Welcome, Opening Remarks, and Introductions

SESSION: What’s Next for Preneed? These New Breakthroughs are Leading the 

Way. It’s time to reimagine what preneed can be. With today’s families facing 

more complexity, less clarity, and harder decisions than ever before, a 

thoughtfully designed preneed experience can transform loss. In this 

session, discover how to leverage preneed technology to support your 

sales process and drive deeper connections with families. 

By making every moment in the consumer journey smarter, stronger, 

and more human, you can create consistently high-quality experiences 

that result in higher average funeral values and long-term business 

growth. You’ll walk away with strategies for using tech to increase 

performance, build trust, and shape the future of your funeral home.

1. Understand how a reimagined preneed journey leads to better funeral 

experiences and a flywheel of accelerated performance.

2. Learn how to leverage preneed sales technology for more meaningful 

impact.

Session: The Best Marketing Tactic Everyone Knows and No One Uses.

In a world where many service industries are replacing human connection with high-tech convenience, real innovation is taking a different path—one that returns to the very foundation of the funeral profession: in-person relationships. This powerful presentation challenges the status quo and 

offers a bold message for today’s funeral professionals—in order to move ahead, we need to look back. Ask yourself: when was the last time you attended or sponsored a local event? Do you know your local police chief or town sheriff by name? How many times a year does your funeral home host a gathering that invites people in for more than just a service? If these questions feel 

uncomfortable, you’re not alone. Across the country, firms have quietly pulled back from community outreach in favor of sleek online tools, automations, and lead-generating apps that promise fast results with 

minimal effort. And while digital marketing is essential in today’s consumer landscape, it’s not a substitute for the meaningful, human touch that built the profession as we know it. In fact, the most successful funeral 

homes are now proving what we’ve always known deep down: real-world, in-person brand awareness is irreplaceable—and has up to 20x the impact on the consumer journey compared to any digital ad. 

Consumer perception of the value of ceremony is fading—and it’s not just 

due to changing preferences, but a growing disconnect between funeral 

homes and their communities. When families don’t know you, they’re less 

likely to understand the healing power of ceremony. By being present 

before the need arises—by educating, engaging, and building 

relationships—you reestablish the relevance of ritual, the importance of 

gathering, and the emotional impact of honoring a life well lived. 

Ceremony becomes personal again—not a product to be sold, but an 

experience families can feel. This is why the firms that show up—at the 

county fair, the church chili cook-off, the town hall meeting—are the ones 

building true brand equity and ultimately supporting the future of the 

funeral profession. Community involvement isn’t just good PR. It’s one of 

the most effective marketing strategies you can deploy, and it’s one that 

no algorithm can replicate. This presentation explores how a blended 

strategy—one that pairs smart digital presence with boots-on-the-ground 

connection—is not only possible but necessary. Attendees will walk away 

with actionable ideas for reengaging with their community, strengthening 

local ties, and using innovation to do something truly groundbreaking in 

today’s landscape: build trust face to face. If your marketing strategy has been feeling impersonal, distant, or overly automated, this session will reignite your passion for what makes this profession special—and offer a new way forward that’s both cutting-edge and embraces the principals of 

the previous generations. It’s time to rediscover the power of being present. Because in a profession built on trust, nothing replaces being known.

SESSION: The Funeral Finance Roadmap: Strategies to Fund What's Next

Understanding the capital landscape is critical to growing and sustaining a successful funeral business. This session provides actionable insights into identifying when outside financing makes sense, how to evaluate different funding solutions, and what to look for in a financing partner. With real-world examples and practical guidance, attendees will leave with a clearer path to leveraging capital to support their goals. 

SESSION: Innovate to Serve: Using AI and Automation to Enhance Funeral Care. 

AI and automation are no longer futuristic concepts—they’re part of our daily lives, from navigation apps that optimize traffic flow to smart assistants that streamline our tasks. But how can funeral professionals 

harness this technology to enhance service, improve efficiency, and ultimately spend more time where it matters most—with families? Jon Lefrandt, Founder and CEO of Elevia and ForGrief.com, will lead an 

interactive session on integrating AI and automation into funeral home 

operations. Whether you’re facing changes in consumer behavior, increasing competition, or staffing constraints, this session will provide practical tools and insights to help you stay ahead. Attendees will explore: 

• The power of AI tools like ChatGPT—see a live demo and learn how it can 

assist with content creation, client communication, and administrative 

tasks. 

• Algorithms in action—understand how everyday AI-driven systems, like 

traffic lights, make life easier and how similar automation can optimize your 

workflows. 

• Modernizing client interactions—leverage tools like Elevia to create 

personalized customer journeys, analyze text-message transcripts, and 

enhance service through social listening. 

• Maximizing human connection through technology—learn how AI can free 

up valuable time, allowing funeral professionals to focus more on 

meaningful interactions with families. This session will provide actionable 

strategies and real-world applications, helping you embrace AI and 

automation to drive your business forward.

1. Practical AI Integration – Learn how to incorporate AI tools like ChatGPT 

to streamline operations, improve communication, and enhance 

personalization.

2. Strategic Innovation – Discover how automation, customer journey 

mapping, and social listening can optimize service delivery and business 

growth.

3. Efficiency Without Losing the Human Touch – Understand how AI can help 

maximize your time, allowing you to focus on building stronger relationships 

with the families you serve.

SESSION: The Evolution of Talent Acquisition. This session, will explore recruitment vs. talent acquisition, how to attract and retain talent, bridge the gap between new and seasoned funeral service 

professionals, build strong relationships with mortuary schools, implement 

DE&I hiring initiatives, leverage social media, and conclude with a Q&A.

1. How to Attract and Retain Talent

2. How to Bridge the Gap within funeral professionals

3. Importance of Relationships with Mortuary Schools

Session: Benefiting from Funeral Car Innovation. Funeral car innovation is transforming how funeral homes serve families, offering new ways to create meaningful, healing experiences. 

Modern funeral vehicles are no longer just a means of transport—they can reflect the life and personality of the deceased, support ceremonial needs, and provide comfort for grieving families. Whether it's through custom design, enhanced technology, or unique presentation, these innovations 

elevate the overall service experience. For funeral homes, this not only strengthens their connection with the community but also opens new revenue streams by offering premium services that resonate emotionally 

and symbolically with families. Embracing these advancements positions funeral homes as thoughtful, modern providers of care during life’s most sensitive moments.

1. Funeral homes can benefit from innovations in funeral car design by 

creating more meaningful and healing experiences for the families they 

serve.

2. Modern funeral vehicles are no longer just a means of transport — they 

can reflect the life and personality of the deceased, support ceremonial 

needs, and provide comfort for grieving families. 

3. For funeral homes, this not only strengthens their connection with the 

community, but also opens new revenue streams by offering premium 

services that resonate emotionally and symbolically with families.