I don’t know what Death Care will look like ten years from now but I do know that change happens, and in some way, the logistics of it will be different than today.  This recent article from Forbes titled “Tech and Deathcare:  A new challenge to an old industry” ends with the following statement:  “Deathcare is one of the last major industries to avoid being disrupted by consumer tech and Memoria may well become the next Uber or Netflix”.

 

Earlier in the article Forbes pointed out that Uber and Netflix “leveraged” technology to redefine transportation and entertainment to become the category leaders.  In essence, “they used technology to remake the landscapes of their industries.”

 

The article then focuses on Memoria and hypothesizes that they could be the company that does that in Death Care.  Forbes and article author Paul Klein make an argument that “Most families have little idea what to do when a loved one passes and most of the steps that follow are offline, confusing, and emotionally draining. Many funeral homes demand that business be done in person, and online services are fragmented and focused on specific aspects of the bereavement process such as purchasing a casket or flowers.” 

 

They then point out, in their opinion, that with Memoria “families have a new source of support: digital, transparent platforms that give families control during one of life’s most difficult moments and are beginning to redefine leadership and purpose in the funeral industry.”

 

Klein further points out that “the technology explains available options, making a traditionally complex process simple and clear. Customers select what they need, check out in one seamless transaction, and their (Memoria) team handles the rest, coordinating everything behind the scenes. It’s a fully integrated, end-to-end experience that brings transparency, control, and ease to one of life’s most difficult moments.”

 

Again, according to the article, Memoria received funding in 2023 and in 2024 reached a milestone of $1 million in ARR (Annual Recurring Revenue).  They are now focused on expanding services like cremation and memorial planning to their Death Care products system.

 

They acknowledge that “the company’s biggest challenge has been navigating regulation and determining how to responsibly expand into services like cremation and memorial coordination.” 

 

Here is the website for Memoria

Related — Memoria founder Aurelie Biehler on Crunchbase

 

Funeral Director Daily take:  Putting Memoria in the Uber or Netflix class is a tall order, very premature, and certainly not deserving yet.  However, they do appear to have big ambitions and a plan to get larger.  And, any start-up that reaches $1 million in revenue fairly quickly has customers.

 

It appears from visiting their website that up until recently they have sold products.  However, you will now find obituaries and testimonials which indicate that they are probably doing direct cremation at this time.

 

In looking at the website Memoria claims they do “end-to-end” funeral service which is highlighted by this process:

1. Shop from our curated selection of funeral products
2. Arrange a cremation through our local partners
3. Organize a unique memorial with your dedicated advisor
4. Publish a free obituary on our website

 

They further publicize what they call the “Memoria Way” which consists of:

1. Arranged from the comfort of home
2. Personalized to your Wishes
3. End-to-End experience
4. Lower and Transparent costs

 

Will this be the path Death Care clients choose?  I’m sure that it will be for some.  However, online death registration, cremation services, payment, and obituaries is nothing new.  There are several companies in America that do it very well right now.

 

But will Memoria do it nationally?

 

Scaling the business to nationwide scale is where the difficulty comes in.  Recently, the company Eirene, based in Canada, raised finances to do something very comparable.  They eventually had offices in six or seven North American locations but appear to have left the direct to consumer cremation business. . . They have since resurfaced but no longer offer cremation service, seemingly offering resources and support to the bereaved.  Here is their new website.

 

While Memoria has a nice looking website and if the $1 million in revenue is accurate they have a good start.  However, I’ve had great discussions with a leading CEO of a national firm who explained to me that “trying to build a national cremation business using third-party crematories as part of the system cannot be sustained”.  He convinced me that to get the financial margins required, the company needs to own its own crematories.

 

That’s how Pure Cremation has done it in Great Britain and how Service Corporation International does it with Neptune Society (in almost all cases they use SCI crematories).

 

I made a quick phone call to the number on the Memoria website and received an answering machine. My opinion is that they don’t understand the importance of the First Call and are more than likely underfunded for what they want to do.

 

The next Uber or Netflix?  I’m not so sure. . . .but I think there is room for a national provider in the direct cremation and memorialization business.

 

More news from the world of Death Care:

• From mushroom coffins to reefs made of ashes – why green burials are going mainstream.  The Guardian (Great Britain)
• Cork embalmer:  “I want to help people say goodbye to loved ones”.  EchoLive (Ireland)
• Missing cemetery statue found.  Sandusky Register (OH)
• Family feels “a lot of peace” after woman receives end-of-life aquamation service in Manitoba.  Yahoo (Canada)

 

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