Taylor Weber on 
This month, I had the privilege of attending the 2025 NFDA Professional Women’s Conference, an experience that left me inspired and better equipped to support my clients with a deeper sense of empathy, strategy, and clarity.
One attendee posed a question that stood out to me: “How can we consistently add value to our services without reinforcing the stereotype that we’re upselling families at their most vulnerable, especially when budgets are tight?” Reflecting on these candid discussions and collaborative exchanges made one thing clear: delivering high-value service doesn’t always mean families need to spend more—it means providing thoughtful, personalized gestures that resonate deeply. One director shared how she crafts small, meaningful mementos that reflect the deceased’s favorite hobby or brainstorms different ideas to tie in their personality to the service. Small acts with significant emotional impact.
You can’t always raise your prices, but you can always raise your value. Families don’t always have to spend more for you to deliver more.
In a room full of women who manage, lead, and support grieving families daily, it wasn’t the numbers taking center stage, it was the humanity behind them.
The Future Is Female—And the Future Is Here
Today, over 70% of mortuary science graduates are women. Think about that. An industry once dominated by male lineage and legacy is transforming. With this wave of new leadership comes a critical need for change in workplace culture, leadership development, and systems that support women not only as caregivers, but as owners, managers, and visionaries.
These women aren’t entering the profession passively; they’re coming in with passion, purpose, and, frankly, pressure. Pressure to prove themselves in a profession that still often clings to outdated expectations and unequal pay. Yet, they’re staying. They’re leading. They’re rewriting the narrative.
As a financial analyst and consultant, sometimes my time is spent buried in the numbers: revenue per call, gross profit margins, cremation mix, labor ratios. But conferences like this remind me why the numbers matter in the first place: behind every line item is a person, a team, a family, and a story.
Data With Depth: Marrying Metrics to Meaning
One of the most powerful parts of the conference was simply listening. Sitting at roundtables, funeral directors candidly shared challenges they face daily: pricing transparency, emotional burnout, navigating complex family dynamics, and delivering value without upselling. These are things you don’t see on a financial statement—but they directly impact the bottom line.
For instance, many directors noted that families often default to basic service packages. This isn’t always because of budget constraints, but simply because they’re unaware of the full range of memorialization options (Ex: Memorial Services and Visitations with a Cremation). Clear and compassionate education can bridge this gap, enhancing the family’s experience.
In my role analyzing performance and providing solutions, these qualitative insights bring numbers to life. Recently, a client faced declining revenue per call. Rather than immediately suggesting price adjustments, deeper conversations revealed the underlying issue: families weren’t fully informed of personalized tribute options alongside cremation. The general price list lacked clarity, leaving funeral directors and families settling for basic options. By shifting their communication to spend time listening to what the family wants and meeting them with education about meaningful memorial services, the firm saw increased family engagement—and revenue per call rose notably.
These are the insights that make our work human. It’s why we listen intentionally, not just to consult with data.
A New Era of Leadership—and Partnership
The NFDA Professional Women’s Conference wasn’t just about inspiration. It was about action. Open discussions identified critical gaps: the absence of leadership training in mortuary school, limited mentorship opportunities, and the pressing need for inclusive and flexible workplaces. Genuine progress requires acknowledging these challenges and actively collaborating to resolve them.
As more women move into leadership roles, our profession can evolve into something stronger, more connected, and sustainable. Foster mentorship opportunities or simply create safe spaces for open dialogue. The future of funeral service will be shaped by how proactively we choose to support this growing wave of leadership.
The numbers tell us change is coming. But the stories tell us why it matters.
Here’s to listening more, supporting better, and building the kind of profession where everyone—regardless of gender, role, or background—feels seen, valued, and heard.