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Richard D. Geib II says:

Dale: I wanted to thank you once again for the recent work performed for our family. The business valuation assured me that things were fair, [...]

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Meet the Team

Tom JohnsonTom Johnson – Founder   |  email
Tom has pursued a highly successful career in multi-site funeral home and cemetery management, as well as acquisition and divestiture activity in the death care industry. After beginning his career in banking and then serving in several key positions with Batesville Casket Company, he became President and CEO of Pierce Brothers Mortuaries & Cemeteries in Los Angeles. There, he grew the company from 17 locations to a total of 64 funeral homes and 14 cemeteries, making it, at the time, the largest regional independent funeral and cemetery operation in the United States. When Pierce was sold to SCI, he left the company and founded Prime Succession, which grew from no operations to 146 funeral homes and 17 cemetery locations in only three years, becoming the largest national independent operation in the country. After Prime Succession, Mr. Johnson started Johnson Consulting Group, which has become the premier consulting company in the death care industry focusing on mergers & acquisitions, business valuations and appraisals, accounting services, management services and training, and business financing. Mr. Johnson’s expertise in funeral home and cemetery management, combined with his strong background in banking and finance, gives him a unique understanding of operational and financial matters relating to the death care profession.

Jake JohnsonJake Johnson – President and CEO   |  email
Jake Johnson has rapidly advanced into senior leadership roles and gained respect throughout the funeral and cemetery industries. He is known as an innovator, change agent and thought leader. Jake’s success is based on his unique ability to identify simple solutions to complex business problems and communicate across all levels of the organization, instilling positive morale, empowerment and employee ownership to drive service excellence. His strong foundation in accounting, financial analysis and EBITDA forecasting is complemented by technology savvy and broad general management qualifications in business development and operations. As President & CEO at Johnson Consulting, Jake provides strategic direction and marketing innovations that laid the groundwork for the company’s rapid growth, gaining recognition as the premiere total solutions provider within the funeral industry. In his former position as Executive Vice President and General Manager at Palm Mortuaries and Cemeteries, he provided key operations leadership to the Palm Cemetery Division. Jake began his career at Keystone Group Holdings (now Dignity Memorial Network) as Associate Director, Corporate Development, where his financial analysis and forecasting expertise was foundational to the firm’s growth. Jake’s educational credentials include a BSBA degree in Management with an emphasis in Accounting and Financial Analysis from Xavier University in Cincinnati, Ohio. Rounding out his financial portfolio, he is a licensed Real Estate Agent and licensed Investment Advisor representative. Jake is also a member-ameritus of the Funeral Service Foundation Board.

Al AstaAl Asta   |  email
Al graduated from Cypress College of Mortuary Science in January of 1982. A Summa Cum Laude graduate, he was also Valedictorian of his class. He began his career with Whitney & Murphy Funeral Home, a large volume funeral home in Phoenix, AZ. In 1984 Al was involved in a Forethought Life Insurance pilot program as a sales agent.  In this role he developed sales materials, phone scripts, training materials and product development. After approximately one year in working on that project, Al was named Manager of Whitney & Murphy. After a successful tenure at the funeral home, Al was promoted to General Manager of Prime Succession Inc. Phoenix, Arizona operations, which soon grew to include the company’s operations in Texas, Iowa, Nebraska and Arkansas. In 2000, Al was promoted to Regional Vice-President, with diverse and varied corporate responsibilities. Al’s experience leading businesses through rapid growth and transition as well as difficult financial times will allow him to relate to our client’s challenges, regardless of their nature. Even during the toughest financial periods, Al’s region maintained morale, quality of service and profitability. Al’s experience managing multiple locations and supervising location managers, along with his practical experience as a licensed funeral director make him a very productive operational consultant to both large and small volume single and multiple location firms.

Karen McCurdyKaren McCurdy   |  email
Karen McCurdy is a graduate of Florida State University (1991), she received a Bachelor of Science in Real Estate. Upon graduation, Karen began a career in appraising both commercial and residential properties. She continues to maintain her real estate broker’s license and State Certified General Appraiser License.  After appraising for 3 ½ years, Karen accepted a position with the Florida Department of Environmental Protection as an Appraiser Specialist.  She reviewed statewide appraisals related to the acquisition, sale, lease and disposition of all real property.  In addition, she performed desk and field reviews of proposed properties for state acquisition.

In May 1996, Karen began a career with Thomas-Pierce & Company as a Project Manager. In 1999, she was promoted to Sr. Financial Analyst. Some of her responsibilities include evaluating the operating and financial performance of client companies, assisting in negotiating the sales of client businesses and working through client transactions. Karen enjoys the challenge of working with the diversities of each business and assisting each client in meeting his or her individual needs.

Berny GaarsoeBerny Gaarsoe   |  email
Berny brings extensive experience to Johnson Consulting’s financial services. He graduated from the University of Utah with a Bachelor’s Degree in Accounting. Having served as chief financial officer for several large corporate companies, his areas of expertise are Corporate Finance, Accounting Systems – Implementation and Financial Statement Preparation, Tax Planning, Risk Management, Human Resource Responsibilities, and Governmental Regulation Compliance. Berny also has extensive death care industry experience having created the financial management systems for two large funeral home and cemetery companies, including Prime Succession where he was responsible for finance, accounting, budgeting, reporting, auditing, human resource and risk management functions. Under Mr. Gaarsoe’s direction, Johnson Consulting has created a web based bookkeeping system, employing proprietary death care industry software that will allow independent funeral homes to control cash flow, create accounting reports, and maintain budgets.

Greg HilgendorfGreg Hilgendorf   |  email
Greg has a record of proven success in business growth and development in the death care profession. As the owner of a successful multi-location funeral home business, his firms dominated market share and were renowned for their unparalleled customer service. In 1992, his business was the first acquisition by Tom Johnson and Prime Succession. Following progressive advancement within Prime Succession, Mr. Hilgendorf became Senior Vice President of Operations and Officer of the then fifth largest funeral home and cemetery company in the country, operating 150 funeral homes and cemeteries in 19 states. After Prime Succession, he joined The Alderwoods Group where, in his first eighteen months, he led his market to an 18% increase in operating margin and as Regional General Manager was responsible for the operating performance of 33 funeral home and cemetery locations in three states. From practicing funeral director to funeral home owner to corporate executive, Mr. Hilgendorf’s ability to deliver exceptional customer service and maximum business performance is a valuable asset to the clients of Johnson Consulting Group.

Kelly HerdtKelly Herdt   |  email
After spending four years in the Unites States Marine Corps, Kelly Herdt graduated in 1993 from the Kansas City Kansas School of Mortuary Arts. He began his career as a trade embalmer serving the greater Kansas City area for four years. After learning the trade industry, he then when on to work for several funeral homes and would later own two funeral homes and a crematory in Western Kansas. As Kelly’s funeral experiences increased, he was given the opportunity to start a lending program for a large national insurance company. In this role, Kelly developed and managed the funeral lending program to become one of the largest direct funeral business lenders in the industry with more than 100 million dollars originated in funeral home and cemetery loans. Mr. Herdt’s strong background in funeral operations, banking and finance gives him a great understanding of how to help funeral business borrowers achieve success in the financing arena. Kelly Herdt is a Kansas State, licensed Funeral Director and Embalmer.

David AdamsDavid Adams   |  email
David graduated from Southern Illinois University in 1977 with a degree in Mortuary Science. He served as a partner/licensed Funeral Director/Embalmer at a firm in Southern Illinois. In 1984 he joined Batesville Casket Company, a leading manufacturer of burial and cremation products. During his 25+ year tenure with Batesville, he served in a variety of sales and management positions. These roles enabled him to gain experience, knowledge and in-depth understanding of sales and merchandising strategies, industry demographics, and the complexity of the changing funeral industry market. David also gained invaluable experience by serving as the Vice President of Sales and Marketing at a leading funeral/cemetery complex in the Greater San Francisco Bay area. For the past four years, David expanded his professional resume by serving as the Director of Corporate Development for a publicly traded acquisition company. Throughout his career, David has gained extensive knowledge and diverse experience with all aspects of the death care industry.

Todd LumbardTodd Lumbard   |  email
Todd grew up in his family’s funeral business, Brockie Donovan Funeral Home in Brandon, MB., and learned his work ethic, attention to detail, and honesty and integrity in business from his father, Jack. However, Todd’s passion and talent for hockey led him to a goal-tending career with the Notre Dame Hounds, Brandon Wheat Kings and Regina Pats, before being drafted by the New York Islanders. When Todd’s hockey career came to an end, he graduated with honors as a Funeral Service Professional. In 2004, Todd acquired Speers Funeral and Cremation Services in Regina, SK as a perfect fit for his belief in providing high-quality, locally-owned funeral service to a community. In 2006, Todd was elected to the highly-respected position of president of Selected Independent Funeral Homes. Todd is involved in several boards and committees such as the Wascana Country Club, the Canadian Club of Regina, Regina Eastview Rotary Club and the Funeral and Cremation Services Council of Saskatchewan. JCG is proud to have served a number of Canadian firms, and has made a commitment to elevate the standard of services in Canada by affiliating with Todd Lumbard, who will work exclusively with Canadian firms.

Bill CutterBill Cutter   |  email
Bill graduated from Ball State University in 1976. He spent eleven years in various sales management positions with Batesville Casket Company and then spent several years as Vice President of Corporate development with Service Corporation International. This experience helped grow his expertise in all aspects of the death care industry, and ultimately teamed him with Tom Johnson as Vice President of Corporate Development at Pierce Brothers Mortuaries and Cemeteries and Prime Succession Inc. before going on to serve as Director of Corporate Development at Equity Corporation International. Bill has over 32 years of funeral service experience and has been instrumental in the successful acquisition and divestiture of hundreds of funeral homes and cemeteries.


Kevin Roos

Kevin Roos   |  email
Kevin earned his Bachelor’s degree in Finance from Northern Arizona University. Previously, he managed the finances, homes, and supplier networks for over 150 corporate executives relocated overseas. His understanding of financial concepts and business acumen complements his work ethic, which allows him to meet project deadlines. Kevin’s attention to detail and ability to simplify complex information assist in his role at Johnson Consulting Group.




Melanie Moore

Melanie Moore   |  email
Melanie graduated from the University of San Francisco, School of Management with honors. Her prior work experience within finance and accounting comes from both private and public sectors. This experience has given her the understanding of the many aspects involved with effectively running a business. She is an excellent asset to Johnson Consulting Group as she completes the financial analysis necessary to assist our clients in all areas of the funeral business.




Cyndi Henry

Cyndi Henry   |  email
Cyndi’s education and background is in Accounting and Finance. As the Senior Accountant, her solid accounting practices and business ethics provide the clients with the reporting accuracy and integrity that they require and have come to depend on. She has partnered with our clients to improve their accounting processes and to be an invaluable resource to them, as well as to Johnson Consulting Group.




Nate Larsen Nate Larsen   |  email
Nate graduated from Utah Valley University with a Bachelor’s Degree in Accounting. His prior work experience involved preparing, analyzing, and evaluating internal and external financial statements. As an accountant with Johnson Consulting Group, Nate is responsible for providing accounting and bookkeeping services to our accounting client base.




Grant ReynoldsGrant Reynolds   |  email
Grant graduated with a Bachelor of Science in Finance from Arizona State University. Prior to Johnson Consulting Group, he worked in the banking and personal finance industries. Currently he is studying for the California Certified Public Accountants Examination. As an accountant with Johnson Consulting Group, Grant is responsible for providing accounting and bookkeeping services to our accounting client base.




Dale EspichDale Espich   |  email
Dale Espich began his funeral service career as a field rep for Batesville (top 15%) in Washington/Baltimore and Michigan (1965-1977). He co-founded Professional Funeral Management and was President/CEO (1977 -1981). From 1981 to present he has consulted with over 500 funeral service companies of all sizes. A graduate of DePauw University with a double major in Economics and Psychology, he has presented countless workshops on communication and profitable pricing to funeral director groups throughout the U.S. Dale has worked with funeral businesses ranging from 40 to 5,000 calls annually in virtually all areas of Management, including Financial Analysis, Cost Analysis, Business Evaluations, Profit and Pricing Planning, Accounts Receivable Control, Arranger Training and Motivation, and Casket Merchandising. His precise evaluations have been invaluable to funeral home owners during his successful negotiation of over $200 million for sales and transfers to public companies, employees, competitors and family members. He has also published countless articles on business valuations, management analysis, and casket merchandising. Dale has been happily associated with his friends at Johnson Consulting Group since 2004.

Bob HornBob Horn   |  email
Bob Horn began his career in the funeral industry more than 44 years ago with a small family-owned mortuary. During the mid-1960s, he was involved in organizing International Funeral Service (IFS), and served as Vice President of the pioneer “multi-unit” funeral cemetery company that operated over 120 locations nationwide. Prior to co-founding Keystone Group Holdings, a multi-state funeral acquisition and operating firm, Bob was Chief Operating Officer and Partner of Prime Succession, Inc., following 10 years as Executive Vice President of Pierce Brothers. A strong proponent of the team concept, Bob believes his role is to provide the goals and the momentum that keep the company working together and moving forward. Bob provides the leadership, the strategic thinking, and the clear vision that foster this environment of success and growth.

Rich SellsRich Sells   |  email
Rich has spent thirty extremely productive years in the funeral and cemetery industry where he held several senior level executive positions. He is well known and respected for his many accomplishments during those years. Twenty seven of those years were with Service Corporation International (SCI), the world’s largest owner and operator of funeral homes, cemeteries and crematories. There he held senior level executive positions in operations and is renowned for his accomplishments in the Pre-Need sales arena. As part of his responsibilities, Rich devised and led the construction of the traveling replica of the Vietnam Wall Memorial. He also headed up several other initiatives to honor and care for the Homeless Veterans. In addition to his many accomplishments while at SCI, he also served as President of the International Cemetery and Funeral Association (ICCFA), a 6,000 member trade association. Rich earned a BSBA degree from Washington University in St. Louis and is a CPA. He is considered an expert in all facets of funeral home and cemetery operations.

Ken KnaussKen Knauss   |  email
Ken Knauss is truly one of the innovative leaders in the funeral and cemetery profession as the past owner and chief operator of Palm Mortuaries and Cemeteries in Las Vegas Nevada. Palm basically dominated the Las Vegas market under his leadership, handling over 7,000 families a year, and was truly a pioneer and innovator when it came to PreNeed marketing. Mr. Knauss’s ability to stay ahead of the growth of Las Vegas through strategic construction of funeral homes and cemeteries also secured Palm’s position in the market and was certainly responsible for the continued growth of Palm.  In late 2009, Mr. Knauss sold his company to Service Corporation International where he remains in an advisory position. He was also an owner for many years of Great Western Insurance company where he served on the board of directors. He also served on the board of Pioneer Bancorporation in Las Vegas until 1999.  Ken Knauss brings all these abilities to Johnson Consulting Group where he can assist funeral directors and cemeterians in almost every aspect of their business, especially as it pertains to growth and development of both funeral homes and cemeteries.

Charles MerrickCharles Merrick   |  email
Charles has been a licensed Funeral Director and Embalmer in the State of Arizona for over fifty six years. A graduate from Arizona State University in 1955 and from San Francisco College of Mortuary Science in 1956, Charles began his career as a partner with Whitney and Murphy Funeral Home in Phoenix, Arizona. After 21 years with Whitney and Murphy, Charles joined Service Corporation International. As a General Manager for Service Corporation International, Charles was responsible for all aspects of the operations in Mortuary, Cemetery and Cemetery Sales Staff Service. As the regional Vice President with Service Corporation International, Charles was responsible for 38 cemeteries throughout California, Nevada and Arizona. Finally, as Director of Funeral Revenue for Service Corporation International, Charles Developed sales programs, casket sales, and oversaw revenue for North America. Currently, Charles is the consultant on a new Mortuary/Cemetery in Marana, Arizona. Charles has been happily married to his wife Beatrice for over fifty five years during which time they have enjoyed their four children.