Advice Bringing Death to Life Bringing Death to Life

Bringing Death to Life

From Guardian Angel to Octopus Legacy

Guardian Angel has rebranded to Octopus Legacy. Find out why we made the change, how we went about it and get to know our new brand.

Where it all started

Guardian Angel was founded in 2016 after Sam’s mum died suddenly in a car accident.

We are a business on a mission to support the people left behind after a loss. Initially we did this through our Support Hubs - communities that create a space for connection and order in the chaos of loss by helping bereaved friends and families share memories, delegate tasks, and space our deliveries.

But the more customers we spoke to the clearer it became that one of the biggest avoidable sources of stress after someone has died is all of the admin, paperwork and legal work that comes with it.

To remove this we’d need to help people get plans in place before they die. That led us to launch our proactive planning services - from wills, life insurance to Lasting Power of Attorneys - we know, from talking to our customers, and from our own experience, that sorting these plans ahead of time can help make an overwhelming time that little bit easier.

In the last 8 years we’ve helped 290,000 people plan for death and deal with loss.

And, at the end of 2022 we joined the Octopus Group, a group of businesses set on solving some of the world's biggest challenges and building a brighter future.

What’s in a name?

Life changes, names should too (when you outgrow them). We chose the name Guardian Angel in 2017 because it was how Sam’s family described his Aunt after his mum died - she swooped in, took everything off their plate and gave them the space to grieve. We wanted to be that person for our customers. Whilst this personal mission remains, as we grow, we wanted to create a business that was for everyone - whatever their faith or background. So this year we knew it was time to change it.

Meet Octopus Legacy.

Why Octopus? We’re proud to have joined a family of businesses that are famous for putting people first. In an industry with a shameful amount of anxiety tactics, jargon and even fraud we’re here to raise the bar.

Why Legacy? When our competitors think about planning for death and dealing with loss they think about products - wills, Lasting Power of Attorneys, probate. But we think they’ve got it all wrong.

Underneath these cold processes is something much more human - the question of ‘What will we leave behind?’. We’re here to help people shape a legacy that connects them to the people they love, whilst they’re here. And after they’re gone. It’s a chance to share more than just money: leave voice notes, playlists, recipes. Not something to be rushed, but to be added to as life changes. Co-created in conversation with friends and family.

What won’t change

We know that death is tough enough without everything else that comes with it. Our mission to make sure it isn’t any tougher than it already is remains.

What’s next?

Death can feel like the full stop at the end of our lives. It can come between us, leave mess, legal fees and frustration. But death doesn’t have to have the last word. It can be an invitation, for more words, more conversations. At Octopus Legacy our role is to challenge you to shape a legacy that’s as unique as you. One that connects you to the people you love in life and in death.

That means offering you more choice. Want to co-create your legacy online from the comfort of your own home? We’re here to help. Want support from experts over the phone or in person? We’re here to guide you through the process and ask the curious questions. In short, we’ll be bringing death to life by pulling back these cold processes out and making them human again.