Financing the Farewell: How Family Shield Is Reframing Affordability in Funeral Service
For decades, funeral directors have navigated a delicate tension: helping families create meaningful tributes while confronting the hard limits of immediate liquidity.
Credit cards, insurance assignments and informal payment plans have long served as imperfect tools — often placing the funeral home in the uncomfortable position of acting as both caregiver and creditor.
What Family Shield Credit proposes is a structural shift in that equation.
Family Shield was developed by funeral professionals who encountered the same friction points as their peers but decided to build a solution tailored to funeral service.
“We had families coming in and asking a simple question: ‘Do you offer monthly payments?’” said Daniel Solecki Sr., chief operating officer of Givnish Family Life Celebration Homes and co-founder and president of Family Shield. “And the reality was, there really wasn’t anything out there that worked for funeral homes the way we needed it to.”
Read the full article on a solution worth exploring.
10 Local Search Insights Funeral Homes and Cemeteries Can’t Afford to Ignore
By Welton Hong, founder and CEO of Ring Ring Marketing
For funeral homes and cemeteries, local search is no longer just a marketing tactic. It is often the first interaction a family has with your business during one of the most emotionally vulnerable moments of their lives.
When someone searches “funeral home near me,” “cremation services,” or “cemetery nearby,” Google increasingly determines who gets considered — and who gets overlooked. That reality has intensified as artificial intelligence reshapes search behavior and online discovery.
At the same time, many deathcare professionals still underestimate how interconnected Google Maps, reviews, AI-generated answers, local directories and conversational search have become.
The fundamentals of trust and reputation still matter. But the signals Google and AI systems use to measure trust are evolving rapidly.
Here are 10 local search insights funeral homes and cemeteries should understand as we get closer to 2027.
1. Behavioral signals matter more than many operators realize.
Google pays attention to real-world engagement.
When people click on your Google Business Profile, request directions, leave reviews, call your business or spend time interacting with your listing, those actions help reinforce legitimacy and relevance.
Behavioral signals are especially important for newer firms or businesses trying to improve local visibility in competitive markets.
That is one reason funeral homes should encourage authentic engagement whenever possible. Staff members using Google Maps to navigate to the location, community members interacting with the listing and families engaging with your profile all contribute to stronger local search signals.
Google’s broader emphasis on user interaction metrics aligns with what many SEO professionals have observed for years: Search engines increasingly reward businesses that demonstrate genuine consumer engagement.
The takeaway is simple: Local SEO is no longer purely technical. Human interaction matters.
2. The right words still influence click-through rates.
Ranking highly in search results is only half the battle.
Families still need a reason to click.
That is why wording in title tags, page headlines and Google Business Profile descriptions remain important. Phrases such as “trusted funeral home,” “top-rated cremation services,” or “family-owned funeral home in Las Vegas” can meaningfully influence click-through rates when used appropriately and naturally.
Search engines increasingly evaluate engagement after rankings occur. If users consistently click one listing over another, Google notices.
Funeral homes should carefully review how their listings appear in search results. A technically optimized website that fails to generate clicks is not up to snuff.
Strong messaging should communicate professionalism, trust and clarity — especially when families are hurting.
3. AI Search is reshaping the buyer journey.
Search is becoming increasingly conversational.
Instead of typing “funeral home pricing,” users are now asking full questions such as:
- “What should I ask a funeral director before cremation?”
- “How do I plan a funeral for a veteran?”
- “What is the difference between burial and cremation costs?”
AI-powered systems increasingly guide users through multiple stages of decision-making by answering questions, suggesting follow-ups and synthesizing information.
That shift changes what funeral home websites need to provide.
Businesses that only focus on transactional pages may struggle. Firms that publish educational, trust-building content are more likely to remain visible as AI systems pull information from broader sources.
Funeral homes and cemeteries should invest in:
- Educational guides.
- Frequently asked questions.
- Grief resources.
- Veteran funeral information.
- Cremation education.
- Preplanning content.
- Local community information.
Not every visitor is ready to call immediately. Many are still researching, comparing and seeking reassurance.
The firms that provide helpful information will often be remembered later when decisions become urgent.
4. Trust continues to outperform hype.
The digital marketing industry constantly promotes the “next big thing.”
Over the years, businesses have heard that social media, mobile apps, voice search, blockchain, virtual reality and countless other technologies would transform marketing overnight.
Some innovations matter. Others fade.
But one factor consistently endures: trust.
SEO can generate visibility, but trust is what converts visibility into calls, appointments and long-term reputation.
For funeral homes and cemeteries, trust is reinforced through:
- Consistent branding.
- Strong community involvement.
- Positive reviews.
- Professional websites.
- Compassionate messaging.
- Educational content.
- Responsive communication.
Technology changes quickly. Reputation compounds slowly.
That distinction matters.
5. Funeral homes must prepare for Google Business Profile suspensions.
Many businesses do not think about Google Business Profile suspensions until one happens.
Unfortunately, suspensions can occur abruptly — sometimes even for legitimate, compliant businesses.
When that happens, the consequences can be severe:
- Lost visibility.
- Disappearing Google Maps rankings.
- Reduced phone calls.
- Interrupted lead flow.
In some cases, Google may request reverification through video submissions or additional documentation.
Businesses should proactively maintain:
- Current business licenses.
- Utility bills.
- Signage photos.
- Office photographs.
- Ownership documentation.
- Accurate contact information.
Having organized records ready is increasingly part of responsible digital risk management.
For deathcare providers heavily dependent on local search visibility, losing Google Maps presence — even temporarily — can materially affect call volume.
6. Review details matter more than ever.
In the past, review quantity and star ratings dominated local SEO discussions.
Today, review content itself carries growing weight.
AI systems are becoming increasingly sophisticated at interpreting sentiment, specific experiences, service descriptions and contextual language.
A review stating, “They handled my mother’s military honors beautifully and guided us compassionately through cremation arrangements” provides substantially more contextual value than a simple five-star rating.
Detailed reviews help search systems better understand what your business does well.
Funeral homes should encourage families to share authentic specifics about:
- Staff compassion.
- Responsiveness.
- Memorial services.
- Cremation arrangements.
- Veteran services.
- Cemetery care.
- Communication quality.
Longer, detailed reviews are becoming increasingly influential in both search visibility and consumer trust.
Online reputation management has evolved beyond star counts alone.
7. Citation indexing still matters.
Many funeral homes have listings across dozens — or even hundreds — of online directories.
But there is an important distinction: A citation only helps if Google indexes it.
Directories help validate business legitimacy, consistency and geographic relevance. However, unindexed listings provide little SEO value.
That is why quality matters more than quantity.
Businesses should prioritize visibility on authoritative, trusted directories rather than chasing endless low-quality listings.
Consistent name, address and phone number information across major directories remains a foundational component of local SEO.
For funeral homes and cemeteries, citation accuracy is particularly important because many families are making urgent decisions and relying on quick local searches.
8. Unstructured citations are becoming more valuable
Not all mentions of your business occur inside directories.
Increasingly, AI systems pull information from:
- Local news articles.
- Blog posts.
- Community websites.
- Forum discussions.
- “Best of” lists.
- Industry publications.
- Social discussions.
These are often called unstructured citations.
A funeral home mentioned in a local charity article, community event recap or trusted regional publication may strengthen overall digital authority and visibility.
This reflects a broader shift in how AI evaluates reputation.
Search engines no longer rely solely on structured databases. They increasingly assess whether your business is part of the broader community conversation.
Community engagement and public visibility now have SEO implications beyond traditional branding benefits.
9. Google’s Local Map Pack remains critically important.
Despite rapid AI advancements, local search has remained relatively stable compared to other parts of search.
The Google Maps “3-Pack” — the prominent local listings shown near the top of search results — continues to dominate local intent searches.
For funeral homes and cemeteries, appearing in that section is enormously valuable.
Families often make decisions directly from Maps results before ever visiting a website.
That means:
- Reviews matter.
- Photos matter.
- Google Business Profile optimization matters.
- Local relevance matters.
While AI-generated summaries may reshape informational searches, Google Maps continues to play a central role in local service discovery.
For deathcare providers, visibility in local map results still directly correlates with call opportunities.
10. AI platforms increasingly depend on Google data.
Many businesses assume AI platforms operate independently from Google.
In reality, many third-party systems still rely heavily on Google’s local ecosystem for business information and reputation signals.
Your Google Business Profile increasingly influences how your business appears across multiple digital environments.
That interconnectedness means:
- Inaccurate information spreads faster.
- Poor reviews travel farther.
- Strong reputations compound more broadly.
Local SEO is becoming less isolated – it’s now part of a larger ecosystem.
The businesses that consistently maintain accurate information, positive reputations and strong local engagement are positioning themselves for visibility not only in Google — but across the emerging AI discovery landscape as well.
A New Era of Discovery Is Emerging
Another important shift is already beginning to surface: Advertising inside AI-driven platforms.
As AI assistants evolve into discovery engines, marketers are closely watching how sponsored placements may appear alongside synthesized answers.
Unlike traditional Google search results that present multiple blue links, AI systems increasingly provide one consolidated response. That changes the competitive landscape dramatically.
When advertising appears adjacent to trusted AI-generated answers, visibility becomes even more compressed — and potentially more valuable.
For funeral homes and cemeteries, this does not mean abandoning traditional SEO. It means understanding that digital visibility is becoming more interconnected across platforms.
The firms that build trust, maintain strong local reputations and invest consistently in their online presence will likely be best positioned for whatever comes next.
Because in deathcare, local trust has always mattered.
Now the algorithms are learning to measure it, too.
Welton Hong is the founder & CEO of Ring Ring Marketing, which has helped over 600 small businesses grow their revenue through online marketing strategies.
He is also the author of “Making Your Phone Ring with Internet Marketing for Funeral Homes.” Visit ringringmarketing.com and follow the company on Facebook, LinkedIn, Instagram and X.
East Coast’s First Human Composting Facility Opens in Maryland
A new human composting facility has opened in Howard County, Maryland, marking the first operation of its kind on the East Coast. The site, located in Elkridge, is operated by Earth Funeral and represents a major expansion of alternative end-of-life care options in the region, WBALTV 11 reported.
The company describes the 37,000-square-foot facility as the largest human composting operation in the world. It is designed to process up to 2,000 human remains per year, offering what supporters consider a more environmentally sustainable alternative to conventional burial and cremation practices.
Residents have already begun traveling to the facility to learn more about the process and consider it for themselves or their family members. One visitor from Lancaster County, Pennsylvania, said he had become convinced that this method would likely be his own choice, while also using the opportunity to better understand how his late wife’s remains were handled after she opted for this form of disposition. He noted that, given her values, he believed she would have preferred this approach.
Previously, because Earth Funeral did not operate facilities on the East Coast, families in the region who chose this option had to have remains transported to the company’s West Coast locations.
Maryland Delegate Jessica Feldmark of Howard County also shared that her family had a similar experience when her father selected the same process, explaining that having a local facility would have made the experience significantly more convenient.
The opening of the Elkridge site was enabled by legislation passed by the Maryland General Assembly in 2024, which authorized the use of human composting as a legal disposition method in the state. Supporters of the law argue that it expands environmentally conscious end-of-life choices.
Homesteaders Releases Eighth Edition of Preneed Motivators
Homesteaders Life Company, a national leader in preneed funeral funding, has announced the release of the eighth edition of Preneed Motivators. The publication provides insight into the demographics, behaviors and experiences of people who arrange and fund advance funeral plans, helping funeral professionals better understand what drives families to take action.
“Preneed growth starts with understanding what matters most to families,” said Danielle Burmeister, VP–Marketing Communications at Homesteaders. “Our newest edition of Preneed Motivators uncovers the key beliefs, concerns and decision-making factors influencing consumers today. With these insights, funeral professionals can approach preneed conversations with greater confidence and clarity.”
Based on survey data from Homesteaders policy owners, this year’s Preneed Motivators report highlights how timing, education and trusted guidance influence when families decide to plan ahead. The eighth edition also includes practical strategies and resources funeral professionals can use to strengthen their preneed programs, improve outreach and build lasting relationships with the families they serve.
“Policyholder satisfaction continues to reach exceptionally high levels,” said Pam Kleese, Director–Research & Insights at Homesteaders. “When paired with a strong likelihood to recommend prearranging, the results point to a powerful opportunity to inspire others to take action and plan ahead.”
The eighth edition reflects how consumer expectations continue to evolve, including the growing importance of online research, clear information and meaningful follow-up after a loss. These insights are designed to help funeral professionals stay connected with families throughout the decision-making journey and remain a trusted resource when families are ready to preplan.
Preneed Motivators is available as a free digital download at homesteaderslife.com. Funeral professionals may request a printed copy by contacting their Homesteaders account executive.
Bereaved Parents Act Gains Momentum in Kansas
Kansas Republican Senator Roger Marshall, drawing on his 25-plus years of experience as an obstetrician-gynecologist, has introduced a piece of legislation called the Bereaved Parents Rights Act. Florida Republican Representative Kat Cammack, who has a personal history with an ectopic pregnancy, is leading a matching version of the bill in the House of Representatives, EWTN News reported.
According to Marshall, current legal standards for managing fetal remains after a stillbirth or miscarriage are inconsistent, with many states lacking any formal regulations. This leaves medical facilities to establish their own individual guidelines.
The proposed legislation aims to adjust Title XVIII of the Social Security Act. Kristan Hawkins, president of the supporting advocacy group Students for Life Action, explained that the policy would require hospitals and independent birth centers to inform parents of their options within six hours of the loss, or prior to leaving the facility. This notification would clearly outline how they can arrange to transfer their baby’s body to a funeral home for burial or cremation services if they choose to do so.
Bridget Monaghan Wible Acquires Historic Oliver H. Bair Funeral Home and Cemeteries
Funeral director and certified preplanning consultant Bridget Monaghan Wible has completed the acquisition of The Oliver H. Bair Company Funeral Home along with Montrose Cemetery and Memorials in Upper Darby, Pennsylvania, as well as Cumberland Cemetery located in Middletown Township, the Times Herald reported.
Wible also operates additional funeral service businesses in Pennsylvania, including Monaghan Funeral Home in Red Hill and Raffeo-DiCecco Memorial Home in Norristown. Following the acquisition, the organization will continue under the name The Oliver H. Bair & Monaghan Funeral Home, a decision intended to reflect both its historical identity and ongoing family stewardship.
The Oliver H. Bair Company, established in 1878, has been widely regarded for its longstanding role in providing funeral care centered on compassion and professionalism. Its founder built the business on principles emphasizing dignity, empathy, and attentive service to families during periods of loss. The firm later became well known for its prominent Philadelphia location on Chestnut Street.
In 2007, ownership transferred to John J. Monaghan, Wible’s father, who managed the business in conjunction with Monaghan Funeral Home until his death in 2020. Wible has stated that continuing the company’s tradition represents both a professional honor and a significant responsibility, noting that her father’s influence shaped her commitment to compassionate and ethical service.
Wible joined The Oliver H. Bair Company in 2009 and has remained actively involved in its operations since that time. Her academic background includes an undergraduate degree from Penn State University and a funeral service degree from the American Academy McAllister Institute of Funeral Service in New York. She became a licensed funeral director in 2012.
While working in funeral service, she also pursued legal training, earning a Juris Doctor from Widener University School of Law in Delaware and gaining admission to the Pennsylvania and New Jersey bars in 2015. In addition to her funeral service leadership, she operates Monaghan Wible Law LLC, which focuses on estate planning and estate administration.
Korean Funeral Provider Incurs Huge Deficit Following Unauthorized Crypto ETF Venture
An investigation by the Korean Economic Daily has revealed that a South Korean funeral services provider, Bumo Sarang, lost approximately $33 million of its clients’ money after secretly making highly speculative cryptocurrency investments, Tom’s Hardware reported.
Over the course of a year, the firm redirected 59.5 billion Won (roughly $40 million) of customer deposits into a risky, leveraged crypto exchange-traded fund (ETF). Today, that investment has dwindled to just 10.2 billion Won ($6.8 million).
The specific fund chosen was the T-REX 2X Long BMNR Daily Target ETF. This financial instrument is designed to double the daily performance of BitMine, which holds the largest Ethereum treasury globally. Because it is a leveraged fund, it is built exclusively for short-term day trading rather than long-term holding. Due to a prolonged downturn in the crypto market alongside the compounding effects of “volatility decay”—where amplified daily losses are mathematically harder to recover from over time—the year-long investment proved catastrophic.
Despite the steep deficit, Bumo Sarang has downplayed the situation. The company maintains that it possesses an adequate financial buffer to remain operational, dismissing the $33 million drop as a temporary, unrealized loss caused by international market fluctuations that will not impact their clients.
The probe indicates that Bumo Sarang is not an isolated offender, but rather the most extreme example of systemic issues within the South Korean funeral industry. Audits of 75 local funeral firms showed that 43% are technically insolvent, meaning their liabilities outweigh their assets. If clients collectively demanded refunds on their prepaid packages, these businesses would lack the liquid cash to pay them back. Furthermore, smaller entities were caught granting unbacked, multi-million-dollar loans directly to their own executives and major shareholders.
The exposure of these financial practices has prompted immediate political backlash. Members of South Korea’s National Assembly have introduced six separate pieces of legislation aimed at restructuring how the industry is regulated.
ICCFA Announces John Bolton Takes Over as President
John Bolton has officially assumed the role of president of the International Cemetery, Cremation and Funeral Association following the 2026 ICCFA Experience, held April 29–May 1 in Fort Worth, Texas.
A nationally respected leader with more than 38 years of experience in the deathcare profession, Bolton brings a forward-thinking approach centered on education, collaboration, and growth across all areas of the profession.
Bolton currently serves as vice president of operations for development at Park Lawn Corporation, where he oversees strategic initiatives aimed at driving organizational growth and operational innovation. Before joining Park Lawn, he served as president of Blackstone Cemetery Development, helping guide the expansion of more than 1,200 cremation-related projects nationwide. Throughout his career, Bolton has earned recognition for his strategic leadership, expertise in customer experience and sales strategy, and forward-thinking perspective on the evolving deathcare profession.
A longtime leader and volunteer within the ICCFA, Bolton has played a significant role in advancing educational programming and member engagement throughout the association. He previously served as ICCFA Vice President of Education, Dean of the College of Hospitality and Customer Experience at ICCFA University, Chairman of the ICCFA Sales and Marketing Committee, co-chair of the 2022 ICCFA Annual Convention & Exposition, and President of the Cemetery Association of Tennessee. He also helped lead the evolution of ICCFA’s flagship annual convention and exposition into the reimagined ICCFA Experience format launched in 2025.
“As our profession continues to evolve, ICCFA has an incredible opportunity to lead important conversations about innovation, education, and the future of service,” said Bolton. “I want to continue building an association that challenges the status quo, expands opportunities for professionals across every segment of deathcare, and helps elevate the value of what we do every day. There is tremendous momentum within ICCFA right now, and I’m excited to help grow that momentum even further.”
Bolton’s presidency will focus heavily on expanding educational opportunities, strengthening member engagement, and increasing awareness of ICCFA within broader audiences both inside and outside the profession. His leadership philosophy emphasizes collaboration, strategic growth, and creating meaningful experiences that equip professionals to better serve families and communities.
“John brings an exceptional combination of vision, experience, and passion to this role,” said ICCFA Executive Director Nadira Baddeliyanage. “He understands where the profession has been, but more importantly, he understands where it’s headed. John has consistently pushed ICCFA to think bigger, innovate boldly, and create stronger opportunities for our members. I’m excited to work alongside him as we continue building on the exciting energy of the past several years.”
As president, Bolton will work closely with ICCFA leadership, volunteers, and members to continue strengthening the association’s role as a leading voice for the global deathcare profession.
In Related News …
Shawna de la Cruz was named president-elect of the ICCFA at its convention in Fort Worth.
A dedicated deathcare professional with more than 28 years of experience in funeral service, cemetery operations, and cremation, de la Cruz is known throughout the profession for her commitment to service, mentorship, and building strong connections across the industry.
De la Cruz serves as vice president of park operations for Forest Lawn Memorial-Parks & Mortuaries, where she oversees cemetery and park operations for one of the profession’s most respected organizations. Over the course of her career, she has served in a variety of roles, giving her a uniquely well-rounded perspective on the evolving needs of deathcare professionals, families, and communities. She is a licensed embalmer, funeral director, cemetery manager, and crematory manager.
CANA Gears Up for Its Convention in Minneapolis
Take a bite of the Mini-Apple!
Explore all Minneapolis has to offer this August when you join the Cremation Association of North America for the 108th Annual Cremation Innovation Convention at the Marriott City Center hotel! This premier event brings innovative cremation professionals together to share ideas, learn from experts, and see the newest products and services from industry suppliers. Join cremation professionals from across the profession and experience it all this Aug. 12-14, 2026.
Soak up innovative education, explore the expo floor, and connect with the forward-thinking owners and managers shaping the future of the profession. CANA presents experts that will help business leaders calibrate their current company practices to flourish in the future:
Anticipate and adapt to the future of death care guided by thought leader Tom Anderson, president of Funeral Director Daily, as he examines the history of funeral service and cremation in Fads, Trends, Traditions … and the future of Death Care. Drawing on industry insights and real-world observations, Anderson will give attendees perspective on which changes are fleeting and which are likely to leave a lasting impact.
Next, support your cultivation of the next generation of funeral service professionals. Drawing on two vastly different early-career experiences, Allison Craft, general manager of Cremation Society Minnesota, and Allison Henz, Community Engagement Lead of Foundation Partners Group, explore how intentional mentorship directly impacts retention, confidence and long-term success in funeral service in From Mortuary School to Service: Why Mentorship Matters.
If you’re looking for ways you can start Bridging the Gap: Synergizing End-of-Life Doulas with Funeral Directors and Crematories, Ashley Johnson, end-of-life doula, Loyal Hands LLC takes the stage with strategies for success. She will share practical methods for integrating doulas into funeral and cremation services, including how to establish partnerships and align communication practices to better serve families.
Two industry experts share the stage with updates, because Information is Power. First, Howard Sankel, president of Options for Ashes, addresses The Growing “What Can Be Done with Cremated Remains” Aftercare Market by discussing methods to simultaneously improve both customer satisfaction and your revenue. Then, Sarah Tepe, president of Crowne Vault, assists in Creating a New Approach: A Unified Voice for Cemetery Placement After Cremation, providing practical strategies to connect with families in a different way and be there when they start thinking about long-term care and remembrance.
What Does Gathering Look Like for You? From their years of working with families as funeral directors and Celebrants, Brent Patterson, funeral director at Primrose Funeral Service, and Glenda Stansbury, the director of Training for Insight Books, bring a new perspective to the power of words as we paint the picture of gathering for our families.
Honnalora Hubbard, regional sales for Coldspring USA, will show us how to change the conversation around Abandoned Urns: A Crisis in America. Together, we’ll gain practical conversation tools to shift from transactions to legacies, training your team to ask deeper questions that help families envision memorials as places of stories, connection, and lasting presence. Coldspring is also offering a tour of their local quarry.
Artificial intelligence is already shaping how funeral professionals write, organize, communicate, and serve families. With AI in Funeral Service: Ethics, Compassion, and Professional Judgment, Martha Thayer, founder and president of Mortuary Training, explores the responsibilities that come with AI use in funeral service. Learn how to approach AI as a support tool without compromising compassion, trust, or professional judgment.
Look backward and forward with this year’s research session, Learning from History: History of CANA Statistics. CANA Historian Jason Engler honors cremation’s transformation from a radical fringe experiment into the gold standard of deathcare, highlighting the visionary pioneers and the evolution of CANA’s members that have redefined how we serve families.
Plus, if you’re curious to see Flame and Water Cremation in Two Settings: A Tour of Two Businesses, you can get your add-on ticket to examine a Bio-Response Solutions machine at Metro First Call and a Resomation machine in use at Ballard-Sunder Funeral & Cremation. See first-hand how you can add ceremony to your offerings with limited space and grow your understanding of AH in practice.
You can add a special pre-convention offering, the Certified Hospice Relations Specialist training workshop. This new one‑day certification is designed to help funeral home owners, managers, licensed funeral directors, preneed specialists, and outreach or family care staff build structured, respectful partnerships with hospice organizations. Lacy Robinson will help you understand hospice language, values, and team structure and gain step–by–step approaches for outreach, communication, and collaboration in this interactive course.
Join CANA in Minneapolis this August for inspiring speakers, innovative solutions, and the kind of connections that fuel your future—set against stunning riverfront views and a vibrant summer city. Enjoy the City of Lakes and book yourself for August 12-14, 2026, at the Minneapolis Marriott City Center: cremationassociation.org/CANA26.
