Business View - March 2015 121
there were over 50 things, even up to 100. We found
the typical funeral home only provided about a third of
those items. We created a vision to take much more
of the burden off families and add value by providing
more services.”
To implement the vision, Rex tapped Justin Baxley as
Chief Customer Officer, responsible for both market-
ing and operations. Baxley joined Foundation Partners
after his firm, Hiers-Baxley Funeral Services, joined
Foundation Partners. “Justin is an innovative leader in
funeral service and the perfect choice to help bring the
vision to reality,” says Rex.
Research indicated that 70 percent of Baby Boomers
– those born from 1946 to 1964 – want a different fu-
neral experience than their parents, but 99 percent of
funeral homes only perform traditional services. See-
ing this, Rex gravitated toward ways in which the cur-
rent “analog” funeral experience could be transformed
into “the Google age.”
“To us, the huge opportunity was to really reinvent the
entire funeral experience, from marketing and initial
contact, to the arrangement process, to the funeral it-
AT A GLANCE
WHO:
Foundation Partners Group
WHAT:
Provider of end-of-life transition services
as owner/operator of 40 funeral homes and six
cemeteries in 13 states
WHERE:
Corporate headquarters in Orlando, Fla.
WEBSITE
:
HEALTHCARE
