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