Tech And Deathcare: A New Challenge To An Old Industry

Forbes

09-06-2025

Aurelie Biehler, Founder & CEO, Memoria
A new tech-driven disruption is underway in a century-old, $100 billion industry that may become as outdated as DVD rentals – deathcare.
Uber redefined the transportation industry by leveraging technology to connect riders with drivers. Netflix disrupted the entertainment industry by transitioning from physical DVD rentals to online streaming. Airbnb transformed the hospitality industry by allowing individuals to rent out their properties to travelers. Each company became category leaders by using technology to remake the landscapes of their industries.
While the US funeral market is projected to grow to approximately $52 billion in the next five years, this industry remains low tech and fragmented. Most families have little idea what to do when a loved one passes and most of the steps that follow are offline, confusing, and emotionally draining. Many funeral homes demand that business be done in person, and online services are fragmented and focused on specific aspects of the bereavement process such as purchasing a casket or flowers.
Today, however, families have a new source of support: digital, transparent platforms that give families control during one of life's most difficult moments and are beginning to redefine leadership and purpose in the funeral industry.
Memoria is a company founded in 2022 by Aurelie Biehler after losing her grandfather and watching friends and relatives who lost loved ones during the pandemic. With a background in tech and finance, including roles in investment banking at Morgan Stanley and AI consulting at IBM for Fortune 500 companies, Biehler is bringing a new perspective to an industry that will be facing significant change in the years ahead.
'At Memoria, we believe people shouldn't be forced into overpriced packages that don't reflect who their loved one truly was. They deserve options that honor life meaningfully, with transparent pricing, fast delivery, and a support team that genuinely cares', said Biehler.
Memoria's platform guides families through the end-of-life process from the comfort of their home. At each step, the technology explains available options, making a traditionally complex process simple and clear. Customers select what they need, check out in one seamless transaction, and their team handles the rest, coordinating everything behind the scenes. It's a fully integrated, end-to-end experience that brings transparency, control, and ease to one of life's most difficult moments.
Biehler and her team spent the first year laying the groundwork by refining the product-market fit and launching a pilot. 'In 2023, we secured early funding, including from Mount Sinai Health System's Elementa Labs, and began generating revenue. By 2024, we had $1M in ARR, built a lean U.S.-based operation, and expanded our platform beyond product sales to include value-added services for families.'
Memoria is now focused on expanding into services like cremation and memorial planning, operational efficiency, and strengthening its position as a modern alternative to the traditional funeral industry. Families can order caskets and urns with next-day delivery, create obituaries with features like memory sharing, service details, and direct donations to charity or the bereaved family to help cover funeral expenses.
Since launching in January 2023, Memoria has serviced more than 4,500 families but getting the platform up and running has not been without its challenges. 'In our first year, we built a beautifully designed, interactive checklist—something everyone said they wanted to help navigate what to do when someone dies. But once it launched, no one was using it,' said Biehler. 'The following year, our focus shifted to scaling operations—and we learned the hard way how difficult it is to find reliable partners who can match our pace and handle the urgency of next-day funeral deliveries.'
Most recently, the company's biggest challenge has been navigating regulation and determining how to responsibly expand into services like cremation and memorial coordination. 'Each phase has tested a different part of the business, and of me as a founder, but it's also sharpened our understanding of what families really need,' said Biehler.
In recent years, there has been a growing recognition that positive social and environmental impacts of business contribute to purchasing decisions. Surprisingly, however, one industry that may not immediately come to mind when discussing impact is the funeral sector. Recognizing this, Memoria is engaging the next generation of consumers for whom profit and purpose are increasingly influencing purchasing decisions.
'From a social standpoint, fascinating research shows that funerals designed in the image of a loved one can lead to healthier and more complete grieving processes, compared to those based on standardized packages,' said Biehler. 'That's why, at Memoria, we place choice at the center of every customer experience. We're also excited to see growing public interest in sustainable options like natural burials, aquamation, and human composting—but we're also careful to examine the potential consequences, such as the risk of soil and groundwater contamination in certain natural burial settings, to ensure families can make informed and responsible decisions.'
Deathcare is one of the last major industries to avoid being disrupted by consumer tech and Memoria may well become the next Uber or Netflix.