Entrustet Featured in The Wisconsin State Journal

Capital Entrepreneurs members Jesse Davis and Nathan Lustig of Entrustet were featured in a special section of The Wisconsin State Journal highlighting companies that are doing well in the economic recovery after the recession.  From the article called Local firm offers tools to manage digital assets after people die:

When you die, what happens to your Facebook page, your e-mail box or your online bill-paying accounts?

All of the password-protected Internet activity you engage in – does it just sit in cyberspace indefinitely?

A young Madison company, Entrustet, wants to help you decide who should be in charge of those accounts, and to give you the chance to wipe them out altogether if they are never meant to be viewed by someone else.

Entrustet is the brainchild of two young serial entrepreneurs and graduates of UW-Madison: Nathan Lustig and Jesse Davis.

Davis realized there were questions over access to cyber accounts while reading the New York Times best-selling book, “The World is Flat,” by Thomas Friedman. He was fascinated by the story of Justin Ellsworth, a U.S. Marine killed in Iraq in 2004, whose parents had to go to court to get access to Ellsworth’s Yahoo account.

“I’ve got over 170 online accounts,” Davis said. “It became clear to me all these mundane things we do, like checking e-mails or Facebook, they are real assets to us.”

An analyst with Gartner, the Stamford, Conn.-based global information technology research and consultant firm, said the concept holds a lot of promise.

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