Ed, our CEO, released a statement recently to better explain this complex relationship. Find a copy of it below:
My name is Ed and I am the CEO and one of Lifecake’s founders. Since we announced that Lifecake will close on 30th June this year, we have received a lot of questions from customers, who are relying on Lifecake to stay in touch. People want to know; why now? what is happening to their subscriptions, how will they get refunds and importantly, who and what is BackThen and how does it relate to Lifecake.
I hope this message helps to give a clearer understanding of the overall situation.
First off, the decision was made to close Lifecake several months ago, before the onset of the Covid-19 global pandemic. The process of shutting up a business like Lifecake can be long and, regrettably, the timing didn’t turn out to be great.
We hope that giving two months’ notice and providing a way of retrieving everything that has previously been uploaded, will give people the chance to find an alternative place to store their precious memories.
For those customers that have a Lifecake VIP subscription, we are working through the process of getting a refund to you. Many of you will already have received refunds, depending upon how you paid for your subscription, however, the process we have to go through is different for each payment provider, so please bear with us while we sort this out.
Who and what is BackThen?
When the decision was made to close Lifecake, as one of the original founders I had a choice – either let the memories in Lifecake fade away, or very quickly build an independent new app to replace it.
So, I started BackThen with the original Lifecake founding team, independently, and worked quickly on a way to transfer Lifecake accounts across before it closes. Not least, so it would give me and my family a way to keep sharing the memories we have built up over the last 9 years.
BackThen is not just a rebranding of the Lifecake app, it is an entirely new company, and as such, we are not permitted to just transfer subscriptions over. You’ll notice that the pricing structure is different as well – BackThen is self-funded, and whilst we understand that subscription charges are tough for some, we need to ensure the business is viable and we can keep the lights on.
We understand if you don’t want to move across to BackThen, and please rest assured, you will get all your photos, videos and stories back very shortly. Lifecake is currently building these downloads for all parents and these will be ready soon.
I know this is a difficult time for everyone and we’re as passionate about our memories as you are; we want to enable everyone to have a seamless transition and get back to sharing and enjoying those moments with family. If you need any help, or have any questions, with your Lifecake app and next steps, please reach out to our support team.