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.
The startup operates on a freemium model, partnering with hospice care providers, funeral homes, and insurance companies to offer basic services at no cost while charging for premium features. This approach mirrors successful consumer tech models but applies them to an industry that's been resistant to digital transformation.
Now Eazewell is rolling out enterprise solutions targeting the B2B market, allowing hospice companies, senior living facilities, and life insurers to integrate its automation tools into their existing management systems. This pivot represents the natural evolution from direct-to-consumer to white-label services that could scale more rapidly.
The next frontier involves digital estate planning, addressing what Beverly Jr. calls the "70 to 100 digital accounts" the average person maintains. "Your family is inheriting all those digital accounts and digital assets as well," he noted. "We're stepping into a new kind of realm within that."
For Westbrook, the partnership represents more than business opportunity - it's about leveraging his platform for social impact. "Anytime I put my name on anything, I try to find ways to open doors, build trust, find ways to play a big role in it," he told TechCrunch. "It's more importantly about families finding ways to help them through a loss."
The death tech sector has been quietly gaining momentum, with startups like Cake, Lantern, and Parting addressing different aspects of end-of-life planning. But none have brought the mainstream visibility that comes with NBA All-Star backing. This celebrity involvement could accelerate adoption in communities that historically haven't engaged with digital death planning tools.
As AI continues reshaping industries, Eazewell represents an unexpected application - using technology to ease one of life's most difficult transitions. "We've seen how AI has impacted our lives while we're here," Beverly Jr. observed, "but now we're entering a space where it's impacting our lives after death."
Westbrook's involvement in Eazewell represents more than celebrity investment - it's a strategic move that could bring mainstream attention to the overlooked death tech sector. With 100,000 families already served and enterprise expansion underway, the startup is positioning itself to modernize an industry that touches everyone eventually. As digital estate planning becomes increasingly complex, platforms like Eazewell may become as essential as life insurance, transforming how we prepare for and handle life's final transition.
