The Story Behind Crux: A Vision Born from Life’s Unexpected Moments
Some businesses start with a product idea. Others are born out of necessity and personal experiences that change the way we see the world. Crux is the latter.
Crux was built not just to solve a problem, but to prevent people from experiencing the stress, confusion, and uncertainty that comes with losing a loved one unprepared.
Our story isn’t just about technology—it’s about real moments, real people, and the realisation that legacy planning should be accessible, secure, and human.
This is how it all began.
Nick’s Realisation: The Missing Piece in Legacy Planning
The idea for Crux started with a life-changing moment for our CEO, Nick Sethia.
A few years ago, Nick was going through a health scare. While waiting for test results, beyond the natural anxiety about his health, a new kind of fear crept in:
> “What happens if I’m not here tomorrow? Does my family know what to do? Do they even know where to find what they’ll need?”
Like most people, his legacy wasn’t in order. His parents had no idea how to access his assets, and he hadn’t planned who would receive what. The idea that his loved ones might have to navigate a maze of financial and legal obstacles on top of grief was overwhelming.
Thankfully, Nick recovered, but the thought stayed with him:
> Why isn’t there a simple, secure way to organise and share the things that truly matter?
That was the moment the idea for Crux was born—a digital vault where people, especially young professionals, could start organising their legacy early, making sure their loved ones had clarity when they needed it most.
But an idea is just an idea—until you find the right people to bring it to life.
A Conversation on the Beach: Nick & Antonio Take the Leap
In the summer of 2024, after completing their Master’s in Digital Transformation & Innovation Leadership, Nick and Antonio Barranco took a much-needed break.
Sitting on a beach in Portugal, enjoying cold beers and reflecting on the future, Nick shared his vision for Crux.
Antonio listened—and something clicked.
For some time, Antonio had been searching for a challenge—a business of his own that would allow him to apply his skills, grow, and build something truly meaningful.
Crux was exactly that challenge.
Right there, on that beach, they decided to make it happen.
But they needed one more crucial piece: a storyteller who could bring Crux to life as a brand.
That’s when they called Roberto Ruiz.
Roberto’s Personal Connection: From Pain to Purpose
When Nick reached out to Roberto after the master’s programme, it started as a casual check-in. But when Nick pitched the idea of Crux, something resonated deeply.
For Roberto, Crux wasn’t just a great business idea—it was **a way to fix a problem he had personally lived through.
During COVID-19, Roberto’s father, a doctor, passed away.
Beyond the unimaginable loss, his family faced another layer of distress—the chaos of legal, financial, and logistical challenges.
His mother was buried in endless paperwork, running in circles between banks, government offices, and service providers. Every essential document had to be retrieved manually, every decision was slowed by bureaucracy, and all the while, she was grieving.
Then came the moment that truly sealed Roberto’s commitment to Crux.
One weekend, the family went to their holiday home outside the city, only to realise nothing worked—no gas, no electricity, no water, no internet.
Why? Because all the payments were automatically debited from his father’s accounts, which had been frozen after his passing.
His mother was burnt out from grief, Roberto felt *helpless, and the stress of handling life’s basic necessities became an unbearable weight.
Hearing about Crux’s digital vault, he saw an opportunity to prevent other families from going through the same pain.
Instead of just helping bring the idea to life, Roberto asked to join as a co-founder.
From Personal Pain to a Global Mission
Crux isn’t just a business—it’s a mission.
Nick, Antonio, and Roberto built Crux not to sell a product, but to solve a problem they had personally faced.
They understood that legacy planning isn’t just for the wealthy or the elderly—it’s for anyone who wants to make life easier for their loved ones when the unexpected happens.
Crux is built to be accessible, intuitive, and human, so that no family has to go through what they did.
As Crux took shape, the team knew they needed the right technology leader to build a secure and scalable platform. That’s when they brought in Carlos Santillán, an expert in AI, digital transformation, and risk management, to lead the development of Crux’s infrastructure. With his expertise, Crux became not just an idea, but a fully operational reality.
Be There, Because You Care
At Crux, we believe that preparing for the future isn’t about fear—it’s about love.
It’s about ensuring that when you’re no longer here, your loved ones have clarity instead of chaos, comfort instead of stress, and guidance instead of confusion.
We built Crux for ourselves, for our families, and for you.
Now, we invite you to take control of your own legacy.
Because one day, your loved ones will need you to be there.
And with Crux, you always will be.
