Willow was founded by Derrick Grant after seeing, first-hand, how difficult and expensive arranging a funeral can be.

When a close friend struggled to pay for his wife’s funeral, facing debt, stress, and very little guidance on where to turn it became clear that families were being asked to make complex decisions at the worst possible time, often without clear information or upfront prices.

To better understand the problem, Derrick volunteered in a funeral home and learned how the industry works from the inside. That experience led to the creation of Willow a service built to give families clearer choices, fairer pricing, and the time and space to decide what’s right for them.