Our Executive Team

Malcolm Friedberg - Founder & Attorney
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
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
Ronnie Lott
NFL Hall of Fame, Business Exec
Francis J. Harvey
Fran Harvey
US Secretary of the Army
Mike Kilander
Mike Kilander
SVP, Global eCommerce Experian
Rick Jensen
SVP/CTO Intuit
Chuck Wall
Founder Esurance
Jon Youngdahl
Jon Youngdahl
Past Chief of Staff, SEIU
Shiyan Koh
Corp. Dev NerdWallet
Kern Wildenthal
Kern Wildenthal
President Emeritus, UT Southwestern Med Ctr.