The funeral industry is going through a bit of a transformation right now. Relatively unchanged for the past 100 years, a lot of funeral home owners haven’t rea

The funeral industry is going through a bit of a transformation right now. Relatively unchanged for the past 100 years, a lot of funeral home owners haven’t really felt the pressure to change. 2017 was the first time cremations eclipsed the traditional casketed burial in the U.S. This is a huge business problem as funeral homes rely heavily on ceremonies, merchandise, and other services to keep their businesses open. Now you’re starting to see the innovators take off, while those that are not adapting lose market share. Those offering low-cost cremations are doing very well, while those still stuck and expecting the consumer behavior to change are suffering. Being the CEO of a tech company in the funeral space (Parting and Parting Pro), we see this anti-change sentiment holding funeral businesses back. After interacting with many funeral directors, you realize they aren’t the snake oil salesmen they are made out to be. However, their lack of understanding of tech really does hold them back from communicating with their customers. This leads to sticker shock that gets magnified by information asymmetry.