Last updated: April 2021

Company Profile

«We believe in making Estate Administration & Planning simple»


To make estate services accessible to all Australian families and increase prosperity of the next generations.


To make estate services simple, affordable and accessible in one place by revolutionising the way these are offered and used by Australian families.


As a customer-focused social enterprise, we will:

  • consolidate all relevant estate services on a single platform;
  • reduce average effort and cost of using estate services by 50%; and
  • support 100,000 Australian families by 2024.


  • Put families first
  • Be pro-active
  • Think long-term
  • Create social impact
  • Challenge current thinking
  • Simplify everything continuously


Financial issues are the most commonly stated reason for family disputes in Australia and the developed world.

As a child and adult, Stephan Dahinden – Managing Director & Founder of simplyEstate – experienced what it means when family members pass away unexpectedly and unprepared. Necessary measures weren’t put in place, family members weren’t clear about their estate and affairs, and critical information and wishes weren’t communicated. This inevitably led to years of legal disputes, forced home sales and irreparable relationship breakdown.


Another family loss in 2018 made evident again the sheer complexity of deceased estate administration and emotional toll. This time a complete estate plan was in place containing relevant legal documents, complete transparency about the estate and affairs and how it should be distributed.


Having experienced both circumstances and seeing the long-term effects on family, a critical social institution which is fragile and increasingly under pressure, simplyEstate was founded to support Australian families get organised to protect their estate and family as well as support Executors and Administrators after a loss to administer their loved one’s estate simply online.

Meet the Team

a photo of Stephan Dahinden - Founder & Director of simplyEstate

Stephan Dahinden

Managing Director & Founder

Stephan has lived in Perth and Melbourne for over ten years. Known for his reliability, helpful nature, keen interest in personal finances and process improvement through technology, he has founded simplyEstate. Stephan has devoted eight months researching and mapping the complete estate administration process to develop the most comprehensive Deceased Estate Administration Guide to assist families after a loss.


Previously, Stephan worked in Health, Education and Telecommunications for over 15 years, most recently for a global professional services firm and research-intensive university.  He now works with families, Executors and Administrators on Deceased Estate Administration matters, helps families with Estate Planning and continuously enhances simplyEstate’s service offering.


Contact Stephan directly at

Photo of Nancy Hourani - Head of Member Acquisition & Training at simplyEstate

Nancy Hourani

Head of Training & Acquisition

Nancy has over 35 years of extensive systems training and coaching experience in Australia and overseas. Her infectious positivity, people-focus and commercial understanding has allowed her to successfully create tailored training curricula that equip staff with the knowledge and skills to best support their customers.


Nancy plays a key role in developing and delivering simplyEstate’s training and coaching programs so that we can continuously refine the customer experience. Her objective is to increase our Estate Planning Member-base across Australia through our Member Consultant network, so as many Australians as possible can benefit from our platform and services.

Photo of Coko Tang - Accountant & Financial Analyst at simplyEstate

Coko Tang CPA

Head of Accounting & Finance

Coko is a seasoned accounting professional who has worked in the energy sector and banking over eight years. She has experience in financial reporting, cash-flow analysis, debt management, hedging and risk management.

Coko plays a key role to help simplyEstate by developing financial reports, analysing the company’s financial performance and ensuring the statutory requirements are met.

Advisory Board

A photo of Fabrizio Soncini - Co-Founder & Strategic Advisor of simplyEstate

Fabrizio Soncini

Strategic Advisor & Co-Founder

Fabrizio is a Serial Entrepreneur, Business Coach and Business Owner with tremendous start-up experience in Europe. Most recently he has dedicated over four years founding and building Dimovera to provide deceased estate administration executor services. He advises start-ups like simplyEstate on the topics of sales, marketing and growth strategy.


Fabrizio is a Co-Founder and plays a key role by providing simplyEstate with invaluable business insights gained from his previous experience in estate administration and working with the same target audience. He also helps by objectively assessing the overall business performance and is tasked with challenging the company’s future objectives and strategies.

A photo of Marc Straessle - Online Marketing Strategy Advisor at simplyEstate

Marc Straessle

Online Marketing Strategy Advisor

Marc has an enormous wealth of start-up and business experience and is the founder of museproject, an online digital and marketing agency based in Perth, working with clients globally. His agency partners with medium size businesses and specialises in digital strategy, inbound marketing, AdWords management and Search Engine Optimisation (SEO).


Marc plays a key role in defining simplyEstate’s online marketing strategy, analysing website performance and identifying user trends. His objective is to increase our online outreach to allow all Australian Seniors and Families to benefit from our platform and services.

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