We recently connected with Natalia Parker and have shared our conversation below.
Natalia, thanks for taking the time to share your stories with us today Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
We are a women-owned business founded after COVID by two moms who had successfully collaborated on numerous school volunteering projects. Recognizing how well we worked together, we decided to turn our teamwork into a business, addressing the growing need for digital asset planning. Natalia went through a divorce where she had to address ex-husband’s numerous online accounts while Tatyana just wrote a will where she assigned directives for everything but digital accounts. Frustrated by the lack of estate planning solutions for digital assets and accounts—many of which we don’t even remember having—we set out to create a solution. It took us a full year of customer discovery, which continues to this day, to refine our product. Along the way, we had to learn everything on the go, from coding to marketing, as the industry evolved at lightning speed. Owning a business is both a blessing and a challenge, requiring us to be hands-on with every task. We worked tirelessly every day, and now we laugh at how naïve we once were—but also at how well we adapted and persevered. We realized that estate attorneys focus on tangible assets like bank accounts and property, while wealth advisors handle investments and retirement accounts. This leaves online assets and digital accounts completely unaddressed and often forgotten. After trying to collaborate with estate planners—who showed little interest as they were already busy—we decided to carve out our own niche. We created a new branch of estate planning dedicated solely to managing and protecting digital assets, ensuring that what people own online is properly accounted for and secured. We spent countless hours researching companies, analyzing thousands of Terms of Service and privacy policies, and building a comprehensive database. We developed a dynamic questionnaire and created software to connect everything seamlessly. The process took time, as we had to engage with people, promote our product, learn the ins and outs of marketing, and continuously refine our approach. Along the way, we adapted and pivoted to better understand and reach our ideal customers.
Natalia, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Addressing your digital assets and online accounts is more important than ever in today’s digital world. We accumulate hundreds of online accounts throughout our lives, from financial platforms and social media to cloud storage and subscription services. Without a clear plan, these accounts can become inaccessible, leading to financial loss, data erasure, and unnecessary stress for loved ones. By properly indexing your accounts, you ensure that no assets go unnoticed or unclaimed, preventing confusion and lost access in critical moments.
Your executor or loved ones need to know about key accounts to handle essential tasks such as managing financial holdings, transferring ownership, or preserving sentimental data. Without proper access, valuable funds in platforms like Venmo, Coinbase, PayPal, or eBay may be lost, and personal memories stored in photos, videos, or blogs could disappear forever. Additionally, travel rewards, loyalty points, and digital assets like cryptocurrencies can remain unclaimed if directives are not in place.
Beyond financial and sentimental loss, there is also the risk of identity theft and hacking. Unattended accounts can become prime targets for cybercriminals, who can exploit them for fraudulent activities. Assigning clear directives not only protects against these risks but also ensures that your accounts are handled according to your wishes. Whether you want certain accounts to be closed, deleted, memorialized, or transferred to a loved one, having a structured plan in place guarantees your intentions are honored.
Additionally, some accounts must remain active for practical reasons, such as subscriptions tied to healthcare, insurance, or other essential services. Without proper guidance, executors may inadvertently cancel subscriptions that are still needed. By establishing a clear digital estate plan, you save your loved ones from hours—if not months—of stressful searching and uncertainty. Instead, they can follow a straightforward guide to access, manage, and protect your digital legacy, ensuring that your online presence is handled exactly as you intended.
What sets us apart from competitors is that we are not a password vault. Unlike traditional platforms that store login credentials, we never ask for or store any sensitive data such as usernames, passwords, or account numbers. Instead, we provide a secure and comprehensive catalog of all your online assets and accounts, along with specific directives for each company. These directives are based on our extensive research into the terms of service and policies of various platforms, ensuring your loved ones have the necessary guidance when managing your digital legacy.
Our solution gives your executor or loved ones a clear understanding of what accounts you have and what actions should be taken, whether that means deleting, closing, transferring ownership or balances, cashing out loyalty points, or memorializing accounts. Additionally, we provide an Executor Guidebook with step-by-step instructions on how to fulfill these directives efficiently. By offering this structured approach, we eliminate the confusion, frustration, and stress of searching for accounts and figuring out how to manage them. More importantly, we help prevent financial loss by ensuring funds, loyalty points, and other digital assets don’t go unclaimed. Our service ultimately saves time, money, and emotional strain, making digital estate planning a seamless and essential process.
Have you ever had to pivot?
One major pivot we had to make in our first year was shifting our focus away from estate planners. Initially, we were certain they would embrace our product, as most did not address digital assets in their planning. We spent months meeting with estate attorneys, chasing leads, and trying to persuade them of the value of our solution. However, despite our efforts, they showed little interest. On the other hand, everyone else we spoke to—wealth advisors, life insurance professionals, and everyday individuals—immediately understood the necessity of knowing what they had online and how to manage it.
Realizing that estate planners were not our ideal customers, we pivoted toward serving the general public—those who actually needed and wanted our product. We recognized that estate planning has traditionally been divided into two branches: estate attorneys who handle tangible assets like property and bank accounts, and wealth advisors who manage investments, trusts, and retirement funds. Yet, digital assets were left unaddressed, creating a major gap in estate planning. Seeing this, we decided to develop a new branch specifically dedicated to digital asset management. By shifting our customer focus from estate planners to individuals, we positioned ourselves at the forefront of an emerging industry—one that will only continue to grow as digital assets become an increasingly significant part of our lives.
Can you share a story from your journey that illustrates your resilience?
Starting a business from scratch is incredibly challenging, especially when you have to learn everything on the go. When we began, we had little knowledge of coding, software development, Figma screens, databases, or marketing. We were so private that we didn’t even have personal social media accounts—yet we had to create profiles and start sharing our journey. It was a steep learning curve, but we embraced it.
As we dove deeper into the digital world, we uncovered alarming truths about privacy violations, hacking, online scams, identity theft, and the growing influence of AI. The more we learned, the more urgent our mission became. Digital assets are a fundamental part of our lives, yet most people have no control over them. We are here to change that. Our goal is to empower individuals to take control of their digital presence, protect their online accounts, and ensure that their digital legacy remains theirs—not in the hands of corporations, hackers, or AI.
There were moments of desperation when we doubted ourselves, questioning if we were on the right path or if we were destined to fail. But surprisingly, we always found strength in each other. When one of us struggled with difficulties or doubts, the other stepped in with support, encouragement, and determination to keep going.
We have different strengths and weaknesses, but instead of competing, we complement each other. One of us may be better at one thing, while the other excels in another, and that balance has been key to our progress. We are not in this to outshine each other—we are in this together to succeed.
Contact Info:
- Website: https://www.dexitcorp.com/
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- Twitter: @dexitchixs
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