By Thomas A. Parmalee
When Penny Stab lost her father, she was frustrated by existing memorialization platforms, which she felt lacked compassion and empathy.
“Many felt overly commercialized, focusing on selling tangible items or featuring intrusive advertisements,” she said.
Instead of just being content with what was out there, however, Stab got to work building a platform of her own and is now the founder and CEO of Enlighten Memorial, which offers a lifetime legacy package and preplanning package both priced at $198.
While the company is focusing on a direct-to-consumer market, Stab is open to exploring potential partnerships with funeral homes.
“We believe these collaborations can create mutually beneficial opportunities for both Enlighten Memorial and our partners, allowing us to reach a wider audience and better serve the needs of grieving families,” she said. “Our goal remains to ensure that our services are accessible to those who need them most.”
We recently had the chance to interview Stab to learn more about how she launched her company and the gaps she’s seeking to fill in the marketplace. Edited excerpts follow.
Tell us a little bit about yourself … married, kids, interesting hobbies?
My husband and I have been married for 27 years, and our family has grown beautifully. Our daughter and son-in-law have three amazing children, and our son serves his country as a first lieutenant in the Army. We are so fortunate to have such a loving and supportive family.
Spending time with the grandkids and working on Enlighten Memorial fills most of my days. When I have free time, I enjoy traveling with my husband or working on home projects.
What did you do before founding Enlighten Memorial?
Raising our children has been the greatest joy of my life. Outside the home, I dedicated many years to working in the field of special education, finding deep fulfillment in supporting students.
How did you go from being part of a different field to starting a company in death care? That is a big change!
Losing my dad was a profound loss. He was not only my father but also one of my closest friends. My work in special education, while deeply rewarding, also brought its share of heartache. Witnessing the loss of young students over the years deeply impacted me. Although I no longer work in education, helping others has always been a passion of mine. Enlighten Memorial resonates with me on a deeply personal level, as it provides a space for healing and remembrance.
How supportive has your husband, Paul, been in getting the company up and running, and what role, if any, does he play in the business?
Paul has always been my rock and my voice of reason. Our shared vision for Enlighten Memorial came to life during our collaborative work on its conception after we both lost our dads in the same year. It was an incredibly rewarding experience that strengthened our bond. He was all in from the very beginning, a constant source of support and encouragement. While Paul continues to focus on his full-time career in the security services industry, his unwavering belief in Enlighten Memorial has been instrumental to its development.
How have you financed starting your own company, and what have been your biggest challenges along the way?
Enlighten Memorial was born from a deeply personal experience. We financed the company entirely through personal investment, fueled by our belief in its ability to offer comfort and support to others who have experienced loss. Building a company while grieving ourselves has been the most challenging aspect, but it has also been a deeply rewarding journey
What frustrated you about the online memorial options out there that you saw before you started the company – and what gaps are you seeking to fill?
We found that many existing platforms lacked the compassion and empathy that families need during a difficult time. Some even advertised recent passings, which felt insensitive and exploitative. This lack of genuine compassion frustrated us. We believe that honoring loved ones should be a sacred and personal experience, free from distractions. Enlighten Memorial was born from the desire to create a space where families could grieve in peace and dignity, without feeling bombarded by advertisements or having their personal information shared without their consent.
Enlighten Memorial was created to offer a comprehensive platform that goes beyond traditional memorial services. We understand that visiting a loved one’s gravesite may not always be possible due to distance or other limitations. Our platform provides a virtual space for remembrance and connection, allowing families to stay connected to their loved ones, regardless of location. We also recognized a need for a user-friendly platform that made the process of creating a memorial as seamless as possible. Our intuitive obituary creator helps families craft beautiful tributes during a time when they may be emotionally overwhelmed. Furthermore, Enlighten Memorial offers preplanning options and private memorials, ensuring a personalized and supportive experience for every family.
Have you been able to leverage artificial intelligence in creating and/or helping families and funeral homes use your platform? If so, explain.
We’ve incorporated innovative technology into our platform to make the memorial creation process as seamless as possible. Our intuitive tools, like the obituary creator, leverage advanced algorithms to assist families in crafting meaningful tributes to their loved ones during a time when they may be emotionally overwhelmed. This technology helps streamline the process and ensures that creating a beautiful memorial is accessible to everyone.
You offer the ability for people to create a preplanned memorial or to create memorials for those who have died on an “at need” basis. What’s been more popular so far, and any surprises?
We’ve found that our preplanning option has been incredibly popular with our customers. The ability to write their own legacy and ensure their wishes are honored after they are gone provides a sense of peace and closure. Knowing that they are easing the burden on their loved ones during a difficult time is a powerful motivator for many. While we anticipated the need for memorials for those who have recently passed, the demand for preplanning has truly exceeded our expectations.
An example of loved one being honored on the Enlighten Memorial platform.
Are you offering this mainly directly to families or are you concentrating on working through funeral homes … or is your model still in flux?
Our primary focus is on meeting the needs of grieving families by offering our services directly to individuals. We believe in empowering families to create personalized memorials for their loved ones, including the option for preplanning. While our current focus is on direct-to-consumer, we are open to exploring strategic partnerships with funeral homes and other organizations that align with our mission and values.
What do you think makes you different that competing solutions currently out there?
What sets Enlighten Memorial apart is our deep-rooted commitment to compassion and empathy. We believe honoring loved ones is a deeply personal journey, and we’ve built our platform with that in mind. Unlike larger corporations focused on profit, we are a team driven by the desire to provide a meaningful and supportive space for grieving families while providing a space to honor our loved one’s legacy and allowing friends and family to share in that experience. The candle room is a place of solace and remembrance to be accessed on special dates such as birthdays or anniversaries, or daily for those who want to visit their loved one’s memorial. I would also like to highlight our Life Journey timeline, a way to truly illustrate the most memorable moments and achievements of your loved one.
Do you have any other thoughts to share?
Enlighten Memorial distinguishes itself from other platforms through its focus on compassion and a deep understanding of the grieving process. Founded on personal experience, we prioritize creating a supportive and user-friendly environment where families can honor their loved ones with reverence and grace. We believe that honoring loved ones should be a personal and meaningful experience, and our platform empowers families to create lasting tributes and connect with others during a difficult time.
Learn more about Enlighten Memorial.
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