(Un)Conference Bombshell: Cruger Announces Brad Green’s Appointment as COO of Foresight Companies

Following a phenomenal panel discussion on the state of funeral service finances at the fifth annual Disrupt Media Funeral (Un)Conference Tuesday, Chris Cruger, Chief Executive Officer of The Foresight Companies, announced that former Park Lawn Corporation CEO J. Bradley Green has joined Foresight’s executive team.

“I’m actually thrilled to announce that Brad Green has joined Foresight as our Chief Operating Officer,” Cruger shared with a record-breaking number of virtual (Un)Conference attendees.” Brad and I became really close friends, particularly over the transition of Park Lawn from public to private.”

Strong leadership and a smooth transition

As Park Lawn’s CEO, Green spearheaded the nearly $1 billion deal that successfully transitioned the company into private ownership by the Homesteaders Company, Homesteaders affiliate Viridian Acquisition Inc., and Birch Hill Equity Partners Management Inc. in August 2024. Cruger and Foresight assisted Homesteaders in the negotiations and worked alongside Green and others to manage the change. It was this partnership that convinced Green to consider joining Cruger at Foresight.

“We’ve been spending a lot of time together and he was able to spend some time around our team,” Cruger shared with (Un)Conference leader and Disrupt Media founder Ryan Thogmartin. “He loved what we were doing. Loved the culture and wanted to be a part of it and I couldn’t be more humbled to have him on board. I mean, you look at people out there, here’s the guy who doesn’t have to work, doesn’t have to do anything, but loves the profession, loves the people, loves what we do, and it’s really an exciting opportunity. [All I can say is] welcome, welcome.”

Green announced in April 2025 that he was stepping away from Park Lawn after nearly seven years with the company. Green joined Park Lawn as President in May 2018 and assumed the CEO position in March 2020. He previously served as CEO with the Signature Group prior to the Park Lawn’s acquisition of the business. Park Lawn president and general counsel Jennifer Hay assumed the role of CEO in May 2025.

New digs for Foresight

In addition to the announcement of Green’s new role, Cruger shared that Foresight has moved its base operations from Phoenix, Arizona to Jupiter, Florida. As all of Foresight’s employees also relocated to the new Florida location, the Arizona office was permanently closed.

Since Cruger joined the Foresight team in 2019, he has helped 178 businesses transfer ownership — and according to the panel of funeral finance experts at the (Un)Conference, the merger-acquisition market is only going to grow in the coming months and years.

A bright future

During a lively and informative discussion, the five-member finance panel described an “extremely active environment” and a “lot of activity” of late. Joining Cruger on the panel were Jamie Meredith of C&J FInancial, Tim Bridgers of Global Atlantic, Jimmy Altmeyer of Altmeyer Funeral Homes and Treasured Memories, and Jake Johnson of Johnson Consulting Group. Thogmartin led the panel in talks about preneed programs, training, business intelligence, and the changing needs of families.

“There is a lot of a changing demographic, and more and more people are looking to get out of this space,” Cruger shared during the discussion. “I think that spells a lot more opportunity. Valuations are solid. I think there’s no better time to be in this space, if you’re willing to be a little more progressive.”

Antonio Green’s New Webinar Will Help You Shape Your Vision for Ultimate Business Success

Most every deathcare professional is drawn to the field for reasons that are vastly different from those common in other industries. It’s a calling, not a career. It’s a ministry, not a business. But the reality is that it’s all of those things, and to succeed, you must be equipped with the right skills, tools, and mindset for creating and maintaining a sustainable, flourishing business while you serve your families and your community.

Antonio Green is here to help you shape and implement your unique vision for personal and professional success. Join Green on Tuesday, January 28 at 2:00 p.m. Eastern for “Breaking Through Barriers: Proven Strategies to Transform Your Business and Yourself in 2025” — a free, online, and interactive course that will cover a wide range of business-building topics with a focus on deathcare, but with tips and advice that could help anyone succeed in growing a profitable business in any industry.

It starts with a strong foundation

A fourth-generation funeral director, published author, and co-owner and manager of 106-year-old family-owned James H. Cole Home for Funerals in Detroit, Michigan, Green has been in (and is still wearing) your shoes. He’s experienced the ups and downs of funeral home management and ownership, and he’s learned what works — and what doesn’t — when it comes to growing your deathcare business. 

“There are plenty of things I’ve tried that haven’t worked out,” Green says, “but there are more things that have worked and are still working. In this webinar, I’ll offer practical insights and proven strategies for growth, efficiency, and personal development.”

In “Breaking Through Barriers,” Green will introduce a customizable plan for achieving your goals. Participants will learn how to build a strong foundation for transformative growth, how to leverage technology for efficiency and scale, how to identify new avenues for revenue, and create personal strategies for sustainable success.

Practical advice and tools for 2025 (and beyond)

Although deathcare is a profession that’s often considered too traditional or slow to evolve, that doesn’t have to be the case in your funeral home — especially when it comes to harnessing the power of technology. Green’s webinar will introduce you to some incredibly effective tools that you can easily implement for instant results. In the same way, he will share simple, concrete ideas for consistent revenue generation. 

“Especially now as the death rate has been going down over the last couple of years, we have to think about new revenue streams to offset that lack of revenue,” Green explains. “I’ll share some ideas for low-hanging fruit to pull in some extra revenue, to get you thinking outside the box.”

Green’s goal with the webinar is to empower attendees to establish a vision for their business, identify goals, and create a personalized action plan to achieve all your milestones along the way.

“What do you want your business to do, especially in 2025 going into 2026? Do you want it to grow? Are there milestones that you want to hit in the next few years?” Green asks. “Together, we will figure out what steps we need to take to get there and break it down into bite-sized pieces to achieve that goal. There’s not going to be a one-size-fits-all plan for everyone, so I’ll help you think it through individually.”

“Breaking Through Barriers” is limited to 250 attendees, so register today to secure your spot. The live webinar is free and a recording will be available at no cost. 

“I think starting the year off on a good foot will be a good thing,” Green says. “I think you’ll enjoy it!”