Domani Preneed

What Domani Preneed does

Domani Preneed, operated by The Domani Group, LLC, is a private US-based managed services company that provides outsourced, end-to-end preneed program management to funeral homes and cremation centers. Founded in 2018 and headquartered in Orem, Utah, the company markets a single integrated offering — "Preneed Done For You" — that bundles 11 service lines spanning custom marketing, dedicated sales management, lead generation, appointment setting, CRM, reporting, recruiting, aftercare, online planning, Google review generation, and grief support. Its target customers are enterprise and mid-market funeral homes that lack the internal resources or specialized expertise to operate a full preneed sales and aftercare program in-house, and the company's three public case studies (Brunner Sanden Deitrick, Bixby-South Tulsa, and Meyers Funeral Chapels) are all from this vertical.

The technology stack is anchored on a Salesforce-based CRM that ingests appointments, follow-ups, and notes, and is extended through three proprietary or co-developed platforms: Domanicare (an award-winning text-message aftercare platform launched in 2018), E-Funeral (online funeral planning and funding), and For Grief (a grief-support content platform). Underlying preneed insurance policies are underwritten and serviced exclusively through a partnership with Homesteaders Life Company, making that carrier relationship structurally critical to the offering. Industry credibility is reinforced by membership and logo partnerships with the National Funeral Directors Association (NFDA), International Cemetery, Cremation and Funeral Association (ICCFA), Cremation Association of North America (CANA), and ORG Endorse.

The business model is managed services sold through a sales-led, direct-partnership go-to-market motion targeting funeral home operators. Customer acquisition begins with a freemium entry point — a complimentary custom marketing plan and market-share analysis — that converts into multi-service contracts in which Domani assumes responsibility for the funeral home's full preneed workflow. Revenue mechanics, per-customer contract values, and overall revenue are not publicly disclosed. The company is privately held, founder-led by CEO Riley Facer, and operates with 11–50 employees nationally across the United States with no known institutional funding.

Name

Domani Preneed

Legal name

The Domani Group, LLC

Website

https://domanipreneed.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Domani Preneed is a US-based managed services company that delivers outsourced, end-to-end preneed program management — including sales, marketing, aftercare, and online planning — to funeral homes through an integrated 11-service platform built on Salesforce CRM and proprietary sub-brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Orem

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Preneed Program Management Services: Domani Preneed generates revenue by providing comprehensive, hands-off preneed program management services to funeral homes. They handle all aspects of the preneed process including marketing, sales management, lead generation, appointment setting, CRM management, reporting, recruiting, aftercare, and online planning. The service is sold as an integrated partnership to funeral homes, with Homesteaders Life Company providing the underlying insurance policies.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Domani Preneed provides a comprehensive, hands-off "Preneed Done For You" managed service to funeral homes and cremation centers across the United States. The offering bundles 11 integrated services — custom marketing planning, dedicated sales management and training, lead generation, appointment setting, Salesforce CRM, reporting and insights, recruiting, aftercare (Domanicare), online planning and funding (E-Funeral), Google review generation, and grief support (For Grief) — into a single outsourced preneed program. Underlying insurance products are serviced by Homesteaders Life Company as the exclusive carrier.

Product overview

Domani Preneed is a comprehensive, hands-off preneed solution provider for funeral homes, founded in 2018. The company operates as a unified service platform called 'Preneed Done For You' that encompasses 11 core services: Custom Marketing Plan, Dedicated Sales Management and Training, Innovative Lead Generation, World-Class Appointment Setting, Best In Class CRM (Salesforce), Detailed Reporting and Insights, Comprehensive Recruiting, Domanicare Aftercare, Online Planning and Funding (E-Funeral), Google Review Generation, and Domani's For Grief. These services work together as an integrated ecosystem—Domanicare handles post-funeral aftercare and doubles as the engine for Google Review Generation; Salesforce provides the CRM backbone for managing all client relationships and data; E-Funeral delivers the online planning interface while lead generation and appointment setting drive sales activity; and the For Grief platform extends support services to families. The company partners with Homesteaders Life Company for insurance policy servicing.

Differentiator

Problem solved

Functional benefit

Brands

• Domanicare: Award-winning text message aftercare platform launched in 2018, designed to provide personalized, customized aftercare services for families served by funeral homes.
• E-Funeral
• For Grief

Products and services

• Custom Marketing Plan Complimentary market share analysis and strategic recommendations provided to funeral homes to identify growth opportunities in the preneed industry; serves as the entry-point offering in Domani's 'Done For You' funnel.
• Dedicated Sales Management and Training Sales training and management service where Domani's sales managers work directly with funeral homes and sales agents, providing resources, techniques, and industry expertise to improve preneed sales performance.
• Innovative Lead Generation Data-driven lead generation including targeted direct mail campaigns, veteran-focused campaigns, lunch and learn events, community brand awareness coaching, online marketing, social media outreach, and Google ads to fill the preneed sales pipeline for funeral homes.
• World-Class Appointment Setting Appointment setting service that handles scheduling and follow-ups, allowing funeral home family service counselors to focus on their core expertise of connecting with families and guiding them through prearrangement.
• Best In Class CRM (Salesforce) Salesforce-based CRM solution that manages appointments, follow-ups, note-taking, and complete preneed operations visibility for funeral homes; operated by Domani's dedicated CRM team.
• Detailed Reporting and Insights Data-driven reporting service providing clarity on preneed program performance, with regular data reviews and in-depth interpretations plus practical growth strategies from Domani analysts.
• Comprehensive Recruiting Recruitment service that sources local candidates, screens them with assessment technology and experience-based evaluation, and places qualified pre-planning specialists into funeral home preneed programs.
• Domanicare Aftercare Award-winning text-message aftercare platform providing personalized, customized post-funeral support for families, delivering distinctive individualized aftercare aligned with each family's needs and preferences.
• Online Planning and Funding (E-Funeral) Complete online solution for planning and funding funerals, combining proprietary technology with compliance capabilities so families can plan and fund funerals online while funeral homes maintain personal service standards.
• Google Review Generation Online reputation management service that uses the Domanicare platform to grow Google review scores, collect reviews from families, and enable funeral homes to respond appropriately to reviews for at-need growth.
• Domani's For Grief Grief support platform developed by experts offering webinars, counseling services, and courses designed to provide comprehensive, compassionate support through the grief journey.

Quantifiable outcome

• Sales returned to pre-Covid levels
• +1 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Homesteaders Life CompanycoreStrategic or Co-development PartnerHomesteaders Life Company is the exclusive insurance carrier that services all of Domani Preneed's preneed policies. Homesteaders is described as a national leader in products and services supporting advance funeral planning and end-of-life expense funding. This is a critical partnership as Homesteaders provides the underlying insurance product that enables the preneed programs Domani manages for funeral homes.
• NFDA (National Funeral Directors Association)minorGTM or Marketing PartnerDomani Preneed displays NFDA logo on their website indicating membership or endorsement relationship, providing industry credibility and access to funeral home market.
• ICCFA (International Cemetery, Cremation and Funeral Association)minorGTM or Marketing PartnerDomani Preneed displays ICCFA logo on their website indicating membership or endorsement relationship, providing industry credibility and access to funeral home market.
• CANA (Cremation Association of North America)minorGTM or Marketing PartnerDomani Preneed displays CANA logo on their website indicating membership or endorsement relationship, providing industry credibility in the cremation services segment.
• ORG (Organization of Resource Consulltants?)minorGTM or Marketing PartnerDomani Preneed displays ORG Endorse Supplier logo on their website, indicating an endorsement or supplier relationship with the organization.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Batesville: Batesville, a Hillenbrand brand, is a long-established provider of funeral products, technology, and merchandising services. Its broader portfolio (including technology tools) overlaps with Domani's preneed and aftercare offerings but is bundled with a much larger product suite.
• Foundation Partners Group: Foundation Partners Group is a private funeral home consolidator with national reach and proprietary preneed programs, representing both a large prospective customer and a broad incumbent competitor for Domani's funeral-home channel.
• Service Corporation International: SCI is the largest publicly traded funeral, cremation, and cemetery operator in North America. It operates an in-house preneed program but is also a potential buyer and competitor for outsourced preneed marketing services like Domani's.

Direct peers

• Tribute Technology: Tribute Technology offers a funeral home software platform (Tribute Planning, Whitewalls) covering preneed planning, CRM, and online arrangements, putting it in direct competition with Domani's E-Funeral and Salesforce-based stack.
• FrontRunner Professional: FrontRunner Professional provides websites, marketing, CRM, and case management software specifically built for funeral homes, overlapping directly with Domani's CRM, lead generation, and online planning services.
• funeralOne: funeralOne is a marketing and technology agency that builds websites, runs digital marketing, and provides preneed and aftercare tools for funeral homes — the closest head-to-head competitor to Domani's 'Done For You' preneed offering.
• Passare: Passare is an online funeral planning and collaboration platform that competes with Domani's E-Funeral online planning and funding offering for the same funeral-home channel.
• Frazer Consultants: Frazer Consultants provides funeral home websites, technology, and marketing tools (including Tribute Center software), directly overlapping with Domani's CRM, online planning, and lead generation services for funeral homes.
• RingRing Marketing: RingRing Marketing provides direct mail and digital marketing services exclusively to funeral homes, directly comparable to Domani's Innovative Lead Generation and data-driven direct mail campaigns.

Others

• Homesteaders Life Company: Homesteaders is Domani's exclusive insurance carrier partner and a national preneed insurance leader; included as an ecosystem participant rather than a direct competitor because it underwrites policies Domani's program sells.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/domani-preneed

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Domani Preneed