Fortitude Research and Marketing has launched Guidant, a groundbreaking technology platform that allows families to purchase cemetery property and related services entirely online—a first for the deathcare industry.

While digital transformation has already reshaped sectors like travel, finance, and healthcare, cemetery property sales have remained one of the few major consumer transactions confined to in-person meetings. Guidant changes that with a patented, fully digital system that combines interactive mapping, inventory management, and secure e-commerce functionality to bring transparency and convenience to an industry long defined by tradition.

A New Chapter for Cemetery Commerce

Developed by Fortitude Research and Marketing, Guidant is the first platform to digitize direct cemetery property transactions—a process historically dependent on offline consultations with sales representatives. Now, families can browse available plots, compare options, and make purchases directly from cemetery websites in a streamlined, self-service experience.

According to Fortitude, 35% of consumers say they would buy cemetery property online if given the option. Guidant meets that growing demand while helping operators modernize their sales and customer engagement.

“For too long, cemetery property sales have been one of the last major purchase categories still tied to a completely offline process,” said George Owens, Founder of Fortitude Research and Marketing, which incubated Guidant. “Guidant changes that. It brings transparency, convenience, and accessibility to families—while empowering cemetery operators to grow in a digital-first world.”

Transforming an Industry Rooted in Tradition

The platform’s patented architecture integrates geospatial mapping, real-time inventory control, and intuitive checkout tools, enabling cemeteries to present property details in an interactive, consumer-friendly way. Each implementation can be customized to align with a cemetery’s brand and pricing model, while maintaining compliance with local and state regulations.

The first live deployment of Guidant launched at Brooklawn Memorial Park in Portland, Maine, a partner of Milestone Funeral Partners, which operates funeral homes and cemeteries across multiple northeastern states.

“We’re proud to be the first to bring Guidant’s technology to market,” said Mike Martel, President of Milestone Funeral Partners. “This platform makes it easier for families to make informed, meaningful decisions—and it gives our locations a new way to reach people where they are. Guidant represents the kind of innovation our profession has needed for years.”

Scaling Innovation Across North America

With 11 additional partner locations in pre-launch, Guidant is entering an active growth phase. The company is now seeking seed investment to accelerate expansion, build out its engineering team, and support widespread adoption across North America.

Owens emphasizes that this isn’t just about technology—it’s about evolving an industry to meet modern expectations while preserving its integrity.

“This isn’t just a digital tool,” he said. “It’s the foundation for how the next generation of cemetery commerce will operate—built with respect for tradition and the innovation needed for the future.”

Bringing Deathcare Into the Digital Age

Guidant’s introduction marks a significant milestone for the deathcare profession, bridging the gap between human compassion and technological progress. By digitizing one of the last untouched areas of commerce, it sets a precedent for how even the most traditional industries can embrace transformation without losing their human touch.

As Fortitude Research scales Guidant’s reach, cemeteries and funeral homes are poised to enter a new era of digital empowerment, where data-driven insight meets empathy-driven design—helping families make some of life’s most important decisions with confidence and clarity.

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