While I’ll admit that I’m a little biased when it comes to the uncanny ability of Ryan Thogmartin and the incredible DISRUPT Media team to consistently outdo themselves, I must say (as several panelists did, as well) that the 2026 Funeral (un)Conference may be the best one yet! We’re only halfway through deathcare’s most robust, diverse, unpretentious, and “unconferency” conference, so if you’re not already registered for Wednesday’s finale, here’s your sign (-up form … and it’s free, so no excuses!).
From the impressive lineup of leaders (direct competitors on the same stage? WHAT?!) to the guest mediators (thank you, Jamie Meredith!) to the big announcements (A new app from Tukios and Sepio socks for everyone!), Day One definitely did not disappoint.
Here are the highlights and some awesome key takeaways from each panel:
Preneed Pros (Tim Bridgers, Global Atlantic; Jimmy Altmeyer, Treasured Memories; and Cole Waybright, Homesteaders Life):
- Pre-need represents the highest growth potential in the profession
- The average age of customers is getting younger and younger; the Xs, Ys, and Zs are learning from their parents’ plans (or lack thereof)
- The strongest lead funnels are at-need follow-up
- You need an omnichannel approach to get the word out — and stop hating on direct mail!
- Good-to-know stat: Families who engage with a funeral home multiple times within 90 days rarely go elsewhere
- Meet your preneed families where they are, whether that’s online, at the funeral home, or in their living rooms
Technology Titans (Curtis Funk, Tukios; Craig Greenseid, Tribute Technology; Josh McQueen, Passare; and Rehan Choudhry, Chptr):
- AI has tremendous value behind the scenes — automating intake, data entry, and note-taking — so you can spend more time with families rather than on administrative work
- AI can’t replace the empathy and human presence a funeral director provides (but it will definitely take a writer’s job, so there’s that)
- Online arrangements and livestreaming are way underutilized
- Obituaries drive your website traffic; they’re still the single most powerful marketing tool
- Traditional Google search traffic is declining while social media referrals dominate, so start thinking about visibility in AI-generated search results (GEO), not just SEO.
- New Launch ALERT: Tukios has a brand new app in beta! Check it out at Heardstone.com
Financial ‘Ficianados (Chris Cruger, The Foresight Companies; John Heald, Park Lawn Corporation; and Jake Johnson, Johnson Consulting):
- Fewer than 25% of funeral homes have a succession plan (this is not good)
- Succession planning should start from day one of ownership, not when you’re daydreaming about full-time fishing, golf, and RVs
- More than half of funeral home transitions don’t go to the highest bidder (money doesn’t scream the loudest in this case)
- A direct cremation rate of 70% is a training problem, not a market problem
- Again, money doesn’t always rule: Attracting and retaining staff now requires PTO, 401K, growth opportunities, and realistic work-life balance, not just the best pay
- The acquisition market is highly active, and not just in deathcare
Away-From-Home-Protection Practitioners (Andrew Pavela, Apasi; Chris Johnson, SepioGuard; and Dave McComb, Travel Plan by Inman)
- Avoid the word “travel,” which makes consumers think of vacations and international trips they may rarely take
- Roughly 75% of claims are domestic and within 500 miles of home.
- Better idea: “No matter where death occurs, we’ll bring you back into our care”
- Another better idea: Asking where families visit regularly and who lives out of town
Intrigued? Feeling the FOMO? I get it. So sign up for Day Two To-Day!
