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 The Pricing Is Often Outdated or Incomplete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 Many listings show generic packages or stale pricing pulled from outdated public documents.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.



New Paragraph

By Modern Mortician Admin July 1, 2025
When the “mushroom shroud” first hit the funeral industry, I was intrigued, albeight briefly. A burial garment laced with spores that claimed to neutralize toxins and help decompose the human body faster?  It sounded revolutionary. But I was closer to the mushroom suit than most. I was in the room, so to speak. I watched the marketing balloon inflate, and I saw who benefited. Spoiler alert: it wasn’t the consumer, and it certainly wasn’t the planet. That early mushroom shroud turned out to be more PR than practicality. It relied heavily on the public's love for nature-inspired innovation but had very little transparent science to back up its promises. I didn’t see any peer-reviewed data or detailed decomposition timelines. I saw branding. I saw $$$. I saw hashtags. I saw funerary folklore dressed up as eco-tech. So, yes, my involvement left me deeply skeptical of any product touting mycelium as a miracle solution for green burial. Then came Loop Biotech , with slick design and viral marketing. Their “living cocoon”, a coffin grown from mycelium, was being shared widely across social media, lauded as the future of sustainable burial. It looks futuristic, soft, and gentle...a decomposable cradle for the body. People in my inbox were tagging me constantly, excited by the idea. But once again, I had questions. Loop Biotech is based in the Netherlands. These mushroom coffins, as lovely as they are in theory, are being shipped across oceans to American consumers. That’s not sustainable—that’s greenwashing . When your "eco coffin" travels 3,000+ miles in a box, your carbon footprint isn’t shrinking. It’s just hidden under compostable packaging. It was after a respected casket supplier shared about offering Loop Biotech coffins, that I was then introduced to Setas Mushrooms in the comment section. Quietly working out of Pennsylvania , this small business is making mushroom coffins right here in the U.S. Their approach is humble, local, and genuinely rooted in regenerative design. Setas isn’t trying to dominate the market with buzzwords—they're cultivating solutions, literally. Their coffins are grown, not built, using mycelium and agricultural waste. They’ve focused on keeping things local and sustainable from beginning to end. No flashy campaigns, just a small American company doing the actual work. And that’s what frustrates me. The funeral industry has a habit—whether from laziness, ignorance, or greed—of looking overseas for flashy solutions while ignoring what’s growing in our own backyard. Why are we giving clicks and dollars to Dutch startups when there’s a team in Pennsylvania already offering better, more accessible alternatives? As someone who has spent years fighting for transparency, ethical pricing, and environmental responsibility in deathcare, I’ll say this plainly: If we’re going to go green, let’s go local first. Because compostable doesn’t mean ethical, and biodegradable doesn’t mean better—unless you’ve taken the time to know the source, the science, and the story behind the shroud.
Image of cremated remains spread over existing grave in a cemetery.
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By Bella Lugosi- My First Home Funeral for a Cat March 18, 2025
Bella Lugosi ~ written in 2015 I don’t know when she was born… when I adopted her, she was estimated to be about a year old, and that was back in 2001, putting her around the age of 15. Over those 14 years, I spent more time with this creature than any human companion in my life. She understood me better, too. She knew when I was sad; becoming the pillow for my face, allowing the tears to soak her fur, my arm in a vice grip around her warm body. She knew when I was happy; we had a special song… “My Bella My Bella”. I’d sing it to her, as she would sit on the counter watching me go through my morning routine. She was a calm and comforting being in my life. She wasn’t “just a cat”. Bella Lugosi was diagnosed with the C word in June, and the next day, my Bella was dead. When the doctor uttered that word, cancer, I felt my stomach freeze and begin descend into a thick, black hole. Like I was hurtling into darkness and no one could see it, but I could feel it. My core went numb. I could feel the emotion drain from my face. He guessed she had three weeks… if I didn’t choose to attack it aggressively with tortuous procedures that wouldn’t necessarily prolong her existence, but might, at least I’d be doing something, right? Wrong. As much as I loved her, I loved her enough to know when to let her go. To let her comfort and needs come above my own selfish ones. We went straight home. I turned on the YouTube series, “Ask A Mortician”, and watched Caitlin Doughty, founder of the Order of the Good Death, tell me how she performed an in home euthanasia and wake for her cat, The Meow. I wanted to be ready. I wanted to give Bella the Good Death. But I didn't need this information after all... it came naturally as I dipped into my human death care knowledge. I called my friend Ellen, owner and caretaker of Eloise Woods Community Natural Burial Park. We would get together to pick a spot for Bella’s body in the next few days. I begin to reach out to mobile vet technicians, leaving messages, emailing… looking for someone who could come to us. I didn’t want Bella to go back into the car and to an unfamiliar place. I wanted her to die comfortably, in my arms, in her home. That night, I sat up on the couch with Bella sleeping on my chest. I slept sporadically, monitoring her labored breathing, making sure she was comfortable. She shuffled off to her bed around 5am, her gait wobbly. I watched her struggle from the couch, and my eyes began to fill with hot tears. I shrugged the thought away, certainly we have more time… he said 3 weeks. I went about getting ready for work. I looked in on her at 7:30am that morning. She was curled up in her cat bed, and seemed restless. She shifted positions a few times before settling down. I opened a whole can of tuna, set it at her bedside, and left for work. When I came home at lunch, it was clear my Bella was rapidly deteriorating. I began reaching out to the mobile veterinarians again. It was time, and if I didn’t act quickly, she would continue to suffer and decline. I finally got an appointment, and set about spending the last hour of her life doing everything she loved most. I called my roommate, Jessica, who came home to be with us. Bella and I sat outside on the concrete, and she sunned herself. She nibbled a little tuna, though she hadn’t touched what I left out for her that morning. She watched the birds and the squirrels. Then the vet arrived. We all went inside. I positioned myself on the couch where we spent the night before. I had a towel, and her favorite blanket. The vet was very soft spoken, very reassuring. She explained every step of the process about to take place. Then she began the first injection. Bella took her final breath comfortably in my arms. I don’t know how long I sat there, holding her limp body. The vet continued to talk… soft, soothing. Uh-huh. I don’t know what I was agreeing too… uh-huh is my default answer. The vet gently excused herself and exited the home. I remember going into autopilot. The tears had stopped. I positioned Bella in her bed, favorite blanket beneath her. I went about double bagging ice packs to lay under her for the night. I called Ellen, we agreed to meet at Eloise Woods at 7:30am. I ran an errand for work, eager to take my mind of the lifeless body off of my best friend laying out in the living room. Several hours later, emotions took hold, as I found myself alone at home with Bella’s body. It started with simply being seated at her side, softly stroking her fur for what I knew would be the last times. I had a human fingerprint kit at the ready, knowing I wanted to secure her paw print for a future memorial tattoo, and a pair of scissors to trim fur from her tail. What would have been a simple task of inking and pressing her paws to paper turned into sobbing child’s art project gone awry, as I distressed over the ink not coming clean of her soft fur and jelly bean toes. I found myself mumbling apologies to her incoherently, crying and mourning. After what felt like hours, but was certainly no more than 45 minutes, I pulled it together enough to realize I would not be spending the final night at home with Bella’s body. I would never get any suitable sleep. I was grief stricken and couldn’t keep my hands off her soft body, which was now stiffly posed in full rigor, a good 6 hours after her last breath. I placed her bed upon mine, where she used to sleep, closed my bedroom door, and retreated to the comfort of a friend for the remainder of the night. I woke early after a surprisingly deep 5 hours of sleep, and drove home to take Bella to her final resting place in Eloise Woods. Upon arrival, Ellen and I walked around the park, contemplating where I would bury her body. I finally settled on a place at the base of a towering tree, and Ellen began to break ground with a pick axe and her hands, shoveling large amounts of dirt out of the hole. She paused and let me take a turn before I eventually caved and let her finish the dig around some heavy roots and chunks of rock. When she was satisfied with the depth and width of the hole, I placed Bella and her blanket into the hole and positioned her collar with the name tag facing out, nested her toy mouse between her paws, then gently enveloped the rest of her body in the blanket before covering her- layer after gentle layer- with soil. Ellen helped me pick a flat, flagstone marker for the grave, which had a paw already etched into it. She would later add Bella’s full name, Bella Lugosi. I left my best fur friend at a place I love. I did it exactly the way I had hoped to. I gave my cat, Bella, a Good Death. As I drove away, my heart felt heavy, but my spirit felt lighter. I had given her a beautiful life and death- but the life she gave me I will never forget.
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I understand facing the death of a companion can be overwhelming and heartbreaking. If it brings you comfort and guidance, I share the home funeral and burial of my beloved cat here for you to read my first hand experience.
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