Values and qualities
Open
Empathetic
Available
Honest
Sustainable
Safe
Affordable
Flexible
Our commitment
United Nations - Sustainable Development Goals
Critical Info aligns its business practices to strive towards the following United Nations, Department of Economic and Social Affairs Sustainable Development
Goals:
- Education
- No poverty (funeral)
- Good health and wellbeing (focus on improving grief outcomes)
- Gender equality (access for all and inclusive language use)
- Reduced inequalities
- Sustainable communities
- Responsible consumption
Charity support
We encourage the financial support of charities and not-for-profit organisations that alleviate funeral poverty, support the Aboriginal and Torres Strait Islander communities and their connection to homelands and country as well as the importance of LGBTQIA+ and kink-friendly organisations in our deathcare community.
Research funding
As part of our social purpose, we are funding research into end-of-life planning, funeral poverty and the economic cost of death administration to the Australian community.
“..Both brought me face-to-face with the crucial importance of end-of-life planning, and made me determined to establish a secure platform that would empower people with the knowledge and tools they need for informed decisions and comprehensive preparation..”
Founder story
Catherine Ashton
Catherine Ashton is the founder of Critical Info, a fully independent, certified social enterprise helping Australians improve death literacy, live with peace of mind, and support better grief outcomes for the bereaved. Catherine created Critical Info following two life-changing events: surviving a serious car accident in 2019 and the sudden death of a close friend in 2023. Both events revealed a confronting truth - most Australians are unprepared for death, and their families often suffer unnecessary confusion and stress as a result.
Catherine responded with bold action, launching Critical Info Platform, a secure, grief-informed, multimedia planning tool that guides users across 15 essential life areas. It empowers people to document their wishes, store important personal details, and communicate legacy messages through text, audio, or video. Now adopted by aged care providers, the Platform is transforming how individuals, families, and professionals plan for end-of-life. Catherine also developed the national guide My Loved One Died, What Do I Do Now?, and hosts the podcast Don’t Be Caught Dead, which has exceeded 7,000 downloads in its first year and continues to drive courageous conversations across the country.
Under Catherine’s leadership, Critical Info was certified by Social Traders in 2025, and has grown a trusted directory of over 260 organisations in end-of-life planning, deathcare, and bereavement—all without financial incentives or referral fees. She is a sought-after speaker and educator, having collaborated with Griefline, the Sustainable Funerals Group, Melville Cares, Western Suburbs Cares, and numerous local councils to deliver workshops, community events, and workforce training that build empathy and capability.
Catherine’s work has been recognised nationally through multiple awards:
- Winner, Best New Business – Emerging Star, Wild Women in Business Awards (2025).
Bronze Winner, One to Watch, AusMumpreneur Awards (2024). - Finalist, Entrepreneur of the Year, Wild Women in Business Awards (2025).
- Finalist, People’s Choice – Social Enterprise Excellence & Business - Social Enterprise, AusMumpreneur Awards (2024).
- Finalist, Australian Women’s Small Business Champion Awards (2024).
Her mission is clear: to ensure no one is caught off guard when death happens. Catherine believes end-of-life planning should be treated as a core life skill—just like budgeting or first aid—and she’s actively advocating for its inclusion in Australia’s education and health systems. She brings a powerful combination of lived experience, project management expertise, and strategic vision to her work, helping Australians reclaim agency, dignity, and connection in one of life’s most universal yet overlooked moments.
Building a better way to die — with systems, soul, and social impact.
What we do
Don't Be Caught Dead Podcast
The thought-provoking podcast that will challenge your perspective on life…… and death.
Listen to soul-stirring stories told by people who have experienced the death of a loved one. Learn from interviews with experts in the deathcare industry, from funeral directors to trauma cleaners.
Get in touch
Supporting the Critical Info community
We work with industry experts to provide a sound knowledge base for our users. We’d love to hear from you.
Investors
Want to invest in Critical Info? Get in touch with us.
Supporting organisations
Do you support people in end-of-life planning, deathcare or bereavement? We would like to hear from you.