About
Easy When I'm Gone empowers regular Americans to get their estate plan done. One they believe in and trust will work when it counts.
What we believe
The estate planning industry is outdated, stuffy, confusing, slow, and intimidating. Our bet is that it can be done better.
Buying a mattress used to be painful. You walked into a store, lay on beds under fluorescent lights, had no idea what anything should cost, and had to talk to a salesman. Nobody thought a bed in a box, bought online with one click and a 100-night trial, could work. It did. For millions of people, buying a mattress went from stuffy and painful to easy, even fun.
Estate planning is sitting where mattresses sat in 2012.
How we work
We've spent the last six months studying estate planning obsessively, and we know there's a lot we still don't know. So we sit down with the lawyers who do this every day and do two things.
We ask the questions a family would ask if they knew what to ask: what does this cost, what can go wrong, how do I know it will work.
And we question the status quo: why is it done this way, why is it this hard, why do so many plans fail when they're needed, what would you change if you could.
Who we are
Rob Atkinson is the face of the show. He's a serial entrepreneur. At his peak he was driving more than $2 million a month in revenue for the top mattress brands through digital marketing. He's spent the last six months going deep on estate planning as an outsider. He is not a lawyer and never claims to be. He's the curious consumer asking the questions families don't know to ask.
Greg Atkinson, Rob's brother, finds the attorneys, books the show, and runs everything behind the camera.
Who pays us, and who never will
We take nothing from estate planning attorneys. No referral fees, no sponsorships, no paid placements. That's not charity, it's the business model. The moment we take attorney money, our questions stop being worth anything, and so does the audience that trusts them.
We don't have anything to sell yet. When we do, families will be the ones paying for it, never firms. Down the road, families will need good lawyers to draft plans that actually work, and the lawyers we've met on this show are the first ones we'd call. They won't pay us for that call.
Where this goes
We'll say it up front: this part is dreamy. Imagine opening an app and seeing your whole probate exposure in one place. Your house, your accounts, your life insurance, what's titled to a trust and what isn't, and what happens to each one if you died tonight. A friend texts you, "I'm covered, took me a day, get the app." In one day your estate plan is done, and it stays done, because the app keeps watching.
That's what "easy when I'm gone" means. It may be impossible. That's exactly why we're doing this.
Our ten-year goal: help 10 million or more families reach their estate planning goals.
Estate planning attorneys
If you build plans that actually work when the day comes, we want you on the show. Be a founding guest