Alright – so today we’ve got the honor of introducing you to Justin Keiper. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Justin, thanks for joining us today. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? We’d love to hear the backstory the illustrates how you grew the firm
As a funeral director and young professional, I’ve really focused on getting involved in the community to both grow my career and help reshape how people view funeral service. I’ve been a funeral director for 10 years now, and during that time, I’ve worked hard to build genuine connections, show up in meaningful ways, and take a more modern, community-centered approach to what we do.
Unlike many funeral directors who grew up in family-owned funeral homes, I entered the profession on my own path. Without that legacy behind me, I had to earn my place through hard work and dedication. That pushed me to keep growing, learning, and finding new ways to bring fresh ideas into a field built on tradition.
Scaling up, for me, has been deeply personal. I don’t own the funeral home where I work, but I’ve invested in scaling up both personally and professionally—by building relationships, becoming more visible, and finding new ways to serve families and the community. Every step I take to grow as a professional ultimately helps strengthen the funeral home’s reputation and deepen its connection to the people we serve.
That growth has really come from getting involved—joining local organizations, hosting grief support groups, participating in fundraisers, and saying yes to opportunities that connect me with people beyond the walls of the funeral home. Over the years, I’ve realized that my role isn’t just about being there when someone passes away—it’s about being a consistent, caring presence in the community. I want people to see that funeral directors are more than the ones who step in during moments of loss; we’re neighbors, volunteers, and supporters who show up in meaningful ways throughout the year.
Whether I’m helping organize a charity event, leading a grief program, or simply checking in on someone who’s struggling, I see it all as part of the same mission—serving people with compassion. Being involved helps break down misconceptions about what we do and reminds others that this profession is really about people—about connection, care, and showing up when it matters most.
It hasn’t always been easy. There have been moments of doubt, long hours, and times when I’ve felt like I was challenging the norms of “how it’s always been done.” But those challenges have built resilience and confidence—and reminded me why I do what I do.
Looking back, I’m proud of how far I’ve come—not just in my career, but in helping shift the perception of our profession. My goal is to keep scaling up, both personally and professionally, in ways that make a lasting difference for the families we serve and the community we’re part of.
Justin, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I decided I wanted to be a funeral director when I was just 15 years old. My great-grandmother passed away, and it was my first real experience with death. After attending her funeral, I knew I wanted to help people and do something meaningful with my life. I remember graduating high school and watching my friends head off to traditional four-year colleges while I chose to attend mortuary school. In Pennsylvania, there are only two mortuary schools, and one of them—Northampton Community College—was practically in my backyard. I gave up the typical college experience to pursue my dream and start my career earlier, and looking back, it was one of the best decisions I ever made. I graduated mortuary school in 2015 as president of my class and began my career immediately.
Since then, I’ve been a licensed funeral director and currently serve as Supervisor for Cantelmi Funeral Homes, with locations in Bethlehem (Cantelmi Long Funeral Home) and Fountain Hill (Cantelmi Funeral Home). In my role, I help families through one of life’s most difficult moments, guiding them with compassion, professionalism, and care. I am both a certified crematory operator and a certified Celebrant, which allows me to provide fully personalized services that reflect each family’s wishes and the unique life of the person being honored. Since becoming a Certified Celebrant, I’ve also begun officiating weddings, bringing the same thoughtful, individualized approach to helping couples celebrate one of life’s most meaningful milestones.
When I started out as a funeral director, I’d read The Director Magazine cover to cover — a national trade publication for funeral professionals that shares industry trends, profiles of leading funeral directors, and best practices. I studied the people who seemed light-years ahead of me. Now, 10 years later, I open those same pages and see part of my own story. It’s surreal… but also grounding. A quiet reminder that growth doesn’t happen overnight — it happens in the small, unseen moments of service, compassion, and persistence.
What sets me apart is my approach to funeral service and my brand philosophy. I strive to redefine what it means to be a funeral director today—balancing tradition with innovation, creating personalized experiences, and staying deeply involved in the community. Being actively engaged has been a major factor in my personal and professional growth. Hosting grief support groups, volunteering, serving on boards, and partnering with local organizations has expanded my network, strengthened relationships, and allowed me to bring new ideas and perspectives back to my work. I want families to know that I’m here not just to provide services, but to guide, support, and create lasting memories in a compassionate and meaningful way.
I’m proud of the relationships I’ve built and the trust I’ve earned over the years. From five-star Google reviews to community recognition, the moments that matter most are the ones where I’ve made a meaningful difference in someone’s life. I also serve the community through leadership roles, including as the immediate past Chair of the American Heart Association – Lehigh Valley/Berks Region, and on boards for the Cancer Support Community of the Greater Lehigh Valley, Dream Come True, the Bethlehem Chamber of Commerce, and Fountain Hill Cemetery. I also serve on the Elite Leadership Committee for Blood Cancer United. In 2024, I was a candidate for Blood Cancer United’s Visionary of the Year campaign and previously participated in the American Cancer Society’s Real Men Wear Pink campaign for the Lehigh Valley Chapter. In 2025, I began hosting Heart and Healing, a grief support group offered in partnership with the Cancer Support Community.
I have shared my story and passion for funeral service as a guest on the YMI Talking Podcast, the St. Francis Center for Renewal Podcast, and the Millennial Mortician Podcast. My dedication and leadership have been recognized with several honors, including the 2023 Heart of Gold Award and the 2025 Exceptional Leadership Award from the American Heart Association, and in 2025, I was named a Lehigh Valley Business Forty Under 40 honoree.
In addition to serving families and the community, I’ve also focused on giving back to the next generation of funeral directors. I serve as a mentor with Continuing Vision, a program that empowers young professionals through guidance and mentorship. Through this work, I’m able to share my experiences, lessons learned, and practical advice to help others grow in the profession. I also contribute to their monthly newsletter, sharing my “Funeral Theory” posts, which offer insights and reflections from my perspective as a funeral director. These posts, which I also share on social media, provide a deeper look into my approach, philosophy, and the meaningful work I do. Supporting and inspiring others in this way has been incredibly rewarding and reinforces that growth and service go hand in hand.
For anyone starting out in their career, my advice is simple: get involved, meet people, and build connections. Take every opportunity to learn—from mentors, peers, and even from the challenges you face along the way. Be curious, ask questions, and don’t be afraid to step outside your comfort zone. The experiences you gain and the relationships you build will shape not only your career, but also the person you become.
Above all, remember why you do what you do. It’s about people—about being present, showing compassion, and making a difference in someone’s life when they need it most. Carry that sense of purpose into everything you do, and it will guide you through both the successes and the difficult moments.
Ultimately, I want the families I serve and the community to understand my values: that I approach my work with care, integrity, and creativity; that I am committed to helping families celebrate life and navigate loss with compassion; and that I strive to make every funeral and wedding service deeply personal, supportive, and memorable.
Can you tell us about a time you’ve had to pivot?
About two years ago, I experienced a sudden and frightening health event that made me reevaluate both my personal and professional life. On July 20, 2023, I was diagnosed with Supraventricular Tachycardia (SVT), a rapid and irregular heartbeat that can reach 140–200 beats per minute. It was one of the most terrifying moments of my life and led to extensive testing, cardiac monitoring, and ongoing consultations with my doctors. Through it all, I learned that my heart is unique—it sometimes beats in the rhythm of Sinus Tachycardia, which makes up about 20% of its activity.
This experience was a wake-up call. I realized I needed to pivot—not in my career direction, but in how I manage my life and work. Funeral service is a 24/7 profession, and setting boundaries has always been a challenge. But I recognized that I cannot give my best to the families I serve if I’m not at my best personally. I began prioritizing my health and well-being, following my cardiologist’s guidance by improving my diet, exercising regularly, reducing stress, and making sure I get enough rest.
This pivot taught me the importance of balance. Families want to work with someone who is approachable, grounded, and human—not just a professional on call.
By taking care of myself, I can show up fully for them, offering compassionate guidance and meaningful service. Making space for self-care has actually strengthened my work as a funeral director and community leader.
Ultimately, this experience reinforced that pivoting isn’t always about changing direction—it’s about adjusting priorities and mindset to grow sustainably. Self-care, resilience, and boundaries aren’t just personal priorities—they’re professional necessities, allowing me to be present, focused, and fully supportive for every family I serve.
What do you think helped you build your reputation within your market?
I believe my reputation has grown because I truly care about the families I serve and the community I’m part of. Funeral service isn’t just a job—it’s a privilege, and every interaction is an opportunity to make a meaningful difference during some of life’s most difficult moments. I try to meet each family where they are, listen deeply, and offer guidance that feels personal, thoughtful, and compassionate.
But beyond the work itself, I think people respond to authenticity. Showing up as myself—my personality, my humor, my humanity—helps families see me not just as a professional, but as someone they can trust and relate to. Being present, honest, and consistent over time builds relationships that last, and those relationships form the foundation of a reputation that is earned, not assumed.
Being active in the community has also been a cornerstone of how I’ve grown. Volunteering, serving on boards, and participating in local initiatives has allowed me to connect with people in meaningful ways outside the walls of the funeral home. Those connections reinforce that my commitment isn’t limited to a job—it’s a dedication to service, to compassion, and to showing up for people when it matters most.
At the heart of it, my reputation isn’t about recognition or accolades—it’s about trust, care, and being fully present for the families who allow me into their lives at such a pivotal time. If I can leave every family feeling supported, understood, and cared for, then I know I’m doing this work the right way.
Contact Info:
- Website: https://www.cantelmifuneralhome.com
- Instagram: @justinkeiper
- Facebook: https://www.facebook.com/share/1ETJFRqrgu/?mibextid=wwXIfr
- Linkedin: https://www.linkedin.com/in/justin-keiper-aa950597?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
