Our Executive Team

Malcolm Friedberg
CEO & Attorney
As an attorney and marketer, I saw FamilyWise as a way to bring critical legal protection to families that couldn't otherwise afford it. I've started several companies and managed large marketing projects for companies such as Dell, Lenovo, Intel, Genworth and others. When I'm not working on FamilyWise, I'm coaching soccer and playing with my three sons.

Matt Smidebush
Head of Product Marketing
From my background in the insurance industry, I know how important it is to protect your family. I've worked with the marketing teams of companies such as AIG, Fidelity, MetLife, New York Life, and others. In my free time I'm cycling, rock climbing, or traveling with my family.
Advisory Board

Rusty Rueff
EVP HR EA/PepsiCo

Ronnie Lott
NFL Hall of Fame, Business Exec

Fran Harvey
US Secretary of the Army

Mike Kilander
SVP, Global eCommerce Experian

Rick Jensen
SVP/CTO Intuit

Chuck Wall
Founder Esurance

Jon Youngdahl
Past Chief of Staff, SEIU

Shiyan Koh
Corp. Dev NerdWallet
