Feb 2024 - Jan 2026 · 15-Year Partnership · 85+ Locations
The partner that built your empire.
Every lead, every form, every conversion. Two years of documented performance — the full picture of what funeralOne actually does for NorthStar Memorial Group.
0%
ROI on Partnership
$0M+
Revenue Generated
$0K
Unbilled Value Delivered
0
Requests · Zero Invoiced
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Partnership Economics
Every dollar you spent
returned $51 back.
For 15 years, funeralOne has generated extraordinary returns against a fraction of the cost. This isn't vendor math — it's audited performance data.
5,027%
Return on Investment
$33.45M generated against $652K in fees — verified, documented, and growing
$0
Total Revenue Generated
Attributed earnings from funeralOne-powered web properties across the NSMG portfolio, 2013-2025
$0
Total Platform Fees
Everything NSMG paid for 15 years of fully managed platform, hosting, development, and support
0%
Verified ROI
$51 returned for every $1 invested. No other vendor in your stack comes close — or even competes in the same category
Cumulative Value vs. Cumulative Fees — 2013 to 2025
The gap is not an accident. It's the compounding effect of 15 years of continuous platform investment.
The Invisible Invoice
$257,000 in services
you were never charged for.
268 documented requests. 970 hours of work. Enterprise development, emergency support, vendor coordination, legal compliance — all delivered at zero additional cost.
0
Total Requests Handled
Feb 2024 - Jan 2026, fully logged
100% No Charge
0
Hours Delivered
Across development, strategy, emergency response & vendor coordination
Not invoiced
$0
Estimated Unbilled Value
Based on industry-standard agency rates
$0 invoiced
0
Above & Beyond Items
Flagged as extraordinary value delivery — not just task completion
Tier 1 stories
Unbilled Value Breakdown
| Period | Requests | Est. Hours | Value |
|---|---|---|---|
| Year 1 (Feb '24 - Jan '25) | 135 | 426 hrs | $111,060 |
| Year 2 (Feb '25 - Jan '26) | 133 | 544 hrs | $146,100 |
| Total | 268 | ~970 hrs | ~$257,160 |
Rates: LOW $150/hr · MED $195/hr · HIGH $295/hr · CRITICAL $295/hr (12-40 hrs)
Year-Over-Year Growth in Value Delivered
Responsiveness
When you need us,
we're already working.
75% of requests got a first response in under 2 hours. For emergencies — forms down, legal crises, regulatory violations — the response is measured in minutes.
75%
Responded Under 2 Hours
3 out of 4 requests acknowledged and actioned within 2 hours of receipt
Industry standard: 24-48hrs
88%
Responded Within 24 Hours
Only long-form project threads (multi-week builds) account for the remaining 12%
First reply, not full resolution
Minutes
Critical Escalation Time
Revenue-critical outages, legal emergencies, and regulatory violations handled in minutes — not tickets
Forms down = engineer in 4 min
Sub-10-Minute Critical Responses
NSMG-070
Revenue Critical
At-Need Forms Down — All Properties
Engineering on-call in 4 minutes. All 12 lost submissions recovered. Root cause owned with zero deflection.
"Yikes. And apologies. And amazing catch." — Skip
NSMG-004
Training
3-Minute Reply + Live Zoom Offer
CMS training request replied to in 3 minutes, Zoom walkthrough offered immediately.
NSMG-059
Operations
2-Minute Response to Cara
Scheduler attendee list inquiry resolved before most agencies would even open the ticket.
NSMG-255
Holiday · Regulatory
GPL Emergency — New Year's Eve
VP Richard McCown's URGENT email replied to in 10 minutes. All 7 Western Region properties reverted within the hour. GPLs confirmed New Year's morning.
"Skip is ready and on standby." — Lalita
NSMG-047
SEO · Portfolio
Schema Deployed Portfolio-Wide — 10:18 PM
Local Business Schema pushed across ALL NSMG websites on the same day as the Ferdinand merger. Confirmed at 10:18 PM.
Nights, Weekends & Holidays
After Hours
funeralOne doesn't have office hours when NSMG needs us. We have documented work on weeknight evenings, Fridays, New Year's Eve, and New Year's Day.
NSMG-008
9:20 PM Weeknight
Smart Cremation Memphis Pricing Fix
Pricing updated same evening. No delay, no next-business-day queue.
NSMG-139
Friday Afternoon
Portfolio-Wide Meta Pixel Removal
Compliance emergency. ~1.5 hours. Every NSMG property updated before the weekend.
NSMG-255/258
New Year's Eve + Day
GPL Holiday Crisis — Western Region
Worked NYE. Confirmed California GPLs New Year's morning. 7 sites reverted within 1 hour of January 2nd URGENT email.
"All set with these. Happy New Year!" — Skip
Platform Performance
Every metric. Every year.
Zero declining.
From pre-need leads to commission per tribute — every key metric improved. This is not coincidence. It's continuous, managed platform performance.
+538%
Pre-Need Leads
0.13 to 0.830 per tribute. The platform that converts browsers into pre-planners.
Per Tribute Normalized
+623%
Overall Leads
Total lead volume up 623% — across every form type, every location, every property
Comprehensive growth
+364%
Form Submissions
Form conversion up 364% — direct result of funeralOne's CRO infrastructure
CRO driven
+107%
Commission Per Tribute
$12.04 to $24.87 per tribute. Revenue quality doubled, not just volume
$12.04 → $24.87
Performance Trajectory — Pre-Need Leads / Tribute
All Metrics vs. Baseline
1
Pre-Need Leads / Tribute +538%
+538%
2
Overall Leads +623%
+623%
3
Form Submissions +364%
+364%
4
Orders +69%
+69%
5
Commission / Tribute +107%
+107%
Technical Benchmarks
99
PageSpeed Desktop
91
PageSpeed Mobile
4.5x
Faster Than Competitors
99.98%
Platform Uptime
Enterprise Builds
We didn't just maintain websites.
We built your infrastructure.
Major product builds, CRM integrations, compliance systems, and full website launches - all delivered beyond the scope of the base agreement.
NSMG-027/043
Product - 2.5 Months
Appointment Scheduler
Full lifecycle: spec, build, CRM integration, staff training for 30+, individual property follow-ups, and launch reporting. 17 leads in week one triggered portfolio-wide rollout.
"Fantastic! Let's roll!" - COO John Renfro
NSMG-181/233
Full Build - 10 Days
Mililani Memorial Park Website
One message from Lalita about a confidential acquisition. Complete website built, CRM integrated and tested in Dynamics 365, ready to flip the switch within 10 days.
NSMG-249
Compliance - 8 Weeks
DNC Compliance System
Portfolio-wide Do Not Contact form with full Dynamics 365 integration, new DNC entity/table, and old suppression URL replacement. Live across all properties Jan 21, 2026.
NSMG-229
Legal - VP of IT Origin
Privacy Policy & Terms of Use
Originated by VP of IT Christie Fewlass and drafted by outside counsel. Skip had it to dev in 4 minutes. Proactively built test mockups before NSMG finalized language. Deployed across all sites.
"Funeral One is updating all the sites." - Lalita to Christie
NSMG-117
Legal Emergency - 24hrs
Teri Caballero Digital Disassociation
Same email to Intellibright (4 people) and funeralOne. Intellibright asked for examples. Skip audited the entire Ferdinand blog, removed 18 URLs from Google's index - while sick - within 24 hours.
The SEO vendor couldn't find the problem. The web vendor fixed it.
NSMG-139/143/163
Compliance - 3 Phases
Meta Pixel Compliance Migration
Phase 1: Portfolio-wide removal in ~1.5 hrs. Phase 2: Reinstallation with compliant code next business day. Phase 3: Server-side Conversions API migration because Meta classified funeral services as sensitive.
NSMG-197
Vendor Takeover
Osano Cookie Consent
NSMG's own paid consultant estimated 12-14 hours for 59 sites. funeralOne took ownership, classified all items, then identified Osano was generating false positives and escalated directly to Osano support.
NSMG-061
UX Design + Build - 29 Properties
Catering Pages - Co-Designed + Deployed
SVP Sales wanted catering pages. Skip co-designed the concept with Lalita, then built and deployed across 29 funeral home websites - each with unique menus, pricing, and photos. No agency brief required.
The Vendor Landscape
Two vendors. Two
very different roles.
In 25+ documented interactions, a consistent pattern emerges between Intellibright and funeralOne. This is not a criticism - it's a factual record of who executes and who requests.
funeralOne
Fully Managed Platform + Execution Engine
✓
Builds, fixes, and ships✓
Owns the website infrastructure and conversion layer✓
Diagnoses third-party issues (including Intellibright's)✓
Removes URLs from Google index during legal emergencies✓
Takes over when NSMG's paid consultants estimate too high✓
Responds in minutes, builds in days✓
Works New Year's Eve✓
Installs Intellibright's tracking pixels for themProprietary Platform · 99.98% Uptime · PageSpeed 99
VS
Intellibright
Traffic Acquisition (SEO/PPC)
✗
Reports problems and requests access✗
Drives traffic to funeralOne's platforms✗
Could not find the legal emergency content to remove✗
Schedules meetings, asks for examples✗
Needs funeralOne to install their tracking pixels✗
Needs funeralOne to provide Search Console access✗
Needs funeralOne to fix their broken call tracking✗
Escalates to funeralOne when ad landing pages go downWordPress-based · Traffic only · No conversion infrastructure
The Attribution Reality
Intellibright drives traffic to websites. funeralOne is the website - the platform, the content management, the conversion infrastructure, and the CRM integration layer that turns visits into leads and leads into revenue. These are complementary functions. Without funeralOne's conversion engine, Intellibright's traffic generates nothing. Without Intellibright's traffic, funeralOne still runs your entire digital operation and converts organic, direct, and referral visitors. The math is not symmetric.
Lead Attribution Reality
Traffic sources for NSMG properties. Paid search (Intellibright-influenced) accounts for ~8% of traffic. funeralOne's platform converts all of it.
What funeralOne Takes Over
NSMG-197
Vendor Takeover
Osano Cookie Consent
NSMG's paid consultant: 12-14 hours estimate. funeralOne: owned it, completed it, escalated false positives to Osano directly.
NSMG-117
Legal Emergency
Google Index Removal
Intellibright (4 people): "couldn't find much." funeralOne (1 person, sick): 18 URLs removed from Google index in 24 hours.
NSMG-183
Diagnostics
Intellibright's Own Calls
Intellibright's call tracking pushed wrong numbers to Skylawn. funeralOne diagnosed and fixed it for them.
The Ecosystem Dependency
25+
Intellibright References in funeralOne's Log
Every single Intellibright touchpoint runs through funeralOne's infrastructure. Search Console access, pixel installation, form diagnostics, landing page fixes - their campaigns depend on our platform to function.
funeralOne is the foundation Intellibright builds on
Voice of NSMG Leadership
What your own team
says about funeralOne.
“
"Fantastic! Let's roll!"
John Renfro - COO, NorthStar Memorial Group
After Appointment Scheduler generated 17 leads in week one
“
"You guys are the best!!!"
Spencer Hines - SVP Sales, NSMG
Then immediately requested portfolio-wide rollout
“
"This is awesome and very thorough!"
Lalita Bhutia - NSMG Team
After funeralOne turned a 2-item Friday request into 12+ deliverables, delivered at 5:14 PM
“
"You went above and beyond here."
Cam - NSMG Team
Asked for a simple image upload. Got a full awards showcase page.
“
"We need your help... I just want you to understand the urgency here."
John Renfro - COO, NorthStar Memorial Group
Response from funeralOne: "We'll move as quickly as humanly possible (or faster)."
“
"Skip is ready and on standby as soon as we get the correct files."
Lalita Bhutia to VP Richard McCown
GPL regulatory emergency - New Year's holiday period
The Bottom Line
$33.45M generated.
$257K donated.
15 years committed.
funeralOne delivered 970 hours of enterprise-grade development, emergency support, vendor coordination, and strategic consulting across NSMG's entire portfolio - at zero additional cost - while building the infrastructure your revenue depends on today.
The partner that built your digital empire
0%
Partnership ROI
0
Requests Handled Free
$0
Additional Charges
15+
Years of Partnership
0
Metrics Declining
funeralOne x NorthStar Memorial Group · Partnership Intelligence Report · February 2026 · Data: Feb 2024 - Jan 2026