FrontRunner Professional

What FrontRunner Professional does

FrontRunner Professional is a North American vertical SaaS provider serving independent funeral homes with an integrated, all-in-one technology platform. Founded around 2000 by a licensed funeral director and operating with 11-50 employees across offices in Waunakee, Wisconsin and Kingston, Ontario, the company packages three interlocking offerings: the Pulse Business System (a funeral-home management suite covering advanced reporting, streamlined accounting, online memorials, and document management), an advanced website platform for funeral homes that generates online leads and supports built-in revenue generators, and a digital marketing services arm covering SEO and social media marketing for funeral-firm clients.

The underlying technology is a single, integrated SaaS platform intentionally designed to replace the patchwork of point solutions that funeral homes typically stitch together, eliminating duplicate data entry and program switching. Notable components include online memorial creation with RSVP, a notification system for family communication, and the recently launched EasyID virtual identification capability. Pricing is quote-based and bundled under a single integrated monthly fee rather than a per-module breakdown, and the company positions itself as a single-vendor alternative to multi-provider funeral-tech stacks.

The go-to-market is sales-led and direct, combining phone-based outbound, website-driven demo requests, and inbound content marketing (blog, newsletter, SEO/social services as both a customer-facing service and an internal lead-gen channel). Customer concentration is dispersed across a long tail of funeral homes in the USA and Canada, with a leadership team dominated by long-tenured funeral industry professionals, including Mike Hepburn (VP, 15+ years as a funeral professional) and ownership figures Kevin and Stephanie Montroy. As of 2026, FrontRunner has been acquired by and operates as a wholly-owned subsidiary of Tribute Technology, with products rebranded and sold through tributetech.com.

Name

FrontRunner Professional

Legal name

FrontRunner Professional

Website

https://frontrunnerpro.com

Company type

Private

Founded year

2000

Operating status

Acquired

Headcount range

11–50 employees

Short description

FrontRunner Professional is a North American vertical SaaS provider of all-in-one funeral-home management software, websites, and marketing services, serving independent funeral homes across the USA and Canada as a wholly-owned subsidiary of Tribute Technology.

Ownership category

akta.pro rank

Headquarters

HQ city

Kingston

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscriptions: Recurring subscription fees for access to Pulse Business System and website platform. Single fee structure covering integrated business solution.
2. Marketing Services: Additional revenue from SEO and social media marketing services offered to funeral homes to improve their online presence.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

FrontRunner Professional provides an all-in-one technology platform for funeral homes comprising the Pulse Business System (integrated management software with reporting, accounting, online memorials, and document management), funeral home websites for lead generation and family information, and digital marketing services including SEO and social media. The platform is sold as a single integrated business solution with one fee, replacing multiple disconnected funeral technology vendors.

Product overview

FrontRunner Professional is an all-in-one funeral home technology solution provider, operating as part of Tribute Technology. The portfolio consists of three core offerings: Pulse Business System (an all-in-one funeral home management software featuring advanced reporting, streamlined accounting, online memorials, and document management), Funeral Home Websites (an advanced website platform for generating online leads and providing valuable information to families), and Marketing Services (digital marketing including SEO and social media marketing). These products work together as an integrated business solution, allowing funeral directors to manage their entire operation from one unified platform.

Differentiator

Problem solved

Functional benefit

Brands

• Pulse: All-in-one funeral home business management software system for managing the entire funeral business from one place, including advanced reporting, streamlined accounting, online memorials, and document management.

Products and services

• Pulse Business System All-in-one funeral home management software enabling funeral directors to manage their entire business from one platform, including advanced reporting, streamlined accounting, online memorials, and document management. Designed for funeral home operators to eliminate duplicate data entry and consolidate operations.
• Funeral Home Websites Website platform built specifically for funeral homes, providing valuable information to families, generating online leads, and including built-in revenue generators to support business growth.
• Marketing Services Digital marketing services including search engine optimization (SEO) and social media marketing for funeral homes to improve online visibility, connect with families in need, and build long-term relationships in their local market.

Quantifiable outcome

• Time savings through eliminating duplicate data entry and program switching

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Tribute TechnologycoreStrategic or Co-development PartnerFrontRunner Professional has been acquired by and is now part of Tribute Technology. The company operates under the Tribute Technology umbrella, with products rebranded and integrated into Tribute Technology's portfolio of funeral home solutions. FrontRunner's Pulse software and website platform are now offered through tributetech.com.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Dignity Memorial (Service Corporation International): Largest North American funeral services operator with proprietary technology across thousands of locations. A potential enterprise customer for, or competitor to, vertical SaaS vendors like FrontRunner.
• Legacy.com: Broad incumbent obituary and memorialization platform serving funeral homes, newspapers, and consumers. Overlaps with FrontRunner's online memorials feature and competes for funeral home marketing and family-engagement mind-share.
• Batesville: Broad incumbent in the funeral industry offering burial products, technology, and services. Competes indirectly with FrontRunner through its broader funeral-services portfolio that includes technology-adjacent offerings to funeral homes.
• Foundation Partners Group: Large funeral home operator and consolidator that develops proprietary technology for its owned locations. Represents a buyer-side incumbent whose in-house tech stack competes with FrontRunner at scale.

Direct peers

• PlotBox: Direct competitor providing cloud-based cemetery and funeral management software. Targets the same death-care vertical with integrated mapping, records, and family-engagement features.
• Passare: Direct competitor offering a funeral home collaboration and case management platform with family-facing planning tools. Overlaps with FrontRunner's Pulse system in case management and online family engagement.
• ASD - Answering Service for Directors: Direct competitor providing 24/7 call answering, web chat, and technology services to funeral homes. Competes for the same funeral home budget, particularly around family-first-contact and communication workflows.
• RingPartner: Direct competitor offering call-tracking, lead-conversion, and digital marketing tools specifically built for funeral homes. Overlaps with FrontRunner's marketing services and lead-generation capabilities.
• Frazer Consultants: Direct competitor providing funeral home websites, marketing, and technology solutions to independent funeral homes. Competes head-to-head with FrontRunner in website design, SEO, and family-engagement tooling for the same vertical buyer.
• Tribute Technology: Parent company and direct competitor in funeral home management software. Tribute offers Tribute Management Software alongside websites and marketing solutions that overlap almost one-for-one with FrontRunner Professional's Pulse platform, website offering, and marketing services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/FrontRunnerPro
• Facebookfacebook.com/frontrunnerpro
• LinkedInlinkedin.com/company/frontrunner-professional

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 FrontRunner Professional