Meet Veronica Pulido, a former corporate consultant turned founder of Good Grief, a heartfelt initiative born from one of life’s most difficult experiences. After losing her father to a rare form of cancer, Veronica realized how isolating and complex end-of-life care can be — and decided to change that. Through Good Grief, she’s creating a compassionate, practical platform to guide families through life’s toughest transitions. Humans of Fuzia is featuring Veronica for her courage in transforming pain into purpose, and for inspiring millions of women and men across our global community to lead with empathy, resilience, and innovation.
Q: Veronica, what inspired you to start Good Grief?
A: Before founding Good Grief, I spent my career in consulting, working long hours and climbing the corporate ladder. My next step was to become a partner — something that promised success and stability. But when my father was diagnosed with a rare cancer, everything changed.
During his two-year battle, my family and I struggled to find the right doctors, in-home care, and even basic resources. It was emotionally and logistically overwhelming. Around the same time, I was planning my wedding, and I realized how many helpful tools existed for joyful events — platforms like Zola and The Knot made everything seamless. But for end-of-life experiences, there was nothing similar. That’s when it hit me: if there’s support for happy milestones, why not for the hardest ones? Good Grief was born from that realization — to be a guiding light for people navigating loss.
Q: That’s such a powerful mission. Where are you in your journey with Good Grief right now?
A: We’re in the early stages — about five months in — and currently prototyping the platform. What’s been amazing is how technology, especially no-code tools and AI, have made it possible to move fast. I can create and test modules on my own, gather feedback, and adapt quickly without needing a full tech team. We’re starting out in the U.S., but my vision is to expand globally — especially to regions like Latin America, where I’m originally from, and India, where I’ve had many colleagues. Grief is universal, and I want Good Grief to be accessible to everyone who needs it.
Q: How has AI supported your work so far?
A: Honestly, I wouldn’t have gotten this far without it. Tools like ChatGPT and Bolt.new have helped me create prototypes and test ideas rapidly. A few years ago, I’d have needed to spend thousands of dollars to reach this stage. AI has democratized access — it lets people like me, without a tech background, bring ideas to life.
The challenge, though, is differentiation. Because everyone now has access to these tools, the real work lies in building authentic, human-centered experiences that AI can’t replicate. So, while AI accelerates the process, empathy and creativity still drive the heart of it.
Q: As a female founder, what challenges have you faced in this journey?
A: One of the biggest challenges was burnout. Before starting Good Grief, I was working 12 to 14-hour days and completely neglecting my well-being. Eventually, it started to affect my health and fertility — and that was a wake-up call. I realized I couldn’t continue living that way.
So, I took a leave from work and began exploring this new path. Initially, I struggled with self-doubt — questioning if I was ready or capable. But when I entered an entrepreneurship competition here in Austin, I decided to take the leap. Out of 159 companies, Good Grief was chosen as one of the winners, and I received $100,000 in funding. That experience taught me to stop waiting for perfection and to believe in myself, even when things are uncertain.
Q: That’s inspiring! What message would you like to share with other aspiring entrepreneurs, especially women?
A: Trust yourself and take the leap. It’s easy to stay in something “comfortable” just because it feels safe, but fulfillment often lies on the other side of fear. There will be uncertainty, but if your heart is in the right place and your intentions are good, things tend to work out. Every day won’t be perfect, but doing something meaningful — something that helps others — makes it all worthwhile.
“Take the leap. Trust that even small steps toward your passion will lead to something extraordinary. If you lead with purpose, good things have a way of finding you.” — Veronica Pulido
Connect with Veronica Pulido
You can connect with Veronica on Instagram or email her at veronica@joingoodgrief.com to learn more about Good Grief.
Want to be featured?
If you’d like to be featured in the Humans of Fuzia series, email us at fuziatalent@fuzia.com.
