In 2001 Rob Emrich sold his car and stocks, to found The Keren Emrich Foundation in memory of his sister. The foundation went on to build the first online health curriculum in wiki format, and ultimately scaled to $70M in distribution to over 250,000 children internationally under the name Road of Life.

That main program called Road of Life and its success was a used as a social entrepreneurship case study in The New York Times and USA Today bestseller The Lean Entrepreneur.

In 2016 the organization converted from an operating 501(c)3 into a donor-advised fund managed by the American Endowment Foundation and makes grants to:

  • pediatric cancer patient support
  • social entrepreneurs and innovators 
  • digital civil liberties
  • mindfulness research & application

It also selectively invests its primary capital in promising social entrepreneurs focused on delivering financial and social returns.