Family 고이 밀레니얼 세대를 위한 원스톱 장례 서비스

고이 (Goi), operated by 주식회사 고이장례연구소 (Goi Funeral Research Institute), is a South Korean funeral services company that helps families plan and arrange funerals. Its website offers a cost estimator in which users select a region (from among Korea's metropolitan cities and provinces), an expected number of mourners (from no-visitation services through 200 or more attendees), and the urgency of their situation (advance planning, one week to one month, imminent death, or a death that has already occurred) to produce an estimated funeral cost and matching product recommendations.

The company's offering spans funeral home and burial site (columbarium) recommendation, funeral consultation, death-notification intake, and funeral product packages ranging from services without a mourning hall (무빈소장) to standard funerals for larger groups of mourners. It also distributes an end-of-life preparation checklist with an accompanying estimate sheet, and publishes comparative guidance on prepaid versus postpaid funeral arrangements plus customer reviews covering scenarios such as religious funerals, overseas-resident families, and customers who already hold another prepaid funeral membership.

Business model

Goi sells funeral service packages and membership plans directly to consumers, combining an online estimation and recommendation funnel with fulfillment of funeral arrangements, including funeral director services, venue and columbarium selection, and funeral goods.

Revenue is derived from funeral service packages billed on an itemized basis for goods and services actually used, and from a postpaid funeral membership (상조) plan priced at KRW 100 per month that guarantees future funeral pricing.

Traction

The site publishes dated customer reviews, including one from March 2024, and states that people who check costs in advance save an average of KRW 2.46 million on funeral expenses.

Latest developments

The company promotes a postpaid funeral membership plan billed at KRW 100 per month that guarantees lifetime funeral cost coverage without payment burden.