Reimagine
​death care
At scale.

Western death culture nears a tipping point
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​The next generation of grievers seek a different type of death care. While respecting key traditions, they want personalisation, meaning, sustainability. Even a touch of experiential magic.

But the death care industry forces them into a limited set of options that ignore their deeper, often unspoken needs. In life, and in death.

At best, this leads to feelings that 'there could have been more'. At worst, to regrets. Missed opportunities for transformation. Pain without reason. 

The griever's voice

Gen X comments on funerals in Belgium, France, Germany, Netherlands, Spain, UK, US.

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He had such a rich life which got reduced to a bad quality video, a mediocre eulogy and a few songs on a crappy sound system.​

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During the service, I held back my tears. I didn't want to be the only one who was crying.  But honestly, I wanted to scream.

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We couldn't all be at my brother's funeral. But the funeral home didn't know how to do a livestream or VOD solution. I had to arrange it myself.

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With the ceremonial rollercoaster I was so busy talking that I never got a moment to myself. To properly say goodbye.

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You get 2 hours to part with someone you've known your whole life. Everyone is there for the day, and then they all disappear.

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Change must come from the trade

Because as Western consumers, we will struggle make it happen.
In life, we avoid conversations about mortality.
In death, we are too grief stricken to think outside the box.
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​So innovations need to come from the death care industry. 
While honouring important rites and traditions, we need to develop mass-customised, sustainable alternatives that meet the emotional, social, experiential and spiritual needs of the next generation.

That transform our relationship with death. And unlock a €77 billion business opportunity. 

Become an Ars Moriendi changemaker

Help reimagine nextgen death care ...

1. Join the community

Join our Linkedin community to get inspired and to share your insights, thoughts and ideas around tomorrow’s death care. Meet change makers from all traditions, religions and philosophies.

2. Join the ecosystem

​Become part of our ecosystem to reimagine funerals. Extend your know-how, create commercial visibility and build new revenue streams while improving our relationship to death. 

3. Become an investor

Participate in the Ars Moriendi vision by becoming a corporate or funding partner for the world's first immersive funeral & death care experience. Help us transform the industry. At scale.

About us

​Ars Moriendi is an international experience platform for human- and planet-centric death care disruption. We want to reimagine the industry building online and real life:​
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  • movements: places where industry professionals, artists, historians, theologians, philosophers and other change makers are inspired by and discuss past, current and future death care practices.​
  • ecosystems: small and large constellations in which transdisciplinary partners co-create, share and commercialize the IP of new death care experiences.​
  • experiential showcases: immersive experiences that show the trade and the public that meaningful, sustainable, mass-customized and magical death care is possible​.
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Initially, we focus on funerals and memorial services. But over time we want to also include death-in-life, end-of-life care, and remembering.

We are Ars Moriendi

Join us to reimagine nextgen death care.