The Problem with Funeralocity and similar sites:
Why It's Time to Look Elsewhere for Transparent Funeral Planning
When a loved one dies or when you're planning ahead for your own farewell, the last thing you need is a website feeding you half-truths. That’s why I want to talk openly about Funeralocity, a funeral comparison site that claims to help families make informed choices… but often falls short.
I’ve worked in this industry for nearly two decades, and I've seen firsthand how misleading tools can impact grieving families. Funeralocity is one of those tools. Here’s why:
1. Pay-to-Play Listings Skew the Results
Funeralocity isn’t a neutral, community-driven directory. Funeral homes can pay to be "Verified" or to appear more prominently in search results. This means the funeral homes you see first on the site may not be the best fit, they’re just the ones who paid for visibility.
Families deserve an unbiased look at all options, not just the ones with the biggest marketing budgets.
2. The Pricing Is Often Outdated or Incomplete
Funeralocity promotes price transparency, but the devil is in the details. Many listings show generic packages or stale pricing pulled from outdated public documents. Funeral homes don’t always update their info on the site, and many don’t even know they’re listed.
That means families might get a false sense of cost and sticker shock later when hidden fees or required add-ons appear.
3. Green and Alternative Options Are Sidelined
If you’re looking for something outside the box, like home funerals, natural burial, alkaline hydrolysis (water cremation), or culturally specific practices, Funeralocity likely won’t help you. The site is built around traditional funeral models and corporate service packages, with little space for innovation, ritual, or cultural nuance.
That’s a huge disservice to the growing number of people who want sustainable, meaningful end-of-life care.
4. Listings Are Often Auto-Generated and Unverified
Many funeral homes listed on Funeralocity haven’t claimed or updated their profiles. Some didn’t even consent to be listed. So while it looks like a full directory, you’re often dealing with stale, auto-populated data, not real-time insight into who’s available, what they offer, or whether they’re a good match for your needs.
5. Corporate Chains Dominate the Site
Like many consumer platforms, Funeralocity tends to amplify corporate-owned funeral homes, which can afford the pay-to-play model. That leaves smaller, independent funeral homes buried in the listings, even if they offer more personal, affordable, or community-based care.
In short: what looks like a broad comparison is often just an ad for the biggest fish in the pond.
What to Do Instead?
Start by asking someone you trust in the end-of-life space, whether it’s a death doula, hospice worker, or independent funeral consultant (hi, I’m here for you). You deserve transparent options that match your values, your budget, and your cultural or spiritual needs.
Funeralocity may be a place to start, but it’s not the full story, and it’s definitely not the finish line.
If you're looking for real help navigating this space, my BEST suggestion is through your local affiliate of The Funeral Consumers Allliance.
Because the end of a life deserves more than a marketing algorithm.
💡Similar Directory Sites like Funeralocity to be cautious of:
1. Parting.com
- Claims to offer transparent funeral pricing by zip code.
- Offers comparison tools and package overviews.
- Downside: Like Funeralocity, funeral homes can pay to be featured, and listings may be outdated or incomplete.
2. Ever Loved
- Allows families to create memorial pages and crowdfund funerals.
- Also lists funeral homes, cremation services, and cemeteries by area.
- Downside: Service providers can pay for premium placement. Some listings are not verified or maintained by the businesses themselves.
3. Funeral Finder
- Simple online directory of funeral homes and cemeteries.
- Downside: Basic listings with very little detail; most do not include pricing or reviews.
4. Legacy.com Funeral Homes Directory
- Better known for obituaries, but it has a funeral home search function.
- Downside: Very limited functionality — no pricing, no service breakdowns.
5. Gathered Here (Australia)
- For users in Australia — a price comparison tool and directory for funeral providers.
- Downside: Same pay-to-play and limited data transparency as U.S. sites.
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