Bereavement Service Settld ranked in the top 25 of 100 best startups in Britain

Co-founder of nationwide bereavement service also named as one of the “most exceptional” new business founders in the UK, by Startups 100 Index judges 

Nationwide bereavement service, Settld, has been ranked in the top 25 of Britain’s 100 best startups for 2024.

The company’s CEO, Vicky Wilson, who founded Settld following the death of her grandmother, has also been named as one of the UK’s most exceptional new business founders by Startups 100, the longest running new business index.

Settld’s award-winning service, which is free for members of the public, simplifies end-of-life admin for bereaved families and service providers.


Startups 100 Guest Judge, Iain Wallis, Head of Startups at FieldHouse Associates, said: “At perhaps the most emotional time for many, dealing with a loved one’s accounts only adds to the pain, so Settld appears an elegant solution and Vicky had a compelling reason to start.

“The fact that it is free for bereaved people puts the user first. I hope the model is able to scale through additional services that reflect the same levels of compassion.”


Launched in February 2021, Settld enables users to notify multiple companies of a death in one go – including more than 1,200 service providers, from banks and insurers to energy firms, mobile providers, subscription services, social media platforms and others.

The service turns a stressful and time-consuming process which can often take up to 10 hours, into a 15-minute online task.


Vicky Wilson

Vicky Wilson, co-founder and CEO of Settld, said: “We are thrilled to have been named as one of the top 100 new businesses in Britain, and to have reached the top 25 is a testament to the hard work, dedication and compassion of our brilliant team.

“Settld’s mission is to simplify end-of-life admin and to be a strong voice for bereaved consumers everywhere. Recognition by the judges gives us renewed ambition to make things even easier for families dealing with the death of a loved one.

“We are amongst outstanding companies in the Startups 100 Index. Our congratulations to every entrepreneur and business making a difference.”


In addition to registering a death with service providers, Settld’s free online service helps users close, transfer or amend accounts and obtain date of death balances for probate. A range of other services, from probate and estate admin, to asset search and property sale, is available through partners.

Settld’s B2B service also improves operational efficiency for a growing number of large enterprise customers, who benefit from access to Settld’s bespoke online portal and vulnerability consulting workshops.

Settld streamlines and digitises bereavement processes for service providers, by offering software as a service (SaaS) specifically designed for bereaved and vulnerable customers, which can achieve up to 50% reduction in cost to serve, along with significantly reduced call volumes.


The Sunderland-headquartered business consistently gets 5-star reviews from customers, who appreciate the one-stop shop nature of Settld’s automated service and the expert advice of a highly trained team.