pinnacle-group-257423

Pinnacle Funeral Service Announces Strategic National Partnership

Mon, 22 Sep 2025 16:46:36 GMT

The collaboration is expected to accelerate Pre-Need Offerings

September 22, 2025 — Rollings Funeral Service and Pinnacle Funeral Service, two of the nation’s leading private funeral home operators, have formed a strategic partnership with Precoa and National Guardian Life Insurance Company (NGL) to expand preneed programs and better serve families across their nationwide network.

The partnership with Precoa and NGL reflects a shared commitment to advance proactive planning by improving customer service and growing market share. With Precoa’s nationally recognized sales and marketing expertise and NGL’s long-standing reputation for trusted insurance solutions, Rollings and Pinnacle will give their affiliated funeral homes the tools, training, and support needed to reach more families with meaningful preplanning options.

“NGL stands apart in our industry because they are focused solely on providing high-quality preneed products for partners,” said Greg Rollings, Founder and Chairman of Rollings and Pinnacle. “That alignment, along with Precoa’s proven approach, makes this partnership a great fit for our mission to deliver more peace of mind to families.”

Chris Hamiel, VP of Operations, added: “This is a natural next step as we continue to invest in our operations and strengthen our ability to serve communities nationwide. Precoa’s model and NGL’s focus are exactly what we were looking for to support long-term preneed growth.”

The rollout began in early September 2025 across Rollings and Pinnacle locations, with further expansion planned in 2026.

Together, the four organizations are setting a new standard for preneed excellence—helping more families plan ahead, find peace of mind, and ensure their wishes are honored.

Rollings and Pinnacle are two of the fastest growing private funeral home operators in the nation. Combined they serve approximately 15,000 families annually from 95 locations throughout the United States and continue to grow through both operational initiatives and acquisitions. For information on how your firm could join Rollings and Pinnacle, please contac t Tony Kumming, President and Head of Acquisitions, Tony@pinnaclefunerals.com.

Pinnacle Welcomes New Southeastern Regional Manager

megan@pinnaclefunerals.com (Megan Glasgow) — Fri, 04 Apr 2025 21:53:35 GMT

Southeastern Regional Manager Named

Pinnacle Funeral Service is excited to announce Jason Greer as the new Regional Manager for their Southeastern Region. In this role, Greer will oversee operations across North Carolina, Tennessee, South Carolina, and Virginia.

With nearly four decades in funeral service, Greer brings his expertise and passion for helping others. His career began in 1986 at Baldwin Fairchild Funeral Home in Orlando, FL, afterwards attending Gupton Jones College of Mortuary Science. He later founded West Georgia Crematory before joining Rollings Funeral Service in 2004, where he has held multiple leadership roles.

Guided by the philosophy “Ut Prosim” (That I May Serve), Greer is dedicated to helping families navigate life’s difficult moments and empowering funeral homes with innovative solutions. His leadership will be instrumental as Pinnacle continues its growth through new partnerships, ensuring family-owned firms can protect their legacies while benefiting from the support of a privately owned company.

President Tony Kumming Funeral Vision Interview

megan@pinnaclefunerals.com (Megan Glasgow) — Wed, 20 Mar 2024 20:52:41 GMT

Finding His Destiny: Tony Kumming Takes The Not-So-Obvious Path

Tony Kumming had just graduated from Ball State University with a degree in mathematical economics.

But he needed to find something to do before heading off to law school.

So, he got a job at the funeral home consolidator located in the Tampa Bay area, where he’d once lived, and which was near the law school he planned to attend.

“I had about nine months to do whatever I wanted,” Kumming, now 40, explained about that period of transition in 2007. “And I got a job at the Keystone Group in downtown Tampa. And during that time, I quickly realized I enjoyed the people I worked with.”

Those “people” are individuals that you may know quite well: They have names like Jim Price, Will Bischoff, Bob Horn, Steve Tidwell and Steve Shaffer.

Shaffer helped Kumming realize his destiny more than any other.

“I was just looking for jobs in the area, and ironically, Steve Shaffer and my mother are first cousins,” he explained. “My uncle had recently passed away, and my parents and Steve were at the funeral together.”

And that is how he learned that there might be an opportunity for him at Keystone, working in the corporate development department.

He interviewed with Bischoff and was offered an entry-level position, analyzing whether certain funeral homes might be good acquisition candidates.

“I was there for three years before the company was sold to SCI,” he said.

Shaffer and Price ended up teaming up with Sterling Partners to launch Foundation Partners Group , which acquired some of the Keystone firms that SCI was required to sell as part of the deal. As a result, one day Kumming was working for Keystone and the next he was working for FPG in the exact same office as it simply took over the lease.

He did, in fact, go to law school – although only part time – earning his law degree from Stetson University College of Law in 2010 and passing the Florida bar exam.

“At the time, being young and with no family, and with nothing else to compare it to, it didn’t seem crazy,” he said of going to law school while working. “But looking back, it was really like doing two full-time jobs. Thankfully, Stetson has a part time program, so all my classes were at night. So, it never interfered with work.”

Asked about Shaffer, he notes that although they are cousins, he never knew him before getting the job at Keystone. “My mom is one of five and Steve is one of nine, and they lived three houses down from each other growing up, but I didn’t know Steve until I started working at Keystone,” he said.

But Shaffer and those other titans of funeral service played a collective role in convincing him that a full-time job as a lawyer wasn’t the path he was meant to walk down.

“A lot of things in life come down to people,” Kumming said. “And the people in the profession and the people I worked with at Keystone were great.”

He also sensed on a gut level that there were incredible opportunities in funeral service, just there for the taking for someone eager to grab them – someone like him.

“From the late 1990s to 2007, when I entered the profession, not many transactions had happened, and I had been told the baby boomers were coming – and lots of them would want to sell their business,” he said. “I enjoyed the work and who I was working with … and the opportunity was compelling.”

What was also compelling was Candice, who he met when he joined Keystone in 2007. She was a sales administrator at Keystone.

“We’ve known each other almost 20 years and have been married for eight,” he said, joking that it took him awhile to convince her to go out with him – and then it took her awhile to convince him to get married.

“She was working at Keystone when I started,” he said, noting that they went on their first date almost four years later. Asked if he liked her from the start, he said, “Yes, definitely. It was something that I knew immediately.”

The two have a 6-year-old daughter and a 4-year-old son, and they live in Treasure Island, Florida. While Candice left the workforce for a time, she now serves as a consultant for Pinnacle’s accounting team.

Tony Kumming, his wife, and their two children.

Finding His Way

At Keystone, Kumming says he “really developed a passion for the funeral profession,” noting that it was not lost on him that he essentially “stumbled upon” a career while waiting to go to law school.

After FPG bought the collection of Keystone firms, Kumming worked for his new employer for about two years.

Asked about the executives at Keystone, he said they were all mentors, even if they were not trying to intentionally guide him to a career in the profession. “I think their passion came through with what they were sharing with me,” he said. “I could tell that their careers were rewarding for them personally and professionally.”

At FPG, it was the same office and a lot of the same people – and the same type of work. But there were real differences.

“It was funded by people without experience in the funeral profession – and it was eye opening to see different approaches to the same issue,” he said. “It really made me realize the need to listen to people in the profession – not to say there is only one way to do something. But I think the fact I was at FPG only a couple of years until I left is a strong sign of which one I prefer.”

In fact, listening is one of the best pieces of advice he said he can give others.

“I use the people I trust for guidance,” he said. “I talk about anything with former owners or just to get business, leadership or management advice. I use the relationships I have built – and that is available to everyone. That is something that might be underutilized in today’s world.”

While he’s not a licensed funeral director, Kumming would like to one day change that.

“I believe that will be in my future,” he said, noting that he may be able to do a better job relating to staff if he becomes licensed. “I’m not afraid to roll up my sleeves, and I recently went out on my first removal,” he said. “I think it is valuable for people who work at a funeral home to understand and believe everyone in the organization is marching to the same drum.”

After figuring out that he did not want to stay at FPG, Kumming – for a time – considered leaving the profession.

“I was looking at different things … one that clearly made a lot of sense was looking at the law profession,” he said. “I interviewed at a couple of law firms and had a job proposal, but during that time, we had worked on a couple of deals … and I got to know Jeff Boutwell, who started the NewBridge Group in the late 1990s after leaving Thomas Pierce.”

It was a natural progression to go from a firm that focused on buying funeral homes to working for NewBridge, which, at the time, served as a broker for firms looking to sell.

“I used my experience on the buy side to succeed in my role at NewBridge,” he explained.

As for teaming up with Boutwell, he’s thankful to have had the chance.

“He’s done and seen everything in funeral service from an ownership and management perspective and has an ability to see what’s coming,” Kumming said. “And he goes about his business in a fair and honest way.”

Tony Kumming with a combination of Pinnacle Funeral Service and Vineyard Capital Partners colleagues.

The Art of the Deal

Money, he observed, is – and should be – the biggest factor when selling a funeral home, but he thinks some other factors remain underappreciated.

That includes the connections owners have with the community as well as to individuals. “If you look at it from a 30,000-foot view, from the funeral home owner’s perspective, they are essentially getting into a long-term relationship with whoever they sell to,” he observed. “You have to feel confident that what you are signing up for is legitimate.”

When he joined NewBridge Group in 2012 as a senior adviser, he knew the company was primed for growth.

“It was really focused on the Southeast, being based in Atlanta,” he said. “I had some family in the Midwest, and I felt like over the years, that I had not seen as many opportunities there as you would anticipate.”

Kumming had a theory: The Midwest was an underserved market, and NewBridge could gain market share by making it a priority.

“We ended up being very successful,” he said.

When Boutwell shifted his focus to some other things, Kumming had the opportunity to become managing partner at NewBridge and eventually became its president. Along the way, NewBridge went through a metamorphosis.

“In 2019, we really started to shift our focus from the sell side to more of a buy-side representation,” he said.

Asked why the company made the adjustment, he said, “We went through a process of looking back at all of our prior clients and did a deep dive to research what was successful and what wasn’t. We learned that a lot of times a seller who sold for the last top dollar wasn’t necessarily the happiest.”

What often ended up happening is that since the “winning bidder” was usually the one who paid the most – and since most companies use the same valuation methodology – they would end up making decisions to rationalize paying more than others.

And that usually meant big changes, such as slashing staff or raising prices, which could alienate members of the community that the seller had served for so long.

“Former owners, a lot of times, see reducing staffing cost as reducing service to their families and — I’m speculating — see that as a reflection of themselves.” He added, “The other side of the coin was that we found that the sellers who were the happiest were those that joined companies and leadership teams that they felt the most comfortable with and had commonalities. So, at NewBridge, we wanted to help sellers find their best-fit buyer for the most rewarding outcome.”

In the process, the firm represented two main clients: Rollings Funeral Service and Pinnacle Funeral Service, which was founded in 2006 by a group of investors, Vineyard Capital Partners, which is led by Boutwell, who serves as the group’s managing partner.

Kumming was intimately involved with the staff at Pinnacle over the years, and when the opportunity to lead the company as president presented itself, he was intrigued.

“I had a hand in the acquisition of those businesses,” he explained. “So, it was somewhat of a homecoming. I probably knew half of the people who worked at Pinnacle through my interaction with them at NewBridge.”

Growing Pinnacle

Last year, Pinnacle acquired about a half dozen firms, and it now owns 30 funeral homes and one cemetery in seven states: Georgia, North Carolina, Tennessee, Ohio, Indiana, Wisconsin and Illinois. Companywide, it has about a 70% cremation rate. Most of its rooftops operate their own crematory, but it has a handful of firms that work with a third party, Kumming said.

“This time last year, we had 25 funeral homes – and we have similar acquisition plans for the next year,” he said.

In addition to serving as president of Pinnacle, Kumming is also one of the investors in Vineyard Capital partners, which owns the company.

Although Pinnacle is almost 20 years old, it still does not have much name recognition, Kumming said. But that is something he’s seeking to rectify.

“Our plan is to remain privately owned in 20 years just like 20 years ago,” Kumming vowed. “That is probably one of our biggest value propositions when considering succession. Our company, our team, has been stable and will remain stable for many more years. That is something that a lot of people are looking for in a transition.”

What sellers have seen from some other companies, he noted, has given them a sense of unease.

“Sometimes, there have been promises that have not been delivered,” he said sadly. “Plans to grow the market … and then those plans go away. Promising to get into new markets and then that does not happen. Or, bringing in a new business model for local operations that is inconsistent with what the seller anticipated.”

The investor group behind Pinnacle, he said, has largely been the same throughout its lifetime. “Retired attorneys retired funeral directors, bankers and doctors – they see this as part of their retirement,” he said. “Generally, it is a friends and family type environment. We are open to new investments, but usually the opportunities are gobbled up by the current investors. On occasion, when we see opportunity, we can bring in new people, but it’s usually people already connected to me or someone else who is an investor … it’s kind of a web of people.”

As far as what types of firms Pinnacle seeks to acquire, it prefers businesses that are focused on cremation. “That is generally one of our biggest criteria,” Kumming said.

The company also looks at whether a potential acquisition is close to any firms it already owns. “Just because of the relationships we have built in states where we already are, that is usually where our acquisitions would be, but we are open to anywhere else,” he explained.

The type of firm Pinnacle acquires can vary greatly.

“As an example, last year we bought a business that did 70 calls, but we also bought one that did 500 cremations,” Kumming said. “The spectrum can be quite vast in the call amounts. The one that was 70 calls was essentially next door to an existing location and made sense. A 70-call firm in South Dakota, however, wouldn’t make much sense at all.”

Perhaps the biggest factor, however, that determines whether Pinnacle bids on a business is the team that is in place at the firm. Even if an owner is retiring, if they have identified someone to take over and run the business, that can be a huge deal, he said.

“While there are some things we do change, there is still a lot of autonomy at the location level to run the business,” he said.

Asked what he struggles with most in running Pinnacle, Kumming said “the people side of it.”

He explained, “They are our greatest asset, but there are also a lot of individual personalities you have to manage. I put a lot of time and effort into it given how important it is. You have to get your people tools and resources to be the most successful.”

Another tough task is making sure you are in compliance, with everything from keeping track of annual preneed reports, staying on top of licensing, responding to audits and filling out a tax return. “These things are necessary, but they are not something that necessarily adds value to us as a company or to the families we serve,” he said.

Kumming is enjoying his role at Pinnacle.

“I went from doing a lot of work to relying on others to do analysis and look at opportunities … and now I I spend that time on operational stuff,” he said.

Whether it’s focusing on building a more robust preneed program or enhancing a funeral home’s digital footprint, he says that he stays very busy at the helm of a company that serves about 6,000 families on an annual basis.

He’s excited about the growth that lies ahead, even if the pipeline may not be as full as it was a couple of years ago.

“The fact is there are headwinds we’ve all faced,” he said, referencing the pull-forward effect in the death rate as a result of COVID-19, higher interest rates and inflation.

He added, however, that we’re in a part of the year when it is typically slower.

“People are still busy finishing their year-end finances from the prior year,” he said. They want to get fresh, updated financials for projection purposes.”

For those wanting to make a change, however, now is as good a time as ever, he said.

“We are kind of in this post-COVID world where a lot of things are normalizing, and it’s little easier to see into the future and what that will look like,” he said.

That means buyers can be more confident in their proposals, which can favor sellers.

Pinnacle Funeral Service Celebrates a Year of Achievements

megan@pinnaclefunerals.com (Megan Glasgow) — Fri, 05 Jan 2024 20:01:10 GMT

Pinnacle Funeral Service is proud to announce a record-setting year with significant milestones, record acquisitions, and strengthened management.

Caption & photo credit to come.

Record Acquisitions

2023 was Pinnacle Funeral Service’s most active year of acquisitions , completing the purchase of five funeral businesses which serve more than 1,100 families annually. These acquisitions, under the leadership of President Tony Kumming , exceeded the activity of the prior three years combined. The businesses are all strategic fits, two of which provide significant synergies to already owned businesses, and three of which open new markets.

"These transactions represent our renewed interest in being a company growing by both acquisitions as well as organic growth,” remarked Kumming.

Strengthening of the Management Team

Understanding the importance of leadership in driving Pinnacle forward, Kumming and his team focused on strengthening the management teams of their 30 locations. "Not only have we promoted a number of high-quality funeral directors into leadership roles at our funeral homes, but we also solidified our corporate team by dramatically improving the support and communication to our funeral homes through the hiring of David Trivette as Director of Support and introducing an Operational Support Partner role led by Sandy Carlson-Kaye ," explained Kumming.

Numerous Staff Promotions

Through the year, Pinnacle awarded thirteen high-performing team members with promotions, which included higher compensation and responsibilities. The promotions were both in the funeral home locations, as well as the corporate support team. "We’re focused on being a company that encourages development and creates opportunities for our team members” said Kristine Kearney , Pinnacle's Director of Human Resources.

Looking Ahead

Pinnacle has even larger plans for 2024 as they plan to increase their rate of making successful acquisitions, as well as continue to improve service to families. A new pre-need department is being created to support all locations to assist families with planning and securing future market share. Kumming added, "We are grateful to all our of our dedicated team members and leaders, our strong vendor relationships, as well as the families and communities that we serve. All have been an integral part of our achievements.”

About Pinnacle Funeral Service

Pinnacle Funeral Service serves approximately 6,000 families through 30 funeral homes throughout the midwestern and southeastern United States. The Pinnacle team provides back-office accounting, recruiting, human resources, legal, and digital marketing support for all its locations.

The company is actively expanding through acquisitions and is interested in talking to prospective sellers looking for an attractive succession plan. If you are a funeral home owner interested in learning more about selling your firm, please contact us or browse our website further. Our Free Valuation page is a great way to get started.

Pinnacle Funeral Service Donates $100,000 to the Funeral Service Foundation in Support of Funeral Professionals

megan@pinnaclefunerals.com (Megan Glasgow) — Thu, 12 Oct 2023 15:14:09 GMT

This donation underlines Pinnacle Funeral Service's commitment to supporting development of the funeral profession and facilitating compassionate care for grieving families.

SAINT PETERSBURG, FLORIDA - Pinnacle Funeral Service , a leading funeral home acquisition and management organization, is proud to announce a $100,000 contribution to the Funeral Service Foundation , which is dedicated to enhancing the funeral profession and improving end-of-life services. The contribution was formally announced at the opening session of NFDA in Las Vegas on September 11th, 2023.

This donation underlines Pinnacle Funeral Service's commitment to supporting development of the funeral profession and facilitating compassionate care for grieving families.

The Funeral Service Foundation, recognized as the charitable arm of the National Funeral Directors Association Donors since 1997, has been pivotal in promoting the welfare of funeral professionals.

The Foundation provides funding and opportunities to funeral service professionals through scholarships, informational resources and training programs, and other professional development initiatives to better support grieving families.

Funeral directors and support staff who avail themselves of these offerings not only improve their service and support of families, but also improve their careers.

Tony Kumming, President of Pinnacle Funeral Service, expressed his enthusiasm for this philanthropic initiative, stating, "At Pinnacle, we’re committed to enhancing the important work our funeral personnel provide."

Kumming went to say that Pinnacle’s donation aligns with the company’s vision of fostering a compassionate and thriving group of men and women who understand the significance of dignified commemorations and family support.

About Pinnacle Funeral Service

Pinnacle Funeral Service currently owns 26 funeral homes throughout the midwestern and southeastern United States. The Pinnacle team provides back-office accounting, recruiting, human resources, legal and digital marketing support for all its locations.

The company is actively expanding through acquisitions and willing to talk to prospective sellers looking for an attractive succession plan. If you are a funeral home owner interested in learning more about selling your firm, please contact us or browse our website further. Our Free Valuation page is a great way to get started.

Pinnacle Welcomes David Trivette as Director of Support

Wed, 31 May 2023 15:48:28 GMT

Pinnacle is delighted to appoint David Trivette to its leadership team, a further demonstration of the firm's commitment to growth and the highest standards of service and support.

David Trivette

Pinnacle Funeral Service , a nationally recognized leader in the funeral industry, is excited to announce the addition of David Trivette to their team. David has accepted the position of Director of Support, marking a significant new chapter for the company.

David brings a wealth of experience and a fresh perspective to the organization. As a licensed funeral director with over a decade of experience in the funeral industry, he has managed multiple North Carolina and Florida funeral homes and overseen acquisition onboarding for Foundation Partners Group .

Having demonstrated exceptional leadership and dedication throughout his career, David's appointment as the Director of Support underscores Pinnacle's commitment to delivering compassionate, outstanding support to the families it serves.

"David's depth of experience and leadership acumen will be instrumental in our ongoing effort to provide exceptional support services and make our acquisition process seamless," said Tony Kumming , President of Pinnacle Funeral Service.

He added, "We believe his impact will be felt immediately by both our internal team and the families who entrust us with their loved ones' funeral services. We are thrilled to welcome David to the Pinnacle family."

As Director of Support , David will oversee a significant portion of Pinnacle locations , develop strategy and policies related to customer service and operational efficiencies, and ensure smooth transitions for new acquisitions.

"I am excited to join Pinnacle Funeral Service and work with such a dedicated and talented team," said Trivette. "I look forward to using my experience and expertise to help support Pinnacle's funeral homes and ensure that we continue to provide the highest level of service to our clients."

About Pinnacle Funeral Service

Pinnacle Funeral Service is a privately owned funeral home company that operates 26 funeral homes in five states and is a leading provider of funeral, cremation and bereavement support services.

For almost 17 years, Pinnacle has been dedicated to assisting families during their time of need with a commitment to professionalism, empathy and support. The team is devoted to upholding its reputation for service excellence, ensuring every family is treated with the care, dignity and respect they deserve.

Succession Story: Pinnacle Acquires Moffitt Family Funeral Care

Mon, 08 May 2023 21:32:26 GMT

A succession story that's also a success. The Moffitt family can enjoy assurance and continued support while transitioning to retirement, knowing Pinnacle will be there for them and the many families they've served.

FRANKLIN, NC – Moffitt Family Funeral Care has recently joined the Pinnacle family of funeral homes. The acquisition marks the second Franklin location for Pinnacle Funeral Service , which also provides end-of-life services and support through Macon Funeral Home.

In discussing the acquisition, former owner David Moffitt said he felt very confident in the continued care of Franklin families. “People come to us in difficult times,” he said, “and we respond with kindness, calmness, and expertise. Under the experienced supervision of Pinnacle, that will never change.”

David went on to say that he chose Pinnacle for his succession plan because the firm most closely aligned with his personal and professional values. The acquisition will allow Moffitt to spend more time with his family.

Pinnacle Funeral Service is a funeral home acquisition and management company that has recently located to St. Petersburg, FL. In 2021, Pinnacle was declared one of Atlanta's fastest growing companies . Since 2006, Pinnacle has adopted a decentralized style of leadership and management. Pinnacle aims to provide the flexibility and customization each location deserves in order to best serve its unique communities.

“Celebrating life is about respecting cultures and practices, demonstrating empathy and respect, and honoring those who’ve left us in distinct ways,” Tony Kumming, president of Pinnacle Funeral Service, said.

“When a funeral home joins the Pinnacle family, we are adding to the diversity of services and upholding the legacy each location has built within their town. We’re delighted that Moffitt Family Funeral Care is now an integral part of our belief system in Franklin.”

About Pinnacle Funeral Service

Pinnacle Funeral Service Appoints Tony Kumming President

Fri, 24 Mar 2023 20:39:32 GMT

Pinnacle Funeral Service makes a bold change to its leadership team, signalling new energy and a new era for funeral home sellers.

Pinnacle Funeral Service , a leading funeral home acquisition company, is pleased to announce the recent appointment of Tony Kumming as President.

With over 15 years of experience in the deathcare industry, Kumming brings a wealth of knowledge and experience to the Pinnacle Funeral Service team. Before joining Pinnacle, Kumming held leadership positions at several other funeral service companies where he played a crucial role in expanding and growing the business. Most recently, Kumming was President of NewBridge Group , one of the nation’s leading funeral home succession planners.

In his new role, Kumming will be responsible for leading the strategic direction of Pinnacle Funeral Service, which includes acquiring family-owned funeral homes and providing operational support to ensure each location maintains the highest level of service and care.

“I am thrilled to have joined the Pinnacle Funeral Service team,” Kumming said. “I have a deep passion for the funeral industry, and I look forward to working with the talented professional teams at Pinnacle to continue to provide the highest level of service to families during their time of need.”

Since taking the role of President, Kumming has met with leadership teams of all owned funeral homes to pledge the company’s continued support for the businesses. His location visits were somewhat of a homecoming, as he had led Pinnacle’s acquisition of the majority of the locations over the past several years. Pinnacle has also already completed an acquisition during Kumming’s first few months in his new role.

“Serving families is and will always be Pinnacle’s top priority, and our role as a corporate team is to provide every level of support possible so our location teams can continue to provide the best service available in each of their markets,” Kumming said.

Pinnacle is well-funded and has a strong record of acquiring and supporting family-owned funeral homes. With Kumming at the helm, the company plans to increase its pace of acquisitions to grow and expand throughout the United States.

“We are excited to have Tony on board as our new President,” said John Klein , who has been Pinnacle’s regional director of operations for the past eight years. “His leadership and industry experience will be invaluable as we continue to acquire and grow throughout the country.”

About Pinnacle Funeral Service

Pinnacle Funeral Service is a funeral home acquisition and management company currently owning 26 funeral homes throughout the midwestern and southeastern United States. The Pinnacle corporate team provides back-office accounting, recruiting, human resources, legal and digital marketing support for its owned locations.

The company is actively expanding through acquisitions. If you are a funeral home owner interested in learning more about selling your firm, please contact us or browse our website further. Our Free Valuation page is a great way to get started.

Pinnacle Acquires Three New Firms

Tue, 28 Jun 2022 17:35:48 GMT

Pinnacle adds four new locations in the first half of 2022, marking an exciting new era of growth and strategic partnership for the seven-year-old company.

Pinnacle Funeral Service is proud to welcome three new funeral firms to the group: Brintlinger and Earl Funeral Homes , located in Decatur and Cerro Gordo, Illinois, Purath-Strand Funeral Home and Crematory in Racine, Wisconsin as well as Delehanty Funeral Home in Loves Park, Illinois.

“These acquisitions are just the start of a new era of exponential growth for Pinnacle and continues to solidify our presence in the Midwest,” Melissa Howsare, Pinnacle's controller, said. “We have found in the region a great synergy of like-minded funeral professionals who trust us to carry their traditions of service into the future.”

Four New Locations: Purath-Strand in Racine, WI. Top photo: Lobby of Delehanty Funeral Home in Loves Park, IL. Pinnacle also acquired Brintlinger and Earl Funeral Homes with facilities in Decatur and Cerro Gordo, IL.

Earlier this month Pinnacle acquired Purath-Strand Funeral Home and Crematory in Racine, WI, which was owned by Gary Strand, and earlier this year Pinnacle closed a deal with Delehanty Funeral Home in Loves Park, IL, partnering with Paul Lizer.

In each of these acquisitions Howsare said, “The owners have built a strong team and we look forward to supporting them as we continue to provide top-notch service to their families.”

Brintlinger and Earl Funeral Homes , founded 1883, was owned by Dan Brintlinger and Randy Earl. Dan is a retired Board member of the OGR and the grandson of the original owners. He brings over 50 years of funeral industry expertise.

His partner Randy Earl, past president NFDA & IFDA, said, “Over the course of my career I have met several people who have sold...I took the time to find the right fit for Brintlinger & Earl and that was, ultimately, to partner with Pinnacle to continue our strong heritage.”

“Both Randy and Dan are ‘salt of the earth’ individuals whose reputation highlights how Pinnacle partners with premier firms and people," Howsare said "I encourage any funeral home owner who is considering selling, now or in the future, to reach out and ask questions, do their own due diligence and find the best fit for themselves and their employees.”

Pinnacle Funeral Service currently owns 25 location s across 5 states. We invite you to learn more about us or contact us directly at (770) 837-0186 .

Pinnacle Funeral Service: One of Atlanta's Fastest Growing Companies

Tue, 14 Jun 2022 22:29:55 GMT

Pinnacle Funeral Service joined an elite group of middle-market businesses in the Atlanta area last month by being recognized as one of the Georgia Fast 40. Honorees are recognized as companies that grew revenue at an accelerated pace in 2021.

The Georgia FAST 40 recognizes the fastest growing companies by revenue and number of employees. ACG Atlanta is the premier network in the Southeast for experts and decision-making professionals focused on strategies for increasing stakeholder value.

The annual awards, which are administered by the Association for Corporate Growth (ACG), are set to be presented later this month.

“We’re genuinely wowed by this,” Pinnacle Funeral Service Controller Melissa Howsare said. “Pinnacle is a pretty traditional professional services business, so it’s an honor to be cited for an award like this, especially among so many tech companies and startups.”

Pinnacle Funeral Service was founded in 2007. The firm has made a commitment to strategically growing the business through acquisitions, consolidating operations, modernizing brands and facilities, and, most importantly, providing exceptional service.

“There’s solemn respect for the businesses and operators that help families,” Howsare said. “We support that through and through.”

She went on to say this award would raise the company’s profile and trust with funeral home owners who want to establish a succession plan.

Pinnacle is a privately owned company that plans to be around for a long time. For a number of owners, Pinnacle has served as a good fit, offering secure succession and attractive retirement options.

"It's important that funeral home owners feel they're putting their life's work in good hands," Howsare added. "We think this award reinforces that we are getting things right."

About Georgia Fast 40

The companies that comprise the Georgia Fast 40 are for-profit, headquartered in Georgia, and reported year-end revenues ranging from $15 to $500 million and make up the lower and upper middle-market categories.

Honorees of the Georgia Fast 40 will be recognized at a celebration to be held at the Atlanta History Center on June 28, 2022.

About Pinnacle Funeral Service

Pinnacle Funeral Service is a funeral home acquisition and management firm headquartered in Greater Atlanta. Pinnacle works passionately at the intersection of traditional funeral needs and industry innovation, providing a platform for long-term success.

To learn more about Pinnacle, we invite you to contact us for additional information.

How Digital is Pinnacle?

Fri, 24 Apr 2020 04:00:00 GMT

Finding the right balance of digital and traditional marketing is a source of confusion for many in the funeral business because digital advertising has gotten got so varied and complex.

There are a number of avenues to consider: website, search, social and display as broad categories. But it’s not uncommon for businesses to try Facebook, YouTube, Twitter, Instagram, TikTok, blogging, programmatic ad buying, AI and so on.

The platforms themselves also change often and, without a dedicated employee, it’s easy to burn through resources and waste time without getting results.

Moreover, outside vendors tend not to favor the small independents or simply cost too much, and IT people will give advice but it’s not their specialty. Everyone has an opinion about marketing, but when it comes to digital, few are willing to recognize that they don’t know what they don’t know.

Somehow Pinnacle Funeral Service, the Florida-based acquisition and management company, has managed to wade through this enormous list of complications without getting discouraged.

“Our traditional advertising efforts are pretty much where they’ve always been. Awareness for sure, but also being active in our communities,” Melissa Howsare, Pinnacle Funeral Service's controller, said. “The digital side needed to become a focus. It’s almost like our special forces, providing more specific strategies and support.”

Pinnacle doesn’t make it a practice to step in and take local control of the funeral homes’ outreach efforts.

Instead, staffers on the ground are trusted to know what’s happening in each community. They’re encouraged to come up with ideas and ready their responses when an opportunity for awareness, sponsorship or even a media bargain comes up.

However, Pinnacle recently turned to a more centralized model for their digital work, realizing that one of the best ways to gain efficiency was to pull the digital pieces together and get good at the ones that hold the most promise.

“Being everywhere, trying too many things at once is almost the same as being nowhere. There’s just no impact if you’re taking on too much or not focused on the right areas,” Howsare said.

She insisted that measurement is key and that doing things by gut just doesn’t cut it anymore.

Local staff are also encouraged to play a role in email and mobile phone number acquisition, updating the CRM database and inviting customers to review the funeral home online. Plus, content that can be created on site is digital-marketing gold when developed and published properly.

“There are some basics that just about anyone can learn, and then there are some practices that require an advanced level of training and experience,” Howsare said. “We think we’ve found the right balance for now. If it changes, we’ll be changing right along with it.”

To learn more about Pinnacle Funeral Service and its operational advantages, contact us or browse our website.

Succession Planning Focused on Success and Trust

Wed, 08 May 2019 14:04:53 GMT

Pinnacle Funeral Service is proud to announce its recent acquisition of Hartson Funeral Home . The transaction closed on April 10, 2019, and ushered in a new era of financial freedom for the former owners.

The business, which includes a crematory, is located in Hales Corners, Wisconsin, and has been serving the southeastern part of the state since 1989.

Founders Gary and Christine “Missy” Hartson developed their clientele substantially over the past 30 years, and together the company serves more than 500 families annually.

“We are very pleased to be the succession-planning partner for the Hartsons,” Melissa Howsare, Pinnacle's controller, said. “Having been a part of the Wisconsin funeral service landscape for a number of years, we’ve taken notice of the solid business that Gary and Missy have built. They’ve worked very hard and we admire that.”

With this acquisition, Pinnacle strengthens its position in Greater Milwaukee by having acquired a number of high-quality funeral homes in strategic locations in the state.

Pinnacle plans to continue to be active in acquiring funeral homes, giving retiring owners an important alternative to selling their businesses to a publicly traded company.

Howsare explains that there is always going to be a “right fit” component in striking a mutually beneficial agreement. Sometimes the discussions can take time. Owners typically need to decide for themselves if the time is right to detach.

“We favor the kind of arrangement that will allow families to continue to be served with compassion and care by staff already involved in the business and the community,” Howsare said.

“Local, family-owned businesses like Hartson are a great fit for Pinnacle because we support the same type of personalized care. We can offer a custom-tailored succession plan to meet retiring owners’ needs,” she said.

Pinnacle’s strength is in giving owners confidence that their hard work, investment and dedicated staff will continue to set the tone with local customers and families who have turned to them for decades.

“We have no reason to alter the fundamental goodwill and continuity that comes with the business,” Howsare said. “It’s an important part of what gets us talking in the first place.”

Acquisition Integration & New Hires Powered Pinnacle in 2018

Tue, 12 Feb 2019 15:09:32 GMT

For 2018, the main story behind Pinnacle’s growth and ongoing success had largely to do with integration of acquisitions and new recruits.

On an acquisition front, Pinnacle closed three acquisitions in the fourth quarter of 2017. “We want to grow, but we also want to be sensitive to all the requirements that a new firm demands. We accomplished this in 2018,” Pinnacle Controller Melissa Howsare said.

“Pinnacle is here for the long term. Strategic growth through acquisitions will happen, it just can’t be pushed. It makes more sense to buy the right firm, not just any firm. Growing a great company is a marathon not a sprint,” Howsare added.

Hiring Smart, Hiring Focused

In addition to the growth, Pinnacle understood they needed an expanded management team. Scouting and selecting especially talented personnel, Howsare recognized areas of the business that could benefit immediately.

“I always knew that our growth strategy would require that we broaden and diversify our team,” Howsare said. “Solid day-to-day operations and processes are important aspects of delivering a high-quality experience for families.”

Howsare decided to reach out to veteran operations specialist Shannon Bischoff and the fit could not have been better. It also came at the right time, as managerial demands were beginning to multiply.

Bischoff is a highly experienced industry insider with knack a for extracting efficiencies, solving problems big and small, and bringing processes, people and vendor products together in a unified manner. She has the right combination of accounting and field operations experience.

Along with her husband and two young children, Bischoff makes her home in Iowa, so a move to Georgia, where Pinnacle is headquartered, was not in the cards.

“It was most important that we get the right person,” Howsare said, “and she has already made a positive impact.”

Howsare and Bischoff had worked together at Foundation Partners Group, and each had an enduring appreciation of the other’s skills, work ethic and personality.

Powerful Partnerships

In other personnel changes that helped Pinnacle’s bottom line, leadership struck important partnerships with four talented funeral directors in Fort Wayne, IN.

Jarod Steffen, Mark Scheidt, Britton Claghorn and Lucas Glessner became entrepreneurial partners in Pinnacle’s FairHaven brand funeral home in Fort Wayne, IN.

Again, experience and a determined vision of family-centered funeral care made this a mutually beneficial arrangement. All agreed that returning local care and attention to the Fort Wayne market, which is predominantly serviced by large corporate providers, would strengthen their appeal to families.

In other news, Pinnacle Funeral Services also moved its headquarters from midtown Atlanta to Peachtree Corners.

To learn more about Pinnacle Funeral Service and available opportunities, including enhanced partnerships, valuations, and acquisitions, we invited you to contact us by phone or email .

Pinnacle at NFDA 2018

Fri, 26 Oct 2018 16:10:51 GMT

We were very pleased to attend one of our industry’s premier conventions in Salt Lake City, Utah last week.

The National Funeral Directors Association (NFDA) brought together approximately 1,500 members – along with untold vendors, sponsors and suppliers – for its 137th annual convention.

We connected with many old friends and made some new ones. Several employees who work remotely for Pinnacle got to meet each other in person for the first time as well.

For our part, we noticed a few important themes emerge, which we believe will shape our work over the next several years:

Passion for serving others with authenticity and kindness;
Personalization in delivering unique and meaningful experiences, products and services to families; and,
Progress as technology helps us stay relevant and connected to the digitally savvy generations to come.

Former First Lady Laura Bush headlined the opening-day keynote address to a packed audience. Appropriately, she spoke with candor about the passing of her mother-in-law, Barbara Bush , and also thanked the funeral profession for their assistance after the 9/11 tragedy.

While we’re always conscious of the sensitive nature of our work, our gathering at the Salt Palace reaffirmed just how many good-hearted, dedicated people serve families in the United States and internationally.

We listened with interest to the current CEO of the NFDA, Christine Pepper , who unveiled important information and public service announcements reminding all adults, not just funeral directors, that children need to grieve as well.

However, it was the second-day Remembrance Service that vividly captured the sublime aspects of love and loss, the soaring music of heartbreak and hope, and the spiritual challenges of being human.

We look forward to gathering again next year in Chicago with our colleagues and friends, so that we can make sure we’re continuing to serve families in the ways that truly matter to them.

Security is the New Normal at Pinnacle

Fri, 07 Sep 2018 16:14:24 GMT

Privacy and security are more than just buzz words when it comes to being online these days, and it’s not a good idea to be idle about them.

Instead of taking a wait-and-see approach, Pinnacle Funeral Service has acted decisively to help protect users who interact with its funeral home websites.

“Since the beginning of year, we’ve been upgrading the security of all our websites,” Melissa Howsare, controller of Pinnacle Funeral Service, said recently. “We want customers to have a seamless and secure experience whether they’re reading an obituary, looking for service details, or filling in an online form to ask a question.”

While secure websites have been a mainstay of banking and e-commerce site for years, privacy concerns having been looming for websites that transfer even minor contact information such as a name and email address.

The new websites Pinnacle has adopted encrypt the information that’s being transferred, which is a fancy way of saying that the message is scrambled and then put back together when it reaches the recipient. As a result, no prying eyes can read what’s being conveyed and act maliciously.

Additionally, Google believes this is the new normal, too. Since July 1, 2018 Google has rolled out a new policy of explicitly stating to users that a website isn’t secure.

A Secure Web is Here to Stay

“In the past, web browsers would show you a small icon of a lock, which is something you may have noticed or not,” Haarer said. “But Google now wants the transfer of all information to be completely secure for the user, and frankly we do too.”

Haarer believes that trust and confidentiality are two of the most important qualities a funeral provider needs to demonstrate, and he’s confident that customers will appreciate the extra level of privacy during their online interactions.

In fact, he’s counting on more and more visitors to engage online with funeral directors and administrative personnel.

Pinnacle Funeral Service is a progressive funeral home acquisition and management company that evaluates potential sales and supports its locations with leading business and marketing practices.