1Director brings funerals into the digital age

In 2024, the U.S. funeral industry was valued at $20 billion annually, with most revenue coming from an estimated 2.4 million funerals a year. As the country’s large senior population ages, these numbers are expected to increase.

Despite its profitability, the funeral industry has largely been overlooked by the disruptive innovations that have transformed other consumer-facing sectors. 1Director, a Madison-based startup, has changed that by creating an all-in-one software platform that serves both funeral directors and families planning funerals.

Founded in 2023 by Scott Hurth, Steve Hurth, Jerod Gibson, and CEO Rianne Lund, 1Director is tackling an often-overlooked problem: the fragmented, antiquated technology used in funeral homes. The company’s software combines case management tools, real-time family collaboration, personalized websites, accounting tools, and more to an industry that has long relied on piecemeal solutions.

From health tech to “death tech”

Lund and her co-founders didn’t set out to disrupt the funeral industry. The four of them worked together in health tech before noticing a critical gap in funeral services. Their inspiration came from the Hurth brothers’ personal experience of navigating funeral planning with limited digital options.

“When Scott and Steve lost their father, nothing was more apparent to them than the total absence of technology available during the funeral planning process,” Lund said. “They’re both incredibly technical people, and it was shocking to them how outdated everything was.”

To better understand the industry’s needs, Lund spent months meeting with funeral homes across Wisconsin and Illinois, shadowing directors, and observing firsthand how outdated tools created inefficiencies.

“I had a friend who worked at a funeral home, and she told me they were copying and pasting information between multiple systems. When I asked if there was a single platform that could do it all, she said, ‘No, but will you please go build it?’” Lund recalled.

That request became the foundation for 1Director, which was launched with the goal of streamlining operations for funeral homes while improving the experience for grieving families.

Early traction and national recognition

After completing the Madworks Accelerator and gBETA Beloit, 1Director quickly gained traction, onboarding funeral homes in Wisconsin, Illinois, Texas, Montana, and New York.

In October 2024, the company won the National Funeral Directors Association Innovation Award, an achievement that catapulted the company into the national spotlight.

“We thought we’d start locally in Wisconsin and Illinois, but winning that award changed everything,” Lund said. “Suddenly, we had interest from funeral homes across the country, and we realized how adaptable our platform really is.”

Growing with VC backing—beyond Wisconsin

1Director recently closed a pre-seed funding round led by Underdog Labs and RiverPark Ventures. While the amount remains undisclosed, the funding will support expansion efforts, participation in industry conferences, and additional hires—a crucial step as the company scales.

Lund said the experience of raising capital came with a key lesson for Wisconsin startups: don’t be afraid to seek investors outside the state.

“I was really passionate about raising in Wisconsin. This company is built here, and we want to stay here,” Lund said. “But the reality is, it was hard.” Lund then explored opportunities on the coasts, ultimately securing investment from both San Francisco and New York firms.

“Wisconsin startups are just as good as those on the coasts—we deserve to be in those conversations,” Lund said. “Don’t be afraid to shoot your shot with coastal VCs. You never know what can happen.”

What’s next for 1Director?

As the company looks ahead, it plans to grow its team, expand its reach, and continue improving the funeral planning experience. The team is also gearing up for the 2025 National Funeral Directors Conference in Chicago, where they hope to further establish themselves as the go-to digital solution for funeral homes.

“Even though we’re bringing funeral homes into the digital age, we recognize that this industry still operates in a traditional way,” Lund said. “That’s why we’re investing heavily in conferences and word-of-mouth marketing—it’s where so many business decisions in this space happen.”

By blending efficiency, empathy, and modern technology, 1Director is proving that even the most traditional industries can evolve—and that digital transformation can bring comfort when people need it most.

To learn more about 1Director, connect with the company here.