Fortitude Research and Marketing is launching in the UK in a bid to help funeral providers make use of data-driven insights to improve customer experience, build loyalty and develop effective marketing strategies.

“Consumer expectations in funerals are shifting,” said John Finlay, senior VP business development (pictured far left).

“Fortitude Research and Marketing helps funeral providers stay ahead by using data to improve services, attract families and build trust.

“We can help businesses turn data into insights that they can take action on, enhance customer experience, generate new business, increase loyalty and gain a competitive edge.”

Why data matters

Funeral directors can use data to improve customer service, identify gaps in offerings and refine pricing strategies – helping them remain competitive. Having data isn’t enough – it’s how you turn that data into actionable insights for your business that makes the difference.

Unlocking the power of data

“In a sensitive and highly personal sector like funerals, customer experience is everything,” said John. “Fortitude helps funeral directors understand what families really want. Its insights help improve services, increase referrals and build long-term customer relationships. This approach helps funeral providers improve service quality, attract more families, and strengthen their reputation.

Data isn’t just about numbers – it reveals what truly matters to families. In an industry built on trust and care, providers who embrace data-driven decision-making and marketing will set new standards for excellence.”

Turning insights into action

Fortitude’s insights help funeral businesses:

• Improve word-of-mouth referrals.

• Address concerns before they lead to negative reviews.

• Understand why families choose competitors.

• Create targeted marketing that reaches the right audience.

Fortitude has just opened a new office in the UK, managed by John Finlay, who also covers Ireland. John has more than 25 years of experience in the funeral business in Ireland, the UK, North America and Australia, and is inviting funeral businesses to reach out to discuss how Fortitude can bring value in these rapidly changing times. “We are very excited to launch in the UK and we believe that we can really help funeral businesses in these very challenging times,” he said. “We offer experience and learning from other markets around the world, adapted to provide UK-specific solutions, which we believe will be game changing for our clients.”