A New Demographic of Customers: Understanding Gen X

Nina Drew • December 2, 2025

A New Demographic of Customers: Understanding Gen X

In the ever-evolving funeral profession, staying ahead of demographic shifts is crucial for providing the highest level of care to families. As Baby Boomers age, Gen X has become the primary caretaker for end-of-life affairs. Understanding their unique characteristics is key to building trusted relationships during the arrangement process and beyond. In this article, you’ll uncover Gen X’s needs and discover how Cadence offers a solution that bridges the gap between generations.

The Change Over of Generations

Gen X, born between 1965-80, has grown accustomed to technological innovation throughout their lives. Unlike their Baby Boomer counterparts, they are often tech-savvy, heavily reliant on digital tools in their daily routines, and often early adopters of cutting edge technologies. This reliance on technology shapes their expectations and preferences in many aspects of life, including funeral planning.

The Unique Characteristics of Gen X

Understanding the specific needs and wants of Gen X is key to providing exceptional service. This generation:

  • Practicality: Finding ways to save time and effort offers a major appeal to Gen X. Often choosing to prioritize convenience and independence, they seek to work through tasks as efficiently as possible. 
  • Digitally Minded: Growing up adjusting to consistently changing technological trends, they have become digital natives. When communicating and navigating challenges, they will often turn to digital solutions.
  • Trust Oriented: As a generation that values brand loyalty, Gen X seeks strong connections with trusted professionals. They often read reviews and browse websites thoroughly before choosing to engage with a business.

Why Understanding Gen X Matters To Funeral Professionals

With the influx of Gen X clients, it’s vital that funeral professionals adapt their offerings to meet the unique preferences and service expectations of a new generation. Without adapting to their needs, it could hinder relationships and jeopardize client satisfaction in the arrangement and estate administration process. With that in mind, establishing strong connections with Gen X will result in long-term loyalty, trust, and positive experiences they will share with others.

Cadence: Your Partner in Serving Gen X

Cadence is here to enhance funeral professional’s offerings in a way that better suits the needs of Gen X. We offer a digital, grief-informed estate administration solution for pre-need and at-need families, ensuring that your services remain relevant and valuable.

Cadence's services are customizable to fit the feel of your business, ensuring that families receive a seamless extension of your brand's care and expertise. By offering a technology-forward approach, Gen X can build a connection to your funeral home while gaining the independence, control, and convenience they value. 

The Executor Assistant

The Executor Assistant provides a comprehensive, tailored, and interactive roadmap to guide families through estate administration. This service includes access to grief support and knowledgeable support specialists, ensuring that families feel cared for every step of the way. Through this process, families build a connection to your funeral home and recognize the value of planning ahead with you, fostering retention with Gen X.

The Legacy Planner

Our pre-planning tool offers a convenient way for families to start thinking about their future, allowing them to easily add essential information, arrange key contacts, and plan the hand-off of responsibilities. 

Conclusion

As the industry experiences a demographic shift, ensuring your funeral home is ready to meet the needs of Gen X is essential. With a preference for online solutions and convenient options from businesses they trust, Gen X requires a new level of care and attention. Cadence helps fill this gap by offering a comprehensive aftercare solution that families and funeral professionals can trust. Stay ahead of the curve and continue providing exceptional service to an evolving generation of customers.

Book a demo with a Cadence representative today to learn how we can help you, your funeral home, and the families you serve.

February 9, 2026
When my mom died, I left the funeral home with a checklist. It didn’t feel helpful. It felt crushing. I remember sitting at my kitchen table afterward, crying, staring at a list of things I was suddenly responsible for—forms to fill out, accounts to close, tasks to complete. I searched online for guidance, typed my mom’s date of death into one form after another, and felt the weight of it all pressing down at a moment when I was least able to cope. What struck me most wasn’t just the grief. It was the absence of a clear path forward. Instead of structure or support, I found broken, fragmented systems—and an overwhelming amount of responsibility placed on people in the rawest moments of their lives At the time, I assumed this was just my experience. Discovering a Shared Reality Over the years, that assumption proved wrong. Through volunteering in hospice, talking with families, and working alongside care providers, I began to hear the same story again and again. The confusion. The overwhelm. The feeling of being left alone to navigate a complicated web of tasks after loss. What I experienced wasn’t the exception. It was the norm And that realization stayed with me. A Better Way After Loss The period after a death is one of the most vulnerable times in a person’s life. Yet it’s also when we ask families to become administrators, coordinators, and decision-makers—often without guidance, clarity, or continuity of care. That didn’t feel right. Cadence exists because that time after loss deserves more structure, more clarity, and more care than it’s been given That belief is the foundation of everything we do. Built for Families, With Funeral Homes We built Cadence for families—but we work hand in hand with funeral homes. Why? Because funeral homes are often the last place families feel truly supported , and at the same time, the first place where responsibility begins Funeral professionals show up for families at an incredibly meaningful moment. Cadence is designed to extend that care beyond the service itself—helping families navigate what comes next with confidence instead of confusion. Doing This Together Cadence is not about replacing human connection. It’s about strengthening it. We’re here to do this work together—with funeral homes, care providers, and families—so no one feels abandoned once the ceremony ends. Supporting families long after the service isn’t an extra. It’s the work. And that’s why I built Cadence. About Rachel Drew, CEO & Founder of Cadence Rachel Drew is the Founder and CEO of Cadence. She founded the company after recognizing a critical gap in support for families following a death. With experience working alongside hospice providers, care teams, and funeral professionals, Rachel leads Cadence with a focus on extending care beyond the service and strengthening the role funeral homes play in supporting families long-term.
By Cydney Schwartz January 27, 2026
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