Uphold Health is the product of CEO Maggie Norris’ own experience with end of life care and planning. When her father, Mark, was diagnosed with lung cancer in 2012, Maggie and her sister, Kayt, became the primary caregivers. The conversations with his doctor were terse and truncated, and Mark’s last days were spent shuffling between emergency rooms, rehabilitation centers and senior homes — an experience that ultimately exacerbated his suffering and decreased his quality of life in those short remaining months.
As Maggie explains, “We didn’t know what to expect. We didn’t know what he wanted. We didn’t know what to do. It was a nightmare, and his nurses, doctors, even his financial adviser said this was ‘just the way it is.’ We were lost and at the mercy of the system.”
After Mark passed away, Maggie decided “the way it is” just wasn’t good enough for her father or for anyone else — and Uphold Health began to take root.