Schmidt & Bartelt

What Schmidt & Bartelt does

Schmidt & Bartelt Funeral & Cremation Services is a fourth-generation, family-owned funeral provider operating six locations across southeastern Wisconsin, including Wauwatosa (headquarters), Menomonee Falls, Mequon, Mukwonago, Oconomowoc, and Sussex. Founded in 1887 and continuously under Schmidt family stewardship, the company serves families in the Milwaukee metropolitan area and surrounding communities with traditional funeral services, cremation services, and a structured preplanning program. Leadership consists of Steve Schmidt as CEO, Bob Schmidt as President, Jim Mayo as Vice President, and a team of licensed funeral directors and apprentices including Angela Silva, Andy Stencel, Steve Pierre, and Michelle Myles.

The service offering encompasses arrangement consulting, visitation, funeral ceremonies, burial coordination, and cremation, alongside a merchandise portfolio spanning steel and wood caskets, burial vaults (sourced through partnerships with Lake Shore Burial Vaults and Wilbert Online), and a range of urns and keepsakes. The technology stack is minimal: operations rely on a standard informational website that supports an online obituary and guestbook platform, a Biographical Record Guide for preplanning, and over the long term an annual Holiday Memorial Service to maintain family engagement. No proprietary platforms, automation systems, or digital strategy beyond basic web presence are evidenced.

The revenue model is professional-services based, generating income through fees for funeral and cremation arrangements, merchandise sales, and prearranged/prefunded funeral plans. Go-to-market is community- and reputation-driven; prospective families are referred through physician and hospice networks, local civic organizations (Kiwanis, Optimist Club, Chamber of Commerce), and word-of-mouth. The firm is privately held, with no disclosed funding rounds, and is operated out of a relatively lean organization of 11-50 employees across six locations.

Name

Schmidt & Bartelt

Legal name

Schmidt & Bartelt Funeral & Cremation Services

Website

https://schmidtandbartelt.com

Company type

Private

Founded year

1887

Operating status

Operating

Headcount range

11–50 employees

Short description

Schmidt & Bartelt is a fourth-generation, family-owned funeral and cremation service operating six locations across southeastern Wisconsin, serving families with traditional funerals, cremation, and preplanning arrangements since 1887.

Ownership category

akta.pro rank

Product category

Funeral and Cremation Services

NAICS

Funeral Homes and Funeral Services (812210), Funeral Homes and Funeral Services (81221), Death Care Services (8122)

akta.pro primary industry

Bereavement & Grief Support Services (Hospice-Affiliated/Independent) (HLADAHAL)

akta.pro secondary industry

Bereavement & Grief Support Services (Family Aftercare) (HSABAFAI)

Keywords

• Funeral services
• Cremation services
• Funeral preplanning
• Burial merchandise
• Grief support

Headquarters

HQ city

Wauwatosa

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Funeral Service Fees: Revenue is generated through fees for funeral arrangement services, including traditional funeral services, cremation services, and funeral preplanning. Additional revenue comes from the sale of funeral products (caskets, vaults, urns, keepsakes) and related merchandise.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Schmidt & Bartelt Funeral & Cremation Services operates six funeral home locations across southeastern Wisconsin, providing traditional funeral services, cremation services, and funeral preplanning to bereaved families. The company sells accompanying funeral merchandise including caskets, burial vaults, urns, and keepsake jewelry, and offers grief support resources and online obituary management with guestbook functionality.

Product overview

Schmidt & Bartelt Funeral & Cremation Services operates as a multi-location funeral home offering traditional funeral services, cremation services, and preplanning options. The company provides a complete portfolio of funeral-related products including caskets (steel and wood varieties in multiple styles and colors), burial vaults (in partnership with Lake Shore Burial Vaults and Wilbert), and urns/keepsakes. Additional services include grief support resources, online obituary management with guestbook functionality, and the Biographical Record Guide planning tool. The six Wisconsin funeral home locations serve communities in Menomonee Falls, Mequon, Mukwonago, Oconomowoc, Sussex, and Wauwatosa.

Differentiator

Problem solved

Functional benefit

Products and services

• Traditional Funerals Full-service traditional funeral arrangements including viewing, visitation, funeral service, and burial for bereaved families in southeastern Wisconsin.
• Cremation Services Cremation options and services including cremation with traditional funeral service, direct cremation, and cremation packages for families choosing cremation.
• Funeral Preplanning Prearrangement services allowing individuals to plan funeral details in advance, including the Biographical Record Guide for documenting personal details, service wishes, cemetery arrangements, and financial matters.
• Caskets Caskets available in steel and wood varieties in multiple colors and styles for traditional funeral services.
• Vaults Burial vaults and grave liners required by cemeteries to prevent grave sinking, offered in partnership with Lake Shore Burial Vaults and Wilbert.
• Urns & Keepsakes Decorative urns and keepsakes for memorialization including cloisonne, heart keepsakes, titanium keepsakes, memorial pendants, and engraved wood urns.
• Burial/Cremation Packages Bundled service packages combining funeral services with burial or cremation products at reduced pricing.
• Grief Support Services Support resources including understanding grief guidance, funeral planning checklists, when death occurs guidance, holiday memorial services, and grief counseling referrals.
• Obituaries & Guestbook Online obituary listings with guestbook functionality for family and friends to share condolences and memories.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor.

• Lake Shore Burial VaultsminorOthersLake Shore Burial Vaults is referenced as an external product partner on the funeral vaults product page. The company links to the Lake Shore Burial Vaults website alongside Wilbert Online, suggesting they offer these vault products as part of their merchandise selection.
• Wilbert OnlineminorOthersWilbert Online is referenced as an external product partner on the funeral vaults product page, offering vault merchandise options alongside Lake Shore Burial Vaults.
• Wilbert (Vaults)minorOthersThe Athenian Burial Vault is featured on the vaults product page with links to Wilbert Online, indicating a product supply relationship for burial vaults.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Park Lawn Corporation: Publicly traded funeral, cremation, and cemetery operator with multi-location holdings across North America. Direct comparable on service portfolio and preplanning focus, with similar relationship-driven community model at regional clusters.
• Carriage Services: Publicly traded provider of funeral and cemetery services with multiple locations across the U.S. Comparable in service mix (traditional funerals, cremation, preplanning) and merchandise offerings, though at larger scale and broader geographic reach.
• StoneMor Inc. Operates funeral homes and cemeteries across the U.S., with comparable traditional funeral, cremation, and pre-arrangement product offerings. Differs in scale and in its cemetery-heavy mix.
• Service Corporation International: Largest funeral services conglomerate in North America, operating over 1,500 funeral homes and cemeteries under brands like Dignity Memorial. Directly comparable as a full-service funeral and cremation provider, though at vastly greater scale and national geographic reach.

Direct peers

• Cremation Society of Wisconsin: Wisconsin-based cremation service provider offering direct cremation at transparent pricing. Comparable in regional service area and product overlap, particularly for Schultz & Bartelt's cremation offerings.
• Foundation Partners Group: Private-equity-backed consolidator of funeral homes and cremation centers across the U.S. Operates a multi-location portfolio model comparable to Schmidt & Bartelt's six-location density, with strong preplanning and cremation service offerings.

Emerging players

• Tulip Cremation: Direct-to-consumer online cremation provider offering transparent fixed-price cremation across multiple U.S. states. Represents the digital-first competitive threat that traditional funeral homes like Schmidt & Bartelt face in capturing price-sensitive cremation customers.

Others

• Wilbert Funeral Services: Manufacturer of burial vaults and supplier referenced in Schmidt & Bartelt's vault product page. Adjacent as a merchandise supplier and partial product-category peer rather than a direct service competitor.
• Batesville Casket Company: Leading North American manufacturer of burial caskets, vaults, and cremation products. Comparable as a merchandise supplier referenced in Schmidt & Bartelt's casket offerings, and an indirect competitor for merchandise revenue per case.

Regional players

• Krause Funeral Home & Cremation Services: Wisconsin-based family-owned funeral home with multiple locations in the Milwaukee metropolitan area. Direct comparable in service mix, family-ownership model, and regional Wisconsin footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Schmidt & Bartelt