WINTER PARK, Fla. (Oct. 2, 2024) – Foundation Partners Group, the second largest provider o funeral services in the United States, today announced the launch of Afterall, a new digital hub that integrates content, community, connection and commerce into a simple and seamless experience for families.
The announcement comes on the heels of the Foundation Partners’ acquisition of Cake, a trailblazer in online end-of-life planning tools and resources, announced on September 5, 2024.
“Together, these initiatives represent a significant step toward modernizing the funeral service landscape and integrating various services into a single platform,” said Lee Senderov, Foundation Partners chief marketing and digital officer. “Unlike other industries, which have answered the consumer call for highly personalized yet streamlined experiences, end-of-life planning has largely lacked a more comprehensive solution until now. Like The Knot for the weddings and Expedia for travel, our aim is to create an experience that makes this once complicated and overwhelming end-of-life process easy and simple.”
The national launch of Afterall follows more than eight months of learning in several Foundation Partners markets. The program was first piloted in Portland, Oregon where Senderov said the company “developed a better understanding of the relationship of our rooftop and digital experiences, as well as the changing wants of consumers and the e-commerce landscape.”
Afterall brings together Foundation Partners’ portfolio of more than 250 funeral homes, cemeteries and direct-to-consumer cremation services in one place, along with helpful online resources, free digital obituary services and a memorial store.
A key element of Afterall is ensuring that local brands retain their existing identities and voices. “Foundation Partners sees great value in continually creating new ways to help our funeral homes thrive in these changing times, and we do this by working alongside partners and their teams to uphold the strong relationships and values that have been established over the years,” Senderov said. “Afterall enhances those relationships. Today’s families are seeking choice in all facets of end-of-life care. With Afterall, instead of endless online searches and phone calls to compare funeral providers, families can visit one website to find a local funeral home they trust, as well as the right services to fit their unique needs.
“Afterall is not a static platform,” Senderov explained. “We’re going to continue to explore how consumers respond to a seamless experience between funeral homes, digital and commerce platforms and integrate new features quickly.”
About Foundation Partners Group
Winter Park, Florida-based Foundation Partners Group is one of the industry’s most innovative providers of funeral services and the second-largest funeral home group in the country based on the number of families served. Foundation Partners owns and operates a network of over 250 funeral homes, cremation centers and cemeteries across 21 states. Our deep understanding of technology and customer experience-centered approach allows us to deliver truly innovative and compassionate care to the families we serve.
About Afterall
Afterall is a digital platform helping families to find the right funeral services for their individual needs. Developed by Foundation Partners Group in 2024, Afterall brings together local funeral homes, cemeteries and direct-to-consumer cremation providers, along with tools and resources to make the end-of-life experience as easy as possible. Visit www.afterall.com to learn more.