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Legacy.com

Legacy.com is a Chicago-based online platform founded in 1998 that operates as the world's largest commercial provider of digital obituaries, memorial tributes, and funeral home information, hosting over 3.5 million obituaries annually and attracting more than 30 million unique monthly visitors. The company, which is privately held and maintains field offices in London and Los Angeles, partners with over 5,000 newspapers, funeral homes, and advertisers to offer services including obituary publishing, interactive guest books, SEO-optimized content, and e-commerce tools for memorialization.^[1] Established by entrepreneur Stopher Bartol, Legacy.com revolutionized the obituary industry by introducing online memorials at a time when print newspapers dominated death notices, growing from initial partnerships to a major online destination for memorialization.^[2] Under Bartol's leadership as CEO from 1998 to 2015, the platform expanded globally and innovated features like shareable digital tributes; he was succeeded by Steve Parrott (2015–2022) and then by current CEO Alan Press, who continues driving technological advancements in end-of-life services.^[3]^[4] Today, Legacy.com emphasizes community connection and revenue growth for its partners, providing 24/7 support and award-winning tools that help activate audiences and strengthen bonds during times of grief.^[1]

History

Founding

Legacy.com was founded in 1998 by Stopher Bartol, who had previously worked as a management consultant at McKinsey & Company from 1988 to 1998.^[5] During his time at McKinsey, Bartol consulted on projects involving newspapers transitioning their classified advertisements to online platforms, which sparked his interest in digitizing personal services like obituaries amid the burgeoning internet boom.^[6] Recognizing the untapped potential for online memorialization, Bartol established the company in a small Chicago office with an initial team of about 12 employees, aiming to create a centralized digital space where life stories could endure beyond print.^[7] The company's initial focus was on digitizing death notices to make them accessible online, beginning with partnerships with local newspapers in the Chicago area to aggregate and host obituary content.^[8] Launched that same year as a simple obituary aggregator, the website featured basic functionality, including an online guestbook that allowed visitors to leave condolences and tributes digitally—a novel feature at the time that preserved memories in a permanent, searchable format unlike traditional print guest books.^[7] Early challenges included limited internet adoption for sensitive personal matters such as death notices, as many users were hesitant to engage with end-of-life content online during the late 1990s. Bartol's vision persisted, however, emphasizing a platform that would centralize memorials and foster community support, laying the groundwork for broader accessibility despite initial market resistance from sectors like funeral homes.^[5]

Expansion and acquisitions

Following its founding, Legacy.com pursued rapid expansion in the 2000s by forging partnerships with major U.S. newspapers to host online obituaries and memorials. By 2008, the company had established relationships with more than 500 major newspapers, including the New York Times, Washington Post, and Los Angeles Times.^[9] That same year, Legacy.com entered international markets through deals with leading daily newspapers in Australia and Canada, marking its initial foray beyond the U.S.^[3] The company's growth accelerated in the 2010s through strategic acquisitions that broadened its service offerings and geographic reach. In 2013, Legacy.com acquired UK-based Web Announcements Ltd., the parent company of iAnnounce, to strengthen its presence in Europe, particularly in the UK and other markets.^[10] In 2015, it purchased Tributes.com, a platform focused on memorial tools, which integrated additional features for creating and sharing tributes.^[11] This was followed by the 2021 acquisition of Adpay from Ancestry, enhancing payment processing for obituary services and supporting funeral homes' digital workflows.^[12] Key milestones underscored Legacy.com's scale during this period. In 2015, the platform reached 100 million guest book entries, reflecting widespread user engagement with its memorial features.^[13] By the 2010s, through extensive newspaper partnerships, Legacy.com provided online obituaries for over 70% of U.S. deaths, establishing dominance in the digital memorial space.^[14] In the 2010s, Legacy.com adapted to technological advancements by prioritizing mobile optimization and incorporating video memorials, enabling users to share multimedia tributes more seamlessly across devices.

Ownership changes

Legacy.com was founded in 1998 by Stopher Bartol and operated as a privately held company under his leadership until 2012.^[15] In April 2012, Boston-based private equity firm Great Hill Partners acquired Legacy.com for an undisclosed amount, providing the capital to support further business expansion and growth in the online memorialization sector.^[16]^[17] Under Great Hill's ownership, the company pursued strategic acquisitions, such as Tributes.com in 2015, to broaden its reach. In 2015, Steve Parrott was named CEO, with Bartol transitioning to executive chairman; however, Parrott resigned around 2017, and Bartol resumed the CEO role.^[4]^[5] In March 2017, Great Hill sold Legacy.com to London-based Pamplona Capital Management, which acquired a majority stake in partnership with the existing management team, including founder Stopher Bartol who continued in a leadership role initially.^[18]^[19] Pamplona's investment emphasized Legacy.com's position as a global digital media platform for life stories and memorials, facilitating international scaling. In 2022, Alan Press was appointed CEO, succeeding Bartol who returned to executive chairman.^[4] In June 2024, Pamplona sold Legacy.com to TSG Consumer Partners, another private equity firm focused on consumer brands, marking the latest shift in ownership.^[20] As of 2025, Legacy.com remains privately held with no public initial public offering (IPO), continuing under TSG's backing to sustain operational growth.^[21]

Services

Obituaries and memorials

Legacy.com's primary service revolves around online obituary publishing, enabling families to create detailed notices that include biographical text, uploaded photographs depicting the deceased's life milestones, and embedded video clips for personal tributes. These obituaries are hosted seamlessly on partner newspaper websites, leveraging Legacy.com's extensive network of over 2,700 print and digital publications across the United States to ensure broad accessibility and integration with traditional print media.^[22]^[23] The platform's memorial pages serve as permanent digital tributes, preserving the deceased's story indefinitely and featuring interactive guestbooks where visitors can post condolences, share memories, and attach photos. By 2015, these guestbooks had amassed 100 million entries, reflecting widespread user engagement in communal mourning and reflection.^[13]^[22] Families can enhance obituaries through paid customization options, such as premium featured placements for greater visibility, expanded video hosting for longer multimedia content, and the inclusion of interactive family trees to map generational connections. These features allow for tailored, multimedia-rich memorials that go beyond basic text. Additionally, the ObitWriter tool assists families in crafting obituaries.^[24]^[22]^[25] In terms of scope, Legacy.com covers obituaries for more than 70% of annual U.S. deaths, providing a comprehensive archive that supports genealogical research and public remembrance. The service extends internationally to countries including Canada, the United Kingdom, and Australia through partnerships with local newspapers, facilitating global access to these digital memorials.^[26]^[27]

Additional features

Legacy.com offers a guestbook system that enables visitors to post public condolences, memories, and tributes directly on obituary pages. Users can submit messages, photos, and personal notes in the "Memories & Condolences" section, with entries typically appearing after a review process to ensure appropriateness.^[28] The platform's content screeners, a dedicated team, filter out unsuitable submissions such as spam or offensive content, maintaining a respectful environment. As of 2024, Legacy.com reviews approximately 3.5 million guestbook entries annually, filtering about 10% for issues like religious proselytizing or inappropriate remarks.^[29]^[7] The site provides remembrance tools to help users honor loved ones over time, including email notifications for death anniversaries that remind subscribers of significant dates.^[30] These notifications link back to the memorial page, encouraging ongoing engagement. Additionally, virtual candle-lighting features allow visitors to symbolically light a digital candle as a tribute, often integrated into memorial sites for perpetual remembrance.^[31] Legacy.com supports advanced search and archive functionalities, enabling users to locate obituaries by name, location, date, or other criteria through its comprehensive database.^[32] The archives encompass historical records dating back to the company's founding in 1998, preserving millions of obituaries from partnered newspapers and funeral homes for long-term access.^[22] The platform prioritizes accessibility, with ongoing enhancements in the 2020s to improve usability for individuals with disabilities in line with web standards.^[28]

Partnerships with media and funeral homes

Legacy.com maintains extensive partnerships with media outlets, particularly newspapers, enabling the embedding of obituaries and memorials directly on their websites. These collaborations include affiliations with more than 70% of U.S. newspapers, allowing the platform to cover more than 70% of all deaths in the United States.^[33] Prominent examples among these partners are The New York Times Company and Tribune Publishing, which owns the Chicago Tribune, a longtime collaborator since the early 2000s.^[34]^[35] Overall, Legacy.com works with nearly 10,000 newspapers and funeral homes globally, facilitating seamless integration of digital obituary services that enhance user engagement on partner sites.^[36]^[22] In addition to media partnerships, Legacy.com integrates with nearly 10,000 newspaper and funeral home partners combined across the United States and Canada through its Legacy Pro program, which vets and connects providers for obituary publishing and memorial linking.^[37]^[36] This network supports funeral homes by providing tools for online presence and lead generation, ensuring obituaries published via Legacy.com link back to providers' services without requiring additional technical setup. The consumer direct placement system allows families to submit obituaries directly, delivering over 110,000 obits and $52 million in revenue to partners as of 2024.^[38]^[39] The platform's international expansion includes partnerships in Europe following the 2013 acquisition of UK-based Web Announcements Ltd., which broadened access to newspapers across North America and Europe at the time and contributed to current global reach.^[10] Further reach extends to Australia, New Zealand, and the United Kingdom, where collaborations with local dailies enable similar obituary hosting and guest book features.^[27] These global ties, now encompassing thousands of media and funeral home affiliates, allow newspapers to drive digital traffic to obituary sections while Legacy.com manages hosting, technology, and content distribution.^[40]^[41]

Business model

Revenue generation

Legacy.com generates revenue primarily through fees charged for obituary publishing and enhancements, where families pay to place notices on the platform and in partner newspapers. These services typically cost between $149 for basic online-only placements and up to $500 or more for premium options including print publication, photos, videos, and extended guestbooks.^[42]^[43]^[44] The consumer direct placement system, which allows families to submit obituaries directly, has delivered over 110,000 obituaries and $52 million in revenue to newspaper partners since its launch.^[39] Advertising forms another key revenue stream, with banner ads and promoted links displayed on memorial and obituary pages, often targeted toward funeral services and related products. As part of its monetization strategy, Legacy.com shares revenue from this display advertising with its newspaper and media partners, aligning ads with user engagement on death-related content.^[45]^[46] The platform also earns affiliate commissions through referrals to funeral homes and sales of sympathy merchandise, such as flowers, memorial books, and keepsakes, integrated via e-commerce features on memorial pages. These affiliate partnerships have driven e-commerce revenue growth of over 40% annually in recent years, capitalizing on the captive audience of obituary readers.^[41]^[47] Additional revenue comes from subscription models offered to funeral professionals through the Legacy Pro suite, providing advanced publishing tools, analytics, and marketing features, as well as from payment processing fees following the 2021 acquisition of Adpay, which handles transactions for obituaries and classifieds.^[48]^[12] Through revenue-sharing agreements with media partners, these streams enable mutual monetization of obituary traffic.^[1]

Financial overview

As a privately held company, acquired by private equity firm Great Hill Partners in 2012, Pamplona Capital Management in 2017, and TSG Consumer Partners in 2024, Legacy.com does not publicly disclose detailed financial statements or audited results.^[49]^[20] Independent estimates place its annual revenue in the range of $50 million to $100 million during the 2020s, reflecting its position as a leading provider of online obituary and memorial services.^[50]^[51] A key revenue milestone for Legacy.com involves its partnerships with newspapers, through which it generated over $52 million in obituary-related revenue shared with those partners between late 2022 and early 2024, facilitated by its consumer direct placement system that processed more than 110,000 obituaries during that period.^[39] Following the 2012 acquisition, Legacy.com experienced steady revenue growth, achieving double-digit annual increases for over a decade by 2017, driven by expansion in e-commerce features on obituary pages and broader adoption of digital memorials.^[18] This upward trend accelerated during the COVID-19 pandemic from 2020 to 2022, as a surge in obituaries—tracked through increased publishing data in U.S. hotspots—boosted site traffic and doubled the workload for obituary teams, underscoring the shift to online services amid restrictions on in-person gatherings.^[52]^[53] Legacy.com's profitability is underpinned by the inherent stability of the death care industry, which ensures predictable demand for obituary and memorial services, enabling recurring revenue from ongoing partnerships with newspapers, funeral homes, and e-commerce transactions tied to life events.^[41]

Operations

Leadership and headquarters

Legacy.com was founded in 1998 by Stopher Bartol, who served as its president and CEO from inception through August 2022.^[4] Under Bartol's leadership, the company grew into the leading provider of online obituary services, partnering with newspapers and funeral homes worldwide; he remained in an executive role as chairman following the 2017 acquisition by Pamplona Capital Management, which did not immediately alter the core leadership team.^[18] In August 2022, Alan Press was appointed CEO, succeeding Bartol and bringing prior experience as the company's president and COO since 2018, during which he drove diversification into new memorialization tools.^[4] Press has overseen continued digital expansion, including enhancements to obituary platforms and user engagement features, amid subsequent ownership shifts such as the 2024 acquisition by TSG Consumer Partners.^[20] The company's headquarters are located in Chicago, Illinois, at 230 West Monroe Street, Suite 400, having relocated from its original base in Evanston, Illinois, where it was established.^[1] Legacy.com maintains field offices in London and Los Angeles to support international operations.^[1] It employs 201–500 people, with significant roles in technology development, sales, and customer support.^[54] The organizational structure includes dedicated divisions for technology, sales, and customer support, reflecting its focus on digital services and client partnerships; these teams handle platform maintenance, revenue generation through affiliate sales, and user assistance for memorial creation.^[49] Post-2020, the company adopted a remote-friendly policy, offering flexible and fully remote positions to accommodate distributed teams across multiple locations.^[55]

Technology and platform

Legacy.com's platform architecture relies on cloud-enabled infrastructure to support scalability and high availability, particularly through redundant data center solutions that ensure continuous operation across its network of obituary and memorial services. This setup allows the platform to handle integrations with content management systems (CMS) used by over 2,800 partner newspapers and publications, enabling automated cross-posting and synchronization of obituary content for efficient distribution.^[56]^[22] In terms of security, the platform implements measures to safeguard sensitive user data, such as personal details in memorials and obituaries, with procedures in place to address potential breaches and notify affected parties as required by law. Legacy.com maintains compliance with the General Data Protection Regulation (GDPR) for users in the European Economic Area, Switzerland, and the United Kingdom, acting as a data controller and providing rights like access and deletion through designated channels.^[57] Key innovations include the introduction of AI-assisted obituary writing tools in the 2020s, such as ObitWriter launched in 2023, which uses advanced algorithms to generate personalized obituaries based on user inputs for review and customization. Additionally, the platform supports video streaming capabilities, enabling live and recorded video funerals and tributes, a feature expanded during the COVID-19 pandemic to facilitate remote mourning.^[58]^[59] For reliability, the platform manages over 55 million unique monthly visitors, positioning it among the top-trafficked websites globally while maintaining robust performance for partners through its scalable backend.^[60]

Impact and reception

User engagement and statistics

Legacy.com attracts over 40 million unique visitors each month, positioning it among the top 50 most visited websites in the United States and contributing to more than 1.2 billion annual website sessions. This substantial traffic underscores the platform's role as a primary digital destination for obituary searches and memorial interactions.^[1] The site hosts approximately 3.5 million obituaries annually, encompassing more than 70% of deaths in the United States,^[61] where the Centers for Disease Control and Prevention reported about 3.07 million deaths in 2024.^[62] Additionally, Legacy.com facilitates over 1 million guestbook entries per month,^[63] enabling users to post condolences, share memories, and build ongoing tributes that foster community support during bereavement. User engagement reflects a demographic primarily composed of family members aged 40 and older, with the largest age cohort being 55-64 years old and women comprising 61% of the audience. This core group drives consistent interaction through features like guestbooks and sharing tools, while social media integration has increasingly drawn in younger users seeking to honor loved ones digitally. In June 2025, Legacy.com launched MarketIQ, a tool providing funeral homes with local obituary analytics and market insights to enhance engagement.^[64]^[65] By digitizing obituaries and memorials, Legacy.com has significantly contributed to the shift from traditional print death notices to online formats, preserving millions of personal life stories in a searchable, enduring archive that enhances accessibility and cultural remembrance.^[66]

Criticisms and controversies

Legacy.com has faced ongoing complaints regarding the unauthorized publication of obituaries, often sourced from newspapers or funeral home databases without explicit family consent. These incidents have included fraudulent or harassing content that embarrasses or traumatizes surviving relatives, such as omissions of family members or solicitations for donations not benefiting the family. For instance, in October 2025, a complainant reported a disrespectful obituary that was published despite no permission being granted, leading to emotional distress. Similar issues persisted into 2025, with families alleging that Legacy.com republished obituaries from partnered sources like the Boulder Camera without authorization, refusing removal in some cases.^[67] Privacy concerns have also arisen over the handling of personal data in online memorials, including the inadvertent publication of sensitive details like private burial information. A complaint filed in October 2025 highlighted how burial specifics were exposed online without consent, sourced from a funeral home database, prompting a delayed removal after family intervention. Additionally, occasional failures in guestbook moderation have been noted, where inappropriate or malicious messages slip through screening processes, potentially exacerbating grief for users. Legacy.com maintains that it screens all guestbook entries, but critics point to instances where unverified or harmful content persists.^[67]^[67]^[68] The company's dominant position in the U.S. online obituary market—handling obituaries for approximately three-quarters of deaths and partnering with over 2,700 newspapers and nearly 10,000 funeral homes—has drawn accusations of monopolistic practices that inflate costs for families and media outlets.^[22] Competitors and funeral industry consultants have criticized Legacy.com for using search engine optimization to divert traffic from independent sites, effectively hijacking visibility and pressuring newspapers to adopt paywalls or higher obituary fees, with averages reaching $390 per notice. This market control is said to exploit grieving families by bundling memorials with upselling features like sponsored links for flowers or trees, sometimes against explicit wishes for charitable donations instead.^[31]^[69]^[70] Legal actions against Legacy.com remain isolated, primarily involving disputes over delayed content removal or unauthorized ad placements, with families resorting to demands for takedowns via copyright claims or direct complaints. As of 2025, no major class-action lawsuits have been reported, though Better Business Bureau filings continue to document unresolved cases tied to these issues.^[67]^[71]

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Discover Legacy's Mission and Impact | Legacy Help Center
Top-50 U.S. news website with more than 55 million unique visitors each month. Top-rated offering that includes memorialization, sympathy gift giving, and ...
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Deaths and Mortality - FastStats - CDC
Number of deaths: 3,090,964; Death rate: 922.9 deaths per 100,000 population. Source: National Vital Statistics System – Mortality Data (2023) via CDC ...Products - Data Briefs · Leading Causes · Saved Request · Life Expectancy
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legacy.com Traffic Analytics, Ranking & Audience [October 2025]
legacy.com's audience is 38.88% male and 61.12% female. The largest age group of visitors are 55 - 64 year olds.
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The Evolution of Obituaries: From Print to Digital Tributes
Mar 24, 2025 · With the shift to digital, obituaries have transformed from brief death notices into lasting memorials. Whether through print or online ...
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Legacy.com | BBB Complaints | Better Business Bureau
Published fraudulent and harassing obituary of relatives. Without consent of next of kin. Sometime embarrassing and traumatizing living families.Missing: criticisms | Show results with:criticisms
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Unverified Deaths: The Big Problem Facing the Digital Memorial ...
Feb 10, 2021 · As an obituary vetter and guestbook comment moderator, I've seen my share of nasty messages. Fake, misleading, and malicious obits and ...<|separator|>
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Navigating the Future of Obituaries: Insights from Legacy.com
Dec 11, 2024 · Pricing Concerns: With average obituary costs nearing $390, many families face sticker shock, leading to shorter obits or opting out entirely.Missing: dominance criticism
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https://www.nenpa.com/navigating-the-future-of-obituaries-insights-from-legacy/
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How can one get their info removed from a Legacy.com article that ...
Aug 8, 2020 · However, if the newspaper is a partner with Legacy, as it appears, then best you can do is to ask it be removed. If you did not pay, then ...