Funeralocity Brings Transparency to Pricing

MILWAUKEE, WI, October 15, 2019 – TMJ4 Milwaukee ran a report that discussed how Funeralocity, a funeral comparison website, was founded. In 1984, a law was passed that requires funeral homes to share pricing information with potential customers when asked. However, this law doesn’t cover websites, and many funeral homes do not post any information about how much they charge online. While a friend was planning a funeral, she told Funeralocity CEO Ed Michael Reggie that she couldn’t find any information on how much a service would cost. This motivated him to create Funeralocity, a funeral comparison website. It lists information about the pricing and services of over 15,000 funeral homes in the U.S.

Dr. Camelia Clarke, president of the Wisconsin Funeral Directors Association, didn’t know that this service was available. “I wasn’t aware of it until you brought it to my attention, but it didn’t surprise me to find an online platform like that.” Reggie hopes to spread the word to as many people as possible to make sure that people who are grieving make informed decisions. Reggie said, “We believe that consumers expect and demand frictionless shopping in the privacy of their own home. They want that. They expect it.”

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