Reduce by one third premature mortality from non-communicable diseases.
About us
So no one dies in pain, in debt, and in silence.
We’re a Filipino startup for social impact, based in The Hague. We help families treat advance care planning as a collective, ongoing conversation about what matters most — especially when we’re dying.
A Whole Family Matter is a story of trust in the family — three circles of care planning, funding, and learning to deliver dignified end-of-life experiences with and for each other.
Across 12 countriesThe world's worst
The world's worst
places to die
Fact-checked against 1,041,387 medical migrants from 39 countries in 2020/21. These twelve are the world's biggest exporters of healthcare workers, in order of magnitude — and our families back home pay the highest cost for end-of-life care while getting the worst quality of death. All of them share collectivist family values, scoring below 50 on the Hofstede Individualism–Collectivism Index — the threshold that measures whether a society defaults to an “I” or a “We” perspective.
The highest economic burden.
The worst quality of death.
85MPeople across these 12 countries pushed into poverty by individual healthcare spending
7.9MExperience serious health-related suffering every year — about 30% of the global burden
20,000+Of our people die in pain, in debt, and in silence every day around the world
20.1MProjected to die yearly with unaddressed severe pain by 2060 — two and a half times today
— The Protective Silence
Because the family — not the patient — decides in our collectivist cultures, 77 to 98 percent of our terminal patients don't know they're dying.
They are kept safe from the truth by families who love them and care for them. Advance care planning is always too early, until it's too late. We exist to break that silence together — especially when we disagree.
And if you're a medical migrant from Nigeria, India or the Philippines — a diaspora healthcare worker with collectivist family values — you are welcome.
What we believe
The individual success of one is the collective success of all.
What is also true in our culture — as Filipinos with 377 years of lived experience with colonization — is bayanihan: a spirit of communal unity, cooperation, and mutual aid. It’s the value we build from.
A family that plans their future together funds their future care together. We call it Interdependent Care Planning, and we’re building it so medical migrants can lead their immediate family, their family back home, and their local and chosen family through care team planning, care fund pooling, and patient advocacy learning — at global scale.
Our journey
From a world congress to your family’s table
2025 · FinlandThe 19th World Congress of the European Association for Palliative CareWhere we began using AI to help the world hope for the best and plan for the rest.
The HagueBuilt in a country reckoning with its colonial historyA Whole Family Matter B.V. is based in The Hague — mutual care, for mutual benefit.
- Nov 22 November 2026 · PhilippinesLaunching on All Souls’ Day
The day families across the Philippines remember their dead — and the day we begin planning together.
Our goals for 2030SDG 3.4 SDG 5.4 SDG 10.2
Three U.N. Sustainable Development Goals
Recognize and value unpaid care and domestic work through the provision of public services.
Empower and promote the social, economic and political inclusion of all.