Legacy.com

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.

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

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

• Online obituary publishing
• Memorial services platform
• Obituary search database
• Funeral home partnerships
• Grief support resources

Headquarters

HQ city

Evanston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

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

1. 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.
2. Legacy Pro Subscriptions: Subscription/membership program for funeral homes providing enhanced visibility, lead generation, premium obituary placement, and local florist partnership revenue sharing
3. Sympathy Products: Commissions from flower deliveries, memorial trees, and sympathy cards ordered through the platform
4. Advertising: Advertising opportunities on the platform reaching 55+ million monthly visitors

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• LegalZoomcoreStrategic or Co-development PartnerLegacy.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 PartnerscoreChannel Partner/ Reseller/ DistributorLegacy.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 PartnerscoreChannel Partner/ Reseller/ DistributorMore 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 PartnersminorChannel Partner/ Reseller/ DistributorLegacy.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 AssociationminorGTM or Marketing PartnerLegacy.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

Direct 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

• YouTubeyoutube.com/legacycom
• Facebookfacebook.com/Legacycom
• Instagraminstagram.com/legacyobits
• Xx.com/LegacyObits
• LinkedInlinkedin.com/company/legacy-com

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Legacy.com