5 ways funeral homes can increase revenue - even with cremation on the rise

Cremation is no longer the exception—it’s becoming the norm. In 2023, the U.S. cremation rate reached 60.5%, according to the National Funeral Directors Association. In Canada, it’s even higher—over 74%, based on the latest figures from the Cremation Association of North America.

For many funeral homes, this shift has led to shrinking revenue per service. Traditional burials often involve more products and services. Cremation, on the other hand, is often seen as simpler—and cheaper.

But cremation itself isn’t the problem. The issue is how it’s being positioned—and what families believe it includes.

In this article, we’ll explore how to increase funeral home revenue in a cremation-first world. These strategies range from personalized memorials to lead-generating technology and can helping funeral homes grow sustainably while continuing to meet families where they are.

Cremation doesn’t have to mean skipping the ceremony. In fact, for many families, it opens up more flexibility—and more opportunity for meaningful personalization.

Rather than presenting cremation as a “basic” or no-service option, position it as a flexible starting point. It can support anything from a traditional chapel gathering to a relaxed, off-site celebration of life at a family cottage, golf course, or restaurant.

Many funeral homes are already helping families craft experiences that reflect the individual. Some services include live music, photo displays, or recorded video messages from loved ones who couldn’t attend. Others have organized outdoor memorials with symbolic gestures like lantern releases or memory trees. These kinds of events might look different than a traditional funeral—but they serve the same purpose.

And that purpose matters. Having a defined moment to come together and remember helps people begin to process grief. Whether formal or casual, a memorial gives structure to an otherwise disorienting time.

Some funeral homes are also offering witness cremations, where close family members are present when the cremation begins. For many, this serves as a final moment of connection—similar in emotional weight to a burial. It may include a brief viewing, prayer, or quiet reflection. While not for everyone, families who choose it often describe it as profoundly meaningful.

Why it works: Personalized services increase perceived value, create lasting memories, and often lead to word-of-mouth referrals—especially when families feel truly supported.

The products you offer can say just as much as the service you provide. And when families choose cremation, there’s often an assumption that “there’s not much to buy.” That perception is a missed opportunity—for them and for your business.

Go beyond basic urns. Today’s families are looking for ways to keep a connection to their loved one—something personal, beautiful, or symbolic. The key is offering products that carry emotional weight and align with their values.

Consider expanding your selection to include:

• Handcrafted urns from local artists, which feel more meaningful than mass-produced options

• Memorial jewelry, such as necklaces or rings that hold a small portion of remains
• Fingerprint keepsakes or items etched with a message or photo
• Eco-conscious options like biodegradable urns, tree pods, or water-soluble containers
• Glass art or stones made from remains, for families who want something tactile and unique

Offering locally made urns can also create a point of distinction for your funeral home—and reinforce your ties to the community.

These items aren’t about pushing a sale—they’re about meeting families where they are emotionally. And when displayed well in your arrangement room or on your website, they often lead to meaningful conversations.

Why it works: Products like these can carry premium margins while delivering real value. They also reinforce the idea that cremation isn’t about doing less—it’s about doing it differently.

Smaller, more private services are increasingly common with cremation—but that doesn’t mean fewer people want to be involved.

Live streaming allows extended family and friends to attend from anywhere. And while the emotional value is clear, what often gets overlooked is the business value: with the right platform, live streaming can double as a lead generation tool.

A platform like Forget Me Not Ceremonies makes it easy to:

• Provide secure, high-quality virtual access to services
• Collect names and emails of online guests (with permission)
• Follow up with tasteful pre-need messaging after the service

In other words, you’re turning a single at-need event into a long-term opportunity—without any additional ad spend.

It’s not just a live stream. It’s a moment to serve families well and plant seeds for future business.

Why it works: Instead of marketing cold to strangers, you’re staying connected with people who have already experienced the care you provide. It’s a low-effort, high-impact way to build relationships that may lead to pre-need planning, referrals, and community goodwill.

The service might be over—but for families, the hard part is often just beginning.

Grief doesn’t follow a tidy timeline, and the logistical tasks that follow a death can be overwhelming. That’s why more funeral homes are expanding into aftercare—not just as a compassionate gesture, but as a way to provide continued value and build lasting relationships.

Consider offering or partnering on services such as:

• Grief support: This could include in-house grief counselors, support groups, or vetted referrals to local therapists and programs

• Estate and paperwork guidance: Help families navigate probate, benefits, and final expenses by offering checklists, workshops, or referrals to estate professionals
• Email-based aftercare programs: Gentle, automated check-ins that offer support and helpful resources in the weeks and months after the service

These services don’t just support families—they position your funeral home as a trusted resource long after the cremation is complete.

Why it works: Aftercare builds credibility, deepens relationships, and reinforces your role as a supportive presence—not just during the service, but in the months that follow.

It might seem like a side offering—but for many families, losing a pet is just as emotionally significant as losing a human loved one. And when they don’t know where to turn, they often end up with impersonal or low-quality services.

That’s where your funeral home can step in.

By offering respectful, professional pet cremation and memorial options, you can meet a growing demand with the same care and attention you give every family. This could include:

• Private or witnessed pet cremations
• Memorial products like urns, keepsakes, and framed paw prints
• Small ceremonies or moments of remembrance

Some funeral homes even partner with local veterinarians or animal shelters to become the trusted provider in their community.

It’s not just compassionate—it’s smart business. The global pet cremation service market was valued at $2.1 billion in 2023, and it’s expected to more than double by 2032, growing at a rate of 8% annually.

And there’s another benefit: offering pet cremation can introduce families to your funeral home long before they need your human services. If they experience professionalism, empathy, and quality during a pet loss, they’re more likely to return when the time comes.

Why it works: It’s a natural extension of your existing services that reinforces your commitment to care—and creates a new, growing source of steady revenue.

Cremation rates are rising—but that doesn’t have to mean shrinking revenue. The real risk for funeral homes isn’t the shift to cremation. It’s staying locked in a model that assumes less value, fewer services, and fewer opportunities to support families.

By reframing cremation as a flexible, customizable option—and by expanding your services beyond the moment of the funeral—you can grow sustainably and serve families in a way that feels modern, meaningful, and supportive.

What’s stopping your funeral home from offering more value in a cremation-first world?