Our story
Built by the family that needed it
Estate Flow started the way the best tools do — out of frustration with the old way of doing things.
The founders, working an estate sale
Photo coming soon
Heather VanAlstyne — a Realtor, short-term-rental operator, and mom of three around Ann Arbor — started taking on estate sales through her company, Mindful Moves. Word spread, the business took off, and her sister Courtney jumped in to help run sale after sale.
But between hand-writing inventory lists, googling “what is this worth?” a hundred times a day, and fielding endless calls about what was still available, they hit a wall. The busywork was eating their margins — and worse, pulling their attention from what actually matters: caring for the estate, and the grieving family behind it.
There had to be a better way.
So they called Michael Georgoff — a friend from their University of Michigan days (all three are Wolverines) who’d spent his career building technology that small businesses love. Together they handed the slow, manual work to software: photograph an item, and AI identifies it, prices it with real market evidence, and lists it for sale. That’s Estate Flow.
The founders
Heather VanAlstyne
Co-founder
Realtor, short-term-rental operator, and founder of Mindful Moves. Mom of three and the entrepreneurial engine who turned a side venture into a thriving estate-sale business.
Courtney Biebuyck
Co-founder
Ran estate sales alongside Heather and saw firsthand where the hours disappeared. Brings operational know-how and a relentless eye for what families actually need.
Michael Georgoff
Co-founder
Product builder with a long track record of creating tech that small businesses and consumers love. Turns messy real-world workflows into software that just works.
Proudly female-owned
Sisters Heather and Courtney hold the majority stake, built on a simple belief: when the tedious work takes care of itself, professionals can focus on people.
We’re a small team that sweats the details, because we’ve stood in those homes ourselves.