Founders Everywhere: Renee Fry
Renee Fry is the co-founder & CEO of Gentreo, a company providing simple, all-in-one estate planning solutions for individuals and families.
Welcome to Founders Everywhere, where we highlight the incredible people behind the companies we’ve backed at Everywhere Ventures, a global pre-seed fund supported by a community of 500 founders and operators.
Everyone needs an estate plan, and now it’s affordable and easy with Gentreo. Life is unpredictable and people think they have until tomorrow, and too often they don’t. Without proper planning, families can face unnecessary legal battles, financial loss, and emotional stress. Gentreo helps individuals and families create comprehensive estate plans, including wills, powers of attorney, and healthcare directives. They also provide a secure digital vault, so important information is safely stored and easily accessible, eliminating the need to rely on an old Post-it note or a disorganized filing cabinet.
Gentreo Life Milestones help people with life’s important moments like caring for aging parents, getting married, or losing a loved one so they can create the documents they need for where they are in life and where they are going. Gentreo offers these estate planning solutions as a valuable benefit for employers, helping employees protect their families and gain peace of mind. By planning ahead, families know that their wishes are clear and their loved ones are cared for no matter what life brings.
Co-founder and CEO Renee Fry is a seasoned entrepreneur, having founded two startups previously and has led teams at Philips and GT Solar. Renee also served in senior government roles in Massachusetts, including Director of Business and Technology and Chief of Staff for Governor Mitt Romney, where she oversaw multiple cabinet offices and strategic initiatives. The Gentreo founding team also includes Julie Fry, Renee’s sister, Mary Kate DeSouza, Chief Legal Officer and a seasoned estate planning attorney, and John Amaral, CTO, who has collaborated on multiple startups over the past 25 years. Together, they bring a combination of legal expertise, entrepreneurial experience, and technical skill.
What’s the inspiration behind Gentreo?
We started Gentreo after helping my parents with their estate plan. My mom asked us to be there with the lawyers and told us it cost $10,000. My sister and I walked out and said, “Someone has to start a company to do this online.” Our dad was also later diagnosed with Alzheimer’s, so we experienced firsthand the need to easily share information across generations. The name comes from “three generations,” because many families, like ours, are caring for aging parents while also raising children.
What’s Gentreo’s North Star?
Our North Star is to make estate planning accessible for everyone, serving as a trusted partner through life’s milestones and unexpected events. From marriages to new babies to medical emergencies, we ensure you have the right documents at the right time, so you’re always prepared.
How does Gentreo inspire “customer love”?
We’ve made estate planning affordable, easy, and accessible. Employers offer it as a benefit because it’s something everyone needs. We also have fantastic customer support, ensuring every customer gets the help they need and the peace of mind that their family is taken care of.
How has your background influenced you as a founder?
My background in government and entrepreneurship shapes how I lead Gentreo. I understand how policy and regulation impact industries like estate planning, and the importance of anticipating legislative changes to stay ahead of the game. Having led multiple companies, I take a conservative, equity-conscious approach to growth, especially since we have multiple co-founders. It’s my job as the leader to be respectful of the fact that it’s the equity people are working for and to recognize the value of founders and teams building something together.
What drives you to go into start-up battle day after day?
What drives me is knowing that the work we do at Gentreo truly protects families. Life is unpredictable, and far too many people face crises unprepared. Estates without a plan can lose 3–8% of their value to legal and court fees, and with rising costs, we’re seeing losses of 10% or more. Every challenge I tackle, every decision I make, is fueled by the knowledge that we’re making estate planning simple, affordable, and accessible. It’s very motivating to know that we’re helping people avoid these costly, heartbreaking situations and giving families security for the future.
Any favorite books?
One of my favorite books is Extreme Productivity by Bob Pozen, which offers practical strategies to manage time efficiently and handle tasks effectively.
Fun Fact:
I’m a Master Scuba Diver and have dived all over the world, from the Maldives to Mexico. One highlight was swimming with whale sharks in La Paz, which was an unforgettable adventure.
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