What Precoa does

Precoa is a privately held B2B marketing and sales enablement company that serves U.S. funeral homes with an end-to-end preneed (pre-need funeral planning) solution. Founded in 2003 and headquartered in Tigard, Oregon (Portland metro), the company offers ProActive Preneed®, a managed service that combines data-driven lead generation, a dedicated appointment-setting call center, advance planner recruiting and training, and on-the-ground field management. Precoa monetizes through managed service fees paid by funeral home partners plus transaction-based commissions from three core insurance carriers (National Guardian Life Insurance Company, Physicians Mutual, and Funeral Directors Life) on preneed policies distributed through its network.

The underlying technology stack is proprietary and purpose-built for the funeral services vertical. Core components include the Funeral Planning Center (FPC), a centralized call operation staffed by approximately 100 professionals that scheduled 80,000 appointments in a single recent year; a web-based Funeral Home Portal for partner reporting and lead management; native iOS and Android mobile applications; a Remote Preneed solution introduced in 2020 enabling phone/video consultations and voice-authorized remote signing; and an online Rate Calculator for insurance pricing. The company's marketing programs leverage 20+ years of accumulated preneed data and millions of data points to drive direct mail (2% average return rate) and digital campaigns, supported by community education, veterans, and aftercare programs.

Precoa sells exclusively through enterprise field sales: field managers conduct free market share analyses, develop customized proactive marketing plans, and sign partnership agreements with funeral homes ranging from single-location firms to multi-location enterprises (e.g., Lucas Funeral Homes with 14 locations, Walker Funeral & Crematory with 6 locations, and Walton's Funerals & Cremations with 11 service points). The company is founder/family-controlled — co-founded by Mark Hornibrook and Bret Davis, with Michael Hornibrook as President — and operates without disclosed institutional investors or external funding. Headcount grew from 248 (2014) to 283 (2019) to 420 (2024), reflecting steady organic scaling of a business that customers describe as delivering 2x-5x preneed volume growth.

Name

Precoa

Legal name

Precoa, LLC

Website

https://precoa.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Preneed Marketing Services: Precoa provides comprehensive preneed marketing services to funeral homes, handling lead generation, appointment setting, and sales support. The company works with insurance carriers including NGLIC, Physicians Mutual, and Funeral Directors Life to facilitate preneed insurance product sales.
2. Insurance Carrier Partnerships: Precoa partners with insurance carriers to distribute preneed insurance products through their funeral home network, earning commissions or fees for leads and sales generated.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Precoa provides a complete preneed (pre-arranged funeral) marketing and sales enablement service to U.S. funeral homes through its flagship ProActive Preneed® program. The company generates leads (via direct mail, digital, and community/education marketing), runs the Funeral Planning Center call center to set qualified appointments, recruits and coaches advance funeral planners, provides on-site field management, and bundles in proprietary CRM, web portal, and mobile technology — including a Remote Preneed solution — to help partner funeral homes double their preneed volume.

Product overview

Precoa offers Proactive Preneed®, a single unified B2B platform for funeral home preneed marketing and sales enablement. The core platform encompasses four integrated service modules: Lead Generation (direct mail, digital marketing, community education), the Funeral Planning Center & CRM (~100 dedicated appointment-setting professionals setting 80K+ appointments/year), Recruiting & Management (planner recruitment, coaching, training), and Field Management (on-the-ground sales support). Remote Preneed extends the platform with phone/video appointment and remote signing capabilities. Supporting technology includes the Funeral Home Portal, Precoa Mobile (iOS/Android/Web apps), and a Rate Calculator. The product portfolio also includes Precoa Escapes, an annual incentive travel rewards program for top-performing funeral planners. Precoa operates exclusively in the funeral services sector, working as a service provider for funeral homes across the United States.

Differentiator

Problem solved

Functional benefit

Brands

• ProActive Preneed®: The company's primary preneed solution offering lead generation, appointment setting, recruiting, and management services for funeral homes
• Funeral Planning Center (FPC)

Products and services

• ProActive Preneed® End-to-end managed preneed solution for U.S. funeral home partners covering lead generation, appointment setting, sales support, recruiting, and field management with the promise of doubling preneed volume.
• Lead Generation (Direct Mail, Digital, Community Education) Data-driven preneed lead generation for funeral home partners using direct mail (2% avg return), digital marketing, community education events, and veteran-focused programs.
• Funeral Planning Center (FPC) & CRM Dedicated call center staffed by ~100 appointment-setting professionals that contacts families, nurtures preneed leads, and books qualified appointments for partner funeral home advance planners.
• Recruiting & Management of Advance Funeral Planners Recruitment and ongoing coaching service for advance funeral planners, providing sales training and management support to develop high-performing preneed producers at partner funeral homes.
• Field Management & Training On-site field managers providing personalized coaching, training, and ongoing sales support to advance funeral planners at partner funeral homes.
• Remote Preneed Solution Integrated remote preneed sales solution enabling phone consultation appointments, digital sales kits, and voice-authorized remote signing so advance planners can complete preneed sales without in-person meetings.
• Free Market Share Analysis Complimentary market analysis using millions of data points to identify preneed growth opportunities and produce an actionable marketing plan, used as the entry point to a ProActive Preneed® engagement.
• Funeral Home Web Portal Web-based partner portal that gives funeral homes access to policy search, reports, supply ordering, and links to Precoa Mobile apps for advance planners and managers.
• Precoa Mobile (iOS) iOS application enabling funeral home partners and advance planners to access policy information, reports, and rate calculators on the go.
• Precoa Mobile (Android / Web) Android and web-based mobile application providing partner funeral home users with policy search, reports, and rate calculator access.
• Rate Calculator Web-based calculator for generating preneed insurance rate quotes, accessible via the Precoa mobile/web platform for partner use.
• Precoa Escapes (Incentive Travel Program) Annual all-expenses-paid luxury incentive travel program (registered trademark) that recognizes and retains Precoa's top-performing advance funeral planners with trips such as Tulum, Europe, Panama, and Thailand.

Quantifiable outcome

• Funeral homes consistently achieve 2x-5x preneed volume growth
• +5 more outcomes

Named customers20 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• NGLIC (National Guardian Life Insurance Company)coreStrategic or Co-development PartnerNGLIC is one of Precoa's key insurance carrier partners, providing industry-leading insurance products for preneed. Known for exceptional standards of quality customer service, financial stability, continuous innovation, and long-term commitment to preneed.
• Physicians MutualcoreStrategic or Co-development PartnerMajor insurance carrier partner providing preneed insurance products through Precoa's funeral home network. Recognized for customer service and product innovation.
• Funeral Directors LifecoreStrategic or Co-development PartnerSpecialized funeral service insurance carrier partnering with Precoa to distribute preneed products through the funeral home channel.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Foundation Partners Group: One of the largest privately held funeral home operators in the U.S., offering preneed planning services through its own network of locations. Direct peer to Precoa because it competes for the same funeral-home channel and operates a preneed program of comparable scope.
• Homesteaders Life Company: Mutual life insurance company focused on preneed and final expense products distributed through funeral homes. Highly comparable to Precoa because it sells competing preneed insurance products into the same funeral-home channel, though via its own in-house distribution model.
• Forethought Financial Group: Preneed and final expense insurance provider owned by Globe Life, distributing products through funeral homes and direct-to-consumer channels. Comparable to Precoa as a competing preneed insurance distributor with overlapping funeral-home relationships.
• Lincoln Heritage Life Insurance: Final expense and preneed-focused life insurer that sells through funeral homes and direct-to-consumer channels. Closely comparable to Precoa's insurance carrier partners and competes for the same funeral-home distribution relationships.
• Americo Life Insurance: Life insurance carrier with a meaningful final expense and preneed product line distributed through independent agents and funeral homes. Comparable as a competing carrier in the same preneed distribution ecosystem.

Broad incumbents

• Service Corporation International: Largest funeral services conglomerate in North America (Dignity Memorial brand) with a substantial in-house preneed marketing operation. Broader incumbent whose preneed capability competes with Precoa for independent-funeral-home mindshare and could expand into the segment Precoa serves.
• StoneMor Partners: Public funeral home and cemetery operator with a national footprint and integrated preneed program. A broad incumbent whose scale and integrated offering represent an alternative to the outsourced-preneed model Precoa sells to independent homes.
• Carriage Services: Public funeral and cemetery services provider with proprietary preneed marketing programs across its partner locations. Comparable as a broader incumbent that competes for the same preneed marketing wallet share.

Emerging players

• Settlers Life Insurance: Specialty life insurer with preneed and final expense products, smaller scale than Homesteaders or Forethought. Comparable as an emerging carrier competitor in the funeral-home-led preneed channel.

Regional players

• Prospect Hill Cemetery & Funeral Home (independent marketing collectives): Independent funeral homes/groups with internal preneed programs. Represent the alternative 'in-house' approach that competes against outsourced partners like Precoa on a regional basis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/Precoa
• YouTubeyoutube.com/user/PrecoaVideos
• Facebookfacebook.com/precoa
• LinkedInlinkedin.com/company/precoa
• Instagraminstagram.com/precoa

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Precoa