• Paul Smith

Legacy.com® to Acquire Adpay® from Ancestry®



CHICAGO, Ill. (February 18, 2021) – Legacy.com and Ancestry today announced they have reached a definitive agreement for the sale of Ancestry subsidiary Adpay to Legacy.com.

Adpay is best known for its Memoriams™ platform, which enables funeral homes to conveniently publish obituaries in newspapers nationwide. Memoriams will complement Legacy.com’s industry-leading iPublish Media Solutions, which it acquired in late 2019.

“We are grateful for Ancestry’s stewardship of the Adpay business,” said Stopher Bartol, Legacy.com’s Founder and CEO. “And we are thrilled to partner with the Adpay team to build on our shared mission of helping funeral homes and consumers publish obituaries in local newspapers everywhere, in every format.”

“Adpay has grown newspaper obituary submissions through its national network model over the past several years, and we look forward to Legacy continuing that momentum, which serves both newspaper publishers and family history researchers,” said Howard Hochhauser, Chief Financial Officer and Chief Operating Officer at Ancestry. “As the global leader in family history, Ancestry deeply understands the value newspapers provide to help our customers discover their own family stories.”

“We are fortunate to have owners like Ancestry, and now Legacy, who support our mission to make the publication of newspaper obituaries more accessible to all,” said Mike Heene, Adpay’s Founder and General Manager. “Together with iPublish Solutions, we are confident that we can further elevate the value Legacy brings to its partners and the category overall.”



About the Local Media Consortium

The Local Media Consortium delivers economic value through strategic partnerships and initiatives on behalf of over 90 local media companies in top markets across the United States, Canada and Puerto Rico, and includes more than 4,500 outlets. The LMC delivers over $50M in annual financial benefit to its members by harnessing their combined volume and scale to reduce costs and increase revenue with technology and service providers like Google, Facebook, Monster and others. The LMC has also launched several strategic initiatives to provide cost-effective shared services and aggregated ad revenue opportunities for its members like The Branded Content Project, The Matchup and the Local News Advertiser Inclusion List. According to ComScore, the aggregated LMC audience footprint spans 212 million monthly unique visitors and reaches 80% of the U.S. online audience. More information is available at http://www.localmediaconsortium.com/.


About Legacy.com

Legacy.com is the global leader in online obituaries with over 40 million visitors each month. The company provides support and obituary-related services to more than 1,500 newspapers and 3,500 funeral homes in the United States, Canada, New Zealand, and the U.K., to help people express condolences and share remembrances of loved ones. Legacy.com partners benefit from unparalleled scale and expertise that delivers industry-leading products, innovative e-commerce solutions, and award-winning customer service. Legacy.com is headquartered in Chicago, Illinois.




Media contacts:

Christina Gillham

cgillham@thatcherandco.com


Kristin Brocoff, 949-400-4899

kbrocoff@thatcherandco.com


Tracie Martin

tmartin@legacy.com

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