Innovation, Inspiration and Impact: NFDA 2025 Convention Unites Funeral Professionals in Chicago

Brookfield, Wis. – The 2025 National Funeral Directors Association (NFDA) International Convention & Expo brought together funeral service professionals from around the world for four unforgettable days of learning, connection and inspiration. Held October 26–29 in Chicago, Illinois, the event invited attendees to explore new ideas, celebrate innovation and reaffirm the compassion at the heart of the profession.

From powerful keynote speakers and dynamic workshops to the world’s largest funeral service exposition, the NFDA Convention delivered an experience that blended education, creativity and community in equal measure. The atmosphere throughout McCormick Place reflected the energy and optimism of a profession dedicated to excellence and continuous growth.

As the funeral service profession’s premier gathering, the 2025 Convention once again set the standard for collaboration and leadership, proving that when funeral professionals come together, the result is transformation.

Total attendance for the 2025 Convention was 5,964 (3,625 participants and 2,339 exhibitor representatives). This included 393 international attendees from 39 countries and territories. The Expo Hall featured 357 exhibiting companies, filling 85,100 square feet of exhibit space.

Education and Inspiration

The 2025 Convention offered more than 30 education sessions and five pre-convention seminars, each carefully curated by the NFDA Convention Education Task Force to address evolving consumer expectations, workforce challenges and the latest innovations shaping funeral service.

Participants explored topics such as new forms of disposition (including alkaline hydrolysis and natural organic reduction), the integration of artificial intelligence, compassion fatigue, consumer communication, and strategies for strengthening business operations and marketing. Traditional subjects such as embalming, restorative art and cremation were also featured prominently.

During the Opening General Session on Monday, October 27, NFDA CEO Christine Pepper unveiled “When Words Matter: A Funeral Director’s Guide to Clear and Compassionate Communication,” a guidebook based on groundbreaking NFDA research designed to help funeral professionals bridge the language gap between themselves and the families they serve.

Based on research with more than 1,100 consumers, the study revealed stark differences in how families understand and use terms commonly used by funeral directors, such as funeral, memorial service and celebration of life. The guide invites funeral service professionals to reflect on how they communicate with grieving families and offers practical strategies to strengthen trust and clarity. Pepper announced that “When Words Matter” is available free of charge to funeral professionals at NFDA.org/Research.

That same spirit of reflection and growth continued throughout the week as attendees were inspired by two powerful keynote speakers who reminded them of the importance of passion and curiosity in their work. Felipe Gomez, sponsored by National Guardian Life, opened the convention with “Virtuoso: Living the Virtuoso Life,” an engaging experience blending live piano music with lessons on leadership, innovation and excellence. Gomez cautioned against becoming too comfortable or dispassionate in daily work, urging attendees to “play with passion,” because other people will respond to your energy. He invited participants to reflect on their work and consider whether they are simply playing the notes or truly playing with heart.

On Wednesday, October 29, Crystal Washington, sponsored by Carriage, echoed that theme in her closing keynote, “Futureproof Yourself: Innovate and Thrive in Times of Uncertainty.” She encouraged attendees to approach their work and the world with renewed curiosity, to cultivate a childlike sense of wonder, and to never stop asking, “What’s that?” and “Why?”. In doing so, she reminded funeral professionals that curiosity and passion are the keys to embracing change with creativity and confidence.

The Expo Hall: Innovation in Action

The 2025 NFDA Expo Hall once again served as the global hub of innovation in funeral service. Attendees explored the latest products and technologies from exhibitors worldwide, networked with industry leaders and experienced firsthand how innovation is shaping the future of care for grieving families.

Among the most celebrated moments was the announcement of the 2025 NFDA Innovation Award during Monday’s Opening General Session. This year’s winner was Grace by Afterword, the profession’s first AI assistant designed specifically for funeral homes. Grace automates routine administrative tasks, supports personalized communication and helps funeral directors focus on serving families with compassion and efficiency.

Healing Path Cemetery, a grief-focused engagement system, earned second place, while Passare – AI Scanner, a handwriting-recognition tool that digitizes vital forms, took third. NFDA extends its gratitude to ASD – Answering Service for Directors for sponsoring the award and the distinguished panel of judges who selected this year’s winners.

Artistry and Excellence

A major highlight of the convention was NFDA’s first-ever Restorative Art Technical Showcase, where eight talented practitioners demonstrated advanced reconstructive techniques on practice models before a live audience in the Expo Hall. The competition’s winner, Hannah Bugos of Spearfish, South Dakota, was honored for her exceptional skill, artistry and technical precision.

NFDA thanks judges Glyn Tallon, Vernie Fountain and Karl Wenzel for their expertise and the competition sponsor, Post Mortem Restorative Cosmetics, for helping showcase the craft, care and creativity that define restorative art in funeral service. NFDA also thanks The Dodge Co., Frigid Fluid and Kelco for additional product and supply support.

NFDA’s fourth annual Funeral Face-Off trivia challenge, sponsored by Precoa, once again brought high-energy competition and plenty of laughs to the Expo Hall. Before the Convention, teams from across the country competed in preliminary rounds of funeral service trivia, leading to three finalists: “Return Homies” (Katey Houston, Mandy Stafford and Travis Locke); “Grave Expectations” (Kevin O’Connell, Jacob Wittrock and Amy Hart); and “Team Steve” (Steve Reynolds, Melany Artajo and Audrey Fictum).

In the end, the “Return Homies” reclaimed the 2025 Precoa Cup, followed by “Grave Expectations” in second place and “Team Steve” in third. This fan-favorite event once again proved that a little friendly competition is the perfect way to celebrate knowledge, teamwork and fun in funeral service. In addition to the support from Precoa, NFDA thanks Tuesday Evening Publications for providing prizes for Funeral Face-off.

Celebrating Service, Connection and Community

The 2025 NFDA International Convention & Expo offered countless opportunities to celebrate the people, passion and purpose that define funeral service.

The week began on Sunday, October 26, in unforgettable style with NFDA’s Welcome Party, sponsored by Batesville and Legacy. Held at Chicago’s iconic House of Blues, the roaring 1920s-themed event transported guests to the Prohibition era, complete with live jazz, tarot readers, typewriter poets, whiskey tastings and high-energy dance performances. Attendees enjoyed small bites, cocktails and Charleston dance lessons as they connected with colleagues from throughout the country and around the globe. With glittering flapper dresses, pinstripes and fedoras filling the room, it was truly the party of the decade and a joyful start to the week.

The celebration of excellence continued Monday, October 27, with the NFDA All-Star Recognition Ceremony, honoring funeral professionals who exemplify leadership, innovation and dedication to serving families and their communities. The ceremony recognized: the 2025 NFDA Pursuit of Excellence Award recipients; NFDA Green Funeral Practice Certificate holders; NFDA Cremation Certification designees; NFDA Certified Preplanning Consultants; Funeral Service Foundation scholarship recipients; 2025–26 NFDA National Emerging Leaders Program participants; 2025 Meet the Mentors participants; the 2025 NFDA Inspiration Award recipient; and Academy of Professional Funeral Service Practice Certified Funeral Service Practitioners. From emerging leaders to seasoned professionals, the ceremony shone a spotlight on the passion and commitment that elevates the profession and inspires others to pursue excellence.

One of the week’s most moving moments came on Tuesday, October 28, during the Service of Remembrance, sponsored by Messenger and Tukios, and featuring Chicago’s historic Ebenezer Missionary Baptist Choir. The service honored funeral service professionals and loved ones who died during the past year, celebrating their lives and legacies with music and reflection.

The sermon, delivered by Pastor Darryl Person of Ebenezer Missionary Baptist Church, drew inspiration from the hymn “Peace in the Valley” and the city’s distinction as the birthplace of gospel music. Person, the son of a funeral director, spoke eloquently about grieving families “walking through the valley,” and reminded attendees that they are called to walk with them — to offer comfort and companionship on the journey toward healing.

As the final hymn during the Service of Remembrance faded, attendees gave generously, raising $5,000 for Ebenezer Missionary Baptist Church, a fitting reflection of the care and kindness that define funeral service.

On Tuesday evening, the spotlight turned to the next generation of professionals during the Young and New Funeral Professionals Networking Event at Lucky Strike Chicago. This energetic gathering combined bowling, arcade games, billiards, food and conversation in a relaxed atmosphere, giving newcomers to the profession the opportunity to connect, share experiences and build lasting relationships.

Compassion in Action: The NFDA Impact Zone

The new NFDA Impact Zone, which was supported by the Funeral Service Foundation, provided meaningful opportunities for attendees to give back to Chicago.

On Monday, October 27, volunteers assembled 1,000 hygiene kits for individuals and families in need. The kits will be distributed through Bright Star, a local organization serving Chicago’s most impoverished neighborhoods, with coordination from Chicago Cares.

Throughout the week, attendees also wrote letters of appreciation to veterans participating in upcoming Honor Flights to Washington, D.C. These heartfelt notes were sent to Honor Flight chapters in Chicago, Peoria and Southern Illinois and will be delivered to veterans during “Mail Call,” a cherished moment on their journey home from visiting national memorials.

Funeral directors are among the most community-minded professionals in the world, and the Impact Zone reflects that enduring spirit of service. Whether building kits or writing letters, NFDA members once again demonstrated that compassion and care for communities are at the heart of everything they do.

Memories of Chicago

Professional photographers were on hand to capture the spirit and excitement of the 2025 NFDA Convention. Photos can be viewed online at NFDA.org/ChicagoPics; attendees may download as many photos as they like at no charge.

Additionally, the All-Star Recognition and Installation of the 2025-26 NFDA Board of Directors were livestreamed on the association’s Facebook page. Recordings of these events can be found online, Facebook.com/NationalFuneralDirectorsAssociation/Live_Videos.

Looking Ahead: Charlotte 2026

The 145th NFDA International Convention & Expo will take place October 25 through 28, 2026, in Charlotte, North Carolina. Home to the NASCAR Hall of Fame and known for its warm hospitality and dynamic blend of Southern charm and modern innovation, Charlotte promises another unforgettable experience of learning, networking and inspiration.

Sponsors

NFDA thanks its 2025 International Convention & Expo sponsors for their generous support:

• Medallion: National Guardian Life
• Black Diamond: Homesteaders Life Company
• Platinum: Carriage Services, Federated Insurance
• Titanium: Tribute Technology
• Gold: Batesville; Inman Shipping/Travel Plan by Inman; Legacy; Love Urns; Physicians Mutual; Precoa; TruStage;
• Silver: ASD – Answering Service for Directors; C&J Financial; Foundation Partners; Heartland; Implant Recycling; Johnson Consulting Group; The Messenger Company; Post Mortem Restorative Cosmetics; Ring Ring Marketing; Tukios; Ultimate Canine
• Bronze: Argent Trust; Aurora Payments, CareCredit; ClearPoint; International Injury Lawyers; Doric; Eagle’s Wings Air; Fortitude; funeral365; Funeral Service Credit Union; Global Atlantic; Keith Merrick Co.; Madelyn Co.; Matthews; Nomis Publications Inc.; Passare; PlotBox; Sympathy Brands; Trigard; USA Today Networks 

About NFDA

NFDA is the world’s leading and largest funeral service association, with 20,000 individual members who represent more nearly 11,000 funeral homes in the United States and 49 countries around the world. NFDA is the trusted leader, beacon for ethics and the strongest advocate for the profession. NFDA is the association of choice because it offers funeral professionals comprehensive educational resources, tools to manage successful businesses, guidance to become pillars in their communities and the expertise to foster future generations of funeral professionals. NFDA is headquartered in Brookfield, Wis., and has an office in Washington, D.C. For more information, visit NFDA.org.

Recognizing Remarkable Women: Nominations Open for NFDA Inspiration Award

Brookfield, Wis. – The National Funeral Directors Association (NFDA) is now accepting nominations for the third annual NFDA Inspiration Award. This prestigious award, presented during the NFDA Professional Women’s Conference, celebrates a distinguished and accomplished woman who has made meaningful contributions to the funeral service profession or a related field. NFDA thanks National Guardian Life Insurance Company (NGL) for generously sponsoring this award. 

Nominations will be accepted online through February 17, 2025. The Inspiration Award recognizes individuals who consistently take the initiative to elevate the funeral service profession. Ideal nominees are enterprising leaders who mentor colleagues, inspire their peers and demonstrate a passion and energy that sets a powerful example for others. They must also have achieved significant accomplishments at the local, state, national or international level. 

“As more women step into leadership roles in funeral service, it’s vital to honor the incredible impact they’re making on this profession,” said NFDA CEO Christine Pepper, MBA, CAE. “The Inspiration Award is a testament to the trailblazers who have broken barriers, mentored others and elevated the standard of excellence in funeral service. NFDA is proud to recognize these extraordinary individuals.” 

“It’s an honor to support this initiative and celebrate women making a profound difference in funeral service,” said Jennifer Kaset, Vice President, Sales and Business Development, NGL. “The Inspiration Award highlights the passion, leadership and dedication that women bring to this profession, and I look forward to seeing this year’s deserving recipient recognized.” 

Nominees must be currently employed in the funeral service profession or a deathcare-related field and have a minimum of five years of experience working directly with families. In addition, nominees must:

• Actively work to elevate the funeral service profession.
• Engage in community and professional service organizations.
• Educate the public about the value of meaningful memorialization and the role of funeral directors.
• Participate in ongoing professional development activities.

 Nominations can be submitted online until 5 p.m. CT on February 17, 2025, at NFDA.org/InspirationAward. A distinguished panel of judges will select the winner, who will receive a complimentary registration for the 2025 NFDA Professional Women’s Conference and up to $1,000 to cover expenses for attending the conference, during which the award will be presented. (The 2025 NFDA Professional Women’s Conference will take place May 15-18 in Santa Ana Pueblo, New Mexico.) 

NFDA is the world’s leading and largest funeral service association, serving 20,000 individual members who represent nearly 11,000 funeral homes in the United States and 49 countries around the world. NFDA is the trusted leader, beacon for ethics and the strongest advocate for the profession. NFDA is the association of choice because it offers funeral professionals comprehensive educational resources, tools to manage successful businesses, guidance to become pillars in their communities and the expertise to foster future generations of funeral professionals. NFDA is headquartered in Brookfield, Wis., and has an office in Washington, D.C. For more information, visit www.nfda.org. 

Batesville Blends Innovation, Inspiration and Affordability in its latest Burial and Cremation Offerings

Experience what’s new at the 2024 ICCFA Convention & Exposition                  

BATESVILLE, Ind., April 2, 2024 – Batesville is leveraging insights from funeral directors and consumers to reimagine products for a new generation, blending modern designs, value-added features and materials that are respectful of our environment. The company will display an array of new products at the 2024 International Cemetery, Cremation and Funeral Association (ICCFA) Annual Convention and Exposition, April 10-13 in Tampa, Florida.

“Today’s consumers have high expectations when choosing funeral products, and by understanding what families are looking for, we have been able to create some truly unique and compelling offerings that are aesthetically pleasing, and that meet their functional and financial requirements, while also aligning with their values,” said Jenn Parvin, SVP and Chief Marketing Officer for Batesville.

This includes new investments in the Dimensions^® by Batesville oversize product line, a new rental casket and redesigned insert, Generations™ sustainable products, and the addition of more than 80 new cremation urns, keepsakes and contemporary jewelry items that are on trend for today’s generation. 

Visit Batesville at booth 1331 to explore these new offerings and learn how they can help drive higher satisfaction and profits.

NewPointe^® Artemis Collection: The latest addition to our expansive Dimensions oversize casket line, the Artemis Collection delivers high eye appeal and quality at an entry-level price. Constructed of 20-gauge steel, both models are available in 28” and 32” options. The display includes:

• Artemis Grey 28” with Ivory Crepe interior
• Artemis Copper 32” with Rosetan Crepe interior

Fairview^™ Rental Casket: Inspired by popular casket designs, the Fairview is the first rental product with Batesville’s exclusive LifeView^® personalization panel, allowing families to display treasured photos or mementos. It features hardwood construction, a light pecan finish with wood embossed bars and a fold-down end for easy loading/unloading.

Sureview^™ Rental Insert: More than just a new design, the Sureview* has six-layer reinforced corrugated cardboard construction for added strength and structural integrity with a leak-resistant tray for added peace of mind. 

• Available in standard (24”) and oversize (27”) widths 
• Sold in packs of four 

Generations Sustainable Products: Sustainably sourced and manufactured from fast-growing, abundant hardwoods, with all natural interiors and water-based finishes, Generations 

is an ideal choice for those with an eco-conscious mindset. The dual disposition design and modern aesthetics appeal to a much larger audience of burial and cremation families.

• The Promise^™ has a sleek domed top and intricate design details from end to end, with Family Choices^® personalization
• The Sincerity^™ features a curved plank top with intricate edges and panels, giving it a refined look 

Urns, Keepsakes & Jewelry: After launching more than 50 new products in the fall of 2023, including a collection of affordable NewPointe urns, Batesville is introducing new biodegradable, wood and ceramic vase keepsake urns and an impressive collection of sterling silver and stainless jewelry, new birthstone pendants and a new point-of-purchase display to showcase remembrance jewelry. Talk with a Batesville expert about the free tools and helpful resources available to educate funeral home staff and families about cremation products and services.

Technology solutions to optimize and grow your business: The right technology solutions can increase operational efficiency and improve profits. Batesville experts will provide live demos of its free website platform, including the exclusive Floral Select™ e-commerce offering, show how Batesville Connect^® can streamline everyday account management activities and share the latest 3D Mapping capabilities in its MIS management software.

Educational sessions – sponsored by Batesville

A longstanding partner with ICCFA, Batesville is proud to sponsor four educational sessions:

Wednesday, April 10 at 1:30 p.m. (ET)

• Communicating with Ease: Building Trust through Authentic Dialogue

Tiffanie Kellog, Business Coach

• Creating a World-Class Customer Experience

Vincent Roberge, Johnson Consulting Group

Wednesday, April 10 at 3:00 p.m. (ET)

• Unlocking the Future: Surprising Discoveries from Consumer Insights

George Owens, SoCal Approach

• Digital Marketing is not Rocket Science… but it is Scientific

Troy Brake, Vertin Funeral Homes 

For more information, visit www.batesville.com/news/iccfa-2024/. 

*Patent Pending

###

ABOUT BATESVILLE SERVICES, LLC

Batesville (www.Batesville.com) is a recognized leader in the death care industry in North America, offering a comprehensive portfolio of burial and cremation products, memorialization options and innovative technology solutions. For more than 125 years, Batesville has supported licensed funeral professionals in helping families honor the lives of those they love.^® A history of manufacturing excellence, product innovation, superior customer service, and reliable delivery helped Batesville become – and remain – a market leader.