About us.
LovingPlan is a small editorial and provider-matching service for end-of-life planning in the United States. We write plain-English guides on the paperwork most American families eventually have to deal with — wills, advance directives, funerals, life insurance for final expenses, probate — and we match readers with vetted providers.
We started this because the existing options were either funeral homes selling caskets, lawyers selling hourly time, or content farms selling clicks. Nobody was just sitting next to you with a cup of tea, explaining things in the order they actually happen, and admitting what they didn't know.
The team
Three people, none of whom are lawyers or insurance brokers.
- Editorial. A writer who has been an executor twice and read more state probate codes than is healthy. Voice and structure live with her.
- Research. A former hospice volunteer who has sat with more than two hundred families in the last hours of a life. Sources, claims, and the "what this guide gets wrong" sections are her work.
- Operations. Provider vetting, lead handoff, the email replies. He runs the part of the site that talks back.
Our reviewer panel — the practicing attorneys, hospice nurses, and licensed funeral directors who read pages before publication — is small in v1 (three people) and growing. Names will appear on the editorial policy page as the panel formalises.
How we pay for this
When you ask us to match you with a provider and you sign up, the provider usually pays us a referral fee. That fee is the same whether you came through us or through any other comparison site, so the price you pay does not change.
We also refuse fees from providers we would not personally use. The list of providers we refuse to refer is longer than the list we refer to, and that ratio matters more to us than the ratio of our income statement. Read the full affiliate disclosure.
What we are not
We are not a law firm. We are not an insurance broker. We are not a funeral home. Nothing on this site is legal, financial, or medical advice for your specific situation. State laws vary and change. For decisions that matter, please talk to a licensed attorney, a licensed insurance agent, or a licensed funeral director in your state.
How to reach us
Email hello@lovingplan.com. A real person reads every message, usually within one business day. We do not run a phone line. Email is, in our experience, the kinder format for the topics we write about.