Norristown’s Family Shield Credit is expanding its reach across the country, writes Jeff Blumenthal for the Philadelphia Business Journal.

The fintech was founded in 2023 to help families manage rising funeral expenses. It has entered a major partnership with Wisconsin-based Tribute Technology that will connect the Montgomery County startup to more than 10,000 funeral homes nationwide.

Family Shield provides unsecured loans for funeral costs that often reach $10,000–$12,000 for burials and $4,000–$5,000 for cremations. Tribute, whose software is widely used by funeral homes, will refer its users to Family Shield and receive a fee for each loan.

Leaders say the partnership fills a long-standing gap in an industry that has offered few structured payment options during a challenging moment for families.

The company had built relationships with about 350 funeral homes but has already added 50 more since the deal took effect. Family Shield currently underwrites $200,000 to $300,000 in monthly loans and expects that figure to grow significantly. Its average loan is $8,500, with interest rates lower than most credit cards.

Backed by nearly $7 million in startup funding and already profitable, Family Shield recently secured a separate partnership with leading casket maker Batesville and is preparing to raise new capital as demand accelerates.

Read more about the Norristown business’s plans for expansion in the Philadelphia Business Journal.

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