Some ideas come from ambition. Others, from necessity. Crux was born from something deeper—life’s unexpected moments that remind us what truly matters.
Some businesses start with a product idea. Crux started with a realization—one that none of us could ignore.
We spend our lives building, loving, and creating memories, yet too often, we leave behind confusion instead of clarity.
What happens when we’re no longer here? Will our loved ones have the guidance, the words, and the resources they need?
For us, this wasn’t just a hypothetical question—it was real.
A Wake-Up Call: A few years ago, our CEO 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:
"If something happens to me, does my family even know where to start? Do they know where my documents are? My bank details? My final wishes?" Thankfully, Nick recovered, but the thought never left him. Why wasn’t there an easy, secure way to organize everything that truly matters?
From Personal Pain to Purpose: Unfortunately our CMO Beto’s realization came through loss. When his father passed away during the COVID-19 pandemic, his family wasn’t just grieving—they were buried in paperwork, financial confusion, and legal hurdles. Bank accounts were frozen. Insurance policies were unknown. Even basic utilities for their family home were cut off because payments were automatically debited from his father’s account. His mother was overwhelmed. Beto felt helpless. That’s when he understood—legacy isn’t just about assets; it’s about protecting the people you leave behind.
A Conversation That Changed Everything
As fate would have it, during our Executive Masters Program at IE Business School in Madrid, these personal experiences brought us — Nick, Antonio, Beto
and Carlos—together with a shared mission.
We saw how most people don’t think about legacy planning until it’s too late. Not because they don’t care, but because it’s overwhelming, complicated, and emotional.
We wanted to change that.
Crux: More Than a Platform, A Promise
That’s why we built Crux—a secure, intuitive, and emotionally intelligent platform that ensures your loved ones have everything they need, when they need it.
More than a vault, it’s peace of mind.
More than documents, it’s love and guidance.
More than a will, it’s a legacy.
Because one day, your loved ones will need you to be there. And with Crux, you always will be.
