Love the idea – clearly a submission that has been thoughtfully considered and well developed.
I particularly like the focus on simplicity – incorporating ideas such as ‘mix and match’ & ‘someone like me’ is a great way to remove complexity and uncertainty for those who have not considered end-of-life planning.
Another element I think is brilliant is the idea that the platform can translate personal values into ‘medical speak’. As you pointed out, end-of-life planning can be daunting and emotional which is enough to send people running the opposite direction! A platform that helps people positively articulate their personal values (which just so happen to correlate to medical actions) can help shift the idea of end-of-life planning from 'how do I want to die?' to 'how do I want to live?'.
In regards to distribution, Private Health cover is another avenue that you could potentially explore. A lot of these organisations have apps/websites & affiliated programs promoting the idea of 'living your best life' - why shouldn't that include living your best life right til the end?
Looking forward to seeing InMyHands continue to evolve.