WINTER PARK, Fla. (September 5, 2024) – Foundation Partners Group, the second largest provider of funeral services in the United States, today announced the acquisition of Cake, a trailblazer in online end-of-life planning tools and resources that makes mortality planning more of “a piece of cake.” Cake is also a symbol of celebrating life moments and honoring life.
Chris Blackwell, Foundation Partners’ interim CEO, said the Cake acquisition represents an important step in the company’s mission to bring a comprehensive solution to end-of-life planning that will streamline and simplify the experience for families across the United States.
“We are doubling down on innovation and leading in a rapidly evolving consumer landscape in which families are looking for more modern, personalized and transparent end-of-life experiences that align with their values,” said Blackwell. “In late 2021, Foundation Partners embarked on a multi-year, multi-million-dollar plan to build the funeral home of the future. We believe this means delivering experiences and serving families in the way they want, across both digital and physical environments. To that end, we’ve created the nation’s leading direct-to-consumer cremation brand with Tulip, and now we’re investing in the largest end-of-life planning platform with Cake.”
Since its launch, over 100 million people have used Cake’s extensive digital catalog of more than 5,000 articles and easy to use tools to navigate the intricacies of end-of-life planning and bereavement support including wills, funeral arrangements, advance care directives, estate settlement and grief.
“We meet with families going through the end-of-life experience every day and many wish they were better prepared and had easier ways to move through the process,” said Lee Senderov, Foundation Partners’ chief marketing and digital officer who has led the company’s digital transformation for the past four years.
“By aligning Cake’s digital resources with our network of more than 250 funeral homes, cemeteries and direct-to-consumer cremation services we aim to make this complicated and overwhelming process easier, allowing families more space and energy to honor their loved ones. While we’ve only begun to explore the synergies between our two companies, we know no other funeral service company currently offers the content, connections, customization and online commerce options of Foundation Partners with Cake.”
Suelin Chen, Ph.D., created Cake in 2015 to help address people’s anxiety about end-of-life planning and empower them to make the best decisions for themselves and their families.
“Cake was founded with the vision that other life milestones – like having babies or getting married – had online tools to make the process easier,” said Chen. “This just wasn’t true for the end-of-life category. The good news is that today families are increasingly more comfortable talking about death and dying, and we think Cake has contributed to that trend. We’re excited to join Foundation Partners Group to continue our mission to bridge that gap.”
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About Foundation Partners Group
Winter Park, Florida-based Foundation Partners Group is one of the industry’s most innovative providers of funeral services and the second-largest funeral home group in the country based on the number of families served. Foundation Partners owns and operates a network of over 230 funeral homes, cremation centers and cemeteries across 21 states. Our deep understanding of technology and customer experience-centered approach allows us to deliver truly innovative and compassionate care to the families we serve. Visit www.foundationpartners.com to learn more.
About Cake
Cake is the leading platform for end-of-life planning and navigating mortality, serving millions of people each year. With thousands of articles and innovative planning tools, Cake is a one-stop-shop for all aspects of death and end-of-life including healthcare, funerals, financial and legal concerns, making meaning in your life, and curating your digital legacy. Visit www.joincake.com to learn more.
