Wisconsin School of Business alums Jesse Davis and Nate Lustig appeared recently in The New York Times Magazine for their work to create the virtual asset estate planning company, Entrustet, which provides an automated system for storing passwords and instructions for all digital assets in the event of a death.
Entrustet began as a business plan named Virtuwill, which the two (then students at UW-Madison) entered into the Burrill Business Plan Competition in 2009. Davis and Lustig took home the People's Choice award for Virtuwill that year, based on real-time online votes by students in UW-Madison's Entrepreneurship Residential Learning Community.
Since their participation in the Burrill contest, they have received investment in their company and are getting help from the locally-based, Merlin Mentor network.
Read the article here.