Commissioned Research
Top 10 Best Obituary Software of 2026

GITNUXSOFTWARE REVIEW

Death Care Funeral Services

Top 10 Best Obituary Software of 2026

Editorial roundup of obituary software options for managing and formatting obituaries, comparing tools like 1Director and Tukios for common workflows.

20 min readUpdated Editorially scoped research
How we ranked these tools
01Editorial Scope

Vendors set the topic, but our editors set the inclusion criteria and the evaluation framework before research starts.

02Source Research

AI search agents find sources, extract figures with provenance, and aggregate written reviews. They also transcribe video reviews and podcasts.

Read our full methodology →

Framework: Features 40% · Ease 30% · Value 30%

Gitnux may earn a commission through links on this page — this does not influence rankings. Editorial policy

Obituary software matters because it turns case intake into structured obituary content, then publishes it through configurable templates and submission workflows that families can review. This comparison helps funeral home teams and operators choose between document-driven tools, AI-assisted obituary building, and publishing paths like memorial websites and newspaper integrations while weighing permissions, audit trails, and integration needs.

1Director is the best fit for funeral homes that want obituary work tightly connected to case administration, because its case-centered workflow links staff entry, family review, publication, and print output without duplicating core information, while SRS Computing Submit Obituaries suits smaller teams needing structured, family-facing web intake that feeds directly into their SRS publishing records for quick staff review.

Editor’s top 3 picks

Three quick recommendations before you dive into the full comparison below — each one leads on a different dimension.

Editor pick
1

1Director

Case-centered obituary workflow connects staff entry, family review, publication, and print output without duplicating core information.

Best for: Fits when funeral homes need obituary work connected to case administration instead of a standalone memorial builder.

2

SRS Computing Submit Obituaries

Editor pick

Family-facing obituary intake forms feed SRS funeral-home publishing records for staff review.

Best for: Fits when funeral homes need structured family submissions connected to their SRS website publishing process.

3

Tukios

Editor pick

Configurable obituary submission workflow that routes family edits into an approval queue before scheduled publishing.

Best for: Fits when funeral homes need family collaboration, controlled approval, and scheduled publication across multiple obituary submissions.

Comparison Table

1
1DirectorBest overall
vertical specialist
9.1/10
Overall
2
8.7/10
Overall
3
vertical specialist
8.6/10
Overall
4
vertical specialist
8.4/10
Overall
5
vertical specialist
8.0/10
Overall
6
vertical specialist
7.7/10
Overall
7
vertical specialist
7.6/10
Overall
8
vertical specialist
7.2/10
Overall
9
6.8/10
Overall
10
vertical specialist
6.7/10
Overall
#1

1Director

vertical specialist

All-in-one funeral home software with AI obituary generation, case management, and family collaboration.

9.1/10
Overall
Features9.1/10
Ease of Use9.2/10
Value9.0/10
Standout feature

Case-centered obituary workflow connects staff entry, family review, publication, and print output without duplicating core information.

1Director connects obituary work to the broader funeral-home record. Staff can manage case information, contacts, tasks, scheduling, draft content, family approvals, and publishing from one operational workspace. That structure reduces repeated data entry for funeral homes handling multiple arrangements at the same time.

The broader scope requires more configuration than an obituary-only editor. Public API documentation and advanced integration controls are less prominent than the core case workflow. A funeral director can use 1Director after an arrangement conference to prepare content, collect family changes, and publish the approved notice without moving information between separate systems.

Pros
  • +Connects case records with obituary creation and funeral-home administration
  • +Supports family review before publication
  • +Keeps online and print outputs tied to approved content
  • +Centralizes contacts, tasks, and scheduling
Cons
  • –Broader funeral-home scope creates more setup than obituary-only tools
  • –Public API documentation is not a prominent product capability
  • –Memorial page customization is less specialized than dedicated builders
Use scenarios
  • Funeral home directors

    Managing multiple active cases

    Fewer duplicate entries

  • Funeral arrangement teams

    Collecting family-approved wording

    Clearer approval ownership

Show 2 more scenarios
  • Print-focused funeral homes

    Preparing notices across channels

    Consistent notice content

    Approved content supports public posting and print preparation from the same case.

  • Funeral operations managers

    Standardizing staff workflows

    More consistent execution

    Configured case processes give teams a repeatable path from intake through publication.

Best for: Fits when funeral homes need obituary work connected to case administration instead of a standalone memorial builder.

#2

SRS Computing Submit Obituaries

SMB

Funeral home management suite with obituary submission and newspaper integration.

8.7/10
Overall
Features8.7/10
Ease of Use8.7/10
Value8.7/10
Standout feature

Family-facing obituary intake forms feed SRS funeral-home publishing records for staff review.

Funeral homes serving families remotely can use SRS Computing Submit Obituaries to gather obituary content through a structured web form. The workflow keeps submitted text and photographs together for staff processing. SRS website integration gives approved content a direct path to the funeral home's online presence.

The focused scope benefits offices that need consistent obituary intake without adopting a full funeral-home management suite. It offers less coverage for teams that require broad case management, public API access, or automation across unrelated systems. A funeral home can use it after a death notification to collect family details before preparing the final notice.

Pros
  • +Branded web forms reduce manual obituary intake by email.
  • +Collects obituary text, service information, and photos in one submission.
  • +Supports staff review before public release.
  • +Connects family submissions with SRS funeral-home website publishing.
Cons
  • –Limited scope beyond obituary intake and publishing.
  • –Advanced cross-system automation is not a central feature.
  • –Customization depends on SRS's supported website workflow.
Use scenarios
  • Funeral home directors

    Collect obituary details remotely

    Fewer incomplete email submissions

  • Funeral home staff

    Review submitted obituary copy

    Controlled publication accuracy

Show 1 more scenario
  • Small funeral homes

    Replace paper intake forms

    Consistent intake process

    A web-based submission process gives small offices a repeatable method for collecting family information.

Best for: Fits when funeral homes need structured family submissions connected to their SRS website publishing process.

#3

Tukios

vertical specialist

Funeral home software for obituary pages, tribute videos, and memorial websites.

8.6/10
Overall
Features8.6/10
Ease of Use8.6/10
Value8.6/10
Standout feature

Configurable obituary submission workflow that routes family edits into an approval queue before scheduled publishing.

Tukios publishes obituaries and memorial pages with structured service details and an obituary submission workflow. It supports family-facing content entry, then routes updates through an internal review and publishing sequence for obituary approval workflow control.

Tukios also provides a searchable obituary archive and embeds memorial pages in external sites using an embeddable widget. Administration focuses on managing staff workflows, content states, and scheduled publication timing across multiple deaths and submissions.

Pros
  • +Submission-to-publish workflow reduces manual copy-and-paste for death notices
  • +Embeddable memorial widgets fit website and partner site integration needs
  • +Structured service, visitation, and burial fields keep obituary content consistent
  • +Searchable archive supports long-term obituary retrieval for planners
Cons
  • –Approval workflow depends on staff content state discipline
  • –Complex layouts can require more setup time than simple text-first obituary templates
  • –Moderation of guest interactions is not as granular as dedicated community platforms
  • –Bulk publishing operations are slower when many submissions share assets
Use scenarios
  • Funeral home staff and families

    Collect details, then publish approved obituary

    Controlled, standardized publication

  • Funeral homes serving online families

    Create case-linked memorial pages

    Centralized public memorial presence

Show 2 more scenarios
  • Funeral home staff producing media

    Generate tribute videos from photos

    Reusable memorial video output

    Arrange uploaded photos into a storyboard, apply montage templates, add music, then export a shareable tribute video.

  • Funeral directors and operations coordinators

    Plan visitation and service logistics

    Service timing stays connected

    Enter visitation, chapel, facility, and service dates inside the related case workflow so timing stays connected.

Best for: Fits when funeral homes need family collaboration, controlled approval, and scheduled publication across multiple obituary submissions.

#4

Frazer Obituary Manager

vertical specialist

Obituary writing and management software designed for funeral homes.

8.4/10
Overall
Features8.4/10
Ease of Use8.4/10
Value8.4/10
Standout feature

Direct publishing from the obituary editor to a Frazer-managed funeral home website.

Frazer Obituary Manager gives funeral directors a focused editorial workspace for recurring obituary production. Published content can move to a Frazer funeral home website without requiring separate page construction. The product fits teams that need consistent formatting across frequent cases rather than a general content management system.

Pros
  • +Direct publishing connection for Frazer-managed funeral home websites
  • +Centralized obituary editing for recurring staff workflows
  • +Supports reusable obituary templates and image handling
  • +Social media sharing from completed obituary records
Cons
  • –Limited appeal for funeral homes outside the Frazer website ecosystem
  • –No publicly documented API for custom publishing integrations
  • –Workflow centers on staff entry rather than family self-service
Use scenarios
  • Funeral home directors

    Recurring obituary publishing

    Fewer duplicate publishing steps

  • Funeral service coordinators

    Service information updates

    Consistent public notices

Show 1 more scenario
  • Multi-location funeral groups

    Standardized obituary production

    More consistent presentation

    Reusable formatting patterns help locations maintain consistent content across Frazer-managed websites.

Best for: Fits when funeral homes using Frazer websites need staff-controlled obituary publishing.

#5

FuneralOne

vertical specialist

Funeral home website software with obituary publishing and online memorial features.

8.0/10
Overall
Features8.0/10
Ease of Use8.0/10
Value8.0/10
Standout feature

Publication scheduling tied to the obituary submission workflow for controlled release and post-submission updates.

FuneralOne is an obituary publishing solution built to support the full obituary submission workflow for funeral homes and planners, from intake through approvals. The system focuses on structured obituary forms, page-ready content including service and visitation details, and scheduled publication.

Pros
  • +Structured obituary form fields reduce manual reformatting before approval
  • +Publication scheduling supports consistent timelines for release and updates
  • +Online memorial pages keep service and cemetery details organized for families
  • +Searchable obituary archive improves retrieval after publication
Cons
  • –Obituary templates can require internal standardization to stay consistent
  • –Approval workflow depth depends on how many roles the home assigns
Use scenarios
  • Funeral directors and planners

    Draft, approve, and publish obituary content

    Repeatable family-facing publishing

  • Funeral directors and intake staff

    Capture authorization and case details

    Traceable case record

Show 2 more scenarios
  • Funeral home administrators and arrangers

    Record case finances and merchandise details

    Connected operational and financial tracking

    Maintain cash advances, receivables, and selected casket or urn information alongside each funeral case.

  • Operations teams and scheduling staff

    Coordinate chapel and disposition timing

    Clear visibility into commitments

    Plan chapel, visitation, funeral, disposition, clergy, and related timing in a shared schedule tied to the case.

Best for: Fits when funeral homes need a governed obituary intake to approval workflow and predictable publication timing.

#6

Mortware

vertical specialist

Funeral home management software supporting case records, notices, and obituary workflows.

7.7/10
Overall
Features7.7/10
Ease of Use7.7/10
Value7.7/10
Standout feature

An approval-first obituary submission workflow that keeps structured form content intact through publication.

Mortware is an obituary software solution built around drafting and managing death notices with publication-ready content. Its core workflow centers on structured obituary forms and an approval-oriented submission flow so funeral home staff can keep edits controlled.

Pros
  • +Structured obituary form fields reduce formatting drift between drafts and published pages
  • +Submission flow supports editorial control before publishing
  • +Memorial pages can include photos and service sections for complete event context
  • +Archive-style browsing helps staff reuse previously entered content elements
Cons
  • –Family collaboration features are limited compared with tools that support full two-way messaging
  • –Print-ready export output is less flexible than systems built around newspaper-specific formats
  • –Bulk publishing controls can feel constrained when many obituaries require staggered scheduling
  • –Automation depends more on internal workflow steps than on an open integration surface
Use scenarios
  • Funeral directors and obituary administrators

    Move drafts to approved publication

    Structured draft-to-public workflow

  • Funeral home administrators and merchandise staff

    Track caskets, urns, and assigned goods

    Improved assigned goods visibility

Show 2 more scenarios
  • Funeral directors and administrative staff

    Generate authorization and recurring paperwork

    Consistent paperwork across cases

    Create recurring forms, contracts, statements, and authorization packets from case information to reduce repeated entry.

  • Funeral home accounting teams

    Record invoices and deposits per case

    Consistent family ledger handling

    Log invoices, deposits, cash advances, and receivables at the case level to support case ledger preparation.

Best for: Fits when funeral homes need controlled obituary submission and consistent memorial pages with predictable formatting.

#7

Passare

vertical specialist

Funeral home software with AI Obituary Writer, family collaboration tools, and eSignatures.

7.6/10
Overall
Features7.6/10
Ease of Use7.6/10
Value7.6/10
Standout feature

Approval-driven obituary publishing workflow built around structured form data for service and visitation details.

Passare records and publishes obituary content through structured forms and an approval-driven workflow. It focuses on turning service, visitation, and cemetery details into shareable memorial pages with controlled placement for public viewing.

Pros
  • +Approval-oriented obituary submission flow reduces editorial back-and-forth
  • +Structured fields for service, visitation, and cemetery details improve consistency
  • +Memorial pages support photo media and guided layout from templates
  • +Publishing controls fit multi-step editorial processes for batches
Cons
  • –Limited evidence of deep API surface for custom workflow integrations
  • –Customization options appear template-bound for layout and content presentation
  • –Audit and governance tooling does not match the depth of higher-ranked systems
  • –Media handling depends on manual preparation before form submission
Use scenarios
  • Funeral home staff and families

    Prepare memorial pages from case details

    Less duplicate entry

  • Funeral directors and intake staff

    Capture first-call intake into active cases

    Structured starting record

Show 2 more scenarios
  • Funeral homes and families

    Collect approvals outside office appointments

    Fewer paper-based exchanges

    Send forms for relatives to review and complete, capture signatures, and communicate approval status with staff.

  • Crematory operations teams

    Track cremation processing logs

    Linked operations from intake

    Record authorizations, chamber assignments, processing times, container details, and remains release by case.

Best for: Fits when a funeral home needs form-driven obituary production with editorial approvals and repeatable templates.

#8

Memorial Intelligence

vertical specialist

Funeral home operations platform with automated obituary building from case stat sheets.

7.2/10
Overall
Features7.2/10
Ease of Use7.2/10
Value7.2/10
Standout feature

Approval workflow controls submission states so content reaches publication only after designated staff sign-off.

Memorial Intelligence is an obituary publishing and memorial management system built around maintaining obituary content from draft through publication. It supports structured obituary forms for service details like visitation and burial information and it publishes that content to an online memorial experience.

Pros
  • +Structured obituary fields reduce formatting drift across submissions.
  • +Editorial workflow states support approval before content goes live.
  • +Online memorial pages keep service details and media organized.
  • +Role-based access helps separate staff editing from approvals.
Cons
  • –API surface is thinner than higher-ranked obituary software categories.
  • –Automation options are limited for cross-system updates after publishing.
  • –Content customization options are more constrained than top competitors.
  • –Moderation and queue management can feel heavy at high volume.
Use scenarios
  • Funeral home editors and planners

    Standardize obituary intake and approval steps

    Fewer publication errors

  • Family service coordinators

    Collect structured service details for memorials

    Faster content submission

Show 2 more scenarios
  • Obituary administrators

    Maintain content from draft to publish

    Clear audit of changes

    Controlled states track obituary progress from creation through online memorial publication and updates.

  • Small teams needing governance

    Limit external submissions with approvals

    Better content control

    Submission and approval controls reduce unauthorized edits and enforce internal editorial governance.

Best for: Fits when funeral homes need consistent obituary data entry plus controlled approval before publishing.

#9

Funeral Manager

SMB

UK funeral home software with obituary publishing, donations tracking, and memorial management.

6.8/10
Overall
Features6.8/10
Ease of Use6.8/10
Value6.8/10
Standout feature

Structured obituary template and approval workflow that enforces consistent service detail entry before publishing.

Funeral Manager is an obituary publishing and workflow tool aimed at funeral homes and planning teams handling death notices at scale. It centers on creating obituary content through structured obituary templates and managing the end-to-end submission and approval process before publication.

Pros
  • +Template-driven obituary forms reduce rework across repeat cases.
  • +Approval and publishing workflow supports controlled editorial review.
  • +Service section structure keeps visitation and burial details consistent.
  • +Scheduling controls help align publication timing with office operations.
Cons
  • –Family collaboration features are limited compared with portal-first systems.
  • –Workflow depth can require training for effective multi-step approvals.
  • –Reporting coverage for large archives is less detailed than analytics-led tools.
  • –Extensibility options like API-based automation are not prominent.
Use scenarios
  • Funeral home obituary coordinator

    Draft and approve daily death notices

    Consistent notices published on time

  • Planning team workflow manager

    Control edits across multiple authors

    Reduced revision cycles

Show 2 more scenarios
  • Memorial page production specialist

    Assemble service details and media

    Faster memorial page creation

    Combines visitation and burial information with photos into one memorial page layout.

  • Publishing operations lead

    Schedule batch submissions for release

    Predictable publication schedule

    Queues obituaries for publication after approval to coordinate high-volume notice timing.

Best for: Fits when mid-size funeral homes need consistent obituary production and approval before publication.

#10

Eternal Outlook

vertical specialist

Obituary and memorial website software for funeral professionals.

6.7/10
Overall
Features6.7/10
Ease of Use6.7/10
Value6.7/10
Standout feature

An obituary approval workflow that ties editor review to publication scheduling for controlled releases.

Eternal Outlook is an obituary publishing and memorial workflow focused on managing obituary content end to end, from form capture through publication and ongoing updates. Its distinctiveness comes from the combination of a structured submission flow, an approval step for review control, and a memorial page that families can revisit for photos, media, and messages.

Pros
  • +Structured obituary submission workflow reduces retyping and missed fields
  • +Approval workflow supports editorial review before publication
  • +Publication scheduling supports planned releases for services
  • +Memorial pages aggregate messages, media, and gallery content
Cons
  • –Customization of obituary layout and fields can require iterative setup
  • –Moderation tools for guestbook-style content are limited compared with larger systems
Use scenarios
  • Obituary editor and review staff

    Review submitted obituaries before publishing

    Fewer publication errors

  • Funeral home operations coordinator

    Capture details then schedule publications

    On-time obituary releases

Show 2 more scenarios
  • Family memorial page managers

    Update photos, media, and messages

    Ongoing remembrance updates

    Families return to a memorial page to add content after publication as it changes.

  • Community archive and search teams

    Maintain an obituary archive for retrieval

    Faster obituary lookups

    An archive view supports ongoing searching for past obituaries and reference materials.

Best for: Fits when funeral homes need repeatable obituary submission and approval workflows with scheduled publishing.

Conclusion

After evaluating 10 obituary software, 1Director stands out as our overall top pick — it scored highest across our combined criteria of features, ease of use, and value, which is why it sits at #1 in the rankings above.

Our Top Pick
1Director

Use the comparison table and detailed reviews above to validate the fit against your own requirements before committing to a tool.

Frequently Asked Questions About Obituary Software

How do Frazer Obituary Manager and Tukios route edits from draft to publication?
Frazer Obituary Manager publishes directly from its obituary editor into a Frazer-managed funeral home website. Tukios routes family edits into an internal review sequence and then releases content through an approval workflow tied to scheduled publishing.
Which obituary tools enforce a structured approval state before content goes live?
FuneralOne centers on an intake through approvals workflow with governed submission pipeline controls. Eternal Outlook and Mortware both use approval-first submission flows so structured form content stays controlled until release.
What data gets centralized when 1Director is used for both case administration and obituary production?
1Director connects obituary drafting and publication to a case-centered record. Service details, contact coordination, tasks, and scheduled information live inside the operational record so obituary fields do not need duplication across separate systems.
How does SRS Computing Submit Obituaries handle family-submitted content without email attachments?
SRS Computing Submit Obituaries provides a branded online intake form that captures obituary copy, service information, and photos. The submitted data then moves into staff review and publication workflows while staff retains edit control and final release responsibility.
Where does Passare fall short for teams that need broad third-party connectivity?
Passare focuses on structured forms and approval-driven publishing for service, visitation, and cemetery details. Memorial Intelligence explicitly limits integrations and automation compared with other tools, so teams with connectivity requirements should validate workflow fit rather than assume external API coverage.
When funeral homes need embeddable memorial pages, which tools include that capability?
Tukios provides an embeddable widget for placing memorial pages on external sites. FuneralOne and Passare both publish online memorial content, but Tukios is the one that explicitly supports embeddable widget distribution.
How do publication scheduling workflows differ between FuneralOne and Eternal Outlook?
FuneralOne ties scheduled publication timing to its submission and approvals pipeline so release happens after approval steps. Eternal Outlook links editor review to publication scheduling for controlled releases while continuing to support an archive view for later search.
What breaks if staff depend on freeform text instead of structured obituary fields?
Tukios and Mortware both use structured obituary form content to keep service details consistent across submissions and updates. Funeral Manager enforces structured template-driven entry for service details before publishing, so organizations that rely on ad hoc formatting lose control over field placement and repeatable layout.
How do editorial controls and auditability show up in daily use across Memorial Intelligence and FuneralOne?
Memorial Intelligence manages obituary content through defined draft to publication states that gate sign-off before release. FuneralOne also governs the submission pipeline from intake through approvals, so both tools prevent publish-by-accident, but Memorial Intelligence emphasizes controlled submission states while FuneralOne emphasizes a structured approval workflow for predictable timing.

Tools reviewed

Primary sources checked during evaluation.

Referenced in the comparison table and product reviews above.

How to Choose the Right Obituary Software

We see the biggest differences in how each tool handles obituary publication after a family submits content. Pay closest attention to the workflow around approval, the audit trail during edits, and whether configuration matches your publishing schedule.

Obituary approval workflow

Why it matters

An obituary approval workflow matters when families, directors, and staff all touch the same text. Without clear handoffs, you risk wrong versions reaching readers or rework that delays publishing.

How to check

During the demo, simulate entering a draft, then ask for a way to route it to an approver role before anything goes live. Then try an edit after approval and see what triggers re-approval or blocks publishing.

Edit history and audit log

Why it matters

Edit history and audit log reduce disputes by showing what changed and when across the obituary lifecycle. For obituary software, that traceability is often the only way to verify the final published wording.

How to check

Request a sample obituary item and perform a sequence of changes (wording tweak, photo update, and publish). Open the item details to confirm the tool records who changed what and preserves prior versions.

Structured fields for obituary content

Why it matters

Structured fields for obituary content affect how reliably the system reuses details across versions. If names, dates, and links are only free text, later formatting and exports tend to break or require manual cleanup.

How to check

Ask to view the editor in both draft and published states, and check whether key items (names, dates, locations, media) appear as discrete fields. Try importing or pasting content and confirm the tool validates dates and keeps fields consistent.

Publication timing and posting controls

Why it matters

Publication timing and posting controls matter when you coordinate with print deadlines or later online updates. Tools that only offer immediate posting force you into workarounds and raise the chance of incorrect timing.

How to check

Look for options to publish now, schedule later, and unpublish or republish. In a sandbox item, schedule for a near-future time and verify the item state changes correctly without additional manual steps.

Roles and RBAC for staff access

Why it matters

Roles and RBAC for staff access keeps families from seeing staff-only screens and prevents accidental publishing by the wrong user. In obituary software, role clarity also supports day-to-day governance during busy periods.

How to check

During the demo, ask for at least two non-admin roles (for example, preparer and approver). Then confirm each role can see only the allowed actions and that a role change updates permissions without deleting content.

Red flags

  • Approval changes require emailing outside the tool before publishing
  • Published wording can be updated without a clear version trail
  • The editor treats core details as one text box with no field-level validation

Fit by situation

  • If your process includes multiple people reviewing drafts, prioritize Obituary approval workflow.
  • If disputes about final wording are common, prioritize Edit history and audit log.
  • If you must coordinate publish dates and later updates, prioritize Publication timing and posting controls.
Commissioned Research

Funding and competing interests

This study was co-funded by several of the vendors assessed in it. No single vendor funded it. Funders could propose the market studied.

They had no role in selecting vendors, setting or weighting criteria, analysing data or drawing conclusions, and they received the same factual-accuracy check as every other vendor assessed.

Market definition, inclusion rules and criteria weights were fixed by an editor before research began and did not change afterwards. Editorial process →

Keep exploring

FOR SOFTWARE VENDORS

Not on this list? Let’s fix that.

Our best-of pages are how many teams discover and compare tools in this space. If you think your product belongs in this lineup, we’d like to hear from you—we’ll walk you through fit and what an editorial entry looks like.

Apply for a Listing

WHAT THIS INCLUDES

  • Where buyers compare

    Readers come to these pages to shortlist software—your product shows up in that moment, not in a random sidebar.

  • Editorial write-up

    We describe your product in our own words and check the facts before anything goes live.

  • On-page brand presence

    You appear in the roundup the same way as other tools we cover: name, positioning, and a clear next step for readers who want to learn more.

  • Kept up to date

    We refresh lists on a regular rhythm so the category page stays useful as products and pricing change.