Startup Spotlight: Catherine Ashton

Catherine featured on a panel at the Startup Spotlight event in June 2024.
Mornington Peninsula Business asked her what are 5 things she wished she had known before she started her business.

After the unexpected passing of a close friend, Catherine Ashton cultivated the idea of Critical Info- a cloud-based web application that allows individuals to document their life, their wishes, and their legacy to share with loved ones.

Critical Info collates over 200 national organisations specialising in end-of-life planning and deathcare or bereavement. Saving people time, stress, and money when trying to find resources after a loved one has died.

Losing a friend so unexpectedly brought me face-to-face with the crucial importance of end-of-life planning and made me determined to establish a secure platform that would empower people with the knowledge and tools they need for informed decisions and comprehensive preparation.

Catherine said:

Join a local business networking group – they can be a great source of information, help business owners feel connected and often provide low-cost training sessions.
The Startup Network is a fantastic place for tech startups to learn about the industry. Regularly running pitch nights, training sessions and networking events.
Identify your strengths and weaknesses – Hire or learn from an expert for the areas you are not so strong in.
Outsource – Ideally to someone local with whom you can meet face-to-face. Catherine says she no longer takes for granted speaking with someone in person.
Be kind to yourself and celebrate little milestones. Go for a walk or find time to be in nature each day (which also helps spark inspiration).

Content created May 2024, reviewed February 2026