By Thomas A. Parmalee
Rachel Moring grew up with an awareness of the funeral profession, since her father was in the preneed business.
“My mother worked in real estate,” she said. “We were always surrounded by sales and self-motivated individuals.”
She knew she wanted to pursue a career in business, but she wasn’t sure where to focus. After moving back home after attending the University of Mississippi, she told her dad she wanted to follow in his footsteps.
“But he thought I was too young and irresponsible at the time,” she said.
Moring wasn’t going to take no for an answer – a trait that has served her well in her career in sales and business development.
“So, I reached out to the local funeral home in Bay St. Louis, Edmond Fahey Funeral Home, and that’s how I was connected with Funeral Directors Life Insurance Co,” she said.
While FDLIC did not have any opportunities on the Mississippi Gulf Coast, it did have a spot open at Geisler Funeral Homes in Hammond, Albany, and Ponchatoula, Louisiana. “The good news was that my maternal grandparents lived in Hammond, which made relocating very easy for me,” she said.
And so began Moring’s career in funeral service and she hasn’t looked back since, having launched her own company, NextGen Legacy Planning, earlier this year.
We recently reached out to Moring to learn more about her journey as well as how her company is helping funeral homes.
Tell us a little bit about yourself.
I am married with three children – ages 10, 7 and 5. My husband and I have been married 15 years this year. We love to travel, hunt, fish and watch our children play their sports.
I also recently won an award in March from the LFDA for Outstanding excellence superior performance and dedicated service to the LFDA South District.
Over your career, you have worked at FDLIC, Security National Life and also at Atlantic Coast Life. Do you still work at Atlantic Coast Life? And what have you learned along the way at each of these companies?
Several years ago, I moved abroad where I volunteered internationally, served on various boards and led a Christian prison ministry. Upon returning to the USA, I connected with Security National Life and spent several years working with them, earning their top awards year after year for my contributions.
Sometimes, you may find that you love what you do, but not who you’re doing it with, and that was my signal that it was time to move on. I took a brief hiatus during which my father fell ill. This period allowed me to support him through his recovery, and on top of that, I found out I was expecting our third child. It was quite a whirlwind!
When I finally decided to seek my next chapter, which I hoped would be my last, I came across Atlantic Coast Life, thanks to a recommendation from my friend Otto. While I was considering several companies, after meeting with them, I felt that their products truly aligned with what my area needed, which influenced my decision to join them. I was excited about the potential for growth and the opportunity to implement more active programs tailored to all funeral homes, both active and passive.
In December 2024, I reached a crossroads, where I had the chance to venture in my own direction, and that’s when NextGen was born. I am forever grateful to Jennifer Kaset (vice president of sales and business development at National Guardian Life Insurance Co.) for her leadership, patience and guidance throughout this process; she truly threw me a lifeline.
Why did you start NextGen Legacy Planning and what services do you provide?
Launching NextGen has been a dream of mine for a long time, but I’ve often been too afraid to take the leap. Throughout my career, I’ve experienced both enjoyable moments and significant challenges. My vision is to create a workplace where ideas are welcomed and where people genuinely want to come to work. I aim to provide training and education that set everyone up for success.
We offer tools designed to assist agents, funeral homes, and cemeteries with their lead management and personal touches. Our automated systems streamline processes, making it easier for our team to serve our clients effectively.
What makes the marketing programs you provide for funeral homes different from what they could receive elsewhere?
What sets us apart? Our focus is on fostering long-term relationships for sustained success, and we offer multiple ways to connect with families in need. Our CRM empowers our agents to significantly boost their sales when utilized effectively. I envision our funeral homes turning to us for all their consulting needs. We aren’t just a preneed and marketing company; we are genuinely committed to supporting funeral homes in every aspect of their business.
At NextGen, we also strive to create an environment where agents feel they can reach their full potential, both professionally and financially.
How many funeral homes do you hope to work for … will you be serving the entire United States?
I aim to support as many funeral homes as possible that align well with our values and needs. We recognize that not every partnership is a perfect fit, and that’s completely okay. Our goal is not to be the largest, but to excel in what we do. Currently, our primary focus is the Southeastern USA. While we have the capability to operate in all states, we are primarily represented throughout the Southeast.
Who have been some of your key partners as you’ve introduced yourself to the marketplace?
I feel incredibly fortunate to have a dedicated team supporting our efforts. Michele Collins handles backend support, focusing on operations, data management, and tracking. Olivia Graugnard works as a preneed agent while also managing our finances. I am truly grateful for the support we’ve received from so many. Ring Ring Marketing has been instrumental in launching our website, and Welton Hong (the founder and CEO of RRM) has been an invaluable partner, assisting with SEO and social media management for our clients.
What about cemeteries … do you work with them as well?
YES! I can use the same program and gear it for the cemetery. I work with several cemeteries doing cash advances and some cases property.
A lot of people suspect an economic downturn may be on the way … how should firms adjust their approach to preneed marketing if we see such a downturn?
I’ve been involved in preneed since 2001 and have navigated many challenges —hurricanes, floods, COVID-19, swine flu and much more. Ultimately, it’s a numbers game; if we engage with families, guiding them through the process and educating them on their options, the sales will follow. I deeply believe in the value of our work and the relief it provides families from grief, financial strain, and conflicts during the arrangement process. There will always be reasons why obstacles arise, but we must continue to persevere, focus on connecting with people, and share our story and ask for referrals. Marketing programs result in future market share to funeral homes. That should never stop!
You have partnered with NGL for your preneed services. What is it about NGL that made them the right partner?
Working with NGL has truly been a blessing. As I mentioned earlier, Jennifer Kaset has been my lifeline; I couldn’t have asked for a better leader and mentor throughout this journey. The company’s financial stability and market leadership are crucial. I also have access to a wide range of customizable marketing materials when needed. Additionally, Tim Fish has been an incredible supporter; I appreciate his connection with NGL.
Are most firms paying enough attention to aftercare … and do too many firms confuse this with preneed? How are they different and how do they complement each other?
Aftercare and preneed go hand in hand. No, firms don’t do enough. In aftercare, it’s essential to have a program that genuinely engages with families, checking in on them to see how they are really doing. Some companies mistakenly equate this with simply reaching out to families who lost a loved one a year ago to sell them funeral services. However, with the right people involved, we can create authentic connections that allow us to support families and guide them to the necessary resources as needed.
As a funeral professional, what’s one great piece of advice that you’ve received that you would like to share with others?
Over the years, I’ve learned several key lessons. It’s important not to stray too far from what has proved effective. Often, I observe agents attempting to reinvent the wheel. While evolution and growth are necessary, we must be cautious to stay on track.
And things take time. Try not to set expectations too high. Growth and successes take time.
What keeps you passionate about what you do and funeral service?
I really enjoy teaching agents about our work and collaborating with both current and new clients to help grow their businesses. I genuinely love what I do, and my goal is for everyone who works with us to share that same passion.
Having our agents and funeral homes who qualify for trips is exciting. It’s great when you can have them with you and celebrate their successes.
Do you have any final thoughts to share?
I am thrilled about the next chapter with NextGen and the opportunities it will bring. There aren’t many women-owned marketing companies in this field, so it’s exciting for me to be among the first, following in my father’s footsteps at one of the first travel marketing companies for preneed services. Creating an environment where people are eager to work and grow is incredibly rewarding. I am passionate about innovation and embracing technology, and I’m eager to see how the significant changes in our industry will shape our future.
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