By Thomas A. Parmalee
When OneRoom hired Justin Whatley as its chief revenue officer several months ago, it landed a seasoned deathcare executive – someone who has worked at a number of companies in the space, including CemLS, Sepio Guard and Ring Ring Marketing.
The opportunity to join the livestreaming company, he says, was simply too good to pass up.
Livestreaming, he believes, is poised for explosive growth.
“Some are still using camcorders, so they have plenty of questions, whereas others are relatively sophisticated,” he said. “In all cases, one thing we hear a lot is, “What do I charge for this?”
During COVID-19, many funeral homes began offering livestreaming, but it was a loss leader, as they did so free of charge. Given the lockdowns and gathering restrictions, he understands why.
But the pandemic is over, and livestreaming is increasingly becoming an option families expect – especially now that so many saw how it works in action over the past few years.
“They just never readdressed it,” Whatley said about charging families for the service. “Others don’t fully trust the tech, so they’d rather give it away than risk a family being upset if something goes wrong.”
But that’s where OneRoom makes a huge difference, he said. “Because the reliability and support are there, they can finally feel confident offering it as part of their service and charging for it. We help them get over that hump.”
We recently caught up with Whatley to learn more about his role at OneRoom, why livestreaming makes so much sense for funeral homes to offer and more.
What role does OneRoom play in helping funeral homes create new value rather than simply adding another line item or expense?
We should never be just an expense. OneRoom should be cost-neutral or, ideally, cost-positive.
I’ll often ask folks, “Have you been married? And do you have a video of the wedding?” Most people say yes. It was a big moment, and they wanted to remember it. But the truth is, you rarely remember everything unless you can go back and watch it.
A funeral is another one of those monumental moments in one’s life. The words shared, the stories told, they only happen once. Without a recording, those memories can be lost. And for that, it’s OK to charge a little something.
You’ve spent a good portion of your career working alongside funeral homes, cemeteries, and deathcare service providers. Looking back, what experiences most shaped how you think about relationships and trust in this profession?
I desperately avoided this space initially. My dad kept trying to get me into it, telling me how great it was. What changed things for me was meeting a group of people who looked at this industry as a calling, and who also wanted to bring it out of the dark ages with innovations families could appreciate. That gave me purpose, and I am truly grateful for OneRoom to allow me to continue that service with a company that passionately cares about people.
What attracted you to OneRoom at this point in your career, and what stood out to you about the company compared to other technology providers serving funeral homes?
What grabbed me first was that OneRoom has a united vision for the industry. They value the family’s experience with the funeral home, and they’re focused on making that experience better for both. And they don’t just say it. They live it.
They’re putting real investment and resources behind that vision, building tools that support both families and funeral professionals. I simply couldn’t say “no” to that kind of commitment.
The title “chief revenue officer” can mean different things in different organizations. How do you define your role at OneRoom, and what problems are you most focused on solving right now?
You’re right, CRO can mean a lot of things. For me, it starts with sales, but it’s really about making sure we’re bringing the right solutions to the right customers in a way that actually works for them.
That means helping funeral homes, big or small, get real value from streaming. Not just ticking off the box but using it in a way that supports their families, their brand and their bottom line.
From your perspective, why has OneRoom resonated so strongly with funeral homes of all sizes — from single-location firms to larger groups?
Because it just works, and it works the same, no matter the size your business. We’ve done the hard work behind the scenes to make it nearly hands-off. It’s automated, integrated, and backed by real support, so teams aren’t stuck managing tech.
That consistency builds trust. Directors can focus on the service, not the setup. Families get a modern experience they can return to. And for the business, it’s a tool that strengthens your brand and opens new opportunities.
Funeral professionals are understandably cautious about new technology. What do you think OneRoom gets right when it comes to aligning innovation with the traditions and sensitivities of funeral service?
Hard to blame them! I think we all would have PTSD by jumping through some of the technical hurdles these folks have faced over the years.
What OneRoom gets right is taking that burden off their shoulders. We do the heavy lifting in the background, so directors can stay focused on families. And when something does go wrong, they’re not stuck with a chatbot or an email form. They get a real person, on the phone, right away, based here in the U.S. or in New Zealand.
That kind of backup gives them peace of mind.
Beyond livestreaming, what value does OneRoom deliver that funeral homes sometimes underestimate at first?
Streaming is just the start. What many funeral homes don’t realize at first is how OneRoom can support their business beyond the stream itself.
Tribute Buttons are built into the viewer and give online guests simple ways to engage, like sending flowers, making a donation, or writing a message, using the funeral home’s own links and suppliers. It’s an easy way to support the family while also keeping the revenue and traffic flowing to the funeral home.
Pre-Need Pathways adds a low-pressure option for guests to request a preplanning guide, right when they’re naturally thinking about it. It’s already helping funeral homes generate warm leads from people who are open to having that first conversation.
And none of this adds extra work for the team. It’s all built in. Just stream, and the opportunity is there.
In an increasingly competitive marketplace, how can tools like OneRoom support a funeral home’s differentiation without feeling sales-driven or impersonal?
It comes down to the experience you’re giving the family and their guests. With OneRoom, it’s clean, professional, and reliable, and that reflects straight back on the funeral home. Families feel looked after, and you haven’t had to oversell a thing.
The branding’s there, sure, your logo is on every stream, but people watching from home also see the chapel, the celebrant, the kind of service you provide. They get a real feel for how you do things. And with a third of online guests being local, that’s a big deal. They’re seeing your team in action, and it sticks.
Then there’s the part most people don’t think about, what happens after. Close family members often come back to rewatch parts of the service. The key moments are right there, easy to find and revisit. And every time they do, it’s one more connection they have with your funeral home.
How do you measure success in your role — both for OneRoom as a company and for the funeral homes you partner with?
It’s when funeral homes are getting real value out of streaming. When streaming is delivering revenue for them, it’s easy for their team, and it helps strengthen their ties in the community. If we’re delivering on that, we’re doing our job.
As you look to the future, how do you see OneRoom’s role evolving within the funeral profession over the next several years?
We’ll keep doing what we’ve always done, make streaming easy, reliable, and something funeral homes can feel good about offering.
What’s growing is the value it brings to families. It’s becoming a keepsake. A way to hold onto the most uplifting, personal parts of the service and come back to them, whether that’s next week or years from now. It becomes part of their family archive.
On our side, we’ll keep making that experience better. Better tools for families, a more personal viewing experience, and more integrations to keep things seamless for funeral homes.
For funeral professionals who may still be on the fence, what advice would you give them about evaluating technology partners and deciding what truly adds value to their firm and the families they serve?
Start with the family and guest experience. That’s what reflects on your brand. You want something that feels modern and works the way people expect video to work today.
Then think about your staff. They don’t need more to manage. If it takes extra setup, extra steps, or extra stress, it’s not helping. Look for a system that makes things easier, not harder.
And make sure it’s built on something solid. You want to feel confident it’ll hold up, whether you’re running one location or many.
If it doesn’t make life easier for your team and deliver something families value, it’s probably not the right fit.
