Affiliate disclosure.

LovingPlan is an independent editorial site. We do not charge readers. We pay our writers and operations through referral fees from providers we recommend, and through nothing else. This page exists because the FTC's 16 CFR Part 255 requires it, and because anyone reading our recommendations deserves to know who pays for what.

How we get paid, in plain English

When you fill in a form on this site asking to be matched with a provider — for example, an online will service, an estate attorney, a final expense insurance broker, or a direct cremation provider — we send your details to one or more vetted providers in our network. If you sign up with one of them, that provider pays us a referral fee. The fee varies by category:

  • Online wills: $40–$120 per signed customer.
  • Estate attorneys: $100–$500 per engaged client (capped, paid once).
  • Final expense insurance: a percentage of the first-year premium, typically 30–80%, paid once.
  • Funeral / cremation providers: $50–$300 per matched family.

These fees are paid by the provider, not by you. The price you pay the provider is the same whether you came through us or any other channel. We confirm this with every provider in writing before we add them to our network.

What we will not do

  • We do not accept fees in exchange for editorial coverage. Our guides do not change based on who pays us.
  • We do not list a provider in a "vetted" pool unless our research team has reviewed their pricing, contracts, and customer outcomes for at least one cohort of customers.
  • We do not sell, rent, or trade your contact information. The only people who receive your details are the providers you specifically asked to be matched with.
  • We do not run retargeting ads against grief-related search terms. We find that practice tasteless.

How we handle conflicts

Two providers in the same vertical can pay us very different amounts per signup. We are committed to recommending the provider that is best for the reader's situation, not the highest-paying. To check ourselves on this, we publish (twice a year, on the editorial policy page) the recommendation rate for each provider in our network — the percentage of matched leads we sent to them, alongside the fee we received per signup. If those two columns ever start tracking each other suspiciously, we hold ourselves accountable.

Providers we refuse to take fees from

The list of providers we have declined to take fees from is longer than the list we work with. We do not publish the rejected list because doing so would invite litigation, but the criteria are public:

  • Providers with a Better Business Bureau rating below B in the last 12 months.
  • Providers with documented FTC, state attorney general, or state insurance commissioner enforcement actions in the last five years.
  • Providers using high-pressure sales tactics — multi-step phone funnels, hidden pricing, or aggressive "limited-time" offers — in our test interactions.
  • Funeral homes that decline to send their General Price List on request, in violation of the FTC Funeral Rule.
  • Insurance agents or brokers who would not disclose their carrier list in a 10-minute conversation.

Reach out

If you have a question about how we make money, or you think we have made the wrong call on a provider, please email hello@lovingplan.com. We take this part of the work seriously.