Is the funeral home market really disruptible?

In recent years, the funeral sector innovates by offering ever more personalized and digital services. However, in addition to these limitless innovations, the real innovation could well be found in the very way of managing funeral companies. \n

Innovations in the funeral sector

\nThe funeral home market offers numerous innovations, notably making it possible to extend the digital life of the deceased after their death. \n\nLilian Delaveau, a young Breton entrepreneur, notably invented Requiem Code, a QR Code application which, placed on a funeral plaque, allows a memory of the deceased to be broadcast in augmented reality. The objective is to personalize the graves and preserve a memory of the deceased. \n\nAn innovation that divides since if for some this application is an excellent way to keep a memory of their loved one, for others this application erases personal contemplation. The tourism professional Jean-Pierre Nadir, completely disagrees with this project. For him, each person should be able to keep a different memory of the deceased. \n\nConversely, the founder of the start-up Feed, Anthony Bourbon, finds that this project can shake up the world of funeral directors. He even invested 40,000 euros in this project for 25% of the company's capital. \n\nThe goal is to make death more accessible to innovations. Besides, Lilian Delaveau seeks to go further by imagining a complete platform allowing the connection between bereaved families and competent companies. This marketplace notably allows families to be relieved of material issues surrounding bereavement to allow them to devote themselves to their bereavement and their family. \n\nFuneral directors now offer innovative additional services. Like wedding planners, more and more funeral planning services are emerging. The funeral planner is an intermediary who comes into contact with trusted professionals who can manage a funeral according to the needs and budget of each family. \n\nThis phenomenon, called death tech, represents a niche market which saw around twenty start-ups flourish in France last year. However, Australia, Canada, the United States and also Great Britain are more advanced in this area. Connected tombs are also commonplace there. \n\nSome entrepreneurs are also implementing projects based on artificial intelligence to extend the digital life of the deceased and create a “digital afterlife” for them. \n

Several digital projects have appeared in recent years:

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Creation of a chatbot conversational from content published on social networks
InMemori, a platform for sharing photos, videos and messages of the deceased in a private space
me, an application launched in 2019 in Angers, which allows the deceased's documents to be grouped, enriched and transmitted to beneficiaries through a “secret box” which is unlocked using a code activated after death
Alanna, a social platform allowing you to create pages for deceased people, to provide information about their lives and to connect their loved ones
Various other post-mortem management services have been created like iProtego, Digital Rest, etc.

\nTHE Covid also played a role in the digitalization of the funeral sector. The pandemic has notably enabled the development of new online services such as “ virtual village » where families can ask all their questions related to the death or the introduction of videoconferencing tools in funeral rooms to be present despite the distance or the impossibility of traveling for example. \n

Innovations can also concern other aspects:

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THE 3D printed ballot boxes made of plastic or biodegradable material are more and more widespread because they can be printed in various shapes (heart, balloon, bird, etc.) and therefore represent something for the deceased
THE crowdfunding of the funeral through an online fundraiser to allow the relatives of a deceased person to finance their funeral
Assistance with administrative procedures (cancellation of subscriptions, closing of bank accounts, etc.)
Buying a grave online
Remote grave maintenance services (cleaning package, grave flowering, etc.)

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Funeral cooperatives, an ethical way to approach your funeral

\nAlthough innovative and personalized, these different services represent a significant cost. \n\nAt a time when the funeral directors are in the crosshairs of consumer defense associations for their pricing opacity in particular, the real innovation perhaps also lies in the way of considering funeral directors. \n\nFuneral cooperatives are a perfect example. This counter-current model is based on respecting the wishes of the deceased and listening to everyone. These cooperatives, democratic, ethical and united, are owned by employees, associations, social and solidarity enterprises or even individuals using their services. \n\nIn addition, this selfless management makes it possible to reduce the prices offered to customers. In fact, the rates offered are only used to cover costs and develop the cooperative but in no way to make a profit. The heart of these news funeral directors, it’s listening and support. \n\nRespect for people is a fundamental principle for funeral cooperatives. There Coopérative Funéraire, the funeral agency in Nantes Carquefou, confirms it “ Funeral advisors are not salespeople but companions whose mission is to help families make informed funeral choices that reflect the image of the deceased. ". \n\nStill underdeveloped in France, these cooperatives could nevertheless be a responsible alternative to consider for personalized and ethical funerals. \n\nThe disruption is undoubtedly not in the product, but in the “tailor-made” service. Our death is worth it, right?\n