Peace, Not Pain: Bringing Innovation to End of Life Arrangements with Mallory Greene

Mallory Greene is the co-founder and CEO of Eirene – an innovative funeral services startup based in Toronto. Eirene allows families to make high-quality, affordable cremation arrangements – from the comfort of their own home. There’s no shopping around, up-selling or in-person consultations required.

Previously, Mallory worked at Wealthsimple as part of their founding team. She worked on everything from marketing to HR to communications. Mallory learned what it takes to build a company from the ground up, to rally others around a mission, and to grow a sustainable business.

“My main goal is to help people understand what their options are and allow them to make decisions for themselves.”

In this week’s episode of the #StartupCanadaPodcast, sponsored by Mastercard, Mallory talks about the moments that prompted her to find ways to innovate and improve the funeral industry, who her biggest competitor is, and how deliberate decisions for her company’s brand and language allow her to open an honest conversation about life and death.