03/10/2026

The New Funeral Consumer: Bridging 4 Critical Disconnects Between Families and Funeral Homes

By: Kelly Gilgenbach, Vice President of Inside Sales, Passare

This discussion focuses on how today’s funeral consumers are changing and the four critical disconnects that exist between families and funeral homes. Drawing from insights in the 2022 New Funeral Consumer Report, this session examines how families think about funerals, technology, planning, value, and engagement and where funeral professionals often misunderstand those expectations.

This course will provide research-backed insight into evolving consumer attitudes, highlight common assumptions that no longer align with family behavior, and offer practical examples of how funeral homes can better connect with families through communication, planning, and digital presence. Attendees will gain a clearer understanding of how to bridge these disconnects while maintaining trust, relevance, and meaningful service.

Before joining Passare, Kelly Gilgenbach worked closely with funeral professionals across the country in roles focused on sales leadership, consumer engagement, and operational strategy. As Vice President of Inside Sales at Passare, he partners with funeral homes to help them better serve families through modern planning tools, digital engagement, and consumer-first thinking. Kelly is a frequent industry speaker known for challenging outdated assumptions, translating consumer research into practical application, and helping funeral professionals adapt to changing expectations without losing the heart of funeral service.