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Ever Loved’s funeral marketplace undercuts undertakers

Fifty percent of families are scared they can’t cover the cost of a funeral. They end up overpaying because no one wants to comparison shop amidst a tragedy. That’s why ex-Googler Alison Johnston’s startup Ever Loved built a free funeral crowdfunding tool. Now it’s addressing one of the most expensive parts of saying goodbye: burial. Today Ever Loved launches its online marketplace for caskets, urns, headstones and memorial jewelry.

By sidestepping the overhead of a physical funeral home, Ever Loved can offer better prices while still earning a 10% margin. Its caskets cost 50% less than the average sold at a mortuary, according to the National Funeral Directors Association.

When I called a local San Francisco funeral home, the high markups came into focus. They quoted me $2,795 for a casket sold for $1,200 on Ever Loved.

“Most people don’t think to — or don’t want to — plan funerals in advance, which means that when someone passes away, the family is often scrambling,” Johnston tells me. “When this rush to make decisions is paired with extreme grief, many people don’t do anywhere close to the same amount of research as …read more

Thank you Source: Social – TEch crunch

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