For Providers
Reach families at
the moment they need you.
Passings is where end-of-life planning happens. Before a family can reach you, they've already built a plan and named who it's for. Every lead arrives from a planner who has already committed — timeline set, budget defined, needs documented.
What you receive
What’s inside every Passings lead
Geo-matched to your area
Only leads within your defined service area, filtered by service type.
Family-initiated only
Families reach out to providers on their own terms. No unsolicited contacts, no scraped data.
Full context for your call
Name, service type, timing, and a note from the family — ready for outreach.
Lead quality standard
Three requirements before a family can reach you.
Passings sends you a family that has already started planning, identified who they are planning for, and documented their specific needs.
A plan is created
Not just an account. The family has started their end-of-life plan and committed to the process.
A principal is named
They've documented who the plan is for — name, relationship, and key details. The request is specific, not speculative.
Specific needs are documented
They've told us what they need, the timing, their budget, and any other specifics that shape the engagement. Every inquiry arrives with actionable substance.
Why Passings
A smarter starting point.
If you've tried generic lead networks, paid directory listings, or SEO retainers, you know the math. Here's how Passings compares on the things that shape a first conversation.
| Criterion | The alternativesLead networks & paid directories | Passings |
|---|---|---|
| Lead quality | Tire-kickers and comparison shoppers, or cold prospects from generic directories. | Informed leads shaped by the planner's timeline, budget, and preferences. |
| What the family has done first | Maybe a Google search, maybe a phone book — rarely a plan. | Started a plan — named who it's for, set a timeline, defined a budget. |
| How leads reach you | Another CRM login, or form fills routed through a third-party directory. | Your existing email — with full planner context attached. |
| Pricing transparency | Opaque lead scores with fluctuating rates, or flat monthly fees disconnected from outcomes. | Contextual pricing based on category, timeline, and budget. Schedule in your portal. |
| Founding Provider status | Not available. | First ten per category, per state. Badge for life, direct line to the founder. |
| Pause anytime | Subject to contract. | Yes. Pause instantly from your dashboard. Reactivate when you're ready. |
For early providers
First ten per category, per state get the Founding Provider distinction.
Founding Providers join before each category fills. At ten per category, per state, that window closes. Three things come with the role — meaningful precisely because so few providers will receive them.
The badge
A Founding Provider badge displays on every marketplace card and detail page while your grant is in effect — visible to every family who finds you.
Lifetime Provider Pro features
All Provider Pro features — Pro badge, analytics dashboard, priority support, three team seats — granted at no monthly charge for the life of your account in good standing. The same $49 / month value, included.
A direct line to the founder
Reach Jason — Passings's founder — directly by email and text for as long as you're on the platform. Roadmap questions, billing escalations, regulatory questions — short loop, no support queue.
Slots are awarded in order of completed onboarding per category, per state. All commitments are documented in your Provider Agreement at signup.
By the numbers
Free to set up in every category — profile, service area, and hours at no cost.
Per-lead, affiliate, free permanent, and subscription — pricing fits what your category does.
Founding Provider slots available to the first ten providers per category in each state.
Currently active in Illinois. More states follow as we expand.
How it works
Simple, transparent, and built around families.
List your business
Create your provider profile in minutes — services, service area, and a brief description. No setup fees to register.
Families find you
When a family in your area needs your services, Passings surfaces your listing at exactly the right moment in their planning process.
Receive qualified connections
Every family who reaches out has already created a plan and named the person they're planning for. No cold inquiries — only families who are ready.
Pricing
Free to list. Pricing depends on your category.
Passings supports four pricing models depending on category and the regulations that govern it. The exact schedule for your category lives in your provider portal after sign-up.
Pay per informed lead.
Lead fees vary by category. Only pay for a lead when the planner reaches out to you. The full schedule for your category appears in your portal after sign-up.
Funeral · Cemetery · Body transport · Memorial products · Ceremony & support
Flat monthly where the law requires it.
Attorneys and mental-health providers cannot be billed per lead under federal and state referral rules. In states where Passings has activated these categories, listing is $49 / month per provider entity. Until activation in your state, the directory is closed.
Attorneys (LE-1, post-activation) · Therapists · Grief counselors · Mental health providers
Commission on completed purchases.
For online memorial-product retailers. Passings earns the affiliate commission — never on top of what the family pays. FTC disclosure shown on every card.
Online caskets, urns, headstones, plaques, memorial jewelry
Free listing — always.
For categories where federal law forbids referral fees. We list these without earning anything — they belong in the marketplace.
Hospice · Palliative care · Organ donation · Body donation
Your category's current pricing schedule appears in your provider portal after sign-up. Optional visibility add-ons described below.
Stand out in your category
Two optional add-ons, on top of whatever pricing model applies to your category.
Independent of category billing. Buy one, the other, both, or neither. Founding Providers receive Provider Pro features at no charge — see above.
Quality signal + analytics
A subscription that adds the Pro badge to your profile, opens the analytics dashboard, and unlocks priority support. Stacks on top of per-lead or subscription billing. Does not include any per-lead discount.
- Pro badge on profile and every marketplace card
- Lead analytics — conversion, source mix, response-time trends
- Three team seats included · priority support · cancel anytime (period-end)
Top-of-search positioning
Three Featured slots per ZIP code. First-come; when a ZIP is full, the next provider joins a waitlist and pays nothing until a slot opens. Independent of Provider Pro.
- Top-of-search results in the ZIPs you purchase
- Featured badge on your card
- Three slots per ZIP · waitlist when full · cancel anytime (period-end)
The two are separate products. Holding one does not grant the other. Founding Providers receive Pro features as part of the grant; Featured is purchased separately at $99 / month per ZIP.
Provider network
Find your provider type.
Passings serves 10 provider groups across the end-of-life continuum. Categories noted as coming soon are not yet accepting registrations.
Disposition Services
Funeral homes, cremation, cemeteries, and body transport
- Funeral Homes
- Cremation Providers
- Cemeteries
- Body Transport Providers
Memorial & Funeral Products
Headstones, caskets, urns, and keepsakes — local and online
- Physical Goods — Local
- Physical Goods — Online
Event & Memorial Services
Officiants, catering, and floral arrangements
- Funeral Celebrants & Officiants
- Food & Reception Services
- Florists / Memorial Flowers
Scene & Property
Trauma and biohazard scene remediation
- Trauma & Biohazard Cleanup
Personal & Family Support
Meal delivery and pet care during the bereavement period
- Meal Delivery / Meal Train Service
- Pet Care Service
Administrative
Vital records and document services for estate administration
- Vital Records Retrieval Service
Grounds & Memorial Care
Grave care, headstone installation and restoration, and ongoing maintenance
- Grave Care & Maintenance
Legal Services
SoonEstate attorneys — coming soon
- Estate Planning Attorneys
- Probate Attorneys
- Elder Law Attorneys
- Special Needs Planning
- Medicaid Planning
Mental Health & Grief
SoonLicensed counselors and grief therapists — subscription listing
- Grief Counselors & Mental Health Professionals
Healthcare & Hospice
FreeHospice and palliative care — connecting families to end-of-life care
- Hospice & Palliative Care
Donation
FreeOrgan, tissue, and body donation programs
- Organ & Tissue Donation Organizations
- Whole Body Donation Programs
Why list on Passings
Four reasons providers choose Passings.
Families who are already planning
Every connection comes from a family that has already started their plan and named who they're planning for — not a casual browser or an unqualified inquiry.
No long-term contracts
Choose pay-per-lead or a Pro subscription — whichever fits. No activation or setup fees, and every plan is month-to-month. Pause or cancel anytime.
Your data stays yours
Family contact information is never sold, licensed, or shared outside of Passings. Lead data stays between you and the families who chose to reach you.
Built for the bereavement context
Passings is designed specifically for families in grief. Providers who list here are understood to serve people in a sensitive moment.
FAQ
Questions from providers like you.
Ready to reach families who need you?
Join Passings today. Connect with families who are actively planning — in your area, when they're ready to talk.
No activation or setup fees. Cancel anytime.