New Jersey State Funeral Directors Association

What New Jersey State Funeral Directors Association does

The New Jersey State Funeral Directors Association (NJSFDA), founded in 1902, is a New Jersey-incorporated nonprofit trade association serving licensed funeral directors and funeral homes across the state. Its core membership base exceeds 555 funeral homes, supported by an 11–50 person staff headquartered in Wall Township and led since January 2016 by CEO/Executive Director George R. Kelder Jr., CFSP, alongside COO/CFO Barbara Guinta. The association offers accredited continuing education (CEU programs approved across NJ, FL, PA, CT, DE, MD, MA, NY, RI, VA and APFSP), advocacy before state regulators and the legislature, the annual Funeral Directors Convention and Expo, member tools (NJ-EDRS death registration support, OSHA resources, forms, laws & regulations, a Manager-of-the-Day helpline), and career services including a job board, internships, scholarships, and certified celebrant training.

NJSFDA operates a portfolio of wholly-owned subsidiaries and affiliated entities that extend its footprint beyond the association itself. The flagship is the New Jersey Prepaid Funeral Trust Fund, branded Funeral Planning CHOICES, established in 1981, which administers over 49,000 consumer prepaid funeral accounts distributed through 600 NJ funeral home locations and earns a 1% management fee on interest income (net yield ~2.09–2.21%). Thanexus, Inc. — described as the nation's first funeral service cooperative — and its wholly-owned Thanexus Financial Services, LLC provide HR, benefits, retirement, OSHA training, and commercial insurance to member funeral firms. Other entities include Knowledge Based Funerals, LLC (Funeral Matters consumer pricing platform, organized 2014), NJSFDA Benefits Trust, the NJ Funeral Directors Political Action Committee, and the New Jersey Funeral Service Education Corporation.

Revenue is generated from multiple streams: annual membership dues (subscription/recurring), CE course and seminar fees, convention registration and exhibitor booth rentals, CHOICES trust management fees on interest earned, and cooperative/insurance service fees through Thanexus. Distribution is direct B2B sales to member funeral homes in New Jersey, with consumer-facing touchpoints through the CHOICES portal and Funeral Matters. The association does not publicly disclose its financial results.

Name

New Jersey State Funeral Directors Association

Legal name

New Jersey State Funeral Directors Association, Inc.

Website

https://web.njsfda.org

Company type

Private

Founded year

1902

Operating status

Operating

Headcount range

11–50 employees

Short description

NJSFDA is a 1902-founded New Jersey nonprofit trade association serving 555+ member funeral homes with continuing education, advocacy, the CHOICES prepaid funeral trust (49,000+ accounts), and the Thanexus cooperative for HR, benefits, and insurance services.

Ownership category

akta.pro rank

Headquarters

HQ city

Monroe Township

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Annual membership dues from funeral homes and funeral directors in New Jersey. Provides access to member tools, continuing education, convention, and advocacy services.
2. Continuing Education Programs: Accredited CEU courses and seminars for funeral directors covering ethics, law, preneed, OSHA, and specialty topics. Generates revenue through course fees.
3. Funeral Directors Convention and Expo: Annual convention featuring exhibitors, seminars, and networking. Revenue from registration fees and exhibit hall booth rentals.
4. New Jersey Prepaid Funeral Trust Fund (CHOICES): Pooled trust fund for prepaid funerals. Generates revenue through 1% management fee on interest earned. Currently administers 49,000+ consumer accounts through 600 funeral home locations.
5. Thanexus Services: Funeral practice management cooperative offering HR, benefits, OSHA training, and compliance services to member funeral firms. Revenue from service fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

NJSFDA is a nonprofit trade association that provides membership services, advocacy, accredited continuing education, and member tools to roughly 555 licensed funeral homes across New Jersey. Its flagship commercial product is the Funeral Planning CHOICES prepaid funeral trust, which administers over 49,000 consumer accounts through 600 funeral home locations and earns revenue via a 1% management fee on interest. The association also operates an annual convention, the FORUM digital resource, NJ-EDRS support, and affiliated subsidiaries offering HR, insurance, and benefits services to member firms.

Product overview

The New Jersey State Funeral Directors Association (NJSFDA) operates as a trade association offering a suite of professional services, member tools, and educational programs for funeral directors and funeral homes in New Jersey. The core portfolio includes The FORUM digital resource, Continuing Education programs, Funeral Planning CHOICES (prepaid funeral trust), NJ-EDRS support, and the annual Convention & Expo. Related entities include Thanexus (funeral service cooperative), Thanexus Financial Services (insurance), Funeral Matters (online funeral planning), and the NJSFDA Benefits Trust (health coverage). The organization provides career services including job listings, internships, scholarships, and celebrant training. The association serves approximately 555 member funeral homes across New Jersey through both digital platforms and in-person events.

Differentiator

Problem solved

Functional benefit

Brands

• Funeral Planning CHOICES: New Jersey Prepaid Funeral Trust Fund - a pooled trust for prefunding funerals, one of the largest prepaid funeral trusts in the country
• The FORUM
• Thanexus
• Funeral Matters

Products and services

• The FORUM A digital funeral service resource providing news, industry updates, obituaries, and classifieds for funeral professionals in New Jersey.
• Continuing Education Programs Accredited CEU courses and seminars covering funeral directing ethics, NJ law, preneed arrangements, and OSHA training to meet licensure requirements. Programs are accredited by APFSP and approved in NJ, FL, PA, CT, DE, MD, MA, NY, RI, and VA.
• Funeral Planning CHOICES (NJ Prepaid Funeral Trust) Pooled prepaid funeral trust offering revocable and irrevocable prepaid funeral agreements; the leading funeral prefunding product in New Jersey and one of the largest prepaid funeral trusts in the country. Currently administers 49,000+ consumer accounts through 600 funeral home locations.
• NJ-EDRS Support Services Training manuals, quick reference guides, and help desk support for the state-mandated NJ Electronic Death Registration System used by funeral directors and medical facilities to create, update, and certify death certificates.
• Funeral Directors Convention and Expo Annual convention and expo with continuing education sessions, exhibit hall, networking events, and social gatherings for funeral professionals. Held at Hard Rock Hotel & Casino Atlantic City.
• Thanexus Funeral Service Cooperative Funeral service cooperative offering human resources, health benefits, retirement services, OSHA training, and funeral home marketing materials to member firms. Member firms become shareholders of the corporation.
• Thanexus Financial Services, LLC Insurance brokerage offering business property, casualty, liability, automobile, residential, flood, umbrella, workers' compensation, cyber liability, and employment practices liability policies through top-rated carriers. Staffed by salaried non-commissioned licensed insurance producers.
• Funeral Matters (Knowledge Based Funerals, LLC) Online funeral planning and pricing solution allowing consumers to confidentially plan and compare actual pricing options from subscribing funeral homes through a step-by-step process. Available to eligible NJ funeral homes on a subscription basis.
• NJSFDA Benefits Trust Health care benefits trust providing medical, dental, and prescription coverage to NJSFDA member funeral firms and their employees, administered through Association Member Trust and Horizon Blue Cross Blue Shield of New Jersey.
• Job Listings Board Career board connecting funeral homes with funeral directors, interns, and other funeral service professionals seeking employment in New Jersey.
• Internship Placement Program Practical training program connecting mortuary students with registered mortuaries and preceptors for required experience in embalming, arrangements, and conducting funerals.
• NJFSEC Scholarships Scholarships awarded through NJFSEC to New Jersey resident funeral service education program students based on academic performance and commitment to funeral service.
• Certified Celebrant Training Retreat Biennial three-day Certified Celebrant Training Retreat teaching funeral directors how to create personalized funeral ceremonies, conduct family interviews, and prepare eulogies.
• NJSFDA Member Directory Searchable directory of NJSFDA member funeral homes allowing consumers to find funeral homes by name, city, county, ZIP code, or CHOICES participant status.

Quantifiable outcome

• 49,000+ consumer accounts administered through CHOICES trust
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Knowledge Based Funerals, LLC (Funeral Matters)coreStrategic or Co-development Partner · 1 January 2014Funeral Matters is an economic development initiative offering online funeral planning and pricing tools. Available under license to eligible NJ funeral homes on a subscription basis. Knowledge Based Funerals, LLC was organized in 2014.
• Thanexus, Inc.coreStrategic or Co-development PartnerNation's first and only funeral service cooperative offering support to funeral providers in NJ. Functions as funeral practice management company for human resources, benefits, and compliance services. Member firms become shareholders of the corporation.
• Thanexus Financial Services, LLCcoreStrategic or Co-development PartnerWholly owned LLC of Thanexus, Inc. Offers business property, casualty, liability, automobile, residential, flood, umbrella, workers' compensation, cyber liability and employment practices liability policies. Staffed by salaried non-commissioned licensed insurance producers.
• New Jersey Prepaid Funeral Trust Fund (CHOICES)coreStrategic or Co-development PartnerPooled trust fund endorsed by NJSFDA since 1981. Leading funeral prefunding product in NJ and one of the largest prepaid funeral trusts in the country. Currently administers 49,000+ consumer accounts through 600 funeral home locations.
• Association Member Trust (AMT)coreStrategic or Co-development PartnerSelf-funded multiple-employer benefits trust providing administrative and advisory services for healthcare benefits. NJSFDA Benefits Trust partnered with AMT to provide health care to member funeral firms and employees.
• Horizon Blue Cross Blue Shield of New JerseyminorOthersInsurance provider used for NJSFDA Benefits Trust health care coverage. Participants gain access to network services and claims administration through Horizon BCBSNJ.
• New Jersey Funeral Directors Political Action Committee (NJFD-PAC)coreOthersPolitical fundraising arm of NJSFDA. Plays vital role in advocacy efforts by building relationships with state legislators. Contributes to campaigns of funeral service advocates regardless of party affiliation.
• Academy of Professional Funeral Service Practice (APFSP)minorOthersAccreditation body for continuing education. NJSFDA CE programs are accredited through APFSP (approved for .1B CEU). Programs also submitted to state licensing boards for accreditation.
• New Jersey State Board of Mortuary SciencecoreOthersState regulatory agency that licenses NJ funeral directors and funeral homes. NJSFDA works with the Board on continuing education accreditation, licensure requirements, and regulatory compliance.
• American Board of Funeral Service Education (ABFSE)minorOthersU.S. Department of Education-recognized accreditor of funeral service education programs. NJSFDA scholarship applicants must be registered in programs accredited by ABFSE.
• NJ Sharing NetworkminorOthersOrgan and tissue recovery organization for most of NJ. Responsible for recovery in Bergen, Essex, Hudson, Hunterdon, Mercer, Middlesex, Monmouth, Morris, Passaic, Somerset, Sussex, Union and Warren counties.
• Gift of Life Donor ProgramminorOthersOrgan and tissue recovery organization. Responsible for recovery in Cape May, Cumberland, Salem counties, along with Southern Ocean Medical Center. Coverage area includes NJ, eastern PA, and DE.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• National Funeral Directors Association: The U.S. national trade association for funeral directors, offering continuing education, advocacy, publications, and conventions. Highly comparable to NJSFDA in mission and product mix, but operates at national rather than state level and competes for member attention and supplier dollars.
• International Cemetery and Funeral Association: Industry trade group serving cemetery, funeral, and cremation providers with education, advocacy, and networking. Broader-scope incumbent than NJSFDA, covering adjacent death-care segments beyond funeral homes.

Direct peers

• Order of the Golden Rule: An invitational association of independent funeral homes offering cooperative buying, marketing, and member services. Comparable membership/cooperative model serving independent funeral directors with shared services.
• Pennsylvania Funeral Directors Association: State trade association representing Pennsylvania funeral directors with continuing education, legislative advocacy, and member benefits. Directly comparable state-association peer with overlapping CE accreditation footprint.
• Selected Independent Funeral Homes: An international association of independent, family-owned funeral homes providing member services, education, and a consumer directory. Comparable membership-association model focused on independent funeral providers, similar to NJSFDA's member base.
• New York State Funeral Directors Association: The state-level trade association serving New York's funeral directors with advocacy, education, and member services. NJSFDA's closest functional peer, operating an equivalent dues/CE/advocacy stack in an adjacent state.

Others

• Funeral Service Foundation: The charitable arm of the funeral service profession, funding research, scholarships, and public-education initiatives. Adjacent nonprofit with overlapping donor and member audiences in the death-care ecosystem.
• Funeral Consumers Alliance: A nonprofit consumer-advocacy organization focused on funeral pricing transparency, consumer rights, and funeral planning education. Adjacent rather than competing; shares the death-care education space but represents consumer rather than provider interests.
• American Board of Funeral Service Education: The U.S. Department of Education-recognized accreditor of mortuary science programs. Adjacent ecosystem player; NJSFDA scholarship and internship programs are explicitly tied to ABFSE-accredited institutions, making it a partner organization.

Regional players

• California Funeral Directors Association: The state funeral directors association for California, providing advocacy, education, and member benefits. A geographically distinct state-association peer that does not compete directly with NJSFDA for NJ members.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/njsfda
• LinkedInlinkedin.com/company/njsfda

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries8 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 New Jersey State Funeral Directors Association