This disclosure covers funeral providers and law firms. Sponsored placements are paid advertising, separate from the free comparison or firm list.
HonestFarewell is free for families to use. This page explains how we make money and what that means for what you see.
How we make money
Funeral providers and law firms pay flat monthly or yearly Premium fees. These fees are flat: they never change with the number of calls, requests, arrangements, legal matters or legal fees. We do not endorse a provider or choose a lawyer for you.
Callback requests. Families can ask funeral homes they pick to call them back. It's free for families, we never sell their details, and we never charge a home per request. How a request reaches a home depends on its account. A home on a paid Premium plan gets every request directly. A home with a free claim gets requests from up to 5 families a month directly. For any other home, or past that limit, our team phones the home with the request within 2 business days. Every request is passed on.
What "Sponsored" means
An area labelled Sponsored contains paid advertisements for funeral providers or law firms. These areas appear separately from the free comparison or firm list. The advertising label is visible with the unit; its information note provides further detail.
Sponsored units never form part of the organic price table or firm list. Payment does not change funeral prices or the list’s published ordering criteria, including nearest-first ordering on lawyer pages.
What "Premium partner" and "Sponsored listing" mean
Premium partner (on funeral pages) and Sponsored listing (on law-firm pages) mean paid advertising and an enhanced profile, not an award. We verify authority to manage the listing and review submitted details. For lawyers, any licence verification refers only to the named official record and date checked; it does not assess legal ability, outcomes or suitability. We do not recommend a funeral provider or law firm.
A sponsored law-firm card says: "Sponsored listing. This firm paid for this placement. HonestFarewell doesn't recommend or endorse any lawyer, and the list below is ordered by distance." On state pages, where a table of metro areas sits below the card, it ends "and payment never changes the order of any list on this page" instead. It names the lawyer responsible for the listing and the firm's office address. On Colorado pages its (i) also says how many firms can sponsor the ZIP code and the metro page.
How Premium placement works
Basic covers one ZIP code and Pro up to three. A ZIP code with Basic sponsors has no more than five sponsoring businesses; a ZIP code with any Pro sponsor has no more than three. Each inventory counts funeral providers and law firms separately. Ultra reserves one metro-area sponsorship in its inventory for visitors without a known ZIP code, or whose ZIP code has no Basic or Pro sponsor. Known ZIP-code sponsors take priority even within an Ultra metro. Ultra partners rotate on relevant state pages. Neither placement nor equal exposure on each page view is guaranteed.
What payment never changes
- The order of the price comparison. Homes are ordered by the published criteria in How listings are ordered, whether or not they pay us.
- Prices. Every price comes from the home's own General Price List, with the date we checked it.
- What we publish. A home can't pay to remove accurate information, to hide a competitor or to change a price. Our guides and articles are not for sale.
- Your privacy. We do not supply partners with visitor names, contact details, searches or locations, and do not sell leads. The one exception is a callback request: when you ask a funeral home to call you back, it gets the first name, phone number, any best time to call and, if you said so, that you need help as soon as possible. A home with a partner account also sees any note you wrote, and when our team phones a home, we may pass on the note. We report aggregate statistics. If you choose to call or visit a provider’s website, you communicate directly with that provider under its own privacy practices.
Other income
Some links on planning pages may pay us when you click them, or when you sign up or buy through them. We currently receive no payment from insurance links. If that changes, each paid link will be labelled with exactly what it pays for, and never per application, per policy or per sale. These links are labelled where they appear, and they never change the order of any list.
Report a problem
If a Sponsored area isn't labelled, a sponsored home looks like part of the price comparison, or a partner's profile says something that seems untrue, tell us at corrections@honestfarewell.org. Include the page address. We check every report and correct or remove what breaks our Sponsored Content Policy.
Last updated: October 26, 2026