How one founder is helping families navigate loss with more openness

For Joanne Begley, the journey into entrepreneurship wasn’t driven by a typical business idea or market opportunity.

Instead, it was shaped by years of working closely with people navigating some of life’s most complex and emotional moments. 

With a background in social care, Joanne had long been drawn to the subject of end-of-life experiences, particularly the level of choice and autonomy people have during that time.  

She explains: 

“I’ve worked across a lot of areas in social care, including supporting people with disabilities, and I actually did my thesis on end of life and the choices people have – and don’t have. So, it was always something I was interested in, just understanding how people experience that stage of life and how much control they really have.” 

From the professional to the personal 

That professional interest became personal in 2019, when Joanne was diagnosed with an incurable brain condition, chiari malformation. Three brain surgeries and a prolonged period away from work later, Joanne ponders: 

“Going through that really makes you stop and think. I found myself thinking about my own death in a very real way – not in a morbid sense, but in a practical one. I started thinking about what I would leave behind for my children, and whether they would really know me, or know what I would have wanted.” 

A moment that sparked an idea 

During her recovery, Joanne supported a close friend who had been diagnosed with motor neurone disease. As her friend approached the end of her life, she wanted to leave something meaningful behind for her children – but struggled to express what she wanted to say. 

Joanne explains: 

“She really wanted to write a letter for her children, something they could hold onto after she was gone, but she just found it too overwhelming. There’s so much emotion tied up in trying to write something like that, and sometimes it’s hard to know where to even begin.” 

Realising there was a gap between intention and action, Joanne created a guided journal to help her friend capture her thoughts, memories, and messages in a more structured and accessible way.

She says: 

“I designed a little journal for her, just something that would gently prompt her with questions and give her space to write. It took the pressure off having to come up with everything from scratch, and it made the process feel more manageable.” 

After her friend passed away, the significance of what she had created became clear.

Joanne explains: 

“It was only afterwards that I realised just how valuable that journal was – not only for her, in being able to express herself, but for her children, who now had something tangible to hold onto. That’s when I started to think, maybe this is something other families could really benefit from too.” 

Turning an idea into a business 

In September 2023, Joanne published her first journal, After I’ve Gone – a title inspired by a phrase she and her friend had often used in conversation. 

What began as a personal project has since evolved into a business serving customers in over 15 countries worldwide.

She says: 

“Since launching, the journals have been shipped to the US, Australia, across Europe and the UK. It’s been incredible to see how many people connect with it, and how much comfort it’s bringing to families in different parts of the world.” 

The journals are designed to guide people through prompts that encourage them to capture their life stories, beliefs, wishes and even practical details – creating what Joanne describes as a “lasting presence” for loved ones: 

“It’s not just about writing things down. It’s about creating something that your family can come back to – whether that’s a recipe, a memory, or even just your handwriting. Those things become incredibly meaningful.” 

The idea also addresses a wider gap Joanne identified: the lack of accessible tools for navigating grief, legacy and communication at the end of life.

She explains: 

“There’s a real lack of resources that help bridge that space between the person who is dying and the people who are left behind. This is about creating that bridge, so nothing important is left unsaid.” 

Changing how we talk about death 

One of the biggest challenges Joanne has faced isn’t production or logistics – it’s encouraging people to engage with a topic many would prefer to avoid. To tackle this, she now delivers workshops focused on opening up conversations around death and planning ahead.

She says: 

“I call my workshops ‘getting comfortable with an uncomfortable conversation’, and that tends to spark curiosity straight away. People know it’s something they should probably think about, but they don’t always know how to start.” 

Through her work with the Irish Hospice Foundation, Joanne trained as a 'Think Ahead' champion, helping people consider everything from medical preferences to funeral wishes.

She says: 

“I always say to people, talking about death isn’t going to make it happen any quicker. It’s the same as anything else in life – avoiding it doesn’t make it go away. If anything, having those conversations early just makes things so much easier for the people you leave behind. 

“Being prepared is the best act of love you can leave your family. It takes away that uncertainty of ‘what would they have wanted?’ and gives people clarity during a really difficult time.” 

Building a purpose-led product 

Since launching her first journal, Joanne has expanded the range to reflect the different relationships people want to capture. There are now four editions available – for parents, siblings, partners and friends – each tailored with its own set of questions.

Joanne explains: 

“Each relationship is different, so the questions need to reflect that. The way you connect with a parent is completely different to how you connect with a friend, so it was important that each version felt personal and relevant.” 

She is also working on new additions, including a grandparent edition and a more sensitive children’s version, which requires careful development.

She says: 

“The children’s version is something I really want to do, but it has to be done right. It’s a very sensitive area, so I’m taking my time with it and making sure the language and approach are appropriate.” 

Alongside the journals, Joanne is developing a new range of cards designed to support people through key milestones after loss. She continues: 

“One thing I noticed after my own dad passed away was that there was nothing out there for those ‘firsts’ – like your first Christmas without someone, or a birthday, or a wedding day. Those moments can be really tough, and I want to create something that acknowledges that.” 

Realities of running a business 

Behind the scenes, building the business has come with the usual challenges of entrepreneurship – often amplified by the emotional nature of the work. Joanne points out: 

“When you start out, you don’t realise just how many roles you take on. You’re doing everything – the marketing, the emails, the shipping, the admin. And trying to balance that alongside a full-time job and my health has definitely been challenging at times.” 

One key lesson has been learning when to delegate: 

“I realised quite quickly that if there’s something you don’t enjoy or don’t have the time for, it’s better to hand it over. I now have someone helping with social media, and that’s made a huge difference because it was something I just couldn’t keep up with consistently.” 

Building a business on impact, not scale 

For Joanne, success has never been about rapid growth or financial gain. Instead, it’s rooted in the difference her work makes to individuals and families. She says: 

“I always say I didn’t create this to make a million – I created it to make a difference. Even if it helps one family in every town, that’s enough for me. That’s what matters.” 

That impact is reflected in the stories she hears from customers: 

“I’ve had people come back and tell me that the journal helped them understand things about their loved one they never knew before. Or that it gave them comfort on a really hard day. Those are the moments where you realise this is exactly what it was meant to do.” 

Looking ahead 

As the business continues to grow, Joanne is exploring new ways to help people preserve memories and connections. One idea she’s particularly passionate about is creating a digital platform where people can leave voice notes for loved ones to access in the future. Joanne says: 

“There’s something so powerful about hearing someone’s voice. I’ve worked with families where I’ve kept voice notes for children to listen to on big life moments, like their wedding day. It’s such a meaningful way to stay connected.” 

While still in the early stages, the idea reflects her broader vision:

“It’s about leaving more than just words – it’s about leaving pieces of yourself behind in different ways.” 

Thinking about legacy 

Alongside running her business, Joanne also works as a qualified death doula, supporting individuals and families through the end-of-life process with compassion and care. 

She says: 

“We’re all in the same line, really. Some of us are just further ahead. Once you accept that, it becomes less about fear and more about making the most of the time you have.” 

Ultimately, her work is about helping people approach that reality with openness and intention. She advises: 

“If you can have those conversations and leave something meaningful behind, you’re giving your family a gift. You’re giving them comfort, clarity and something to hold onto – and that’s incredibly powerful.” 

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