Discover Jessica’s story and learn how she’s making a difference in Canada
At Flexmort, our work is deeply rooted in compassion, connection, and the belief that every family deserves the gift of time when saying goodbye to their baby. In Canada, we are incredibly fortunate to have someone on our team who embodies these values in every conversation and every placement, Jessica, our Canadian Business Development Executive. Her personal journey, dedication, and tireless advocacy for bereavement care have touched countless lives across the country. Today, we’re honoured to share more about her story, her work, and the impact she is making from coast to coast.
Can you tell us a bit about your background and how you came to work with Flexmort?
In 2017, my beautiful son Maxwell died shortly after birth. At the hospital, I was given the precious gift of time with him thanks to a CuddleCot. I will be forever grateful for those quiet, meaningful hours my family and I were able to spend with our baby.
When I later learned that not all hospitals had access to a CuddleCot, I founded the Maxwell George Fleming Foundation a charity dedicated to donating these devices to hospitals across Canada.
Through this deeply personal mission, I began working with Flexmort, the makers of the CuddleCot. From the beginning, the company was incredibly supportive, offering guidance, training, and help throughout the process of purchasing and donating units.
Last year, I was honoured when Flexmort invited me to officially join their team as their Canadian Business Development Executive. It was a meaningful moment that reaffirmed their commitment, not only to the product, but to building relationships and ensuring Canadian families and clinicians receive the compassionate care they deserve.
What does your role involve, and what regions do you support?
As the Canadian Business Development Executive for Flexmort, I support individuals and organizations across Canada, including hospitals, hospices, funeral homes, birth and bereavement doulas, nursing schools, and other healthcare and education settings.
My role involves helping people access and implement Flexmort’s products, like the CuddleCot and CuddleBlanket, and providing training, education, and ongoing support to ensure they are used effectively and meaningfully.
Whether it’s guiding a hospital through CuddleCot training, assisting a nursing program in teaching compassionate end-of-life care, or working with a funeral home to integrate the CuddleBlanket into their services, I’m here to help every step of the way from coast to coast.
What’s one thing you’re most proud of since joining the team?
One thing I’m most proud of since joining the Flexmort team is helping to grow awareness of the CuddleCot and CuddleBlanket across Canada. When my own son Maxwell died, I didn’t know what a CuddleCot was and now, more families, doulas, nurses, and hospitals not only know what it is, but are actively asking for it.
It’s incredibly meaningful to see how much more widely available these supports are becoming, and to know that families are being offered the time and space they need to say goodbye. Every new placement and every conversation helps shift the culture of care—and I’m proud to be a part of that change.
Are there any standout moments or stories from your work so far?
Some of the most powerful moments for me are when people come up to me, at conferences, through the Foundation, or even just by email, and share that they were able to use a CuddleCot with their baby. Hearing what it meant to them, how it gave them time they didn’t know they would have, is always incredibly emotional and affirming.
Sometimes people share that they have used a CuddleCot but on other occasions, they just to quietly share that they’ve lost a baby too. Even if they didn’t have access to a CuddleCot, the fact that they feel safe enough to open up shows me that the conversation around baby loss is changing.
We’re becoming more open, more vulnerable with each other. And in that openness, we’re finding new ways to take care of one another with compassion, honesty, and support. It’s a reminder that this work isn’t just about equipment. It’s about community, healing, and making sure no one feels alone in their grief.
What do you see as the biggest opportunities or challenges for Flexmort in Canada?
One of the biggest opportunities for Flexmort in Canada is the growing awareness and demand for meaningful bereavement care. More hospitals, hospices, funeral homes, and even nursing programs are recognizing the importance of tools like the CuddleCot and CuddleBlanket, not just as equipment, but as a way to offer families compassion, dignity, and time. There’s a real shift happening in how we talk about and support baby loss, and Flexmort is excited to be a part of that change.
A key challenge is that Canada is a vast and diverse country, and access to these resources still isn’t universal, especially in rural or smaller communities. There’s more work to do in terms of education, funding pathways, and hospital protocols to ensure every family, no matter where they are, receives the same level of care. But with continued collaboration and advocacy, I truly believe we can get there.
What excites you about the future?
What excites me most about the future is knowing that families who experience loss will receive better care, the kind of care they truly deserve. I believe we’re moving toward a time when every family will be offered compassion, time, and space without having to ask for it.
I’m also hopeful that the professionals who care for them, nurses, doctors, doulas, funeral directors, will feel confident and supported, knowing they were able to offer the kind of meaningful, respectful care families need in those moments. That matters deeply to both the grieving and those walking beside them.
Jessica’s story is a powerful reminder that our work is about far more than equipment. It’s about the families who need compassion, the healthcare professionals who want to provide it, and the communities who rally together to make it possible. We are grateful every day for the knowledge, empathy, and dedication Jessica brings to our team, and for the way she continues to shape the future of bereavement care in Canada. Her impact is felt in every conversation, every training session, and every CuddleCot or CuddleBlanket placed where it is needed most.
Learn more about her foundation here