Shaping Tomorrow’s Trust: Reflections from 2025 and a Strong Start to 2026
Thank you to Jack Hirsch, President of Funeral Services, Inc. (FSI) for this timely and informative guest post!
As 2025 quickly draws to a close, one theme has emerged repeatedly across our profession: trust and education remain the defining gaps between deathcare professionals and the families we serve. Recent studies reaffirm what many funeral and cemetery professionals have experienced firsthand: consumers are looking for transparency, reassurance, and direct communication as they navigate preneed and at- need complexities.
Reflections from 2025
While many in the profession report offering robust education and transparent service to families, according to Foresight’s 2025 Funeral and Cemetery Consumer Behavior Study, fewer than four in ten consumers feel they actually received the guidance needed to make informed decisions. This disconnect can leave families feeling uncertain, diminish trust, and ultimately undermine business growth.
Ongoing industry studies, including the consumer behavior study and others from associations like NFDA, highlight several persistent trends.
- Transparency remains crucial. Consumers value and expect clear and accessible pricing, online information, and an open discussion of options.
- Digital accessibility is a must. Nearly 80% of consumers research options online before making decisions, where they seek pricing, reviews, and the ability to initiate or fully complete contracts digitally.
- Bridge the education gap. While most professionals believe they are providing sufficient education, consumers consistently report confusion, especially around new service options, memorialization, and preneed planning.
From Insights to Action: Preparing for 2026
Firms must translate consumer expectations into operational improvements. From digital accessibility to financial transparency, the path forward requires aligning internal processes with the evolving needs of the families we serve. To respond to these shifts and focus on driving growth in 2026, funeral home and cemetery leaders should focus on practical improvements that build trust, meet consumer expectations, and strengthen day-to-day operations.
- Enhance consumer programs: Firms should provide an easy-to-navigate website that features clear product and pricing explanations, and offer online arrangement, payment and contracts so families can interact how and when they choose. We can proactively close the education gap with approachable digital resources, virtual tours, and timely communication throughout the consumer journey. Finally, develop an approach to collect reviews, allowing an opportunity to identify improvement areas and bolster trust.
- Reassess your investment strategy: Critical approaches to maintaining your investments include consistently receiving and reviewing reports on your trust account and scheduling recurring meetings with your investment manager. Closely analyzing whether your current returns are meeting expectations and whether your portfolio is diversified enough to protect against economic fluctuations is integral to the health of your portfolio.
- Streamline administrative processes: Efficiency in administrative processes is crucial for any deathcare firm looking to optimize its operations, and pre-need trust program, in particular. Investing in recordkeeping software is one way to achieve this. Recordkeeping technology allows your administrative team to easily collect, organize, and manage customer data, reducing the risk of informational or mathematical errors that could have costly consequences. Further, it frees up valuable staff time and ensures that your records are accurate and accessible.
- Review regulatory compliance updates: The success of any deathcare firm is dependent on being compliant with state and federal regulations. Laws governing pre-need contracts, trust fund handling, and consumer protection can evolve, so staying informed is necessary to avoid compliance issues.
Industry research continues to drive home the same message – and one that we at FSI also believe: trust is built at the intersection of education, transparency, and compassion.
In 2026, the most successful firms will be those that clearly display their offerings, embrace the digital expectations of modern consumers, and foster informed, empowered families. By acting on these lessons, deathcare professionals can meet rising consumer expectations and elevate the reputation of the entire profession.
