Right now, about 65 million Gen Xers live in the U.S. Over the next decade, many of them will be the ones making funeral arrangements for their loved ones.

That means your funeral home needs to start thinking about how to serve members of Generation X today.

Born between 1965 and 1980, Gen X grew up with personal computers, video games, and cell phones. They’ve seen technology change quickly, and they expect businesses they work with to keep up.

Here are 4 practical ways technology can help your funeral home connect with Generation X.

1. Build a website that works

Gen X almost always starts with a Google search. In fact, 96% of adults aged 50–64 use the internet.

Your website is often their first impression of your funeral home, which means it should:

• Show who you are and what you do

• Answer common questions with clear information

• Share reviews or testimonials from families

• Make it simple to reach you

When your website is clear, modern, and easy to use, families feel more confident reaching out. And you build trust before you ever meet in person.

2. Show up in SEO and AEO searches

Even if you have the best website, families can’t use it if they can’t find you. That’s where SEO (search engine optimization) and AEO (answer engine optimization) come in.

SEO helps your funeral home appear in search results when someone types “funeral homes near me.” AEO takes it a step further, making sure your content can show up in featured snippets and voice searches with AI tools like ChatGPT, Siri, Alexa, or Gemini.

To improve both, make sure your website answers common questions clearly, update your Google Business Profile, and use simple, question-based headings. That way, when someone asks, “How do I plan a funeral online?” your funeral home can be the one with the answer.

By investing in SEO and AEO now, you make it easier for Gen X to find you when they need you most without having to pick up the phone.

3. Offer online planning options

Gen X values convenience and researching big decisions online. And for them, funeral planning is no different.

They may not want to do everything digitally, but they like having the option to start the process online.

Tools like Passare’s Planning Center let families begin planning from home, work with staff remotely, and move at their own pace. It’s a simple way to give them control and flexibility, while still keeping your team closely involved.

Offer online planning to make the planning process easier for Gen X families and show them your funeral home respects their time and preferences.

4. Make paperwork easier with eSignatures

Paperwork is one of the most frustrating parts of funeral planning. Gen X knows there’s a better way, and they’ll expect your funeral home to offer digital forms online.

With eSignatures, families can:

Sign forms whenever and wherever it works for them

Cut down on mistakes and delays

Save time by skipping extra trips to the funeral home

By streamlining paperwork with eSignatures, you remove a major stress point for families and free up more time to focus on meaningful conversations.

Connect with Generation X today

Gen X is quickly becoming the generation in charge of funeral planning. By focusing on having a strong website, showing up in online searches, offering an online planning tool, and utilizing digital paperwork, your funeral home can build trust and make the process easier for families.

The icing on the cake? We can help.

See how to accomplish all of this with Passare by clicking here or filling out the form below to request a demo!