Our Story

In 2015, Ed Michael Reggie set out to solve a problem that had quietly burdened American families for generations: the near-total lack of price transparency in the death care industry. Funeral homes rarely published pricing, leaving grieving families to make rushed, emotional decisions with little information and even less bargaining power. The result was an industry where costs had ballooned well beyond inflation — and where the people who could least afford it often paid the most.

Ed Michael founded Funeralocity.com as a consumer advocacy platform — a place where families could compare funeral home prices, read verified reviews, and make informed choices during one of life's most difficult moments. Think of it as the "Kayak for funeral services." Over the years, Funeralocity has grown into one of the most trusted names in death care transparency, cataloging pricing data from thousands of providers across the United States and empowering hundreds of thousands of families to save money and avoid predatory upselling.

But Ed Michael and his team kept hearing the same refrain from families: "I wish I had planned ahead." The data was clear — preplanning a cremation could save families thousands of dollars and untold emotional stress. Yet the existing preplanning market was dominated by high-pressure sales tactics, confusing contracts, and large lump-sum payments that put preplanning out of reach for most middle-income Americans.

That's when Ed Michael partnered with Ian Sanders, a seasoned technology executive, to build something entirely new. Together they created Cremation Club — a membership-based cremation preplanning service designed from the ground up to be simple, affordable, and honest. No massive upfront costs. No pushy salespeople. Just a low monthly membership that locks in today's cremation rates and guarantees your family will never have to scramble to cover end-of-life expenses.

Cremation Club is built on the same principles that made Funeralocity a trusted household name: radical transparency, consumer-first advocacy, and a deep belief that every family deserves dignity and affordability when planning for the inevitable. Backed by Funeralocity's decade-long track record of exposing hidden costs and championing fair pricing, Cremation Club represents the next chapter in making death care accessible to everyone.

Today, Cremation Club is led by a passionate team of professionals operating out of Raleigh, North Carolina, committed to changing how America thinks about — and pays for — cremation. We believe that taking care of tomorrow shouldn't break the bank today.