7Q in the Spotlight: Martha Underwood of Prismm

Welcome to the first edition of 7Q in the Spotlight, a series where we dive into candid conversations with tech leaders via seven simple questions.

First up is Martha Underwood, founder of Prismm, a groundbreaking platform simplifying wealth transfer and legacy planning - think of it as the “Zelle of wealth transfer.” 

What’s the main problem Prismm solves? 

Prismm solves a simple but incredibly important problem: when someone passes away or becomes unable to handle things, families are often left scrambling to find critical information like passwords, bank accounts, or insurance documents. It can be overwhelming and messy during an already emotional time.

With Prismm, all those important details are stored in one secure, digital vault — making them easy to access when families need them most. Instead of digging through papers, families can focus on what really matters: supporting each other.

For financial institutions, Prismm helps them stay connected across generations. Life events like a death or health crisis are when institutions risk losing client relationships. Prismm makes sure families turn to their trusted bank or advisor when it matters most — strengthening those bonds and keeping assets from walking out the door.

In short, Prismm provides peace of mind for families and lasting relationships for financial institutions.

When a user signs up for Prismm, what happens next? What are the extra-cool features or new product developments you’re excited to share with users?

When a user signs up for Prismm, they set up their account in three easy steps:

• —> Connect their people — Assign trusted individuals, like family members or financial advisors, who will have secure access when it matters most.

• —> Connect their accounts — Link bank accounts, insurance, and retirement plans to keep everything organized in one place.

• —> Securely upload important documents — From wills and insurance policies to sentimental letters, users can easily store what matters most.

Our extra-cool feature in development takes this a step further: we’re building technology that automatically pulls in real estate assets and uses AI to catalog valuable items in your home — all through a simple picture. Imagine snapping a photo, and Prismm identifies and organizes your jewelry, art, furniture, or even collectibles, making it easier to track your assets and ensure nothing gets overlooked. This is going to be a game changer especially given what's happening now with the LA fires.

How do you see Prismm contributing to the future of wealth transfer in America?

We see Prismm becoming the Zelle of wealth transfer. Just like Zelle revolutionized how people send money instantly, Prismm will redefine how wealth is transferred between generations.

Through our integration with banks, Prismm will enable automatic transfers of assets directly from an account holder to their beneficiaries upon death. No delays, no lengthy legal processes — just a seamless and secure transition of wealth exactly as intended. Imagine a world where families don’t have to wait months or years to access what their loved ones left behind. With Prismm, banks will ensure that clients' legacies are transferred quickly, securely, and with minimal stress.

This approach doesn’t just streamline the process; it also keeps financial institutions at the heart of these important life transitions. By proactively managing wealth transfer, banks will strengthen their relationships with clients' families, ensuring that assets remain with the institution across generations.

What was the toughest challenge you faced while starting Prismm so far?

One of the toughest challenges we’ve faced starting Prismm has been changing the mindset around wealth transfer.

We’re introducing something entirely new — the idea that wealth transfer shouldn’t be messy, complicated, or delayed. Instead, it should be automatic, secure, and seamless. But shifting people’s thinking, especially in the financial world, where traditional processes have been in place for decades, takes time.

I remember pitching Prismm to a bank executive who flat out told me, “This will never work. Banks don’t need it, and people won’t change.” It was disheartening to hear, but we kept going. Four months later, I ran into that same executive again, and their tone was completely different. They shared how a loved one had recently passed away, and they were in the middle of a nightmare trying to manage the estate. They admitted, “This is exactly what banks need right now.”

That moment was a turning point for me. I realized that people don’t think about wealth transfer until they’re in crisis — and by then, it’s too late. But if the industry takes the lead and equips customers with the tools to plan ahead, people will adapt. And more importantly, they’ll stay loyal to the institution that made their life easier when it mattered most.

It reinforced why we’re doing this: to help banks stay connected across generations by solving real-life problems — before they happen.

What advice would you give to someone looking to start their own tech company?

First, get obsessed with solving a real problem — and talk to the people who have it.

Before you write a single line of code or build a product, have 100 conversations with potential customers. Don’t pitch — just listen. Ask them what keeps them up at night. Understand the problem inside and out.

With Prismm, people kept telling us how long the process was to get access to a loved one’s money after they passed away. When we dug deeper, we realized it boiled down to two key issues:

• —> People weren’t organized. Important documents and account details were scattered, making it hard for families to find what they needed.

• —> Banks had manual processes that slowed things down even more.

By listening a lot, we learned that we needed to focus on helping people get organized and help banks initiate near-instant transfers of funds to beneficiaries. That insight didn’t come from brainstorming in a room — it came from real conversations with people who were struggling.

Next, build relationships, because people buy from people.

While tech is important, your network will open doors. The truth is, people buy from people they trust. Those early connections — whether it’s mentors, advisors, partners, or customers — will be key to your success. Invest time in building genuine relationships, because those connections will help you navigate challenges, open up new opportunities, and get your product into the right hands.

Favorite non-Prismm tech tool you can’t live without?

My favorite non-Prismm tech tool is Otter.ai — it’s a game-changer for anyone who spends time in meetings. It allows me to stay fully present and give my undivided attention during conversations, knowing that everything is being captured and transcribed. No more scrambling to take notes or worrying about missing details — I can focus on listening and engaging, and revisit the notes later when I need them.

Who do you want to connect with as you grow Prismm? How can people reach you and try Prismm for themselves?

I’d love to connect with bank leaders, financial advisors, and wealth management professionals who are looking to provide more value to their clients and deepen relationships across generations. We’re also excited to partner with innovative financial institutions that want to stay ahead of the curve when it comes to wealth transfer and legacy management.

People can reach me directly at [email protected] or visit getprismm.com to learn more. If you're interested in seeing Prismm in action, we'd be happy to give a demo and show how it can transform the way families and institutions manage wealth transfer.

Thanks so much for this Beck on Tech interview, Martha! I am excited to watch your company keep soaring.

-Molly Beck