified professionals spending valuable time on administrative typing of basic information and choices? Why aren’t they letting their

competencies flourish within counselling instead – especially given the short time affordable by the customers? KMD Legacy is this administration relieving tool, that enables the banker and lawyer to focus on giving the right counselling on an informed basis. At the same time they can offer a better service to their customers, by ensuring they have all the time needed to go through the difficult choices at home, and therefore show up well-prepared for the final counselling with the lawyer.

Smarter service!If we take a look into the near future as we envision it we will see a dramatic increa-se in drawn wills, bankers and lawyers focusing on their core competencies and citizens taking their legacy into their own hands. All this enabled by a user-friendly digital tool, that disrupt the traditional mortality-services simply by empowering and enabling the user to take care of his own legacy.

OUR VISIONEACH YEAR 50.000 DANES DIE, BUT ONLY 8 % HAVE DRAWN A WILL. THE STATE HAS AN ANNUAL REVENUE FROM HERITAGE TAX OF DKK 15B OR DKK 300.000 PER DECEASED. THE NUMBERS ARE IMMENSE AND WHEN ASKED, 80 % REPLY THAT THEY WANT TO MAKE A WILL AND GET THEIR STUFF IN ORDER – SO HOW CAN WE HELP MORE PEOPLE TAKE CONTROL OF THEIR LEGACY?

VALUE PROPOSITION SOCIETY

VALUE PROPOSITION CITIZEN VALUE PROPOSITION PROFESSIONAL

More drawn wills

Less burden for descendants

Empowered citizens

Handling of digital heritage

Quit your worries

Less frustration

Updated overview

Action enabling tool

Better service

Lower costs

Focus on counselling

Administrative cost cuts

More competitive

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Brian Tayler is 85 years old. He has lived a long and happy life with his wife Kathrine, their three children and in the recent years, their seven grandchildren. Especially the time spent with his grandchildren has brought happiness into Brian’s life, since his wife passed away a few years ago.

For the last six months’ darkening clouds have begun to gather over Brian. The doctors have diagnosed him with terminal bone cancer and given him a few months to live. Joyful as he is, he has decided to spend his last time on earth by living life to the full and spending as much time as possible with his beloved family. He dismisses to talk about his death, and his children can’t find the right moment to initiate the talk due to the taboo character of the subject.

One bright Sunday morning in December, Brian quietly passes away in the rest-ful company of his family. The family, now left in grief, has to deal with a couple of challenges, before they can begin to adopt to a new life without their beloved Brian.

Day 1: Burned or buried?A few hours after Brian has passed away, family and friends begin to call in their condolences – and ask for time and location for his funeral. The three children realise that they have different views on their father’s last wish: Would he want to be buried or burned? Should the music be psalms or more delightful jazz? Would

he want to lay beside his wife or in his family grave with his parents, grandparents and brother? They realise, that they don’t know and are now faced with making all these tough decisions only few hours after their father has passed away.

Day 10: Distribution of wealth?A few days after the funeral, the family is gathered again. This time at the deposi-tary’s office. The children assume it’s just a formality to distribute the remaining of Brian’s wealth: his house, car, the family vacation home in Spain and savings worth of DKK 1.000.000. Unfortunately, things aren’t that simple. Since his wife’s death, Brian has lived in an undivided estate, but has neglected to make a will of his own. Even though Brian has always seen the three children equally and as his own, this is not the case in the eye of the law. Kathrine’s first child has a different father who passed away when she was a toddler. The three children suddenly face an unequal distribution of wealth due to the lack of a will.

Day 30: Afterlife on Facebook?Brian loved to follow his childrens’ and grandchildrens’ life through Facebook. Now that he has passed away, he continues to pop up on their timeline as if he still was alive – and the children don’t know how to turn his account into a memorial since he shared it with his wife Kathrine. Going through the estate, the children realize, that all their family pictures have gone digital on Flickr and on Brian’s laptop – and none of them can access them because they don’t have the right passwords.

CITIZEN-SCENARIO 2015

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Roger May is 85 years old. He has lived a joyful life with his wife Suzan, their two children, four grandchildren and one great grandchild. He sometimes struggles with the distances between the family members, since various job opportuni- ties have spread them across the country, but he enjoys to keep in touch th-rough modern technology.

For the last couple of years, clouds have darkened Roger’s normally positive mind. He has been diagnosed with Alzheimer and has rapidly lost traction of time. His memory has disappeared and he struggles to recognize even his closest family. The family, caught a bit unguarded by the rapid Alzheimer, missed the opportuni-ty to talk about his last wishes as Roger’s life runs to an end. Knowing that Roger has been an active user of KMD Legacy, the family focuses on getting the most out of their last time instead of quarrelling about Rogers death.

On a sunny day in December, Roger quietly passes away in the restful company of his family. The family, now left in grief, has to deal with a couple of practicalities, before they can embrace their new life without Roger.

Day 1: Burned by the sea!A few hours after Roger has passed away, family and friends begin to call in their condolences – and ask for a time and location for his funeral. Suzan along with the children know that Roger wanted to be burned and then have his ashes spread over the sea. Through KMD Legacy, Roger has stated his wishes for his last good-bye in every detail: he has named the priest, marked his favourite spot on the sea, created a playlist with his favorite songs and even paid for the funeral session

in advance. His relatives are now left with only a few practicalities and can look forward to the ceremony with peace in mind, confident that everything will be conducted in Rogers spirit.

Day 10: A wealthy distribution! A few days after the funeral, the family has gathered at the depositary’s office. Ro-ger has used KMD Legacy to create a will before he got struck with Alzheimer. He made sure, that Suzan can continue to live on in their house in an undivided esta-te. At the same time, he has marked DKK 100.000 to each child and DKK 50.000 to each grandchild, which they will inherent right away. The great grandchild, young as he is, has received a foundation where the DKK 50.000 will pull interest until he has turned 18 years old. Having helped people in need through the majority of his life, Roger has donated DKK 150.000 to various charity organizations.

Day 30: Social memorial!Since Roger’s children and grandchildren lived at a distance, he embraced various social medias in order to boost his relationship with the younger generations. Now that Roger has passed away, his spirit lives on selected social medias. Roger has passed on his usernames and password along with a comprehensive list of which media he wishe to continue to appears on and which he wishes to shut down. He has made sure that all their family pictures can be passed on to the future genera-tions, the necessary accounts can be transferred to his wife, memorial pages are set up – and the rest of his digital heritage is shut down.

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CITIZEN-SCENARIO 2017

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LAWYER-SCENARIOJeff Jackson is a successful lawyer in a medium sized law firm. He has for the last couple of years worked with heritage law – specializing in the field while aiming for a partner position in the firm.

This morning Jeff has a meeting with a couple in their mid fifties, who want’s to draw a will. The couple has both been married before and has children from both their current and past marriages.

When the couple arrives, Jeff kindly begins by asking them if they have made any considerations regarding their wills? They begin the conversation by jointly filling out a form stating their names, the names of their five children and who is parent to whom. They state their estates: house, cars, family vacation home in Spain, the husband’s collection of watches and the wife’s collection of rare stamps – and not to forget the wife’s side business running an e-commerce platform.

When all this is stated, Jeff asks them how they wish their wealth to be distributed among their children? What should happen if the husband dies before the wife? If the wife remarries? Do they need a life insurance? And how about their siblings? Nieces? The local Golf club? Red Cross?

Jeff spends the first hour writing basic information into their will and asking a lot of questions, that the couple don’t have the answer for right away. They agree to book another meeting, where they can go through the will again. The couple lea-ves bewildered and DKK 2.500 poorer.

BANK-SCENARIOJonathan Davis works in one of the largest national banks. He has for the last couple of years been in various divisions but has now focused in on life insurances.

While being in charge of the company’s life insurances, Jonathan has mapped all the potential channels the bank uses to get in touch and expose potential custo-mers for their life insurance products. Despite the numerous channels, none has really managed to hit the customer centric approach.

Today, Jonathwan has a meeting with a couple in their mid forties. During the one hour meeting, Jonathan goes through the couple’s entire coverage in the bank – and dwells on their lack of life insurance.

The couple, rational and safe riders as they are, are willing to take out a life insuran-ce, but are struggling to deal with all of Jonathans’ necessary questions in the un-familiar surroundings of the bank: How long do you expect to live? How much do you wish to leave behind for the widower? And how is your life insurance in conne-ction to your will? Do you even have an updated will?

After one hour, the couple leaves bewildered, confused and without taking out a life insurance. They say they will be in touch after they have had time to think about their desired coverage. Jonathan doubts that they will….

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PROFESSIONAL-SCENARIO 2015

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LAWYER-SCENARIOSarah Johnson is a young lawyer who has succeeded in rapidly establishing a suc-cessful law-firm, understanding that delivering the service is just as important as the service it self.

Today Sarah has a telecom meeting with a couple in their mid fifties. The couple both have children from former marriages and are expecting their first grand-child in a month.

Sarah knows that their family structure common as it is, is complex in the eyes of the law – yet she feels well-prepared for their meeting. Sarah logs into KMD Le-gacy where she can access the couple’s will. She knows they have spent the last weeks going through their will at home and have had a lot of good and existential conversation concerning their wishes for the future.

When she talks to the couple, they have considered their situation and have discussed all the possible scenarios concerning the distribution of their wealth amongst their children. They have set money aside for Red Cross and the local sport clubs. And have decide that regardless of who dies first, the other can live on in an undivided estate.

Sarah can focus her time on providing counselling to the couple in stead of filling out administrative forms. Through KMD Legacy she can see, that they are lacking a life insurance and haven’t taken a stand on organ donation, nor have they dra-wn a pet-will for their dog, Rocky. She kindly advices them to do so.

After a 30 min conversation, the couple has completed their will and has gained clarification on all aspects regarding their mortality.

BANK-SCENARIOHannah Johansen has just been appointed bank lead on life insurances. She works in a medium sized bank, who has a good grip on their customers’ needs.

Hannah has been looking forward to today. The bank has just signed an agree-ment with KMD Legacy on life insurances – and today she has the first telecom meeting with a life insurance customer.

The customers, a couple in their mid forties, have over a course of time logged into KMD Legacy and have been working on their will. In the process, the system has pointed out to them their lack of a life insurance. Having tackled the taboo of creating a will and engaged in the process and subsequent dialogue – the couple decides to take care of their life insurance while in the mood.

When Hannah talks to the couple, they are well prepared and have given some good thoughts on all possible questions. The couple has created their life insuran-ce in KMD Legacy – going through it at home over the last weeks, having plenty of time to give some serious thoughts on the tough questions needed to be answe-red and now finally feeling well-prepared and up to date with their advisor, Hannah.

After 20 minutes the couple ends their meeting with Hannah, having peace of mind and taken out a new life insurance that they feel comfortable with.

PROFESSIONAL-SCENARIO 20172

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THE CHALLENGE

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Physical Heritage:

• Hereditary classes determines distribution of wealth if a will doesn’t exist

• A quarter of your heritage is reserved for your spouse and/or children

• The heritage tax is 0%, 15 % or 36,25% depending on the hereditary class

• Donations to charity is exempted from heritage tax

• A spouse can choose to live in an undivided estate - but needs an approval from deceased’s children from other marriages if such exist

• Unmarried couples don’t inherit each other unless they have a will

• The heritage law doesn’t take into account your wishes to organ donation, children testament or digital heritage

Digital Heritage:

• Your social media accounts live on even after you die

• It’s very intricate for your relatives to close your social media profiles

• If all your family pictures have been digitalized, they are probably protected by a password – but do your children know this?

• Electronic documents are not automatically passed on to your children – should they have access to some of them?

• If you have created a will on your laptop have you then made sure your relatives can find it in your directory structure?

• Do you want to share all your digital activity with your children?

HERITAGE CONSIDERATIONS CITIZENS CHALLENGES

If a deceased hasen’t created a will, the heritage law determines the distribution of wealth. For up to 1.5 mill Danes this results in a distribution of wealth against their wishes. The heritage law of 2008 doesn’t take into account handling of the digital heritage.

Handling the death of a relative is a stressful experience. Being the person in charge of the funeral ceremony and all the administration relating to a person’s death is for most an uncommon situation we only have to deal with once or twice during our lifetime. Yet the processes related to life insurance, distribution of the wealth and the funeral almost entirely neglect the needs of the relatives or the deceased to be.

Taboo:Death conversations aren’t the easiest to initiate during a nice dinner with your fa-mily. Our own mortality is for many an unwanted topic, very taboo and hard to deal with. As a result, many neglect to consider what their final wishes are, how they would like their funeral to go by and their heritage to be distributed. Death is not an uncommon phenomena though – it’s probably the only certain in life. And even though 95 % of all people die after a course of illness, only 8 % have drawn a will – leaving the majority of the surviving relatives to handle a great amount of administrative choices in the midst of their grief.

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Mortality is hard to comprehend and even harder to manage on so many different levels:

• It’s difficult to relate to the fact, that we won’t be here forever – and that our children will live lives without us

• Even if you are amongst the minority 8 % who have a will, it has probably been a difficult process to understand how to wright it and what to include

• It’s easy to make mistakes when you create a will – even if it is done under counselling by a lawyer

• Many unrightfully assume, that the heritage law will ensure a fair distribution of wealth

• It is expensive to make a will – and even more of an economical bur-den to leave your surviving relatives to cover the cost of a funeral

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The professionals dealing with life insurances and wills struggle to engage in a mea- ningful dialogue with their customers in a pace fitting the individual. Tackling your own mortality and taking a stance on amount allocated to your spouse through the life insurance and how your wealth should be distributed takes time – expensive time at a lawyers office.

Lawyers: Expensive administrationIf you hire a lawyer to help you with your will, it is his responsibility that everything is in order. As such the lawyer spends quite a lot of time writing all formalities correctly – who is the will for? What are the names of all the beneficiaries? What is the estate? How should it be distributed?As a lawyer you are often left with an unprepared customer, who has to deal with a lot of complex information in a very short period of time – very precious and expen-sive time. And you find yourself filling out administrative forms instead of focusing on your counselling.

Life Insurance adviser: Hard SaleWorking in a bank selling life insurances to potential customers is a demanding job. First of all it is difficult to engage with the customers, bring their mortality on the table and advice them to buy a life insurance. If you manage to get a hook in the customers, you still have to conduct a complex sale: life insurances are multifaceted products that force the consideration of difficult questions with tough answers. And of top of it all, your clients have to deal with these considerations in unfamiliar surroundings under time pressure.

PROFESSIONAL CHALLENGES

DKK 400.000Average

will-donation to NGO’s

885.000Registered

Organ Donation

DKK 2.500Average price for a

standard will

37.500Cremations

DKK 45.000Annual wills

DKK 15BAnnual heritage tax to the state

50.000Annual deaths

30.000Annual wills

8 %Have a will

1.5 millRegret the law

determined distribution of wealth

2/3Will pay subscription

to be in control of their legacy

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THE SOLUTIONTHE SOLUTION

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No one likes to think about their own mortality or the mortality of their loved ones. Yet we all have to deal with it at some point in life. Up until now the taboo topic has been handled in a widespread and blindfolded way, where those who don’t leave it all up to their relatives, spend a great amount of money buying peace of mind through expensive and time-costly consultancies with lawyers and insurances.

KMD Legacy is a hands-on-tool, designed for you to take control of your life and death. Contrary to common practice, KMD Legacy puts you in the center and enables you to make your own decisions on an enlightened basis, with an insight based overview of your coverages.

Make a choice today that will give you peace of mind for tomorrow.

Insights based overviewAn updated overview of your coverage and conditions based on personal in-sights in your economy. Get a clear understanding of exactly how your life in-surance covers your spouse, how much each child will inherit and what will hap-pen to your Facebook account. Be alerted when decisions need to be made or updated.

Click & Create Legal DocumentsTestament, life insurance and last will can all be created through a few simple clicks online. The documents are stored and can at anytime be updated and di-stributed as required. At death your relatives get access to KMD Legacy where they can see your documents and last wish. No one is in doubt, where your will is and what your last wish is.

Death-as-a-serviceLawyers, banks, insurance companies and undertakers can offer their services at the consumers’ conditions: user-friendly, online, always accessible with the same high standard and counseling possibilities. The users can make the dif-ficult decisions at home in calm surroundings, taking the time needed to give those tough questions some thoughts and then click & create documents on-line with subsequent counseling.

MAKING A CHOICE TODAY GIVES PEACE OF MIND FOR TOMORROW

To the bone

• makes will-making easy and cheap

• gives an insight based overview of your coverage for death

• takes care of your digital heritage

• enables online life insurance choices in the calm of your home

• puts you in control of your last farewell – plan & pay for your funeral

CLICK & CREATEEasy access to documents, that can change the life circumstances for your surviving relatives.

Create your will online, at your own pace and in calm surroundings. Discuss the important choices with your relatives and receive counseling advices if needed.

If further coverage is needed, life insurances are within reach: online, manageable and understandable.

Extend your will to also cover your wishes on organ donation, life-prolonging inter-ventions and child custody – or how about including usernames and passwords to your social media accounts?

KMD Legacy is for everyone who leaves something behind – online or offline

KMD Legacy:• Gathers all necessary decisions concerning

your mortality in one place – and gives you adequate insights to act upon them

Core functions: • Click & Create your will, life insurance and

digital heritage• Insights based reminders when you need

to update your documents • Plan & Pay for your last journey• Take care of your digital afterlife.

DIGITAL WILL

KMD LEGACY TO THE BONE

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Congratulation on your parenthood – you should consider updating your will.

Click & Create Legal Docu-ments: Will, Life Insurance and Digital Heritage

Almost there: you havemade 75% of the necessarychoices.

Distribute your usernames and passwords to your relatives – along with your instructions

PERSONALIZED REMINDERSBe sure your will, digital heritage and life insurance are always up to date!

Based on your life circumstances, KMD Legacy offers you reminders when it’s time to update your will, life insurance or digital heritage.

Marriage, divorce, becoming a parent, buying a house, boat or family vacation home – the life changing events can be plentiful and have a great impact on the heritage you leave behind.

Get your will-as-a-service and be sure to always have an updated coverage and to remain in control.

DIGITAL AFTERLIFEJust because you die, doesn’t mean your digital activity terminates. To avoid having a digital afterlife out of your control, you should make your choices today.

You can help your relatives by giving them a posthumous access to your social media accounts with guidelines. Give them directions on how to manage your di-gital afterlife on social media.

Don’t let those precious family pictures or personal documents vanish: manage a secure transfer to your loved ones so they can pass them on to future generations.

Is all your online activity suitable for your childrens’ eyes? You can shut down or delete certain profiles, documents and pictures. Control the image you pass on to your children.

Your Digital Heritage covers all the digital footprints you leave behind. Some should stay for ever, some should be managed by loved ones – and some should vanish after death.

PLAN & PAYMany people prefer a funeral to be a happy event, where family and friends are finally gathered – but the reality is often quit the opposite.

Plan your own last farewell and lift the burden from your surviving relatives. It’s painful to deal with a loved one’s death – and it can be traumatic to arrange all the administrative details around a funeral.

Take control of your last farewell and plan your own funeral: in details or in general – either way you are lifting a tremendous burden from your loved ones’ shoulders.

A funeral can be a very expensive affair: pay for it in advance and give your loved ones the space needed to enter the grieving process.

Plan your funeral and leave a happy memory to be remembered by.

Social Media:Turn you social media account into a memorial – or shut it down when the time comes.

Personal Documents: Sort your personal documents and decide whether to distribute or delete them

Family Pictures: Pass on your precious family pictures to future generation

Legal Documents: Make sure important legal documents don’t dissapear

Digital afterlife

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CONCEPT

CLICK & CREATE

PERSONALIZED REMINDERS

DIGITAL AFTERLIFE

PLAN & PAY

LAW-PROFESSIONALS CITIZENS

Overview & Insights

Create documents

Master your digital footprint

Share with relatives

Extended customer base

Focus on counseling

Online contact with users

Data extraction and integrations

Scalable and future proof platform: The solution should be seen as a digital platform that can be adapted to different media types and an evolving digital society. The solution can be brought into play on tablets , websites , smartphones – always at hand when you need it.

There are three main reasons why the solution should be seen as a generic platform:

• The uncertain media world puts a technological demand for flexibility and adaption to new standards, formats and trends.

• All individuals are different and should be met as such. The standard ap- proach from lawyers and bankers is slowly shifting towards a more user centric service delivery.

• Many needs are meet with KMD Legacy: citizens’, lawyers’, banks’, underta-kers’ – all requiring a user interface adapted to their needs.

A reassuring solution: The entire solution is designed to ensure a comfortable dealing with an uncom-fortable topic. The design is based on a philosophy where the user is gently guided through every step in the process – constantly maintaining the view of the grea-ter picture while making concrete choices.

An easy accessible online solution creates the right circumstances for users, to go through each of the difficult choices at their own pace in the safe surroundings of their home. Ensured the entire way, that the system is designed for your safety and to avoid any mistakes in your last will. As an add-on option, professional law-yers are ready to provide counseling on specific topics if needed and requested by the users.

KMD Legacy is designed for your comfortable future.

A DIGITAL PLATFORM

It’s not an app – it’s a platform: adjustable to the changing user demands and media channels.

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THE SOLUTIONPERSPECTIVES

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Peoples’ mortality isn’t just a local or national phenomena. It’s international in every aspect. In most developed countries the processes surrounding a per-son passing away are pretty similar: A funeral ceremony, distribution of wealth amongst heirs and handling of the increasing digital heritance.

National laws in an international perspective: A solution operating with heritage laws is bound to be nationally anchored since the heritage law differs amongst countries. The heritage laws in the Scandinavian countries are much alike with only a few differences. Norway, Finland and Sweden are therefore easy entry markets, where only a few technical changes are needed. Furthermore, the small number of people speaking the Scandinavian languages creates a natural barrier for international competitors, since you must understand the language of the law in order to enter the market. English speaking countries see a wider variety of competitors due to the easy border-crossing nature of the English language.

European Certificate of Succession: A new EU-regulation determines, that citizens in EU are subject to follow the heri-tage laws of their habitual residencies – and not by their nationality. This implies,

that Danish citizens enjoying their retirement in Spain are subject to the Spanish inheritance laws and not the Danish. In the same way, if a Dane owns an apart-ment in France while living in Denmark, it will be the Danish inheritance laws that determine the distribution of all wealth – regardless of where it is. To accommoda-te the regulation it is possible to make an European Certificate of Succession in which you can express which heritage laws you wish shall determine the distri-bution of your wealth. It is estimated that 16 mill. cross-national couples in EU will be directly affected by the regulation – and an unknown number of EU-citizens having assets in two or more member states.

Digital Presence – Digital Demand:The more digitally active a country is, the greater demand it creates for handling of digital heritage. At the same time, digital countries have a higher readiness for a digital handling of will and life insurances. As people get more accustomed to e-commerce and digitalization, they begin to demand a higher service than can be delivered by professionals through traditional channels. They seek towards digital solutions since their needs are met here – sometimes by way of disruption, sometimes by way of evolution – but always focusing on better services.

INTERNATIONAL

In the core of KMD Legacy lies the digitalization of legal documents topped with per-sonal reminders. The technology can be used to widen the base of legal documents that new business can be build upon.

Click & Create Legal Documents: KMD Legacy starts off with digitalizing will and life insurances – both legal documents that traditionally have been hard to comprehend, pay for and access. The digitaliza-tion of legal documents can pursue a vertical development, where other legal docu-ments are digitalized. Documents like prenuptials, contracts, debt letters and me-morandum are potential Click & Create Legal Documents.

Legal Documents-as-a-service:The Click & Create Legal Documents function provides the necessary foundation for beginning to sell legal documents-as-a-service. In stead of the traditional pay per pie-ce sale, new possibilities arise within the legal framework. By adding insights based, personal reminders to legal documents, the user receives a service that ensures that his legal documents are always up to date – and has an easy access to updating the documents online.

VERTICAL

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THE BUSINESS

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KMD Legacy puts you in the center and enables you to make your own decisions on an enlightened basis, with an insight based overview of your coverages. Make a choice today that will give you peace of mind for tomorrow.

Personal comprehensive pictureEnables more people to get an understanding of their own coverage and to act upon it. The coverage picture, comprehensive as it is, will always be presented in a personal way fitting your needs and actual coverage situation.

Easy to useLife insurances and wills are not known for their user-friendliness – but this is about to change. The Click & Create documents within the KMD Legacy platform is designed to ensure one thing above all: to put you in the midst of all important decisions. This includes giving you the adequate overview and insights needed to act upon, but also designing each and every process and button to fit your needs and be user-friendly.

Always up to dateUnderneath the very accessible exterior lies a comprehensive amount of big data and database integrations – all to ensure, that your choices are always up to date. If something changes within your life circumstances, you’ll receive a personal no-tification reminding you, that it might be time to check up on your coverage and maybe update your will or reconsider your digital heritance choices.

The online market for services and products concerning a person’s death is very limited. There are a few examples of online services regarding funerals and wills, but it is very fragmented, done in a not-smart way where no digital benefits are re-aped and mostly launched by either lawyers or undertakers – professionals who have very little knowledge of digital possibilities.

Wills: A few lawyers offer a partial online will-service, where you can conduct some of the work beforehand at home and then review the will with a lawyer afterwards at a reduced price. Only www.sikkerarv.dk and www.dinarv.dk offer a fully digital process – with the latter being a copy of www.sikkerarv.dk and they have not yet gained a footing in the market.

Insurance:Banks, Pension and Insurance companies are all fighting to own the customer when it comes to life insurances – but the customers are still left bewildered. What is missing is not a new life insurance – but a platform, where the customer can design and maintain a life insurance within a universe that provides him with a comprehensive overview of his/her life and death situation.

Funerals: There are two online funeral sites in Denmark: www.bedrebegravelse.dk and www.begravelser.dk. Both sites offer the possibility to order 85% of a funeral for a relative – the remaining 15 % is handled in collaboration with an underta-ker, either by phone or face to face. Both sites struggle – as do the rest of the funeral industry – to offer up sale services to their customers. They only have a 24h window of opportunity to conduct the entire sale – and are lucky if the customer places an order twice in a lifetime.

KMD LEGACY COMPETITORS”Make a choice today that will give you peace of mind for tomorrow”

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The digitalization of the will is just the starting point for KMD Legacy. The death-as-a-service platform and Click & Create Legal Documents are two complementary ways of development.

Death-as-a-serviceA vertical development of KMD Legacy is all about supporting the individual in handling mortality by adding additional services to the creation of a will and life insurance. The Plan & Pay funerals function is one brick in the wall. Digital heritance is another. So is Organ Donation, Child Testament, Priest Counseling and My Last Will.

POTENTIAL

Doctor

Insurance Bank

Undertaker

Priest Relative

Organ Donation

Lawyers

Social Media

WILL LIFE INSURANCE DIGITAL HERITANCEClick & Create Legal Doc.

Lawyer

Relatives

Pension

Click & CreateA horizontal development of KMD Legacy is based on the Click & Create technology and aims at sidestepping it into other areas of legal documents. Within mar-riages legal documents such as a prenuptial, will and life insurance is often needed. For small and medium sized enterprises legal documents such as contracts, memorandum, debt letters, shareholders agreement and articles of association are needed to get started or accelerate.

CITIZENS HUSBAND & WIFE SMALL & MEDIUM SIZED ENTERPRISES

CONTRACT MEMORANDUM DEBT LETTERS

SHAREHOLDERS AGREEMENT ARTICLES OF ASSOCIATIONWILL LIFE INSURANCE PRENUPTIAL

Insurance Bank

Wife

Bank Insurance Virk.dk

Lawyer Accountant

MARRIAGE BUSINESS

HusbandOrganist

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Selling KMD Legacy to the consumer is an act of balance. We are selling a solution to a problem that consumers know they have and will deal with at some point – but due to the taboo character of the problem they try to avoid it by all means. It is therefore of crucial importance to support the potential customers on two levels: break the taboo and make it extremely easy to access and initiate the process.

Break the taboo: Communicating death is a hard balance between sadness and necessity. KMD Legacy will pursue a different approach were the seriousness and necessity are balanced with a taboo breaking glimpse of the eye. Using gift cards and alternati-ve channels will create a wide exposure and lower the entry barriers.

Easy access: Online marketing and direct referrals to Click & Create documents will ensure a short way from thought to action. Act upon instinct right away in a user-friendly universe.

Channels: The sale strategy behind KMD Legacy is to boost the online sale to citizens through online marketing and direct referrals secured by face-to-face meetings with banks, NGO’s and lawyers.

Lawyer BanksInsurance

NGO

Citizen

Online marketing

Direct referral

Online marketing

Direct referral

Concept presentation

Online sales

Online marketing

Direct referral

One time and subscription sale of will plus additional online services

Sale of white label solution or refer-ral sale to KMD Legacy

Facilitate easy sale of 30%-wills paid for by the NGO

Direct push sale by trusted partners + wide exposure through partner

channels

Self-service referral subscription increases value for both Legacy

and lawyer

Self-service referral to 30%-wills

Online marketing

Direct referral

Online marketing

Direct referral

SALE TO ACTIVITY CHANNEL PURPOSE

GO 2 MARKET

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SUBSCRIPTION WILLINGNESS61% subscription willingness

Annual subscription size

32%

32%

21%

10%5%

kr. 499 kr. 199 kr. 99 kr. 49 kr. 25

kr. 499 kr. 199 kr. 99 kr. 49 kr. 252 X LANDING PAGES

What will happen to your children if

you die tomorrow?

http://legacy.kmd.dk/legacy/

http://legacy.kmd.dk/choice/

KMD Legacy consists of four coherent elements: Heritage, Insurance, Funeral and Digital Heritance, where the latter is free but the three others are subject to payment. Both Heritage, Insurance and Funeral will be online, self-service solutions with a minimum requirement of support, operation and manual sales.  Heritage has the most accessible customer transactions, a digitalized price advantage and good possibilities of additional sales.

• Consumer transaction: Drawing a will, Updating a will, Subscription, Gift cards

• Lawyers transactions: White label fee per will• NGO’s transactions: Paying for 30%-Will

 

Insurance focuses on ownership of the customer by offering the cust-omer a natural base for life and health insurances. The insurances per se will be handled by banks or insurance companies while KMD Legacy focuses on referrals and mutual up sales.

• Bank / Insurance transactions: White label fee per transac tion or a referral fee

 

Funeral has the smallest financial margin despite the high annual tur-nover. It will be the most partner driven element of KMD Legacy since it requires support from undertakers, priests and florists among others. It is however seen as the final brick in completing the universe of death.

• Consumer transaction: Ordering a funeral, Subscription • Undertaker transaction: White label subscription fee, Referral fee

FINANCESDENMARK

2016 5.000 annual wills 3.000 subscriptions DKK 1.25 mill operation & development

DKK 5 mil.

2020 16.000 annual wills 9.600 subscriptions DKK 1.75 mill operation & development

DKK 18 mil.

EU

2016 140.000 annual wills 85.000 subscriptions

DKK 140 mil.

2020 215.000 annual wills 130.000 subscriptions

DKK 230 mil.

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NYT BILLEDE

KMD LEGACY

LAUTRUPPARKEN 40-42 2750 BALLERUP Telefon: 4460 1000