AdPerfect
AdPerfect is a SaaS platform that provides freemium self-serve obituary, classified advertising, and memorial e-commerce tools to local media companies across North America, integrating directly with parent Tribute Technology's funeral home software used by 70% of US and Canadian funeral homes.
- Company typePrivate
- Founded2004
- HeadquartersNew Westminster, Canada
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What AdPerfect does
AdPerfect, founded in 2004 and headquartered in New Westminster, Canada, is a SaaS platform that supplies self-serve obituary, classified advertising, and memorial e-commerce capabilities to local media companies and newspapers across North America. Its core product, the AdPerfect Obituaries engine, is offered at no platform cost to publishers and connects via API to parent company Tribute Technology's funeral home management software — software used by approximately 70% of funeral homes in the US and Canada — enabling funeral homes and private parties to submit obituaries directly to newspaper websites without manual intervention. Complementary products include AdPerfect Classifieds (self-serve marketplace across real estate, automotive, employment, and celebrations verticals), AdPerfect E-Commerce and Tribute Store (memorial products such as flowers, trees via Forestry Association partnerships, and keepsakes), Display Ads, and Reverse Publishing (generation of print pieces from online obituary content).
The company's revenue model is a hybrid: the obituary engine itself is freemium for media publishers, with monetization occurring through transaction fees and commissions on memorial e-commerce, classifieds upsells (enhanced listings, sponsorships, social distribution upgrades), and a limited share of advertising revenue — publishers retain 100% of display advertising. Distribution combines direct enterprise sales with a dedicated success-management motion, the Local Media Consortium partnership (75 media companies, 1,700+ sites), and a unique B2B2B referral channel via Tribute Technology's funeral home network.
AdPerfect is a wholly-owned subsidiary of Tribute Technology following its 2019/2020 acquisition and operates with 11–50 employees. Named enterprise customers include Postmedia, CNHI, The Seattle Times, Los Angeles Times, Pittsburgh Post-Gazette, Las Vegas Review-Journal, Bangor Daily News, Metroland Media, Glacier Media Group, and Blue Ridge Publishing. Documented outcomes across deployments include cost reductions from six figures to $0 for obituary platforms (Postmedia), 92% e-commerce revenue growth, 178% funeral home obituary revenue growth (CNHI), and $10.3M incremental revenue across five large metro markets in a six-month period.
AdPerfect firmographics
Firmographics- Name
- AdPerfect
- Legal name
- AdPerfect Dynamic Advertising Solutions Ltd.
- Website
- https://adperfect.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AdPerfect is a SaaS platform that provides freemium self-serve obituary, classified advertising, and memorial e-commerce tools to local media companies across North America, integrating directly with parent Tribute Technology's funeral home software used by 70% of US and Canadian funeral homes.
- Ownership category
- akta.pro rank
Where AdPerfect is headquartered
LocationHeadquarters
- HQ city
- New Westminster
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
AdPerfect business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Freemium Obituary Platform: The core obituary engine is provided free of charge to local media companies. Revenue is generated through e-commerce integration, upsells, and data/network effects rather than direct platform fees.
- E-Commerce Transaction Revenue: Commission and transaction fees from integrated e-commerce including online flower ordering (connected to local florists via funeral homes), memorial tree planting (via forestry associations), and memorial product sales (wind-chimes, lanterns, plaques, blankets).
- Classified Advertising Revenue: Revenue from classified ads including enhanced listings, premium sponsorships, social media distribution upgrades, sponsored and featured ad placements, and marketplace upsells.
- Display Advertising: Full control over display advertising placements retained by media partners. AdPerfect does not retain any display ad spots, allowing publishers to keep 100% of display advertising revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free Obituary Engine - $0 Cost to Media Publishers |
| Transaction based/ take rate | Pay-as-you-go | E-Commerce Upsells - Transaction-Based Revenue |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
AdPerfect product offering
Product offeringCore offering
AdPerfect provides a freemium SaaS platform for local media companies consisting of three core products: a self-serve obituary engine directly integrated with funeral home software covering 70% of the US/Canadian funeral market, a self-serve classified advertising platform with marketplace functionality, and an e-commerce engine for memorial products (flowers, trees, keepsakes). The platform is offered at no cost to media publishers, with revenue generated through embedded e-commerce transaction fees and classified advertising upsells.
Product overview
AdPerfect is a SaaS platform providing local media companies with mobile-friendly self-service advertising solutions. The portfolio consists of three core products: AdPerfect Obituaries (a self-serve engine connecting to funeral home software serving 70% of the U.S. and Canadian funeral market), AdPerfect Classifieds (a self-serve classified advertising platform with integrated marketplace supporting real estate, automotive, employment and celebrations verticals), and AdPerfect E-Commerce (memorial product sales including flowers and trees via the Tribute Store). Additional capabilities include Reverse Publishing for generating print pieces from obituary content, and Display Ads for creating and upselling display advertising. The platform was established in 2004 and acquired by Tribute Technology in 2019.
Differentiator
Problem solved
Functional benefit
Products and services
- AdPerfect Obituaries Self-serve obituary platform enabling funeral homes and consumers to publish obituaries directly on newspaper websites; connects to Tribute Technology's funeral home software used by 70% of the US/Canadian funeral market, eliminating the need for separate admin portals.
- AdPerfect Classifieds Complete classifieds solution with self-serve order entry platform, integrated online marketplace, and print-to-online feature for real estate, automotive, employment, and celebrations verticals; supports enhanced listings, premium sponsorships, and social media distribution upgrades.
- AdPerfect E-Commerce (Tribute Store) E-commerce engine for memorial products including online flower sales, memorial tree planting in partnership with US and Canadian Forestry Associations, and merchandise such as wind-chimes, lanterns, plaques, and blankets.
Quantifiable outcome
- Obituary platform costs reduced from six-figures to $0
- +6 more outcomes
Companies that use AdPerfect
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
AdPerfect technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature6 records
AdPerfect partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered supporting, flagship and core.
- Local Media Association (LMA)supportingActive member and participant in LMA events. Matthew Ipsan from AdPerfect moderated roundtable discussions at the Digital Summit 2020 on customer journey enhancement. Executive Director Nancy Lane invited AdPerfect to introduce keynote address on new business models for local journalism.
- Tribute TechnologyflagshipAcquired by Tribute Technology in 2019/2020. Tribute Technology is the leading provider of funeral management and website services, providing software to 70% of funeral home businesses in the US and Canada. This acquisition enables AdPerfect's unique B2B2B model connecting funeral homes directly to media companies through API integration.
- Local Media Consortium (LMC)coreAdPerfect was accepted as a preferred partner by LMC, making its technology available to 75 local media companies and more than 1,700 sites in top US markets across 90 local media companies. Products offered include Online Obituaries, Classifieds and Celebrations platforms, and Retail Ads.
- Legacy.comcoreStrategic partnership integrating AdPerfect's technology platform with Legacy.com's Tributes platform. This enables funeral homes to leverage online memorial content to purchase corresponding print placements in one or more newspapers with a single click. The integrated platform supports over 6,000 newspapers in North America.
- U.S. and Canadian Forestry AssociationssupportingPartnership enabling memorial tree planting as an e-commerce option within the Tribute Store. Trees are planted in partnership with forestry associations, providing an environmentally-friendly memorial option that generates revenue for media partners.
- Arbor Day FoundationsupportingPartnered with Arbor Day Foundation (via Nancy Davis) during LMA Digital Summit panel to discuss revenue results from data-driven customer journey enhancement.
- PostmediacorePostmedia implemented AdPerfect's Self-Serve Obituary Engine across their network. Results include reduced obituary platform costs from six-figures to $0 and 92% increase in e-commerce revenue.
- CNHI (Community Newspaper Holdings)coreCNHI (110 newspapers in 22 states) implemented AdPerfect Obituaries in June 2016, achieving 178% increase in funeral home obituary revenue and 117% increase in private party obituary revenue.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
AdPerfect competitors and assessment
Company assessmentDirect peers
- FuneralOne: FuneralOne provides funeral home websites, marketing, and technology solutions including obituary tools. They compete in the same funeral home technology space as Tribute Technology and AdPerfect, serving the same funeral home customer base.
- TownNews: TownNews provides content management systems and digital publishing tools for local newspapers and media companies. They offer obituary and classified solutions directly competitive with AdPerfect's platform in the local media technology space.
- Placewise: Placewise provides digital advertising and marketing solutions for shopping centers and local media, including self-serve advertising platforms. They overlap with AdPerfect's self-serve advertising technology for local publishers and media companies.
- Legacy.com: Legacy.com is the largest online obituary and memorial network in North America, partnering with thousands of newspapers. AdPerfect has a strategic integration partnership with Legacy.com's Tributes platform, indicating direct overlap in the obituary publishing and memorial space.
- Tribute Technology: Tribute Technology is AdPerfect's parent company and the leading funeral home software provider in the US and Canada (70% market share). They offer funeral management, website services, and memorial products that directly overlap with and enable AdPerfect's platform.
Emerging players
- Echovita: Echovita is an online obituary platform that aggregates death notices and obituaries across North America. While it focuses on consumer-facing obituary aggregation rather than media-company tools, it overlaps with the obituary publishing market that AdPerfect serves.
- CelebratingLife.com: CelebratingLife.com is a memorial and tribute platform for funeral homes and families. While smaller and more consumer-focused, it competes in the online memorial and obituary publishing space where AdPerfect operates.
- Cirrato Technologies: Cirrato Technologies provides print management and cloud printing solutions for enterprises including newspaper and publishing workflows. They overlap with AdPerfect in serving print and digital publishing operations at media companies.
- Affinity Legacy: Affinity Legacy provides funeral home websites, obituary management, and memorial commerce platforms for the death care industry. They compete in the funeral home technology stack alongside Tribute Technology and serve some of the same funeral home customers that feed into AdPerfect's media partners.
Broad incumbents
- Vendasta: Vendasta is a broader SaaS platform providing digital marketing, advertising, and commerce tools to local businesses and media companies. While they offer a wider portfolio, they overlap with AdPerfect in providing self-serve advertising and marketplace solutions to local media.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
AdPerfect social profiles
Digital presenceAdPerfect financial estimates
Financial estimateRevenue estimate
Valuation estimate
AdPerfect leadership team
Management profileNumber of profiles
Profiles5 records
AdPerfect funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AdPerfect M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AdPerfect
What does AdPerfect do?
AdPerfect provides a freemium SaaS platform for local media companies consisting of three core products: a self-serve obituary engine directly integrated with funeral home software covering 70% of the US/Canadian funeral market, a self-serve classified advertising platform with marketplace functionality, and an e-commerce engine for memorial products (flowers, trees, keepsakes). The platform is offered at no cost to media publishers, with revenue generated through embedded e-commerce transaction fees and classified advertising upsells.
Is AdPerfect a public or private company?
AdPerfect is a private company. It is classified as corporate owned and is currently operating.
When was AdPerfect founded?
AdPerfect was founded in 2004. It employs 11 to 50 people.
Where is AdPerfect based?
AdPerfect is headquartered in New Westminster, Canada, in the North America region.
How does AdPerfect make money?
Four revenue lines are on record. Freemium Obituary Platform is the primary driver. The others are E-Commerce Transaction Revenue, classified Advertising Revenue and display Advertising.
Who are AdPerfect's main competitors?
Direct peers on record are FuneralOne, TownNews, Placewise, Legacy.com and Tribute Technology. Emerging players are Echovita, CelebratingLife.com, Cirrato Technologies and Affinity Legacy. Vendasta is listed as a broad incumbent.
Does AdPerfect have an API?
No public API is recorded for AdPerfect.