Austinite Veronica Pulido planned her wedding in three months. It had to be expedited because she wanted her father, who had just been diagnosed with a rare form of cancer, to be there when she walked down the aisle.
She had a wedding planner to help connect her to florists, DJs, caterers, and vendors. What she didn’t have was a planner to help her navigate the care her father needed at the end of his life.
“No one walks you through what to do — we didn’t know where to find the right resources,” Pulido told ATXtoday. “Where do you find a lawyer who can duke it out with insurance companies? Where do you buy a wheelchair? [...] With everything going on, it just felt like the wedding was so much easier (than handling his care).”
Her father made it to her wedding, but after he died, Pulido was still thinking about how the process could have been so much easier.
That was the beginning of Good Grief — a directory of resources, support, services, community, and healing for Texans navigating the same situation that she was recovering from.
After winning Austin FC’s Dream Starter competition in 2025, Pulido secured $100,000 to bring the company to life.
"(Winning is) what really got me to be like, ‘okay, I’m leaving my job and doing this full time,’” Pulido said.
What is Good Grief, and how does it work?
Good Grief is an all-in-one online platform where you can find resources not only for things like legacy planning, checklists to help with care for serious illnesses, workshops, recommended professionals, and funeral services, but also for self-care and grief counseling.
There are two tiers to the service outside of its free resources:
- $15 monthly premium membership, which includes office hours for easy answers to your questions and in-depth guides
- Concierge service for $89 per week, which includes personalized support and expert assistance
“Now that we’re starting to open the doors to people and seeing that play out [...] it has, in a way, made it feel like (my dad’s) loss and his passing wasn’t for nothing,” Pulido said. “It feels very purposeful to take all of that pain and loss into something that is helpful.”
Giving the gift of healing
Figi here. When I was interviewing Pulido, one thing I really connected with was the option to gift Good Grief resources in the form of platform access and care packages.
Take a look at gift packages.
What’s next for Good Grief?
Right now, Good Grief is in beta and only available to people in Austin, Houston, and Dallas. With just under a year in business, Good Grief is looking for its next bit thing: an angel investor, a spot on “Shark Tank,” and more grants to keep the good going.
“I think so often you hear about companies that do well, and you hear about these magical stories, and you don’t hear enough about the sleepless nights, the overwhelm, the self-doubt,” Pulido said. “It has been really tough, but I’m just trying to continue with the philosophy of trying to do good, and I’m trying to make something that is helpful.”
Learn more about Good Grief or get in touch with Pulido here.
