You Only Need a 2.5 Minute Call with Families | Courtney Gould Miller (President, Tribute Tech)
Episode 64 of The Direct Cremation Podcast features one of the most influential figures in funeral tech—Courtney Gould-Miller, President of Commercial Markets at Tribute Technology. From law school to launching one of the most innovative cremation brands in the U.S., to leading at the largest software company in death care, Courtney’s journey is packed with lessons for any funeral director, operator, or entrepreneur looking to modernize and grow.
If you’re a funeral home owner, marketer, or someone exploring online cremation services, this conversation is a goldmine.
From Legal Career to Leading the Future of Funeral Technology
Courtney’s path into funeral service didn’t start conventionally. After graduating from UCLA Law and working internationally, her roots eventually pulled her back into the family business, MKJ Marketing—a firm long known for helping funeral homes succeed. But she didn’t just rejoin the team; she transformed it, leading the digital growth arm and advising funeral homes on websites, cremation advertising, and online funeral arrangements.
Her decision to launch Lumen Cremation, a digital-first cremation brand, came from a curiosity: what happens after someone fills out a form online? Courtney wanted to see the full customer journey—not just clicks and calls, but actual cremation arrangements and outcomes. That hands-on experience provided insights that most funeral tech vendors don’t have.
What It Takes to Build a Successful Online Cremation Business
Courtney breaks down what most funeral homes get wrong when trying to launch a digital cremation brand. Hint: it’s not just about having a funeral website.
A few key takeaways:
- Online cremations must be truly online. If you’re still completing arrangements over the phone or in person, you’re missing the operational efficiency.
- Families don’t need long conversations. Your cremation website should do the heavy lifting—answering questions, establishing trust, and guiding decisions. They need confirmation. That’s where the 2-minute call delivers 5-star service: it reassures, not explains.
- Effective funeral arrangement software needs to balance empathy and efficiency. The most important skill? Compassionate phone etiquette—brief, but meaningful. It’s not about how long you spend on the phone. It’s about how you show up. That’s why the right training plus the right tools make a massive difference in how value is communicated quickly.
- Non-traditional referral sources like medical examiners and downloadable pre-planning guides drove significant growth—reminding us that marketing cremations is about education, not just ads.
These insights aren’t just about cremation but they also apply to any funeral planning software strategy.
Scaling and Selling with Clarity
Lumen Cremation didn’t stay small for long. It grew rapidly, got national recognition (including a Forbes feature), and was eventually acquired. Why sell?
Courtney’s reasoning was strategic: to scale further would have required building or acquiring a crematory—a huge investment. At the same time, she was taking on a leadership role at Tribute Technology, a firm that was building the future of funeral home software, including crematory software, mortuary software, and funeral service software.
Her advice to funeral home owners thinking about acquisition?
“Run your business like you could sell it tomorrow. Even if you never do, it forces you to make smarter staffing and investment decisions.”
Whether you’re running a traditional funeral home or a growing online cremation service, it’s advice worth taking seriously.
Lessons for Funeral Home Owners in a Digital World
Courtney’s leadership at Tribute is helping reshape the landscape of funeral home management. Her approach combines deep empathy for the challenges funeral directors face with the mindset of a tech entrepreneur:
- Integrating best-in-class tools like Parting Pro’s funeral director app and planner into Tribute’s ecosystem is essential to creating seamless family experiences.
- Custom-coded planners limit flexibility; scalable tools like Parting Pro’s allow updates without developer intervention—crucial for any funeral management system.
- When your tech does its job well, families feel supported even when no one’s picking up the phone. This is what creates high trust, fast decision-making, and low call times—all while maintaining a high standard of care.
This new partnership between Tribute and Parting Pro aims to deliver the best funeral home software experience for both operators and families.
Final Thoughts
This episode is a masterclass in navigating the crossroads between tradition and innovation in funeral service. Whether you’re evaluating funeral tech, launching a cremation brand, or simply trying to stay competitive, Courtney’s story offers insight and inspiration.
If you’re looking to show families real value—faster—whether that’s through better funeral arranging software, smarter cremation advertising, or a seamless online funeral arrangement experience, this episode breaks down what actually works.
Listen to Episode 64 now! 🎧