Nine-time NBA All-Star Russell Westbrook has joined forces with longtime friend Donnell Beverly Jr. to co-found Eazewell, an AI-driven platform that helps families navigate the complex administrative maze of end-of-life planning. The startup, which launched in 2024 and has already served over 100,000 families, represents a unique intersection of celebrity influence and underserved market opportunity in the emerging death tech sector.
When Russell Westbrook signed on as co-founder of Eazewell, he wasn't just making another celebrity investment - he was answering a decades-old friendship call from Donnell Beverly Jr., who had just lost both parents and discovered firsthand how broken the death care system really is.
The nine-time NBA All-Star's involvement signals something bigger than typical celebrity endorsements. "The main thesis with Russ across every business that he touches is how do we impact people?" Beverly Jr. told TechCrunch. "I always say we really took personal pain and then created a platform to really help people."
Eazewell's AI agent operates as a 24/7 digital concierge for grieving families, handling everything from booking funeral homes to canceling credit cards for deceased loved ones. The platform has already processed requests for over 100,000 families since its 2024 launch, tapping into a $20 billion death care industry that's remained largely unchanged for decades.
"I had an opportunity to be close with his family and go through the process," Westbrook explained to TechCrunch. "He's done an amazing job of idealizing this idea and bringing it to life."
The celebrity factor isn't just for show. Four-time NBA All-Star Kemba Walker also joined as co-founder, creating a trio that brings serious star power to an industry that typically operates in the shadows. For families dealing with loss - particularly in underserved communities - having recognizable advocates can break down barriers to accessing these services.
Beverly Jr.'s personal catalyst came during the overwhelming aftermath of losing both parents in quick succession. "Navigating what came after their deaths made him realize how large of a burden the end-of-life process can be," according to the TechCrunch interview. The fragmented nature of death care services - from hospice to funeral homes to insurance claims - creates a perfect storm of administrative chaos during people's most vulnerable moments.