For years, deathcare professionals have recognized the importance of aftercare — not just the check-in phone call or the anniversary card, but the long-term care of the physical spaces where families return again and again. Yet when it comes to monument cleaning and restoration, deathcare has largely left families to fend for themselves.
Enter Tending, a new nationwide app-based service founded by Artem Manilov, a professional whose background in cemetery digitization unexpectedly led him to a different kind of gap in deathcare.
Unexpected inspiration
Manilov has spent more than seven years working on cemetery inventory, mapping, and archival digitization projects. But the inspiration for Tending was born far from a boardroom.
While working at a site where his grandfather’s best friend is buried, he noticed the monument’s deteriorating condition. He wanted to improve it — but quickly discovered how difficult it was to find a reliable, transparent service.
“There were some people who, in theory, could help,” Manilov says. “But I didn’t really understand how I would get a proper report or confirmation of the work.”
Traveling back and forth to oversee the project wasn’t realistic. And as he researched, he realized there wasn’t a true online platform providing professional, documented monument care at scale.
“That’s when I realized this wasn’t just my personal problem,” he says. “It’s a much bigger issue for cemeteries, funeral directors, and the entire deathcare industry.”
A service gap — and an opportunity
Tending operates nationwide, offering monument cleaning, restoration, and maintenance services through a transparent online platform. For funeral directors and cemeterians, the model is intentionally hands-off, but impactful.
Manilov describes Tending as both a service solution and a revenue accelerator. Through a referral-based revenue-sharing system, funeral homes and cemeteries receive 15% of Tending’s revenue for families they refer.
Importantly, he stresses that liability remains entirely with Tending. The company carries insurance and assumes full responsibility for execution, communication, and any corrective work if a family is dissatisfied. For deathcare professionals who have historically hesitated to recommend third-party cleaners due to quality control concerns, that point matters.
Vetting and standards
Tending contractors undergo background checks, theoretical assessments, and practical evaluations before being approved. They begin with simpler assignments and earn authorization for more complex services over time. And in states where licensing is required, only licensed contractors perform the work.
The company also created a separate Grave Tender app that allows qualified cemetery staff to participate. After training and certification, approved employees can complete jobs through the platform, with Tending retaining overall responsibility and compensation management.
Tending also has high standards when it comes to the products and processes its technicians will use. Manilov emphasized that product selection is guided by a restoration specialist with more than 25 years of experience working on monuments and historic structures in the U.S., Italy, and the U.K. Cleaning agents vary depending on material and condition, and are selected from reputable U.S. and European manufacturers.
Nationwide with transparency
One of the more ambitious aspects of the model is its geographic reach. Tending operates across the entire United States, including rural and family-owned cemeteries. Pricing is standardized and published publicly, with no additional mileage charges, even for remote locations.
While there are no strict age or size limits on monuments, unusually large projects or specialty services such as wax coatings, element replacement, or photo ceramic restoration may require custom pricing.
Interestingly, Manilov noted that some family cemetery projects have even been completed on a volunteer basis, reflecting what he describes as a strong commitment to preserving family heritage.
Learn more about Tending!
Tending makes monument maintenance as easy to arrange as ordering flowers and adds a powerful and practical dimension to any aftercare program. To learn more about Tending, reach out to Manilov and his team at (844) 543-4443, email info@tending.app, or visit https://tending.app today!
