Order of the Golden Rule

What Order of the Golden Rule does

The International Order of the Golden Rule (OGR) is a nonprofit professional membership association founded in 1928 and headquartered in Indianapolis, Indiana. It represents independently owned and operated funeral homes that commit to a set of 11 ethical standards covering respect for all faiths, service to any family in time of need, and full price disclosure; fewer than 5% of independently owned funeral homes in the market qualify for the "Golden Rule" designation. The organization serves 1,000+ member funeral homes across the United States, Canada, New Zealand, and the United Kingdom, with member funeral homes reaching consumers through a public Find a Funeral Home locator.

Name

Order of the Golden Rule

Legal name

International Order of the Golden Rule

Website

https://ogr.org

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

1–10 employees

Short description

Order of the Golden Rule is a nonprofit association founded in 1928 that certifies and supports 1,000+ independently owned funeral homes through ethical standards, professional development, an annual conference, and supply partner benefits.

Ownership category

akta.pro rank

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Annual membership fees from independently owned funeral homes that join OGR and adhere to Golden Rule ethical standards
2. Publication Subscriptions: Non-member subscriptions to The Independent quarterly magazine ($80/year or $150 for two years)
3. Conference and Event Fees: Registration fees for PROGRESS annual conference and other educational events
4. Supply Partner Fees: Fees from supply partners and endorsed suppliers who join the OGR ecosystem

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

OGR is a professional association of independently owned and operated funeral homes founded in 1928. It provides ethical standards certification (fewer than 5% of independents qualify), continuing education through conferences, webinars, and a Learning Library, member resources including legal/regulatory updates and marketing tools, publications (The Independent magazine, InSights newsletter), and networking through its annual PROGRESS conference. Membership is open to independent funeral home owners who pledge to adhere to 11 ethical standards of care.

Product overview

The International Order of the Golden Rule (OGR) operates as a professional membership association for independently owned funeral homes, not a technology product company. The organization provides a suite of membership services including ethical standards certification (fewer than 5% of funeral homes qualify), the PROGRESS annual conference, educational programs through the Learning Library, publications (The Independent magazine, InSights newsletter), professional development (Future Leaders Program, webinars, study groups), and the Rest Assured podcast. The OGR Foundation administers a scholarship program for mortuary students. In 2026, OGR launched the Global Circle Club as a strategic international membership initiative. The association does not offer a software product or technical platform with API capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• The Independent: OGR's quarterly magazine offering current news about the funeral profession, expert analysis, and unique insights from thought leaders
• Rest Assured: The Funeral Profession Podcast
• InSights
• PROGRESS
• OGR Foundation

Products and services

• OGR Membership Program Annual membership for independently owned funeral homes that provides ethical standards certification, continuing education, networking, conferences, member resources, and access to publications. Fewer than 5% of independently owned funeral homes meet the standards required for Golden Rule certification.
• PROGRESS Annual Conference OGR's signature annual event and conference bringing together independently owned funeral homes and supplier partners for education, networking, and professional development.
• The Independent Magazine Quarterly magazine offering current news about the funeral profession, expert analysis, and unique insights from thought leaders. Available by subscription ($80/year or $150 for two years) and free to OGR members.
• InSights Newsletter Bi-weekly eNewsletter bringing current news, trends, and OGR information to member funeral homes in an easy-to-read digital format.
• Rest Assured: The Funeral Profession Podcast OGR's official podcast covering funeral industry news, trends, and professional development topics for funeral professionals.
• OGR Learning Library Online educational platform providing continuing education materials including webinars, study groups, and professional development courses for OGR members.
• Awards of Excellence Scholarship Program OGR Foundation scholarship program providing annual scholarships totaling $10,000 to mortuary science students based on academic performance, funeral service experience, and commitment to serving families with compassion.
• Global Circle Club Strategic international membership initiative designed to strengthen relationships among independent funeral homes worldwide, launched in 2026.

Named customers5 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

16 partnerships are on record, tiered core and minor.

• Homesteaders Life CompanycoreGTM or Marketing PartnerPresenting sponsor of PROGRESS annual conference. Homesteaders Life Company sponsors OGR's signature annual event, providing support for funeral profession education and networking.
• Skyways MediacoreGTM or Marketing PartnerOGR Endorsed Supplier providing free individualized funeral planning guides to OGR members. Skyways creates customized guides at no cost to members, funded through advertising sales.
• DomanicareminorGTM or Marketing PartnerAftercare texting program that follows up with families for up to two years after a death. Offers OGR members exclusive pricing (20% off first three months, 10% off thereafter).
• ASD - Answering Service for DirectorsminorGTM or Marketing PartnerLeading funeral home answering service mentioned as OGR supply partner providing remote workforce and call handling services.
• LIG SolutionsminorGTM or Marketing PartnerHealth insurance supply partner providing health and wellness information to OGR members as part of member benefits.
• Express Funeral FundingminorGTM or Marketing PartnerAt-need insurance assignment funding company and OGR supply partner.
• StarmarkminorGTM or Marketing PartnerFuneral products provider and OGR supply partner, offering cremation containers including Green Burial Council certified products.
• Passages InternationalminorGTM or Marketing PartnerSupplier partner offering urns and earth-friendly funeral products.
• ThumbiesminorGTM or Marketing PartnerSupplier partner offering memorial jewelry and keepsakes for funeral homes.
• The Dodge CompanyminorGTM or Marketing PartnerLong-standing OGR supply partner in funeral service products.
• Beyond The UrnminorGTM or Marketing PartnerSupply partner added in 2019 offering specialized urn products.
• True Fitted by M. Kenny'sminorGTM or Marketing PartnerCustom tailors offering funeral attire and OGR supply partner.
• HALO InternationalminorGTM or Marketing PartnerSupply partner welcomed in 2018.
• The Messenger CompanyminorGTM or Marketing PartnerFuneral stationery provider and OGR supply partner that acquired Bass-Mollett Publishers.
• Reliable Funeral SupplyminorGTM or Marketing PartnerFuneral supply products provider and OGR supply partner, formerly known as Saint Francis Cromo.
• CPJ Field (UK)minorGTM or Marketing PartnerInternational OGR member from the UK; Managing Director Jeremy Field was awarded OBE for contributions to funeral sector during COVID-19 pandemic.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Funeral Service Foundation: The charitable foundation affiliated with NFDA that funds scholarships, research, and public education in funeral service. Directly comparable to OGR's affiliated OGR Foundation, which administers the Awards of Excellence Scholarship Program.
• Selected Independent Funeral Homes: A direct peer — both are membership associations serving independently owned funeral homes with ethical standards, continuing education, and networking. Selected Independent Funeral Homes competes with OGR for the same pool of independent operators seeking association affiliation.
• National Funeral Directors & Morticians Association (NFDMA): A peer professional association representing funeral directors and morticians, with overlapping membership programs, conventions, and continuing education offerings targeting the same funeral profession audience as OGR.

Emerging players

• Cremation Association of North America (CANA): An industry association specifically focused on cremation, a fast-growing segment of death care. CANA is an emerging/niche peer to OGR because rising cremation rates (60%+) directly affect OGR's independent funeral home members and OGR itself runs cremation webinars.

Others

• Homesteaders Life Company: A leading preneed funeral funding company and OGR's presenting sponsor of PROGRESS. As an ecosystem participant and key OGR partner, Homesteaders provides a comparable view into the funeral services supply chain that OGR's members transact within.
• Service Corporation International (SCI): The largest funeral services conglomerate in North America, operating Dignity Memorial, Neptune Society, and other brands. Not a peer association but the dominant competitive threat to OGR's independent members — useful context for assessing market consolidation risk.
• ASD - Answering Service for Directors: A specialized answering service exclusively serving funeral homes and an OGR endorsed supplier. Comparable as a niche B2B service provider in the funeral profession ecosystem that OGR's members depend on.
• Funeral Consumers Alliance: A consumer advocacy nonprofit promoting affordable, transparent funeral practices. It is adjacent to OGR rather than directly competitive, but both organizations operate in the funeral services information ecosystem and engage overlapping audiences through consumer education content.

Broad incumbents

• National Funeral Directors Association (NFDA): The largest US funeral service trade association serving all funeral directors (not just independents). OGR member Brunswick Memorial Home was recognized by NFDA's Pursuit of Excellence Awards, evidencing overlap in member base and event programming. NFDA is a broader-incumbent peer because it serves the entire profession rather than focusing exclusively on independents.
• International Cemetery, Cremation and Funeral Association (ICCFA): A broader-incumbent association covering cemeteries, crematories, and funeral homes with education, conventions, and certification. ICCFA overlaps with OGR's educational and networking mission but serves a wider constituency across the death-care supply chain.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GoldenRuleFH
• Facebookfacebook.com/OrderoftheGoldenRule
• LinkedInlinkedin.com/company/international-order-of-the-golden-rule
• Instagraminstagram.com/goldenrulefh

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 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 Order of the Golden Rule