How to Leave Your Digital Legacy

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Crystal Sadik – Tripple

Podcast Overview:

00:00:37 Triple: The world’s 1st social legacy app
00:05:42 Independent platform with integrated sharing capabilities.
00:13:55 Introducing a new genre in digital legacy.
00:16:49 Simplifying app design through meticulous effort.
00:23:09 Social features draw users into platform
00:31:20 Taking idea to reality: right time, feeling.
00:32:57 Limited initial work, lucky finding passionate team.
00:36:53 Expert advice platform connecting young audiences.
00:39:35 Growing product interest among millennials and moms.
00:44:22 Surprisingly easy: Apple and Android versions.
00:52:18 Direct upload from photo album to Triple. Photos, videos, words.
00:53:52 Data curated, looking at significant growth.

Podcast Transcription:

James Kademan [00:00:02]:

You have found Authentic Business Adventures, the business program that brings you the struggle stories and triumph and successes of business owners across the land. Downloadable audio episodes can be found on the podcast link found at draw in customers.com. We are locally underwritten by the Bank of Sun Prairie. And today, we are welcoming slash preparing to learn from Crystal Saddiq, the COO and cofounder of Triple. So Crystal, how are you doing today?

Crystal Sadik [00:00:29]:

I’m well. Thanks. How are you?

James Kademan [00:00:30]:

I’m doing very well. Let’s just to start out, What is Tripple?

Crystal Sadik [00:00:37]:

Well, that’s a great question. So Tripple, which actually stands for Time Ripple, It’s the world’s 1st social legacy app. And, you know, that’s We’re a new type of app in a new type of space. And so I think the best way to Sort of summarize what is triple is to think to yourself, how would you like to be remembered? If you think about Your grandkids, your future grandkids, and you ask yourself, how do you want them to remember you? Is it for your your good deeds? Is it for your knowledge, your work, your memories, photos, videos? All of that really is what comprises somebody’s legacy. And the digital legacy is really just the digital makeup of A person’s legacy. And and that includes their digital will. You know? The digital will is is is a component of The entire legacy of the person. So Triple is is really an app that allows a person to Create and curate throughout their lives and build on their legacy.

Crystal Sadik [00:01:57]:

In some ways, It resembles a lot of social media apps in the way that you get on. There’s a feed, you connect to friends and family, you post videos, you post photos. But the thing that makes Triple different well, there’s a few things. One is that when you’re there, you know that you’re there with the intent of Building your legacy. You know, I mean, if you ever got on social media or Instagram, you may not go into it thinking, Oh, these are the photos I want my great great grandchildren to see, especially maybe some, yes, maybe less curated, Type of application. And so Triple is meant to be something that’s very curated. And and and it’s nice because you can also, really, Personalize the information on the app. It’s also a place where you can record your life’s memories.

Crystal Sadik [00:02:52]:

So You can go in and create future messages for friends and family. You can go in and Record memories in, a daily journal prompt called a CAST question. You can write them down. You can put in, a voice recording of your answers. And and, of course, you know, one of the biggest things I think about Triple is it’s a way to Slowly and steadily build your digital will over time, and it’s free. There’s that little

James Kademan [00:03:25]:

Wow. That’s so that’s quite the introduction. I have to figure out all the questions that I have to ask you here to organize this a little bit. Let’s start from the end moving backwards. So Okay. Let’s just say that I get on triple and I die.

Crystal Sadik [00:03:41]:

Yeah.

James Kademan [00:03:42]:

How do my kids, spouse, whatever, how do they get access to my triple account to see all the stuff that I wanted to share?

Crystal Sadik [00:03:51]:

Yeah. That’s a great question. So there’s a lot of things, that will happen when you first get into triple. You will select a next of kin, And you’ll start linking and connecting to family and friends like you would for any, regular social media app, for example. Now let’s go back a little bit and talk maybe about your will. Let’s say that you get on to Triple and really all you wanna do is have a Free way to make yourself a nice digital will. And our wills are completely legal and completely binding. So You can get on and make a perfectly acceptable legal will, on triple for free.

Crystal Sadik [00:04:29]:

So let’s say you get on there and do that. You are gonna identify who are your next of kin and you’re going to link that with Triple. And every time you Sign an item to somebody. You’re going to put in that person’s information so that is automatically released to that person upon your passing. So it’s all automated. It’s all automatic. And and it’s something you can do piece by piece. Each time you go in, you add to it.

Crystal Sadik [00:04:59]:

And the best part is it automatically updates a legal PDF file that you can send to your next can send to your lawyer, send to whomever you like. So it’s all very simple. It’s designed to be something that, anyone can do. It’s Very easy. It’s stress free, and it’s all automatic and automated.

James Kademan [00:05:21]:

Alright. So if If I understand this correctly, and I have to apologize because I didn’t pick up on this, right away, this sounds like it is its own social media platform as well as some of the other social media platforms. I guess, kinda I don’t wanna say absorbing, but,

Crystal Sadik [00:05:39]:

Yeah. So it’s I don’t

James Kademan [00:05:41]:

know what you wanna say.

Crystal Sadik [00:05:42]:

I would say that it’s independent. It can be integrated. So you can Answer a cast question on Triple and share your answer on other social media platforms, for example. But it’s its own independent platform, and, we wanted that to be the case for a few reasons. You know, we we wanted to have a a Place where you can, interact differently than you might in other social media environments. And we wanted it to have a place where because it’s your legacy and because of some of the information you’re leaving, you may wanna really be selective about What you share and with whom. So for example, let me tell you a little story. When we first started making the app and we were, We were live, and we were sharing the app with friends and family to get feedback.

Crystal Sadik [00:06:35]:

One of the questions is, who is your favorite uncle? That was a that was a cast question that came through that I had answered. And I’m not going to share that answer with you today, but Let’s say I did share that answer on Triple, and I didn’t put the answer in private mode. I shared it with everyone. So that really Brought about some conversation amongst my family members. And, so if I had wanted to, I could have Answered that question, in a private mode so that I could look back and access my own memories, but maybe it’s not shared with everybody. I could share that information with, just my husband or just my sister. You know, I I can be really, Specialized with who I share photos with, who I share recipes with. And so it it really allows me to Be, you know, able to interact with it differently than I might in other platforms.

James Kademan [00:07:34]:

Alright. Tell me about what’s coming to mind right now to me is when you compare this from my point of view. Compare this to some of the other social or most other social media platforms. I would argue from what I have seen that a lot of those are not necessarily authentic. People are putting a front of how they want the rest of the world to Right. Believe their life is. Where this sounds like you’re actually presenting this to people that know how your life is, so they’d be able to be like, that’s not exactly what you have going on. So is that authenticity I guess, do people maintain that, or does it fall in the trap of what a typical social media platform is where Everything’s unicorns and rainbows.

Crystal Sadik [00:08:18]:

So, I think with Triple is yes. It it You can be as authentic, as you want because you can really curate what you post. If you have a 1,000 followers, you know, you or if you’ve connected to a wide swath of people, You can still post a very personal photograph of your family and only share that information with your family. And so it’s a way to be very authentic, but also, you know, do some of the more generic things that you may wanna do. Can do, you really both at the same time. And Alright. And that’s, you know, something that I think makes it very unique.

James Kademan [00:09:05]:

Got it. Alright. So tell me, you and your husband, I believe, founded this. Is that correct?

Crystal Sadik [00:09:12]:

That’s right. Yes.

James Kademan [00:09:13]:

Alright. And you’re both surgeons. So is true. Mhmm. Is that right? So how did this come about?

Crystal Sadik [00:09:21]:

Well, I think, like a lot of stories in life, I would say ours started with a tragedy. Okay. So several years ago, a good friend of ours passed away. And it was very sudden, and and really tragic. She was young. She had young children, and she isn’t somebody that Anybody expected would pass away suddenly. And in the days and the weeks after she passed away, It really just felt like her digital life and her online life suddenly ended. You know? And and it felt very sad.

Crystal Sadik [00:10:09]:

There was no, created memory or something saved that she would be passing down to her children. It, you know, it wasn’t like photos and memories were kept in this preserved place. It just felt like a very sudden stop. And that’s really when we realize that social media isn’t the same as a digital legacy. It isn’t the same as as having that legacy in place. And and there’s a really big piece missing from our online lives, And we wanted to fill that hole, and that’s sort of where the seeds were planted in our mind for Triple.

James Kademan [00:10:50]:

Alright. So can you elaborate on that a little bit? Was it is the idea that if this woman would have had triple, tell me how it would have been different.

Crystal Sadik [00:11:00]:

Well, we couldn’t help but think you know? So let me tell you a feature. One of our features, is is a an option where you can create, a memory for someone in the future, a future message. And so I could record a message today for my son, telling him congratulations on his wedding day. And if I’m at his wedding, Great. I’ll tell them in person. But if something happens to me, this message will automatically get emailed to him and say, open this on your wedding day. Interesting. Okay.

Crystal Sadik [00:11:38]:

You know, we can’t help but wish that something like this had existed where where she could be known to her kids in a way that she wouldn’t be otherwise.

James Kademan [00:11:50]:

Mhmm. Alright. And how long has Triple been out there to the masses, so to speak.

Crystal Sadik [00:11:56]:

Oh, so we’ve been live and are, and and optimized, for download Really only for several months. Maybe 4 months now, so it’s it’s pretty new.

James Kademan [00:12:08]:

Alright. And how how has it been received so far?

Crystal Sadik [00:12:12]:

It’s been been received great. We have, you know, at this point, I would say thousands of downloads. We’re growing really rapidly. We’ve gone through, you know, as a new company and a new app and and in a new space, you know, and we can talk about that. That’s a challenge. But We’ve gone through a lot of rounds of optimization, user feedback, and, we’ve improved our, Our rate of, of onboarding, we’ve improved our registration rate. It’s up from About 25% in the beginning to almost 50% now, and and that’s really come from a lot of efforts on our part with simplifying the registration process and Taking a lot of that feedback from our early users and our beta testers, and, we’ve improved our average time. So the average amount of time that that people are spending on the app, has gone up.

Crystal Sadik [00:13:07]:

So so, yeah, we continue to optimize, and we continue to take in that feedback, but we’re growing at a really Steady pace, and we’re very excited about that.

James Kademan [00:13:16]:

Alright. That’s very cool. Tell me I guess you alluded to this a little bit. There have been A ton of fits and starts with different social media platforms of any kind. I even was chatting with a buddy, about an idea that he had about 1 that I Thought that sounds really cool, but just venturing into getting into that space has gotta be challenging. Forget about the actual programming of it, Getting it out there, getting the users, the chicken egg scenario of which comes first, the platform and the users, all that jazz. So tell me, what has been your experience in putting this out there? And I guess, has it been good, bad?

Crystal Sadik [00:13:55]:

Yeah. No. It’s been, so, obviously, you know, with everything new, there’s ups and downs. And Mhmm. I would say, our biggest challenge is, that not only are we, introducing a new app and introducing a new product, But we are really introducing an entire genre of a space and defining that space as we’re defining ourself. So if you were to ask anyone on the street, what is the digital legacy space? You know, what is a digital legacy app? They may not know. They may, think they know. There’s a lot of things on the market that are very dissimilar to us or have some components of us but are not the same as as what triple is, you know, like digital lockboxes Or password keepers.

Crystal Sadik [00:14:47]:

There’s, you know, death tech, which, is another, You know, term thrown around, which is really different than digital legacy, but things like, an app, for example, that helps you choose your funeral plot.

James Kademan [00:15:01]:

Oh, interesting. Okay.

Crystal Sadik [00:15:03]:

So there’s, there are things out there that aren’t necessary Necessarily digital legacy. And so we’re we’re really defining ourselves in a newly defining space. And that, that’s always is difficult, but I think we’re prepared for that challenge. And we’re we’re working to get the word out about what we are and who we are And how we can bring value to customers. And and I think that’s, you know, the free will is is clearly, a very straightforward and obvious value to to anybody.

James Kademan [00:15:37]:

Yeah. Absolutely. It’s interesting talking with people that are the first in any given space rather than someone that’s, following a path that’s already been beaten down. I always joke with people. If you think of the 1st massage therapist. They had to tell a person, like, we’re gonna dim the lights. We’re gonna light some candles, play some good music. You just undress your comfort level, and I’m gonna rub you with oil.

James Kademan [00:16:03]:

And the 1st person you know, the 1st customer, Maybe it was creepy. I don’t know. But now it’s just there’s a massage therapy place on every corner kinda thing.

Crystal Sadik [00:16:11]:

That’s a great analogy. So it’s

James Kademan [00:16:14]:

It’s challenging. Right? So there’s it’s admirable that you’re going down that way. Tell me, your crew. I mentioned you must have programmers and all that peep all that the group, I guess, the people that figure out the user interface and all that jazz.

Crystal Sadik [00:16:28]:

Yeah. Oh, yeah. We’re really we’re really blessed with an amazing coding and development team, you know, People working on user experience and design. And, I mean, you know, building an app is like, you know, building a home, but even harder, even more. It’s like building a whole building. You know?

James Kademan [00:16:49]:

Sure.

Crystal Sadik [00:16:49]:

And It’s, it’s really, you know, thousands of hours of of, You know, on on calls with the development team scrutinizing every every interface, Every coloration, every button, the placement of the button, the shape of the icon, So much goes into, you know, and and and really simplifying simplifying, continuously simplifying because the one thing that A user can really tell the difference of an experience. This is was it hard to figure out? Could I get on to this app And navigate it myself and and know how to use it without any YouTube video telling me how. And so we spent thousands of hours, nights, and weekends. As you mentioned, we’re both surgeons. So this was, You know, a lot of weekends and nights and early mornings, really, really, really, Defining and redefining and editing and editing, multiple versions of this app.

James Kademan [00:17:58]:

So, One, how did you find the programmers to put this together?

Crystal Sadik [00:18:04]:

Well, you know, we found, a team. We we work really closely our if you’ve seen on our website, some of our founders one of our founders, Mohammedi, is a, he’s our our adviser in the technology field. And he is, he’s been instrumental In terms of, you know, again, those countless hours and working on code and building the coding team, and and he’s Actually a lifelong friend. So, some of it was, I think, just the fact that we had people we were able to trust and bring into the process Who could help build on that for us?

James Kademan [00:18:47]:

Alright. Tell me how I guess you’re working with your spouse. You’re both surgeons. I don’t know if you work in the same spot or not, but how is it working with your spouse on a start up like this?

Crystal Sadik [00:18:58]:

Well, that’s a great question. Yeah. So we, it’s it’s good. I mean, I’ll say, the the quick answer is it’s great. We work so well together and, we really have our our roles within the company kind of, Well defined, everything within, our homes and our lives, you know, makes it easy for us to Work together. You know, I think, anybody with kids knows how you just divvy up work and divvy up life and To be up the kids. And and so but it it allows for really, you know, interesting things and and stolen moments where, you know, over Coffee in the morning. You’re able to have a quick conversation about triple or talk about something that you thought about or collaborate in ways.

Crystal Sadik [00:19:49]:

You know, one of the things that, He didn’t think about, and I thought about one day. You know? I was just in my in my closet looking at, piece of jewelry that my daughter had mentioned liking. And I thought, you know, I’d really like to leave this to her on triple. And, we realized at that time, hey. You know, we don’t have a great way or mechanism to leave things to a minor who isn’t old enough to have a triple account. So that really, like, brought on a moment where we were able to talk it out and have a conversation and and come up with a solution for the problem that, You know, neither of us had really thought of, and it and it came out, just by us, you know, being together and being around and and being able to Collaborate easily.

James Kademan [00:20:34]:

Alright. Well, that’s super cool. That’s very that’s impressive. So you you have kids, it sounds like?

Crystal Sadik [00:20:41]:

We do. We have 2 kids.

James Kademan [00:20:42]:

Alright. And so you have busy job as surgeons. You got kids. Now on top of that, you’re throwing on this entrepreneurial journey. Tell me how do you make it all happen.

Crystal Sadik [00:20:54]:

We have, a lot of schedules, a whole lot of schedules. You know, we we really, I I won’t say I won’t tell you that, we we have no downtime or no fun time. I think that would be a lie, but, we do try to make the most of all of our our time in the day, that we’re able to put towards triple. We try to, you know, Have early morning meetings, have late evening meetings after the kids are gone to bed. We we work really hard to make all of the, you know, school plays and, you know, soccer games and and dance recitals as well. And and we just we collaborate, and We have a, you know, kind of a tribe of helpers as well that makes a big difference, you know, and it takes a village as they say.

James Kademan [00:21:45]:

Mhmm. Alright. Fair. Totally fair. Tell me let’s dig into more about the Will thing because that is very intriguing. And I feel like I guess from the conversations that I’ve had with some of the younger people, some of them don’t even know what a wheel is, which is

Crystal Sadik [00:22:03]:

Oh, yeah.

James Kademan [00:22:04]:

So but they certainly know what TikTok, Instagram, all the social media things. They definitely know what those are, which you could make a strong argument which one is more important. So tell me about the will, creation and how that came to came to be. Was it the first thing that you guys came about with, or was that something that came about after the whole social media platform?

Crystal Sadik [00:22:27]:

No. I think the will was always, it was always an important integration of what this would be. Anytime you speak of legacy, there has to be a passing on. And so if you were to wanna, you know, sum up Triple in one word. I would say it’s it’s passing on wealth. The wealth of a person, the wealth of their knowledge, the wealth Their experience, the wealth of their charities, wealth in every way that somebody could define it. And so that really Includes the digital will component. And we wanted to make it a situation where someone could get on, could easily do it.

Crystal Sadik [00:23:09]:

And and a lot of the social parts of it are to get you in, to get you interested, to get you excited, and to get you using the platform I’m uncomfortable with the platform and then, you know, dipping your toe in the will. I mean, obviously, certain people are gonna come As for the will. They’re excited about the will, and then they might stay for the cast and the journaling and and get drawn into the social ways, You know, after the will, and I think some people are gonna get drawn into the social aspects of it and then maybe start dipping their toes into the will. But it’s an important part of the entire package of of what is a legacy.

James Kademan [00:23:50]:

Alright. In the wheels, I guess, is I’m thinking out loud, and this is not from an intelligent point of view. I’m thinking digital currency and stuff like that. Does that get involved with this? And,

Crystal Sadik [00:23:59]:

Absolutely. Yeah. No. It’s extremely important. 80% of online will options don’t contain any sort of digital Currency or digital items mentioned. So you can, pass on digital currency. You can pass on Digital land, you know, all of that is available and and enabled to be, described and passed on in our will.

James Kademan [00:24:26]:

Alright. Tell me, what is digital land?

Crystal Sadik [00:24:30]:

So digital land is, through Meta. Well, there’s actually lots of ways, I suppose, that one could buy digital land, but MET is the one I’m most familiar with. And you can buy virtual plots of land, and, that has value, and that can be passed on.

James Kademan [00:24:47]:

You I have to Apologize. I am so dumb when it comes to something like this. I’ve never even heard this phrase.

Crystal Sadik [00:24:53]:

Yeah. It’s it’s What

James Kademan [00:24:54]:

do you do with digital land?

Crystal Sadik [00:24:56]:

Well so, in, you know, digital land, if you were to, have Like, imagine a virtual reality setting, and if you were to within this virtual reality setting, the person could go and visit Certain digital plots of land, certain virtual land. And within that virtual land, you might have, A virtual shop where you sell virtual items to this virtual person. You could have, advertising there. So it’s, Yeah. There’s a surprisingly large economy around digital items, EFTAHS, virtual items, virtual land, All of that. Really. Yes. It’s true.

Crystal Sadik [00:25:43]:

Oh.

James Kademan [00:25:44]:

I don’t know whether to be impressed or scared.

Crystal Sadik [00:25:47]:

So I know. It is It is all of those things. But, but, yes, it’s all it’s all included, and it’s all part of our online will if if that’s something that somebody has.

James Kademan [00:26:00]:

Alright. But I imagine the wheel also includes, correct me if I’m wrong, tangible stuff, real land,

Crystal Sadik [00:26:05]:

building roads,

James Kademan [00:26:06]:

cars, whatever.

Crystal Sadik [00:26:07]:

You can walk around your house, snap a photo of a painting, and quickly write, I wanna leave this to my niece.

James Kademan [00:26:14]:

Okay.

Crystal Sadik [00:26:15]:

It’s very easy. Yeah. And it’s all it’s all automated and simple.

James Kademan [00:26:20]:

Very cool. Very cool. Tell me so all this sounds awesome, but you say There’s no money exchange, or it sounds like there’s not. You do it for free. So you’re just banking on volume? What’s the because I would assume that you have to get paid somehow.

Crystal Sadik [00:26:35]:

That is, yes, a good point. So, we do have some, some paywalls. There is a paywall after bequeathing a certain number of items. You can pay you can have, obviously, Free items bequeathed, but, for unlimited, for example, there’s a paywall around that. And that allows you for a person who may have, You know, a home full of items. They could get the unlimited package, which is 24.99, so still significantly cheaper than A, a a will that you might go seek out from a lawyer. You know? Some of the even start up

James Kademan [00:27:16]:

might pay for a minute with a lawyer. Right?

Crystal Sadik [00:27:18]:

Exactly. And and for the young who may only have, you know, 3 or 4 items that they just wanna make sure that they’ve recorded that their stereo goes to their sister. Mhmm. You can still get on and do that for free.

James Kademan [00:27:34]:

Alright.

Crystal Sadik [00:27:35]:

We are looking to develop we’re developing currently some, partnerships and and that will create some revenue stream as well. We’re also looking at, in the future, advertising. Right now, we have, some affiliate accounts with Amazon. So When you’re doing some of your cast questions, for example, these are the questions, the daily journaling prompts that come to you. And, it might ask you, what’s your favorite candy bar? So what’s what’s your favorite candy bar?

James Kademan [00:28:09]:

I’m gonna say Heath.

Crystal Sadik [00:28:11]:

That’s a good answer.

James Kademan [00:28:13]:

Sure. Alright.

Crystal Sadik [00:28:14]:

So you would write that down as your answer, and you can also link on Amazon Heath bars. And if I’m your friend, I could Amazon you a Heath bar.

James Kademan [00:28:23]:

Oh, gotcha.

Crystal Sadik [00:28:25]:

Micro ads are a a source of revenue as well.

James Kademan [00:28:28]:

Gotcha. Alright. Mhmm. Are you to the point or will you ever be looking for investors?

Crystal Sadik [00:28:35]:

Yeah. I think we’re, at the moment, we’re completely self funded, and that’s, that’s something that we’re continuing for the future that we see, the foreseeable future. But, definitely, I see a point where we will be looking for investors. We’ll be looking for taking that next step, in our growth. And so, yeah, I definitely see that in our future at some point. At the moment, we’re all still continuing to go down the path of self funding, which, and and organic growth, and and that’s been really successful for us so far too.

James Kademan [00:29:10]:

Sure. I would there’s certainly nothing wrong with that. I’ve heard from or seen a lot of founders speak, And I don’t know that I guess the ones that I’ve seen, certainly not universal, but the ones that I’ve seen, Typically, the ones that are taking care of it themselves, I’ve seen more success than the ones that actually were chasing money because it felt like they were spending an insane amount of time chasing money rather than making their product better.

Crystal Sadik [00:29:39]:

But We we spent A lot a lot a lot of time. You know, we started this process in 2019. So we

James Kademan [00:29:47]:

Okay. That’s a while.

Crystal Sadik [00:29:49]:

A lot of time on product, on building, on idea, on going from, you know, idea in our mind to reality to product. I feel like if this were, you know, a movie or something, there would be some musical montage flashing through that part. But but, honest The blood, sweat, and tears of of of a company. You know? Those hours and those days and those minutes. And we did put all that effort in, Working on every little aspect of the app and of optimizing it, you know, for the user. It’s it’s so much about their experience.

James Kademan [00:30:28]:

Yeah. Very cool. So tell me about the conversation. You said 2019? Mhmm. So 2019, I it was this you and your husband at the time that decided to pull the trigger on this?

Crystal Sadik [00:30:41]:

Yes. Yes. It was, you know, like I said, the idea started floating around, around, late 2019, early 2020.

James Kademan [00:30:51]:

Okay.

Crystal Sadik [00:30:51]:

And, and then, You know, that’s when it really was something that we decided to take that plunge and and take it from an idea to a build phase.

James Kademan [00:31:03]:

So tell me about that now when you decided to go from, hey. This would be kinda neat if this existed to let’s go full throttle into making this thing actual reality. Let’s build this.

Crystal Sadik [00:31:13]:

Yeah. Well, I mean, you might remember some some crazy things in the world going on in 2020.

James Kademan [00:31:19]:

Yeah. 1 or 2. 19.

Crystal Sadik [00:31:20]:

Or 2 1 or 2 crazy things. And, and, yeah, I think, Can I honestly say, you know, that that had a role? Definitely. I think so. I mean, it it had everybody really, questioning a lot of of things in life. And and it felt like at that time, hey. This is something that we really wanna do. And, I don’t know. I don’t know if it was the environment or just the the timing or the the the combination of everything, but, It was, there was a time that we just decided at that moment that taking this from an idea to a a real thing was the right Time and the right feeling.

Crystal Sadik [00:32:01]:

And and and and as I mentioned, there was so much need for it. But once it became clear that the need existed. And once it became clear that that we felt we had what could be a very viable solution for that need, it was really hard to ignore and hard to not make it at that point.

James Kademan [00:32:22]:

Then you feel like you’re doing the world a disservice by not offering it.

Crystal Sadik [00:32:26]:

Well, that’s a big statement, but we definite Okay. Needed care. We needed to put in into reality what we what we thought, We know we could do, what we could offer.

James Kademan [00:32:37]:

Okay. Alright. And then tell me you had that conversation. You’re like, yes. We’re gonna make this happen. You get all excited, And then you said, great. Now we need some people that actually know how to program this stuff.

Crystal Sadik [00:32:49]:

Yes.

James Kademan [00:32:49]:

How did you how did you present this to the to the programmers, and did you have to go A few programmers to figure this out?

Crystal Sadik [00:32:57]:

Not really. I mean, we kinda did some, work on the front end to find people that we thought would have the right skill set and the right abilities to bring this to life. And and, yeah, we did talk to a few, but not a lot actually. That’s where I feel like, again, we we really got lucky with, finding the right team and the right people that we thought shared our Passion and interest for the product, and and for the build. And I think that’s so important, you know, to founders is working with people that share your passion for what you’re doing is is so important because It it does take a lot of work. It’s a lot of hours. And, I mean, we know this in medicine. You know? People don’t go into medicine because They just think it’s a a neat job.

Crystal Sadik [00:33:48]:

You know? It’s a hard job. Yeah. Yeah. You know, it doesn’t work. If those people do, they don’t last long because it’s it’s the kind of work that you need to be passionate about, and and so so is this. So is is building something new, and entrepreneurship certainly is the kind of work that you have to have a passion for.

James Kademan [00:34:09]:

Mhmm. Fair. Totally fair. So tell me, this is new, and you’re you’re venturing down a unbeaten path, I’m gonna say. So I imagine there’s some differing opinions between programmers or maybe you and your spouse or even people that are just trying it out. I guess, how do you figure out which choice you’re gonna make in any one of those scenarios where somebody presents something? And I don’t wanna say disagreement like a Angry disagreement. But, hey. I think we should put the button here, or I think we should offer this thing.

James Kademan [00:34:40]:

How do you figure that out?

Crystal Sadik [00:34:41]:

Well, you know, there’s a couple of things. One is that we try to filter the ideas through as few people as possible because I think, otherwise, the app can really feel like, A lot of people’s vision instead of one or people’s vision. Complex life community. That that’s one thing. But, also, you know, especially this is my husband saying is that he really likes for the best idea to win. He wants to see the ideas, Battle it out like gladiators, and we’re all for the best idea winning. So even if that idea isn’t our idea, If if an idea comes out and it’s a really good idea and it matches our our, our vision and and what we’re trying to create For the user, it’s it’s it’s how we go.

James Kademan [00:35:30]:

Alright. Tell me, this is one of those things that I always have to ask life insurance salespeople. So how do you put together a product or service, whatever promise that has to do with People dying, pressing away, which is inevitable, but it’s still one of those like, yeah, I wanna talk about something a little lighter kind of thing. How do you present this in a way that still keeps it Fun, interactive, moving forward, get people on the platform without being morbid.

Crystal Sadik [00:36:00]:

Oh, that’s a great question. You know? And that’s a challenge, I think, especially so so, you know, as someone moves through life, Thinking about their legacy happens naturally, I believe. You know? We we get to a point, I don’t know, that 20 year olds, are teenagers are thinking about their legacy. And that’s why I think, There are different ways, multiple ways to draw users into Tripple that aren’t just a will. You know, the young may come in. We have a feature on Tripple called the council of elders. And what this feature is is it’s a platform where You, you can really state what your expertise is. I can say that I have an expertise in surgery of x number of years.

Crystal Sadik [00:36:53]:

And, anytime someone submits a question that I feel like I have expertise to answer. I can go in and answer that person’s question. And so this is a way for the young to engage, Maybe getting advice, maybe getting answers. It’s almost like a, a a Reddit, but but better Because the person that you’re getting information and advice from is actually in that field with experience, and you’re able to look and see, oh, this person has 20 years of experience In the area that I’ve asked the question, I really feel like this is a genuine answer that I can trust. And so there’s a lot of ways. I know I’m going off on a little bit of a tangent, but there’s a lot of ways to get into the app and get in that don’t have to do with death. And and and that I think is really important because those users should be starting and building a legacy from an early age anyway. And, and this gets them in without necessarily having to dance around the topic of a will.

Crystal Sadik [00:37:53]:

I think for the people who know and feel deep down that they do wanna start getting their life in order and their assets in order, and And there’s no, you know, no real clear idea of what age that happens in. People gravitate to it for different reasons and for different uses.

James Kademan [00:38:11]:

Yeah. It’s kind of the the running joke, I guess, for stuff like that is you need life insurance 5 minutes before you die thing. But You know, it’s probably too late or something like that. Right?

Crystal Sadik [00:38:21]:

Yeah. I mean, you know, we really honestly see people going back for emergency scribbling down information on slips of paper to pass to family. And Well,

James Kademan [00:38:31]:

I don’t doubt it.

Crystal Sadik [00:38:32]:

Yeah. It’s it’s it’s not it It doesn’t have to be that way, and it doesn’t have to be, a big thing. It doesn’t have to be scary. It doesn’t have to be you know? You can spur these conversations on so easily, and I think Triple helps people do that. You know? I I, Recently, was where you know, had a conversation with my parents, on Triple and because of Triple about, you know, their end of life wishes. And so it’s a conversation that I think, Triple allows you to have in a way that feels, not like I’m just clobbering right into the topic. So, I I think it actually gives people a A way to have these conversations that everyone knows they want to have or should have. It’s like flossing.

Crystal Sadik [00:39:21]:

You know? You need to talk about these things.

James Kademan [00:39:23]:

Mhmm. Fair. Totally fair. So you guys have been going for a few months, been building up over the course of a few years. Yeah. Where do you see yourself over the course of the next, let’s say, year?

Crystal Sadik [00:39:35]:

Well, we’re still continuing to grow over the next year. I I, we’re right now, We found that there’s a a great interest in our product amongst, I would say, millennial age and above. Our target audience is, really, like, 30 to 50 year old, and we’re finding a lot of moms especially are really drawn to our app. So we’re getting a lot of interest in the 30 to 50 year old mom groups. Okay. I think it’s just you know, as a mom, I know why. We feel like we want to impart all of this stuff to our children, this knowledge, this information. We want to leave things for them, and we want to feel like we’re prepared and that we’ve done everything we could to be prepared.

Crystal Sadik [00:40:30]:

And so, we’re finding a lot of moms feel the same way and that, You know, who as a busy mom has time to go hunt down a lawyer and make a will? So, so we’re finding a lot of of, interest in these in these groups, and we’re doing a lot of our, advertising and and targeted, authentic growth Towards these groups and finding a lot of engagement there.

James Kademan [00:40:55]:

That’s perfect segue because next question is tell me about marketing. How are you getting the word out that so people know you exist. And beyond that, actually try the product.

Crystal Sadik [00:41:05]:

Yeah. So we’re we’re keeping things, Steady at the moment and slow. We do have a in house marketing, and we are doing some, like I said, we’re sort of working now on our more organic growth, building the word. We’re working with some influencers and micro influencers to help get the word out. Obviously, doing podcasts. Woo. And, and and and so we’re working on that. We are, hoping to get some, increased blogs, both on our website and published and and get some journal articles out in the next year as well.

James Kademan [00:41:47]:

Alright. Now can someone get on to Triple with a laptop Up or desktop, or do they have to have a phone or tablet? Or

Crystal Sadik [00:41:57]:

Right now.

James Kademan [00:41:58]:

Apple app type thing?

Crystal Sadik [00:42:00]:

Yep. Everything is app. So right now, we are On, Android and Apple. The our website, triple.social, is not, I mean, it is our website. It explains everything, but you can’t go on to the website to make your will. Yes. Right now, everything is, phone based. Okay.

Crystal Sadik [00:42:21]:

That’s that’s the the platform that we feel like people are gonna most engage. Now when you do make your will, there’s an option to export your PDF. You can send that PDF to your computer. You can print it. So there is a physical copy that you can create of your of your PDF, will. There’s also, online coming online, just now actually is a way to, request and be sent PDF copies of your past questions. So if you wanted to have some of your memories printed out, kept like a journal or a book, for a very small fee, that’s possible as well.

James Kademan [00:43:02]:

Okay. Yeah. I’m thinking it’s interesting that you mentioned all that because I’m wondering from my parents are old, and I would say probably too old to know how to navigate something like this because email’s a challenge for them.

Crystal Sadik [00:43:17]:

Yeah.

James Kademan [00:43:18]:

But Yeah.

Crystal Sadik [00:43:19]:

I I, I agree that that you know, it’s it’s hard to say. I mean, you know, we’re both in health care, and I would say it really is a huge spectrum of what sort of tech usage we see Even in case You know? I mean, our, I see 80 or 90 year olds that are getting onto their health Care portal and sending us messages. And so

James Kademan [00:43:45]:

Wow.

Crystal Sadik [00:43:46]:

I’m always surprised at, the technology usage across every age.

James Kademan [00:43:52]:

Bear that’s better than me. I hate logging into the health care portal.

Crystal Sadik [00:43:58]:

Hey. We’re on a Zoom we’re on a Zoom right now, Also, this can’t be, you know, totally technology.

James Kademan [00:44:04]:

So No. To to me, it’s just one more step. Like, can’t you just email me me this? Like, why do we have to go through Whatever.

Crystal Sadik [00:44:11]:

Software. Anyways,

James Kademan [00:44:12]:

tell me a story about how it has been to work with both Apple and Google in regards to their platforms forms for distributing the app.

Crystal Sadik [00:44:22]:

Surprisingly easy. Apple, Actually has a few more steps, but, Yeah. It it hasn’t been that hard. Getting on to the, App store and optimizing, our our App Store interface, is something that we did really early on and at least in terms of getting everything ready for that platform. Certainly, the coders have some things that they have to do to make, you know, the app able to be on that platform. And What we did in our build is that we built, our Apple version, slightly ahead of our Android version so that we weren’t Optimizing 2 things at the same time, and we could get 1 up and out and ready and optimized and have the other lagging by a few months So that we could then say, okay. This is how the finished product and how it’s all gonna work on Apple. Now let’s make sure that the Android matches.

Crystal Sadik [00:45:23]:

So

James Kademan [00:45:24]:

Alright.

Crystal Sadik [00:45:25]:

So that that what that was really the big thing, and that’s, something our our tech team really went through seamlessly and beautifully.

James Kademan [00:45:33]:

Sure. Very cool. Tell me about the data, because I imagine you guys have tons of data, and you wanna use that data to make the product better. How what is the system that you guys use to go through that without poking in or invading people’s privacy?

Crystal Sadik [00:45:48]:

Right. Yes. And that’s Important. So, I mean, all of the the data that people are entering in their will is a 100% encrypted and private. There’s actually, just a little segue getting into the will. So something that we as health Care providers realizes that, you know, people may be of varying states of mind, you know, especially towards the end of life. They may be getting vacation and things that might be altering their their consciousness. And so, we protected the will even at the level of getting into the will Even once you’re in the app.

Crystal Sadik [00:46:25]:

So, obviously, getting into the app is is, is the first level. But once you’re in the app and you get into the will, it’s going to require you to answer a simple math problem. It’s going to require you to, do a very simple, spatial puzzle. It’s not one of those, you know, which picture has a are you a robot? One one of those. I I feel like I fail those every time. It’s it’s simply just moving a bar to match up a, a visual spatial puzzle, and then it face identifies you. So it’s So you’re triple protected at that point where you have to be of sound mind. You have to be, able to move that bar and not, you know, Slurred or drunk or something like that, and you have to be and it has to be you.

Crystal Sadik [00:47:14]:

It’s face identifying you, to even be able to get into your will. Mhmm. So that data is is safe from even from yourself. It’s obviously encrypted, and it’s it’s all completely, safe in that manner as well. Information we’re able to, track, but it really depends on how the person registers, whether, They register through a social media platform like Facebook or or not. And, a lot of our Information, it’s really related to the app itself such as what features are people using, how much time are they spending on those features, How many downloads did we get, and how many of those went to on to register and that sort of thing. So, the the very specific, information, though, that’s sensitive, obviously, we’re we’re not even able to access.

James Kademan [00:48:12]:

Gotcha. Somewhere, you mentioned the being able to see which part of the app, I guess, they’re essentially using or how often people are using it. Yeah. Once a month, once a week, once an hour, whatever, and then make changes from there.

Crystal Sadik [00:48:27]:

Mhmm.

James Kademan [00:48:28]:

Is that are you to the point I guess just being a few months into it that you don’t quite have enough data to know, or do you have enough usage where you can see, like, hey. We gotta make a tweak here because we’re always seeing people leave or not use this portion or something of that nature.

Crystal Sadik [00:48:43]:

Yeah. I mean, we we have some early data, but it is It is something that we’re able to assess. You know? We were able to, work on, optimizing the app in ways that helped encourage the user to stay on it longer. Mhmm. And so we have increased the amount of time, the average amount of time that a user is on the app. We have we’re able to see what people use the most of, and it varies on any given week, but they’re very close. The two Top features are the digital will and the cast question. That’s the daily journal question that comes to you.

James Kademan [00:49:18]:

Okay.

Crystal Sadik [00:49:19]:

Those are Still 2 of the really popular features, but I’d say a close third is the recipe album. That’s a a very popular feature as well.

James Kademan [00:49:28]:

Oh, interesting. Tell me about that.

Crystal Sadik [00:49:30]:

Well, it’s just a way, that you can go in and, enter a recipe and triple and and and log and save your recipe, and it creates a really beautiful album. It’s almost like creating a photo album, but it’s of a recipe. And, you can then specify who you want to receive that recipe album, and and who’s gonna who you’re sharing it with, Basically.

James Kademan [00:49:55]:

Oh, that’s cool.

Crystal Sadik [00:49:56]:

Yeah.

James Kademan [00:49:57]:

If I remember on your introductory video, there was something, there’s a gamification aspect of it. Is that right?

Crystal Sadik [00:50:06]:

Yeah. So, you earn deeds. So Yep. By going in and, working on your digital legacy. You after answering past questions, you earn beats, and you can go into your main profile and see how well you’re doing. We earn certain amount of charity deeds for logging charity, and Charity is something that, we hope to really, work in terms of our affiliates. Right now, We are able to log that you’ve done charity. Maybe you went out and and and this can be, by the way, any form of Charity.

Crystal Sadik [00:50:45]:

I could log that I raked leaves at my church or that I, went to the community center and picked up trash for 20 minutes. And that’s just some that maybe I wanna track, or I can log, You know, actual financial donations that I made to the Red Cross or to the food bank. So you can log any any type of charity, and that Gets recorded as your deeds for the day or the week.

James Kademan [00:51:11]:

Got it. Okay. Indeed, the term, it’s not, I guess, what does that representative of? Is that exclusively for, donation, or is that because it sounds like the gamification thing is The Yeah. On

Crystal Sadik [00:51:27]:

that. Is the term. The deeds, just deed is a a shortened term that we use for where you’re seeing your kind of your credit. So

James Kademan [00:51:34]:

Okay.

Crystal Sadik [00:51:35]:

You earned a deed. You and and you earn those deeds for, For all of the things that you can do on Triple, if you go in and you, do something on your will, then you’re earning a deed that day. Gotcha. If you if you earn you can earn memory deeds by the you know, for example, by going in and and recording your memory.

James Kademan [00:51:56]:

Alright. That’s cool. Mhmm. So, we’re almost running out of time here, but I wanna ask you a couple more questions here. The post that people can put up, Are they text, audio, visual, video, picture only? Is it them only, or can they throw up other stuff, memes, and all that kinda crazy stuff? Or I guess Yeah. Tell me about that a little bit.

Crystal Sadik [00:52:18]:

Yeah. They can do, they can do photos. They can do videos. We’ve just come online with our, it might seem like a small thing, but, we’ve just finalized, being able to to go directly from your photo album and Search Triple to be able to directly upload that picture to Triple, and so that’s something a a piece of feedback that we got from users that if they see a photo in their in their photo album and wanna quickly upload it to Triple. That’s now, you know, something that’s possible. And, so it can be photos. It can be a collection of photos. It can just be words.

Crystal Sadik [00:52:53]:

It can be voice. So you can upload, you know, any Media, that way, can be a video. There aren’t any, you know, kind of other types of of things that can be uploaded. And then, you know, obviously, people can go through and traditionally like, or comment on the things that Are on the feed.

James Kademan [00:53:19]:

Okay. Very cool. I wanna go down last question here. Almost last question. It’s gonna be a little nerdy. Tell me because logistics of storage and servers and all that kind of stuff to me, when I think of a platform like YouTube, And you look at the the volume of videos that are uploaded every

Crystal Sadik [00:53:37]:

day. Oh, yeah.

James Kademan [00:53:37]:

There must just be a state that is all server farms. So tell me, where are you guys at, and how do you plan on growing that in the future? Because People keep uploading stuff. It doesn’t go away. It just keeps adding.

Crystal Sadik [00:53:52]:

It just keeps adding. Yeah. Well, you know, I I think that one of the things is, obviously, our Data is is curated. So it may be that people house less sort of random things on our platform that that they’re thinking about these are the things that, you know, in a 100 years, someone’s gonna look back at my life and see. But we are completely capable of housing, large amounts of data. And and we are gonna be, you know, down the road when we’re looking at, significant growth. Right now, we’re able to the platform’s able to handle, and has been tested for, hundreds of thousands of users. So we’re we’re well poised to continue to be able to grow.

James Kademan [00:54:37]:

Alright. That’s awesome. That’s impressive. It’s always, it’s interesting because my kid will watch a YouTube video, and sometimes every once in a while, it’ll take a couple seconds for it to come up.

Crystal Sadik [00:54:48]:

Yeah.

James Kademan [00:54:49]:

And he’s just, right, super impatient just like his dad.

Crystal Sadik [00:54:52]:

I can’t take it. And I’m like,

James Kademan [00:54:54]:

buddy, you gotta understand How many wires that’s going through exactly all of the stars that have to align for that video to even show up here, let alone for it to show up as quick as you click. Yeah. It is amazing that it works at all, let alone

Crystal Sadik [00:55:08]:

I know. It’s tough. I don’t think that generation will ever quite understand.

James Kademan [00:55:14]:

No. No. It’s funny. I remember this was, I don’t know, let’s say 5, 6 years ago, something like that. We were at my in law’s house, and we put on a show for him because we were having a conversation. And it was on cable Mhmm. But it had a commercial. And he had never seen a commercial before.

James Kademan [00:55:34]:

So it was a show that he was used to from Netflix or something like that that didn’t have commercials. All of a sudden, it has a commercial, and he started crying. Don’t do stop the show.

Crystal Sadik [00:55:45]:

Oh, no. I can’t I can’t Skip that and why it wouldn’t

James Kademan [00:55:48]:

work. Like, oh, buddy, if you only knew. If you only knew. So, anyway, Crystal, I really appreciate you being on the show.

Crystal Sadik [00:55:58]:

Thank you so much for having me. This was fun.

James Kademan [00:56:00]:

Yeah. Tell me the website. Let’s start there.

Crystal Sadik [00:56:04]:

Www.triple.social.

James Kademan [00:56:07]:

Triple.social. Awesome. And that’s triple just like it sounds, or is there 2 p’s in there?

Crystal Sadik [00:56:13]:

Two p’s. Yes. Triple actually stands for time ripple. It’s short for time ripple. That’s why there’s 2 p’s.

James Kademan [00:56:19]:

Got it. Alright. So make sure you put 2 p’s in there. Awesome. Yes. This has been Authentic Business Adventures, the business program that brings you the struggle stories and triumph and successes of business owners across the land. We are locally underwritten by the Bank of Sun Prairie. If you’re listening or watching this on the web, if you could do us a huge favor, give the big old thumbs up, Subscribe, and, of course, share it with all your friends, and let them know that Triple is the place to be to get all your memories to be seen well past Well, we’ll call it your prime when you pass.

James Kademan [00:56:48]:

Right? My name is James Kademan, and Authentic Business Adventures is brought to you by Calls on Call, offering call answering and receptionist services for service businesses across the country on the web at calls on call.com, as well as Bold Business Book, a book for the entrepreneur in all of us, available wherever fine books are sold. We’d like to thank you, our wonderful listeners, as well as our guest, Crystal Saddiq, COO and cofounder of Triple. Crystal, can you tell us where can people find the app? Just I don’t know if they have to type in something special to find it. There’s millions of apps out there.

Crystal Sadik [00:57:21]:

Yeah. On the App Store and on Google Play, type in triple. Remember, it’s 2 p’s. Triple Digital Legacy, you’ll find us there.

James Kademan [00:57:30]:

Sweet. So triple t r I p p l e?

Crystal Sadik [00:57:33]:

That’s right.

James Kademan [00:57:34]:

Cool. Awesome. Past episodes can be found morning, noon, and night. The podcast link fun at draw in customers.com. Thank you for listening. We will see you next week. I want you to stay awesome. If you do nothing else, enjoy your business.