The ICCFA Experience 2025: What we Learned

We had a truly inspiring time at ICCFA 2025 in Las Vegas last week, and are so grateful to have been able to connect with friends and colleagues from across the profession.

Now that the dust’s settled, we’ve had time to reflect on our takeaways from the experience:

“Nothing short of incredible.”

For first-timer, Head of Culture and Talent Jane Askin, the scale, the energy, warmth and sense of community was, “utterly brilliant”.

“Being a speaker at ICCFA has been a highlight of my career - and it was genuinely humbling to hear that my talk resonated with so many and sparked some great discussions. I loved that so many people stopped by to chat - the feedback I received is something I’ll never forget. But I honestly feel that, while people learned from my insights, I learned an awful lot more from them!

One of the biggest takeaways for me? The people. The deathcare profession is filled with kind, welcoming and wonderfully warm individuals. The people I shared the week with had a wicked sense of humour - and the laughs made every interaction memorable.”

“Tech is more important than ever.”

For VP of Sales, North America, Neil Sherrin, the event reinforced the idea that the role of tech in attracting, developing and retaining key talent is more important than ever - especially with the challenges inherent in younger people entering the profession.

“Transparency in pricing and general spirit of an agreement is key to good foundations of a partnership.”, he said, while also recognizing that the next generation of interaction, including tech-enabled sales tours, is something that both staff and families are increasingly looking for.

“A sight to behold.”

For Solutions Consultant Marc Lamb, the PlotBox booth was second to none.

“The PlotBox team arrived with an incredible, magnetic energy.  We were the busiest, most popular booth on the floor…but larger than that, was its people. 

When it was quiet, I stood from afar…scanning down and across the aisle, like an oasis in the desert - bam! PlotBox’s booth lights and vibrant colors, people gathered, champagne, Guinness and conversation flowing like a wild river, [and people] instinctively flocking like salmon from the hills of Capistrano!

It was a sight to behold. It was literally the place to be, booth 648.” 

“Positivity and genuine interest.”

For Marketing Executive, Conor McGrellis, the event left a lasting impression. 

“What truly stood out was the warmth and hospitality of the people we met. In the vibrant city of Las Vegas, the energy was palpable. Conversations flowed easily, filled with positivity and genuine interest. 

The most profound takeaway was the realization that, regardless of where you are in the world, if you look closely, you will always find deathcare professionals who are deeply committed to supporting families during their most challenging times.”

“I loved the experience.”

“Having the whole team there was a real highlight.”, thought Presales Solutions Consultant Katie Stanley.  “It felt great to bond and connect in person, and those shared moments definitely strengthened our sense of unity and teamwork.

Two sessions stood out for me -

Christie Moore’s session on transforming direct cremation into a service. A fantastic reminder that even when customers choose a more direct or minimal approach, they deserve the same level of care and attention as anyone else.

The Sales Tour talk from SCI. I was especially struck by the 20/60/20 rule they discussed. It challenged my assumptions…and was a great reminder that we need to look beyond first impressions and ensure we’re tapping into opportunities across the full spectrum.

One common thread in conversations was around the evolving expectations of customers - many people I spoke with mentioned the same challenges - balancing personalization with efficiency, and finding ways to make services feel more human and meaningful in an increasingly digital world.”

“Informative education sessions.”

Solutions Consultant, Cinnamon Lloyd also found the education sessions insightful,

“I attended a couple of very informative education sessions, and Jane's presentation [on Strategies for Attracting and Retaining Talent in the Deathcare Profession] was brilliant - she had everyone's attention, taking notes, photos of slides and best of all, had a few laughs!

Another presentation that had my attention was Nicki Wiedeman, ‘Dead Ringers’, who spoke on ‘tough love for the telephone.’

One of things I learned was that ‘follow up’ is the biggest issue leading to missed opportunities. CRMs, such as PlotBox’s can ensure that not only will you have a reminder and communication trail, but you will also be able to see the gaps and success in the team's follow up.”

“Genuinely inspired.”

It was also the first time at the event for Regional CSM Lead (Americas), Ashlynn Rickord Werner.

“As a newcomer, I was genuinely inspired by the energy, innovation, and sense of community among so many passionate professionals in the deathcare industry. In my role as Customer Success Lead for the Americas at PlotBox, it was a true highlight to meet so many of our customers in person.

Having the chance to connect face-to-face, hear about their unique journeys, and dive into conversations about how we can help solve operational challenges together - it reaffirmed why this work matters so much.”

“It’s fantastic to be face-to-face.”

It was certainly not the first time at ICCFA for Kirsten Ono, Senior Marketing Manager, who said,

“Being together as a team, meeting customers and prospects and partners - it was fantastic to be face-to-face, building those relationships, as well as hearing from thought leaders on what's new in the profession.”

“An unforgettable week.”

Connecting was important for Business Development Representatives, Becky Acree, Conor Clarke and Corey Neal,

Becky said, “What an unforgettable week with so much to celebrate at the ICCFA Experience 2025 in Las Vegas! The event was a great opportunity to reconnect with friends and partners, and to meet vendors and attendees from around the world. ICCFA delivered on great content in an energized environment.”

Conor said, “Attending the ICCFA event was enlightening; I gained valuable insights into the landscape of the funeral and cemetery industry while forging valuable connections with like-minded professionals. Overall, It was a rewarding experience. Looking forward to next year!”

For Corey, technology seems to be emerging in the space, saying,

“I think every conversation I had was with folks who realize the importance it's going to play in the cemetery space, and how continuing business without it is going to be a way of the past.  Usability, training, and ease of access were common pain points - I think it's obviously an industry that is generally starting to be more receptive to technology and how it will enhance their cemeteries.”

“Massive thanks!”

Attending events like this takes a lot of work, and the final word for the PlotBox team came from Co-founders, CEO Sean McAllister and CCO Leona McAllister.

“We had our busiest ICCFA ever, and I’m so grateful to the team in Vegas for their energy and commitment - we worked hard but we also had so much fun together. 

The work that goes into that from the booth design, coordinating with the builders, the swag, the social posts and much much more, requires such effort and attention to detail.  Massive thanks to our Marketing Team!

We’re so proud of Jane who gave a fantastic presentation, and of Ashlynn who received her ICCFA Rising Star in the Deathcare profession 40 under 40 award!

It was also great to meet Funeral Home Advisor Lacy Robinson, [who's been working with PlotBox] for the first time in person. As well as connecting with delegates, Lacy was on the booth signing her book - Engaging the heart of Hospice - her expertise is invaluable!

We’re grateful that we got to spend time with our customers, as well as prospects - we lost count of the number of people who went out of their way to tell us how amazing our team is. For us, this was the biggest highlight. 

Our team has clearly built solid relationships and gained so much trust - a reflection of PlotBox being a great company to work with. We’re already looking forward to the next one.”

We’re looking forward to putting our learnings into action across our own products and services - just as much as seeing you again at Fort Worth, Texas 2026 for the next one!

Check out our highlights in the video: