Fifty percent of families are scared they can’t cover the cost of a funeral. They end up overpaying because no one wants to comparison shop amidst a tragedy. That’s why ex-Googler Alison Johnston’s startup Ever Loved built a free funeral crowdfunding tool. Now it’s addressing one of the most expensive parts of saying goodbye: burial. Today Ever Loved launches its online marketplace for caskets, urns, headstones and memorial jewelry.

By sidestepping the overhead of a physical funeral home, Ever Loved can offer better prices while still earning a 10% margin. Its caskets cost 50% less than the average sold at a mortuary, according to the National Funeral Directors Association.

When I called a local San Francisco funeral home, the high markups came into focus. They

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