Recognition of Excellence and Resilience
Catherine Ashton, Founder of Critical Info, won bronze in the "One to Watch" category at the 2024 AusMumpreneur Awards. The event, held at a gala dinner in Melbourne, honoured entrepreneurial mothers across Australia.
The AusMumpreneur Awards celebrate Aussie mums who excel in business, product development, customer service, and digital innovation. These awards recognize women who balance motherhood with running a successful business.
A Personal Journey to Success
Catherine’s path to success was challenging. She faced a life-threatening car accident in 2019 and lost a close friend in 2023. These experiences highlighted the need for end-of-life planning, leading her to create Critical Info. This platform raises awareness and provides resources for end-of-life decisions.
In her acceptance speech, Catherine said, "Two years ago, I felt lost, was unemployed, and was recovering from spinal surgery. Being named 'One to Watch' humbles and rewards me. I never thought I’d be here.
Balancing Business and Motherhood
Catherine discussed the challenges of balancing business and motherhood. She offered advice to aspiring entrepreneurs: "Be kind to yourself and celebrate every milestone. Spend time in nature each day to spark inspiration."
With her bronze award, Catherine aims to further Critical Info’s mission. She is dedicated to raising awareness about end-of-life planning and providing essential, free support through an easy-to-use platform.
About Critical Info
Critical Info connects Australians with specialists in deathcare, bereavement, and end-of-life planning. Launched in February 2023, the weekly podcast Don’t Be Caught Dead shares personal stories and expert insights on deathcare.
- Supporting Communities in Times of Need
In April 2024, Critical Info released a guide, My Loved One Has Died, What Do I Do Now? This resource helps users manage end-of-life arrangements, covering tasks from funeral planning to estate finalisation.
- Exploring New End-of-Life Options
Critical Info helps people discover unique end-of-life options. The Bare Funeral Report highlights Australians' desire for personalised ceremonies, often unaware of available choices. Critical Info bridges this gap by providing information on options like the Australian Home Funeral Alliance.
- A Social Enterprise with a Mission
As a social enterprise, Critical Info operates independently of the funeral industry. It connects users with over 200 organizations specializing in end-of-life planning and bereavement. Unlike traditional funeral directories, which often rely on financial transactions for revenue, Critical Info does not receive financial incentives, ensuring unbiased support.
The podcast offers a platform for sharing experiences and learning about end-of-life planning. Catherine Ashton likens the deathcare industry’s current state to mental health 10-15 years ago. She envisions normalizing conversations about death to ease grief and stress.
Planning for the Future
The Australian Bureau of Statistics projects a rising number of deaths due to an aging population. This underscores the need to prioritise end-of-life planning. Critical Info aims to lead this movement, expanding its reach and potentially going international.
With Catherine Ashton’s leadership, Critical Info is set to transform end-of-life planning in Australia, helping people make informed decisions during life’s most challenging moments.
