Quick-Start Guide
Everything Maine Funeral Homes Need to Know About the New Pre-Need Legislation
What is Changing: Maine's New Pre-Need Law
Soon, Maine will pass legislation accepting pre-need funeral insurance, opening up a significant opportunity for funeral homes across the state to offer better advance planning choices to their communities.
What This Means for Your Funeral Home:
You will now legally offer pre-need insurance policies to Maine families
Families will now be able to make better financial choices with available payment options
Tax Free, no 1099's.
Your firm will now be able to compete on a level playing field by using effective marketing strategies
You now become the only logical choice to work with in your community
The Reality Check:
Within the next 6-12 months, expect a flood of pre-need insurance vendors contacting every funeral home in Maine. The funeral homes moving fastest by building relationships now will capture market share. Those who wait will find their competitors already offering pre-need services.
Your Two Options for Offering Pre-Need
Option 1: In-House
Handle pre-need sales yourself
Pros
- Keep full commission/margin
- Direct client relationships
- Full control of process
Cons
- Need insurance licensing ($500-1,500 + time)
- Staff training required
- Ongoing compliance work
- Marketing to generate leads
- Administrative workload
Best for: Larger funeral homes with dedicated staff and resources
Option 2: Affiliate Plan
RECOMMENDED
Partner with licensed pre-need specialist
Pros
- Zero setup work - no licensing needed
- Zero staff training
- Zero ongoing compliance burden
- True North Manages Sales, and Marketing
- Can be white-labeled under your Funeral Home and Crematory Brand
Cons
- Less direct control
Best for: Independent/family-owned funeral homes who want pre-need revenue without the workload
5 Common Mistakes Maine Funeral Homes Are Making
1. Waiting Too Long
"We'll look into pre-need next year." By then, your competitors will have locked in relationships with families in your community. First-mover advantage is real.
2. Signing Exclusive Contracts Without Research
It is rarely in your best interest to sign a contract directly with any insurance provider. True North will act in your best interest to negotiate for you a find the insurance carriers that along with your specific goals and firm objectives.
3. Underestimating the Administrative Burden
If you go in-house, pre-need requires licensing, ongoing compliance, lead generation, sales process, and customer service. Make sure you have staff capacity.
4. Forgetting About Marketing
Having pre-need available isn't enough. Families need to know you offer it. Budget for marketing or partner with someone who brings their own lead generation.
5. Choosing Based upon Growth Alone
The highest growth might come with hidden costs (required minimums, marketing fees, poor customer service). Evaluate the total partnership value, not just the percentage.
Questions to Ask Any Pre-Need Partner
Are you licensed to sell pre-need insurance in Maine?
What's the commission/revenue share structure?
Is this exclusive or can I work with multiple insurance companies?
What happens if the partnership doesn't work out?
Who handles customer service and claims?
Do you have references from other funeral homes you work with?
What's your marketing/lead generation strategy?
Can this be white-labeled under my funeral home's brand?
Decide: In-House or Affiliate marketing partner?
Evaluate your funeral home's capacity, resources, and priorities. Most independent funeral homes find affiliate marketing partnerships to be the faster, lower-risk path.
Research Partners (If Outsourcing)
Talk to 2-3 pre-need providers. Ask the questions listed above. Get references.
Start Small, Test, Then Scale
Consider a pilot program - handle 5-10 pre-need clients first to see how it works before fully committing. No-risk trials are ideal.
Move Quickly
The Maine pre-need market is opening NOW. The funeral homes that establish active preneed marketing programs within the next 6 months will have a significant head start.
Need Help Navigating This?
I'm Leo R. Dubé, Jr. - a licensed Funeral Director in MA and RI, now helping Maine funeral homes navigate this new pre-need opportunity. As a fellow funeral director, I understand the unique challenges you face.
Questions? Contact Leo R. Dubé, Jr. at:
Email: Leo@TrueNorthTrust.com
Phone: 508-717-2500
True North Trust • Helping funeral homes add pre-need revenue without adding workload • Licensed and experienced in all phases of the New England Preneed market since July 2000
© 2025 True North Trust • This guide is for informational purposes only
