When I Go was born from a simple truth: clarity is an act of love. Just as we thoughtfully plan for life’s big moments (the college funds, the retirement accounts, the wedding details), we can prepare our families with the guidance and wishes that will matter most when they need them.

We’ve all felt that hesitation, the mental note to “handle that soon” that somehow never gets checked off. But planning doesn’t have to feel morbid or overwhelming; it can be an empowering act of love. Without it, families often find themselves making countless difficult decisions in just days based on fuzzy memories and best guesses, exactly when they’re least equipped to do so.

Our founder, Donna Byrd, recognized this gap between how thoughtfully we plan our lives and how little we prepare for this universal transition. After decades building trusted platforms and brands (from launching The Root to leading products at Coca-Cola), she created the BlueButterfly family of tools to help with end-of-life needs for humans and pets. When I Go is the planning cornerstone that makes creating your end-of-life plans easy and without any pressure.

We’ve built When I Go to ensure families have clarity instead of confusion at life’s most difficult moment. Because everyone deserves to have their wishes known, their stories preserved, and their love delivered exactly as intended.