Sheila Hogan: Redefining Leadership

After an illustrious forty-year career in digital transformation, Sheila Hogan embarked on a new journey in 2020 by introducing Biscuit Tin, a digital legacy vault. Based in East Lothian, Scotland, Sheila previously ran an award-winning maintenance business for over a decade and subsequently a successful architecture consultancy for over two decades.

From a very young age, Sheila possessed a natural entrepreneurial instinct that only grew stronger over time. It was this inherent flair and her continuous thirst for knowledge that fueled her drive and led her to explore various business ventures throughout her life. Her unwavering determination and innovative mindset were the driving forces behind her success, shaping her into the remarkable entrepreneur she is today.

Creating Biscuit Tin

The driving force behind the creation of Biscuit Tin stemmed from a deeply personal and poignant experience in Sheila Hogan’s life. Overwhelmed by grief and the arduous task of handling her parents’ affairs after their passing, she resolved to alleviate this burden for others.

“When my Dad died, I felt overwhelmed by the decisions I had to take on his behalf. It took me two years to close down Dad’s life with loads of ‘sadmin’ and copies of death certificates. It hit me how much more complex my life and most others are these days compared to Dad’s. For example, I had pension pots scattered all over, and two businesses my family was not involved in, plus lots of digital stuff Dad never had,”– she remembers.

It was at this point when Sheila’s professional tech career and personal experience collided and she understood how the end-of-life process is completely broken and needs a complete transformation. This led to the inception of Biscuit Tin, a secure digital vault designed to house and safeguard all-encompassing life information. With Biscuit Tin, individuals can opt to store their life information, which the organization seamlessly releases to nominated individuals upon one’s demise offering comprehensive guidance and direction to facilitate the efficient closure of one’s affairs. Additionally, Biscuit Tin aims to provide a digital biographical record, preserving a person’s life story for future generations to cherish.

“Biscuit Tin is a personal, digital legacy ‘vault’ which aims to make life admin easier for individuals and those they love in the future through the creation of a digital legacy. Securely holding valuable information such as account details, important documents, post-life wishes, and memories in one place, these details are then released to nominated loved ones in the event of death,”- explains Sheila. “With guided journeys on how to plan and what to record for the creator/user, and guided life closedown according to the wishes of the deceased for the nominees, the platform provides peace of mind.”

Tackling Major Challenges

Since its inception in 2020, Biscuit Tin has made significant strides by establishing valuable partnerships with five early adopters specializing in several ‘life event’ services including life insurance, pensions, mortgages, and wills. Additionally, the organization has garnered substantial support from a group of exceptional investors. However, as the founder and CEO, Sheila feels the biggest challenge is the need to grow whilst attracting investment to fortify the business for future scalability.

“There is a loneliness that comes with being the head of a start-up company, which can be quite isolating, together with shouldering an enormous amount of responsibility. As an early start-up, the journey is a bit like a ‘white knuckle’ roller coaster ride with massive highs and deep lows, but it’s about finding the stamina and resilience to keep going,”- Sheila states.

Sheila expresses deep gratitude for the remarkable community of skilled and talented individuals within Scotland’s tech founder network, which she regularly taps into for support and guidance. She also feels Scotland is a great place to run a technology business. The implementation of the Logan Review by the Scottish Government, which led to the establishment of the Scottish Tech Ecosystem Fund, has played a pivotal role in fostering this favorable atmosphere. This initiative has effectively nurtured a thriving ecosystem for tech businesses, enabling them to thrive and reach their full potential. Furthermore, Sheila also highlights the subsequent Pathways report, co-authored by Anna Stewart, which places special emphasis on women in entrepreneurship. This report goes above and beyond in solidifying Scotland’s commitment to supporting and empowering women entrepreneurs. By addressing the unique challenges and opportunities faced by women in business, the report seeks to enhance their participation and success within the Scottish entrepreneurial landscape.

Mission and Vision

Sheila’s overall mission at Biscuit Tin is to create a ‘straight through’ automated process for life closedown by supplying the data and direction needed to manage the process easily and effectively, and at the same time, remove the duplication that exists for the bereaved and businesses alike.

Moreover, Sheila is determined to break the societal taboo surrounding discussions about death. She aspires to make it socially acceptable and encouraged to plan for one’s own passing while still very much alive. By shifting the narrative and encouraging open conversations about death, Biscuit Tin aims to alleviate the unnecessary hassle and stress endured by those left behind.

“I believe the way we handle ‘end of life’ is on the cusp of change, with the increased use of technology in our everyday lives, and this is backed up by data. The digital legacy market is set to become a potential area of massive growth, estimated to be worth approximately $70 billion dollars globally by 2027,”– she states.

Biscuit Tin’s vision stretches far beyond its current scope, aiming to establish itself as a globally recognized household brand in the realm of digital legacy within the next five years. In this envisioned world, planning for the end of life becomes the norm, and individuals possess virtual Biscuit Tins that house their essential life information, desires, digital biographies, and heartfelt messages to be passed down through generations.

As the CEO and founder, Sheila is fully committed to the pursuit of this mission each and every day. The goal is to fundamentally transform the way society approaches end-of-life preparations, fostering a culture where such planning is actively embraced and valued. By empowering individuals to take control of their digital legacies, Biscuit Tin aspires to leave a lasting impact on the lives of countless people, ensuring that their stories, wishes, and sentiments endure beyond their time.