Legacy.com
Legacy.com operates the largest online obituary database in the United States, serving families publishing obituaries, 10,000+ funeral home partners, and 3,200+ newspaper partners through its publishing platform, memorial pages, and B2B partnership programs.
- Company typePrivate
- Founded1999
- HeadquartersEvanston, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Legacy.com does
Legacy.com, Inc. is a privately held, Illinois-incorporated company founded in 1998/1999 and headquartered in Chicago that operates the largest online obituary database in the United States. The platform aggregates obituary content from more than 3,200 newspaper partners and 10,000+ funeral home partners, covering 30,000+ U.S. locations and reaching 55+ million monthly unique visitors, making it a Top 50 U.S. website and the #1 referral source of leads for U.S. funeral homes. The company's core product is a cloud-based publishing and search platform that lets families create, publish, and search obituary notices, host interactive memorial pages with guest books, and order sympathy products; complementary offerings include the Sympathy Store (flowers, memorial trees, greeting cards), estate planning via a LegalZoom partnership, and advertising placements across the network. A dedicated B2B layer, Legacy Pro, provides funeral homes with enhanced visibility, premium obituary placement, backlinks, and lead generation, while Legacy Call Volume Intelligence adds a monthly competitive benchmarking data product for funeral home operators. Newspaper partners are served through Legacy Managed Services and Legacy Hosted Obits, which provide classifieds and obituary hosting infrastructure.
Revenue is generated through a mix of channels: fixed-price online obituary publishing at $149 per notice with unlimited text and photos, variable newspaper placement fees routed through partner publications, recurring Legacy Pro subscriptions from funeral homes, marketplace commissions on sympathy products (with revenue share back to funeral homes on florist orders), contextual advertising against a 55M+ monthly visitor base, and analytics subscriptions. Distribution combines direct-to-consumer self-serve publishing on legacy.com, a funeral home channel-partner program (Legacy Pro) representing the majority of U.S. funeral homes, and a newspaper partner network that re-publishes print obituaries online at no incremental cost. Recent product investment has centered on ObitWriter, a 2025-launched AI-powered generative obituary drafting assistant available both as a direct consumer tool and as an embeddable widget for funeral home websites. The company operates from a single Chicago headquarters, employs 101–250 people, and has executed a series of acquisitions (iAnnounce 2013, Tributes.com 2015, Obitdata 2017, iPublish Media Solutions 2020, AdPay 2021) to consolidate the obituary publishing category and broaden its advertising and managed services capabilities.
Legacy.com firmographics
Firmographics- Name
- Legacy.com
- Legal name
- Legacy.com, Inc.
- Website
- https://legacy.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Legacy.com operates the largest online obituary database in the United States, serving families publishing obituaries, 10,000+ funeral home partners, and 3,200+ newspaper partners through its publishing platform, memorial pages, and B2B partnership programs.
- Ownership category
- akta.pro rank
Legacy.com industry classification
Industry- Product category
- Online Obituary and Memorial Services
- NAICS
- Funeral Homes and Funeral Services (81221), Death Care Services (8122), Libraries and Archives (51921)
- SIC
- Miscellaneous Publishing (2741)
- akta.pro primary industry
- Bereavement & Grief Support Services (Family Aftercare) (HSABAFAI)
- akta.pro secondary industry
- Bereavement & Grief Support Services (Hospice-Affiliated/Independent) (HLADAHAL)
Keywords
Where Legacy.com is headquartered
LocationHeadquarters
- HQ city
- Evanston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Legacy.com business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Obituary Publishing: Fixed-price online obituary publishing at $149 for unlimited text and photos with interactive memorial page and guest book. Additional revenue from newspaper print placements through 3,200 newspaper partners.
- Legacy Pro Subscriptions: Subscription/membership program for funeral homes providing enhanced visibility, lead generation, premium obituary placement, and local florist partnership revenue sharing
- Sympathy Products: Commissions from flower deliveries, memorial trees, and sympathy cards ordered through the platform
- Advertising: Advertising opportunities on the platform reaching 55+ million monthly visitors
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Online Obituary Publishing |
| Unit Pricing | Pay-as-you-go | Newspaper Obituaries |
| Unit Pricing | Pay-as-you-go | Photo Pricing in Newspapers |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Legacy.com product offering
Product offeringCore offering
Legacy.com operates a cloud-based online obituary publishing, search, and memorial platform that aggregates obituary content from 3,200+ newspapers and 10,000+ funeral homes across 30,000+ U.S. locations. It offers fixed-price consumer obituary publishing ($149) with memorial pages and guest books, the AI-powered ObitWriter writing assistant, and the Legacy Pro B2B subscription platform for funeral home lead generation and branding.
Product overview
Legacy.com operates a unified platform for obituary search, publishing, and memorial services. The core offering centers on the Legacy.com platform for finding and publishing obituaries, supported by ObitWriter AI for assisted obituary writing, and Memorial Pages with Guest Books for community engagement. The company extends its platform through business-oriented products including Legacy Pro for funeral home partnerships, Legacy Call Volume Intelligence for competitive market analysis, and Legacy Managed Services/Hosted Obits for newspaper partners. Additional offerings include the Sympathy Store (flowers, trees, cards), estate planning partnerships with LegalZoom, and advertising solutions. LegacyConnect provides social networking features built on Ning platform. The product portfolio serves both consumer end-of-life planning needs and B2B relationships with funeral homes, newspapers, and advertisers.
Differentiator
Problem solved
Functional benefit
Brands
- Legacy Pro: A business partnership program for funeral homes to expand their online visibility, generate leads, and access the Legacy platform's 55 million monthly visitors.
- ObitWriter
- Memoriams
- Legacy Connect
- Legacy Call Volume Intelligence
Products and services
- ObitWriter AI-powered obituary writing assistant that helps families generate personalized obituary drafts from biographical prompts; available on Legacy.com and as an embeddable widget for funeral home partner websites.
- Online Obituary Publishing Fixed-price ($149) online obituary publishing on Legacy.com with unlimited text, unlimited photos, an interactive Memorial Page, and a Guest Book for sharing condolences. Targeted at families of the deceased.
- Newspaper Obituary Publishing Print obituary placement through Legacy's 3,200+ newspaper partner network with bundled online hosting on Legacy.com. Local newspapers start around $100; national publications charge thousands, with fees varying by publication, line count, and image placement.
- Sympathy Store Online marketplace for sympathy flowers, memorial trees, and greeting cards delivered to funeral homes, residences, or cemeteries. Connects families with local florists and generates commission revenue, with revenue share for partner funeral homes.
- Legacy Pro Subscription-based business partnership program for funeral homes offering enhanced visibility on a Top 50 website, lead generation, Supercharged Obituaries with branding and links, and local florist partnership revenue sharing.
- Legacy Call Volume Intelligence Monthly competitive-intelligence reporting service for funeral homes that tracks and compares call volume data, provides competitor benchmarking, market share analysis, and historical reports for M&A insights.
- Legacy Managed Services Operational services for newspaper partners to enhance classifieds, obituaries, and public notices with 24/7 support, streamlined operations, automated affidavit processing, and new revenue opportunities.
- Legacy Hosted Obits Hosted obituary solution for newspaper partners that brings additional readers, revenue, and relevance to obituary pages, including Supercharged Obituaries for enhanced presentation and SEO.
- Estate Planning Services Estate planning services offered through a LegalZoom partnership, providing Legacy.com community members with 20% savings on wills, trusts, and related planning tools.
- Advertising on Legacy Contextual advertising platform that connects brands with Legacy.com's 30+ million monthly visitors through placements on obituary and funeral home pages.
Quantifiable outcome
- 55+ million monthly unique visitors
- +3 more outcomes
Companies that use Legacy.com
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles4 records
Legacy.com technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature4 records
Legacy.com partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- LegalZoomcoreLegacy.com has partnered with LegalZoom to help families with estate planning needs. The partnership offers estate planning services with a 20% discount for Legacy.com community members. This addresses the need for comprehensive end-of-life planning beyond obituary publishing.
- Newspaper PartnerscoreLegacy.com partners with 2,800+ newspapers across the country for obituary publication. All print options include placement on Legacy.com at no extra charge. Newspapers use Legacy's platform for hosting obituaries and managing classifieds.
- Funeral Home PartnerscoreMore than 10,000 funeral homes partner with Legacy.com through the Legacy Pro program. Partners gain visibility on a Top 50 website, receive 20+ backlinks, generate pre-need and at-need leads, and benefit from the largest referral traffic in the country for obituary searches.
- Local Florist PartnersminorLegacy.com connects families with local florists through the Sympathy Store. Every flower order placed through an obituary linked to a partner funeral home earns revenue share for the funeral home, while keeping dollars in the local community.
- Alzheimer's AssociationminorLegacy.com partners with the Alzheimer's Association for charitable initiatives, including honoring lives affected by Alzheimer's disease and Breast Cancer Awareness Month campaigns.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Legacy.com competitors and assessment
Company assessmentDirect peers
- FuneralOne: Funeral home marketing and technology provider offering websites, obituary hosting, and lead-generation tools to funeral directors. Directly comparable to Legacy Pro and Legacy Hosted Obits, competing for the same funeral home partner relationships and budget.
- Cake: End-of-life planning platform offering obituary writing, funeral planning, and estate planning tools. Directly comparable to Legacy's publishing and end-of-life planning focus (including the LegalZoom estate-planning angle), serving the same grieving-family consumer segment with similar AI-assisted content creation.
- Tributes.com: Online obituary and memorial site (acquired by Legacy.com in 2015) historically positioned as a direct competitor; now operated under Legacy's portfolio. Useful as a historical/family-of-brands comparable rather than an active independent competitor.
- Everloved: Online obituary and memorial platform competing directly with Legacy.com on consumer obituary creation, publishing, and memorial pages. Operates a similar DTC model with funeral home partnerships, making it the closest pure-play peer in the obituary-publishing category.
- Empathy: End-of-life technology platform helping families navigate the practical and emotional tasks after a loss, including funeral planning, probate, and estate settlement. Comparable to Legacy's expanded planning offerings and competes for the same bereaved-family wallet share.
Broad incumbents
- Foundation Partners Group: Large privately-held funeral home and cemetery operator with hundreds of locations. Comparable because as a major funeral home customer/partner of Legacy Pro, it represents the consolidating buyer side of Legacy's B2B channel and a structural force shaping partner economics.
- Carriage Services: Public death-care provider operating funeral homes and cemeteries. Comparable as a large consolidated funeral home partner that negotiates obituary-hosting and lead-generation terms with Legacy Pro and competes for the same family engagement moments.
- Service Corporation International (SCI) / Dignity Memorial: Largest North American funeral services and cemetery operator (publicly traded). Comparable as a major funeral home counterparty that influences obituary/pricing economics and as the dominant end-to-end death-care incumbent Legacy interfaces with through Legacy Pro partnerships.
- StoneMor Partners: Cemetery operator and funeral home owner with significant U.S. footprint. Comparable as a scaled death-care incumbent that shapes obituary placement dynamics and represents both a partner and a competitive channel for family-facing memorial services.
Emerging players
- After.io: Modern funeral planning and arrangement platform offering transparent pricing and DTC funeral booking. Comparable in that it captures families at the point of loss and competes for the same pre-need/at-need lead flow that Legacy funnels to funeral home partners.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Legacy.com social profiles
Digital presenceLegacy.com financial estimates
Financial estimateRevenue estimate
Valuation estimate
Legacy.com leadership team
Management profileNumber of profiles
Profiles5 records
Legacy.com funding detail
Funding detailFunding overview
Funding rounds2 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Legacy.com M&A and investment
M&A and investmentM&A5 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Legacy.com
What does Legacy.com do?
Legacy.com operates a cloud-based online obituary publishing, search, and memorial platform that aggregates obituary content from 3,200+ newspapers and 10,000+ funeral homes across 30,000+ U.S. locations. It offers fixed-price consumer obituary publishing ($149) with memorial pages and guest books, the AI-powered ObitWriter writing assistant, and the Legacy Pro B2B subscription platform for funeral home lead generation and branding.
Is Legacy.com a public or private company?
Legacy.com is a private company. It is classified as venture growth investor backed and is currently operating.
When was Legacy.com founded?
Legacy.com was founded in 1999. It employs 101 to 250 people.
Where is Legacy.com based?
Legacy.com is headquartered in Evanston, United States, in the North America region.
How does Legacy.com make money?
Four revenue lines are on record. Obituary Publishing is the primary driver. The others are legacy Pro Subscriptions, sympathy Products and advertising.
Who are Legacy.com's main competitors?
Direct peers on record are FuneralOne, Cake, Tributes.com, Everloved and Empathy. Broad incumbents are Foundation Partners Group, Carriage Services, Service Corporation International (SCI) / Dignity Memorial and StoneMor Partners. After.io is listed as an emerging player.
Does Legacy.com have an API?
No public API is recorded for Legacy.com.
What industry is Legacy.com in?
Legacy.com's product category is Online Obituary and Memorial Services. Its primary akta.pro industry code is HSABAFAI, Bereavement & Grief Support Services (Family Aftercare), with a secondary code of HLADAHAL, Bereavement & Grief Support Services (Hospice-Affiliated/Independent). Its NAICS code is 81221 and its SIC code is 2741.