Since 2018, I’ve been working closely with Áltima Serveis Funeraris, leading research across different departments, and spending time listening, really listening, to both families and employees. Through dozens of interviews, surveys, and workshops, I’ve come to understand just how complex and delicate this space is. And over time, I’ve developed a deep respect for the emotional weight carried by everyone involved in end-of-life services.

For families, this is a time when everything feels like too much — grief, logistics, decisions. Even the simplest interaction can feel awkward or overwhelming. And for the professionals who show up every day to support them: how do you truly be of service in someone’s hardest moment? And how do you not let it affect your personal life?

From the inside, the questions keep unfolding. How do you keep your team supported, sharp, and well-prepared? How do you navigate environmental concerns around burial practices? How do you adapt to changing expectations around ceremonies? or the growing role of technology in this deeply human experience?

The most significant disruption in the funeral sector will not stem from technological advancements or automation alone, but rather from evolving societal behaviours, as people increasingly embrace new customs and rituals to commemorate and honour their loved ones. People are seeking new ways to grieve, to celebrate, to honour. They’re reimagining rituals — creating space for meaning in ways that feel more personal, more intentional.

This is where my purpose lies, in exploring these layers, challenging outdated assumptions, and helping shape a more thoughtful, responsive, and transparent future for end-of-life services.

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