Michael Anderson

President of @need Marketing

The son of a second generation funeral home owner, Michael Anderson spent his childhood years working at the family business at Anderson Funeral Homes in Cincinnati, Ohio. After earning his MBA at the University of Michigan, Michael spent 13 years honing his marketing prowess in the pharmaceutical industry before returning to help revitalize marketing standards in the funeral profession. In 2017, he pioneered the team that would become @need Marketing. @need Marketing maintains partnerships with well over 100 funeral homes and cemeteries across the nation, helping them more than double their website traffic with custom SEO strategies, generate quality leads with market-driven pay-per-click, and increase brand awareness with cutting edge creative.

Speaker Details:

⚐  ADDRESS: 13110 Harrell Pkwy #100, Noblesville, IN, 46060

✉ EMAIL: manderson@atneedmarketing.com

✆  PHONE: (317) 417-2920

⎚  WEBSITE:   @needmarketing.com

Teresa Carlson

Vice President, Business Development Officer, The Bancorp Small Business Lending

Teresa Carlson brings over 25 years of experience helping businesses secure financing, with a focus on the funeral industry. As Vice President and Business Development Officer at The Bancorp, she specializes in guiding funeral home professionals through funding solutions including Funeral Home Conventional Loans and Small Business Administration (SBA) loans, to support growth and succession planning.

A regular contributor to American Funeral Director magazine, Teresa was named an Innovator for Funeral Service Finance for her expertise and innovative insights for multiple years, most recently in 2025. 

Teresa holds a Bachelor of Arts degree in Business Law from California State University, Fresno, and serves on the board of an inner-city elementary school in Los Angeles, California. She also serves on the board of the National Charity League. She has three children and has been married to her husband Brian for 25 years.

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Jon Lefrandt

CEO, Elevia

Jon Lefrandt is a leading innovator in the funeral industry, dedicated to transforming the way funeral professionals connect with families through technology. As the Founder and CEO of Elevia and ForGrief.com, Jon has spent years helping funeral homes modernize their client interactions, optimize operations, and improve the family experience. His companies have supported over one million grieving families, demonstrating the power of blending compassionate service with cutting-edge solutions.

With more than 15 years of experience in funeral service and preplanning, Jon understands the unique challenges funeral professionals face—including shifting consumer expectations, increased competition, and ongoing staffing shortages. Through his expertise in AI, automation, and customer experience strategy, he has helped hundreds of funeral homes leverage technology to work smarter, not harder—freeing up time to focus on what truly matters: providing care and comfort to families in need.

Jon will share actionable insights on how AI and automation can enhance—not replace—human connection in funeral service. Attendees will gain real-world applications of AI, from ChatGPT-powered client engagement to customer journey mapping, and leave with practical strategies to modernize their operations while strengthening their relationships with families.

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Nathan Hurst

National Sales Manager 

Federal Eagle

Nathan has 43 years of proven sales experience in the funeral car industry managing the dealer network and serving funeral home customers. His background includes senior level leadership positions with two of the largest Hearse manufacturers. Nathan lives in Arkansas. When he is not working, you’ll find him with family and friends or on the golf course.

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Tom Cole

Vice President of Sales

Federal Eagle

Nathan has 43 years of proven sales experience in the funeral car industry managing the dealer network and serving funeral home customers. His background includes senior level leadership positions with two of the largest Hearse manufacturers. Nathan lives in Arkansas. When he is not working, you’ll find him with family and friends or on the golf course.

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