About Obitley

Independent investigative journalism covering the business, politics, and people of the American deathcare industry — from Heidi Macomber and the Obitley team.

Our Mission

The American deathcare industry generates over $20 billion in annual revenue and touches every family in the country, yet it operates with remarkably little public scrutiny. Funeral homes, cemeteries, crematories, and the corporations that consolidate them make consequential decisions behind closed doors — decisions that affect grieving families at their most vulnerable.

Voices exists to open those doors. We believe that rigorous, independent journalism is essential to a functioning deathcare marketplace. When consolidation goes unchecked, prices rise and service declines. When regulatory gaps go unreported, consumers pay the price. When the stories of operators, workers, and families go untold, the industry avoids accountability.

Our reporting focuses on three pillars: consolidation, who is buying whom and what it means for local communities; consumer protection, whether families are being treated fairly under existing laws; and transparency, bringing data and context to an industry that has historically resisted both.

We are not advocates for any business model or ideology. We are journalists — and our loyalty is to the truth and to the public that deserves to know how the business of death actually works.

What We Cover

Our editorial scope spans the full landscape of the American deathcare industry. Here are the beats we track every day.

Consolidation

Tracking mergers, acquisitions, and the rapid corporate consolidation reshaping funeral homes, cemeteries, and crematories across the United States.

Cremation Trends

Data-driven analysis of the cremation boom — usage projections, regional shifts, environmental impact, and how providers are adapting.

Women in Deathcare

Highlighting women leaders, founders, and innovators while examining the barriers that remain in a traditionally male-dominated industry.

Regulation

Covering the FTC Funeral Rule, state licensing requirements, compliance enforcement, and policy changes that affect consumers and operators alike.

Finance

Deep dives into private-equity deal flow, public-company earnings, valuation trends, and the capital reshaping how Americans say goodbye.

Operators

Profiling independent funeral homes and family-owned businesses — the survival strategies, economics, and community ties that set them apart.

Founder

Heidi Macomber

Founder & Editor

Heidi Macomber is an independent journalist based in the United States. She founded Voices to bring rigorous, data-driven reporting to an industry that has long operated outside the spotlight. With a background in business and investigative journalism, she is passionate about transparency, consumer protection, and telling the stories of the people who make up the deathcare profession — from multi-generational funeral directors to the private-equity executives reshaping the market.

Editorial Standards

Trust is earned through consistent, principled journalism. These are the standards that guide every story we publish.

Accuracy

Every factual claim is verified through at least three independent sources before publication. When a source could be mistaken, we say so.

Transparency

We publish our methodology, data sources, and analytical frameworks alongside investigative work so readers can evaluate our conclusions for themselves.

Independence

Voices accepts no advertising, sponsorship, or funding from deathcare companies, trade groups, or affiliated entities. Our only obligation is to the reader.

Corrections

When we get something wrong, we correct it promptly and publicly. Every correction includes a clear explanation of what changed and why.

Frequently Asked Questions

What is Obitley?

Obitley is an independent investigative journalism publication covering the business, politics, and people of the American deathcare industry. We track corporate consolidation, cremation trends, regulatory changes, and the stories of operators and families.

What topics does Obitley cover?

Obitley covers six core beats: consolidation (M&A and corporate acquisitions), cremation trends (data and analysis on the cremation boom), women in deathcare (leadership and barriers), regulation (FTC Funeral Rule and state licensing), finance (private equity and public companies), and operators (independent funeral home survival strategies).

Is Obitley free to read?

Yes. All Obitley investigations and articles are free to read. We also publish a free weekly newsletter, the Deathcare Briefing, every Tuesday with M&A moves, regulatory updates, and trend data.

Who is behind Obitley?

Obitley was founded by Heidi Macomber, an independent journalist with a background in business and investigative reporting. She is the sole founder and editor.

Does Obitley accept advertising from deathcare companies?

No. Obitley accepts no advertising, sponsorship, or funding from deathcare companies, trade groups, or affiliated entities. Our only obligation is to our readers.

Get in Touch

Have a tip, a story idea, or feedback? We want to hear from you. Our inbox is always open.