When a loved one dies, making after-death arrangements can feel overwhelming.

If you are looking for an alternative for, or addition to, a traditional funeral service, it can be hard to know where to start planning.​

My name is Victoria Hale and I’d like to make it easier for people who have lost a loved one to mourn in a way that celebrates life lived. I know how difficult that process can be. When my mom passed away in 2018, I volunteered to be the family’s chief funeral planner.

Everything needed to be done quickly and it was hard to find the emotional energy to comparison shop between traditional funeral providers. Figuring out what my family would find meaningful in the grieving process was challenging too. A religious or traditional funeral service didn’t feel right for my mom, but planning something “different” felt overwhelming. The planning needed to be done in person at the funeral home and the pricing wasn’t transparent. How much things cost seemed very loosely correlated with the quality or complexity of services received. I ended up sitting in the planning office of the first funeral home we called, looking through binders of floral arrangements surrounded by strangers in black suits. Everyone was kind, but it was about the last thing I wanted to be doing.  

​Going through the funeral-planning process convinced me of three things: (1) it should be easier to plan a celebration of someone’s life that reflects the way they lived and doesn’t take place in a funeral home; (2) pricing should be simple and transparent; and (3) you should be able to make arrangements online if you want to.​

I founded Sincera to help make planning celebrations of life as simple and transparent as possible. We would be honoured to work with you to create a celebration of life for your loved one and are here to help via email or over the phone. We are also developing a platform which will allow you to plan a celebration of life entirely online.

- Victoria Hale, Founder & CEO