Russell Westbrook has never been one to shy away from tough moments—and now he’s bringing that mindset off the court and into one of life’s hardest conversations: death.
The NBA All-Star and current Denver Nuggets guard has launched Eazewell, a tech startup designed to take the stress and confusion out of funeral planning through the use of artificial intelligence. Westbrook co-founded the company with longtime friend Donnell Beverly Jr., who also serves as president of Russell Westbrook Enterprises, and Kemba Walker, another former NBA standout and Beverly’s college teammate at UConn.
In a statement, Westbrook said his life—both on the hardwood and off—has always been about making bold moves when the moment calls for it. “Eazewell is exactly that — a decisive solution to a very real problem,” he said. Westbrook, currently in the middle of a heated playoff series against the Oklahoma City Thunder, clearly sees this venture as another avenue to lead with purpose.
Headquartered in Los Angeles, Eazewell uses AI to guide users through every stage of funeral coordination—from budget planning and paperwork to digital tasks like canceling utilities or social media accounts for the deceased. The company, which employs 11 people, has already put its platform to work with over 1,000 families during its beta phase.
While the startup hasn’t released details on funding, it’s generating revenue through service partnerships and is in talks with financial and insurance companies to broaden its reach. For now, the platform is free for users and ad-free as well.
Walker described the venture as one focused on relieving a heavy emotional and logistical load. “We’re trying to take the weight off people’s shoulders as much as we can,” he said.
The roots of Eazewell run deep—back to Westbrook and Beverly’s high school days. The sudden passing of their teammate Khelcey Barrs III, who died from an enlarged heart, left a lifelong mark. To this day, Westbrook honors Barrs with a “KB3” bracelet during games and through custom editions of his Jordan signature shoes.
“You don’t get to choose the moment, but you do get to choose how you respond,” Westbrook said, reflecting on the experience as a turning point.
For Beverly, that loss was just the beginning. After losing both of his parents—his mother in 2016 and father in 2023—he found himself overwhelmed by the fragmented and impersonal nature of planning their services. He called the process “messy” and “grueling,” which eventually sparked the idea for a better way.
“Now felt like the right time to turn shared pain into purpose,” Beverly said.
One of Eazewell’s most innovative tools is its voice-activated AI agent that can communicate directly with funeral homes, collect quotes, and handle arrangements—removing the need for users to make those difficult calls themselves.
According to Viviane Ghaderi, Eazewell’s Chief Technology Officer and former Amazon exec, this kind of sensitive, human-centered tech has only become possible in the past few years with major advances in AI.
Investor Stephen Stokols, CEO of Tru Skye Ventures, sees Eazewell as part of a much-needed modernization of a space that’s long lagged behind. “Transformational” is how he describes the company’s approach—one that could finally bring the funeral industry into the modern age.
Ultimately, the team behind Eazewell hopes to offer more than just convenience—they want to offer comfort.
As Westbrook put it: “We know how important it is to have someone by your side to help with the details that come after a loss.”
