FuneralWiseAI Vertical — Expected Output Spec

DRAFT — Stage 1, authored 2026-05-20 by an acceptance-spec agent. Pre-populated from code reads of the funeralwiseai/ route segment and admin/funeral/[token]/ dashboard. All values marked [FOUNDER: confirm] must be validated in the Stage-2 interview before this spec is promoted to APPROVED.

AI Bridge Principle applies to ALL voice agent behavior in this spec. The agent is a bridge to the funeral director, not a replacement. It never promises confidentiality, never acts as a counsellor or grief therapist, and always offers to connect the family to a human director when appropriate.

1. Product Overview

FuneralWiseAI is the first non-church commercial vertical under WiseAI Agency. It is a sales-led AI phone-answering service for funeral homes — not a self-serve SaaS dashboard product in the same sense as ChurchWiseAI chat/voice tiers.

Key structural differences from ChurchWiseAI

Property	ChurchWiseAI	FuneralWiseAI
Tier structure	Starter / Pro / Suite / Bundle	Single tier (one plan, no tier ladder at launch)
Primary CTA	Onboard form → Stripe checkout	Book a demo (`/funeralwiseai/book`)
Secondary CTA	N/A	Self-serve checkout (`/funeralwiseai/checkout`)
Dashboard complexity	Full multi-tab admin (Training, Calls, Requests, Care, Upgrade, Settings)	Simpler dashboard — confirmed tabs unknown (see Open Questions §9)
Domain	churchwiseai.com	funeralwiseai.com (hostname rewrite)
Brand	Sacred gold + navy + cream	Slate `#1E293B` + Copper `#B45309` + Bone `#FAF8F3`
Fonts	Playfair Display + Inter	Fraunces (display) + Manrope (body)
HEAR protocol	Ministry / pastoral care	Grief care / bereavement intake
Chatbot	Core product (4 agent types)	Sales chatbot on marketing pages only; product-facing chatbot is voice only at launch

2. Tier Definition

`fwa_starter` (sole active tier at launch)

Field	Value
Plan key	`fwa_starter`
Setup fee	$745 USD / $995 CAD one-time
Monthly fee	$199 USD / $249 CAD per month
Annual option	`[FOUNDER: confirm]` — not mentioned on any public page observed
Trial	None (demo account + demo call serve this purpose)
Voice minutes	Unlimited (no per-call charges)
Chatbot	Voice agent only — no website chatbot at launch
Plan label (UI)	"FuneralWiseAI" or "FuneralWiseAI Starter" `[FOUNDER: confirm label text]`
30-day guarantee	Yes — first month subscription refundable if cancelled within 30 days of go-live. Setup fee non-refundable after agent is built and deployed.

Demo / prospect plan keys observed in code

From FuneralUpgradeTab.tsx:

fwa_demo — demo account
fwa_demo_prospect — prospect pre-purchase demo
fwa_trial — trial state

`fwa_pro`

fwa_pro is referenced in FuneralUpgradeTab.tsx ACTIVE_PLAN_KEYS but not displayed on any public pricing page. Either a future tier or an internal designation. [FOUNDER: confirm if fwa_pro is live, in progress, or deprecated]

Stripe Live Price IDs

From src/lib/funeral-pricing.ts (verified against FuneralUpgradeTab):

Item	Product ID	USD Price ID	CAD Price ID
Setup (one-time)	`prod_UPiJXweJzvHN1V`	`price_1TQssTFaoK5IPzNookD1Gzgv` ($745)	`price_1TQssTFaoK5IPzNoRLkcP4qk` ($995)
Monthly	`prod_UPiJmrmNg6JKiP`	`price_1TQssUFaoK5IPzNomEAL0zzw` ($199/mo)	`price_1TQssUFaoK5IPzNoI0iN99ky` ($249/mo)

Stripe session metadata stamped on checkout: vertical: 'funeral', tier: 'funeral_pro', currency, source: 'self_serve' (or 'demo_led' for demo path — [FOUNDER: confirm demo-led metadata]).

Note: Session metadata carries tier: 'funeral_pro' — this does NOT match fwa_starter. See Drift section §10.

3. User State Definitions

State	Plan	Status	Entry path
Active paying	`fwa_starter`	active	Self-serve checkout OR demo-led booking
Demo / prospect	`fwa_demo` or `fwa_demo_prospect`	demo	Founder provisions manually for outreach
Trial	`fwa_trial`	trial	`[FOUNDER: confirm if trial path exists]`
Active Pro	`fwa_pro`	active	`[FOUNDER: confirm if this tier is offered]`
Cancelled	any	cancelled	Stripe subscription cancelled

Admin URL: funeralwiseai.com/admin/[token] (canonical). Legacy route /admin/funeral/[token] 308-redirects permanently to canonical URL.

4. Touchpoints — Expected Outputs

A. Discovery Paths

State: Any prospect
Landing URL: https://funeralwiseai.com
Screenshot: knowledge/acceptance/screenshots/funeralwiseai/discovery-home.png (to be captured)

Should See:

FuneralWiseAI brand chrome (slate nav, copper accent, bone background)
FuneralWiseAI lockup SVG in nav (not ChurchWiseAI logo)
Nav items: How it works | Pricing | About | Book a demo
Nav CTA: "Book a demo" → /funeralwiseai/book
Hero eyebrow: "AI answering for funeral homes"
Hero headline: "Never miss a call from a grieving family."
Two hero CTAs: "Hear how it works" (anchor to #how-it-works) and "Book a 30-min demo" (Cal.com link https://cal.com/john-moelker/funeralwiseai-demo)
Dial demo CTA section (conditional: shows if FUNERAL_DEMO playground code exists)
Value-prop trio: "Always answers." | "Trained for you." | "Grief-sensitive intake."
How-it-works 4-step section (ring → greeting → capture → notify)
Trust signals (live in 5 business days / built on grief-care training / your data stays yours)
Free AI Prompt Pack CTA section (dark slate background)
Pricing callout: $745 setup + $199/mo — one pricing card only
Founder story section
Final CTA band: "Every family deserves a calm first voice."
Footer: FuneralWiseAI brand with links to How it works / Pricing / About / Book a demo / Privacy / Terms

Should NOT See:

ChurchWiseAI logo, nav, or brand elements
Church terminology (pastor, congregation, prayer, sermon, denomination, worship)
VetWiseAI or any other vertical brand elements
Pricing table with multiple tiers (single-tier card only)

Links:

"Book a demo" nav + all hero CTAs → /funeralwiseai/book or https://cal.com/john-moelker/funeralwiseai-demo
"Get the Funeral Director Prompt Pack" → /funeralwiseai/skills
"Book your demo call" final CTA → https://cal.com/john-moelker/funeralwiseai-demo
"Skip the call and check out now" → /funeralwiseai/checkout

Success Criteria:

Page loads with correct FuneralWiseAI brand chrome (slate + copper + bone), no ChurchWiseAI gold/navy/cream
Pricing callout shows $745 / $199 accurately
All CTAs route correctly

A2 — WiseAI Agency verticals page

State: Any prospect
Landing URL: https://wiseaiagency.com/verticals (or https://churchwiseai.com/wiseaiagency/verticals)

Should See:

FuneralWiseAI listed as an active vertical with link to funeralwiseai.com
Correct pitch copy and pricing summary

Should NOT See:

FuneralWiseAI listed as "coming soon" if it is live [FOUNDER: confirm live status]

A3 — WiseAI Agency playground

State: Any prospect
URL: /wiseaiagency/playground (funeral vertical card)

Should See:

Funeral home vertical card with demo CTA
Live pre-trained demo for funeral context
Conversion CTA routes to funeralwiseai.com/book

B. Pre-Purchase Journey

B1 — How It Works page

State: Discovery / pre-purchase
URL: funeralwiseai.com/how-it-works
Screenshot: knowledge/acceptance/screenshots/funeralwiseai/pre-purchase-how-it-works.png

Should See:

HEAR protocol 4-step explanation (H=Hear, E=Empathize, A=Advance, R=Respond)
HEAR described as emerging from Clinical Pastoral Education — not as a general AI framework
Call flow 5-step (family calls → greeting → urgency routing → summary → follow up)
Integration section: existing phone number / configurable hours / under-a-week setup / no software to install
Call forwarding modes: Forward on no-answer (most common) | After hours only (popular) | When busy | Unconditional
Privacy section: 4 items — data in your dashboard / no HIPAA (funeral homes not covered entities) / configurable retention / not recorded to train models
Final CTA: "Book your demo call"

AI Bridge Principle compliance:

HEAR page copy must frame AI as facilitating connection to the funeral director, not replacing human care
Page explicitly says agent notifies director and captures data — director follows up

Should NOT See:

Any claim that the AI provides grief counselling
Any claim that the AI replaces the director's role
Any religious or faith-specific language

B2 — Pricing page

State: Discovery / pre-purchase
URL: funeralwiseai.com/pricing
Screenshot: knowledge/acceptance/screenshots/funeralwiseai/pre-purchase-pricing.png

Should See:

H1: "Simple pricing. No surprises."
Subhead: "One plan. Everything included."
What's included list (9 items as defined in code):
- Unlimited calls — no per-call charges
- HEAR-protocol empathy framework on every call
- Full training on your services, prices, chapel names, and staff
- Complete call transcripts in your dashboard
- Text + email notification after every call
- After-hours, weekends, and holiday coverage
- Urgent call routing to your phone
- Secure web dashboard — nothing to install
- Ongoing agent updates as your offerings change
Setup fee includes (5 items): Onboarding interview / Agent training on website+pricing+service list / Integration with existing number / Test call review before go-live / Dashboard setup and team access
PricingCardClient (right column): USD/CAD currency toggle. Shows setup ($745 USD / $995 CAD) + monthly ($199 USD / $249 CAD). Book a demo CTA button. [FOUNDER: confirm PricingCardClient also shows self-serve checkout button or only demo CTA]
ROI section: "One answered call typically covers the entire monthly fee." ($8,000–$15,000 average arrangement value noted)
FAQ (8 questions in code; production renders all 8): immediate routing / families know it's AI / setup timeline / updating services / no long-term contract / 30-day guarantee scope / multi-staff access / call summary delivery
Final CTA band with "Book your demo call" primary + self-serve checkout secondary text link

Currency toggle behavior:

Default currency determined server-side from Vercel geo-IP (getDefaultCurrency())
CAD prospects see CAD prices by default; USD prospects see USD by default
Toggle is client-side interactive (PricingCardClient)

Should NOT See:

Multiple tier options (Starter / Pro / etc.)
ChurchWiseAI plan comparison
Free trial mention

Success Criteria:

USD visitor: sees $745 + $199/mo by default
CAD visitor: sees $995 + $249/mo by default
Toggle works correctly
All FAQ items readable and accurate

B3 — About page

State: Discovery / pre-purchase
URL: funeralwiseai.com/about
Screenshot: knowledge/acceptance/screenshots/funeralwiseai/pre-purchase-about.png

Should See:

Founder photo (John Moelker)
H1: "I've been in the room. At 2 a.m. With a family who just lost someone."
Founder story: 15 years software engineering → 15 years pastoral ministry + grief support
Credential cards (4):
- 15 years in software engineering
- 15 years in grief care and crisis response
- Clinical Pastoral Education (CPE) — "One completed CPE unit"
- Stephen Leader Training (currently inactive — [FOUNDER: confirm how to handle "inactive" framing on about page])
Mission box: "A portion of every subscription funds our mission work" → goodnewsready.org

Accuracy guards (see memory/user_founder_background.md):

MUST say "1 CPE unit" — never "CPE-certified"
Stephen Leader: trained but currently inactive — never "Stephen Leader credential"
Never say "pastor-turned-engineer" (direction is wrong — engineer-then-pastor)
Never say "5 years pastoring"

B4 — Book a Demo page (primary funnel)

State: Discovery / pre-purchase
URL: funeralwiseai.com/book
Screenshot: knowledge/acceptance/screenshots/funeralwiseai/pre-purchase-book.png

Should See:

Two-column layout: left context + right form card
Left: "See FuneralWiseAI on your funeral home's own content." headline
Trust points (3): 15 minutes / Your content / No obligation
Cal.com direct-schedule link: https://cal.com/john-moelker/funeralwiseai-demo (for those who prefer to skip the form)
Right: Form card titled "Tell us about your funeral home"

DemoRequestForm fields:

Your name (required)
Funeral home name (required)
Funeral home website (optional, URL type) — with helper text "We use your website to build a personalized demo."
Email address (required)
Phone number (optional, tel type)
Best time to talk (select: Mornings 8am–noon / Afternoons noon–5pm / Evenings 5pm–8pm / Flexible)
Submit button: "Request your demo"

On success:

In-place success state: "Request received." heading
Sub-copy: "John will reach out within one business day to schedule your personalized demo. Check your inbox — including your spam folder."
No redirect — form replaced with confirmation in-place

POST target: /api/contact with source: 'funeralwiseai'

Error fallback: Error banner shows, includes link to john@funeralwiseai.com

Should NOT See:

Error page or crash on submit
Any PewSearch church search UX
Onboarding form (church claim flow) — this is a demo request, not an instant-checkout flow

B5 — Self-serve Checkout page (secondary funnel)

State: Prospect who has decided to skip the demo
URL: funeralwiseai.com/checkout
noindex (confirmed in code: robots: { index: false, follow: false })
Screenshot: knowledge/acceptance/screenshots/funeralwiseai/checkout-page.png

Should See:

H1: "Start FuneralWiseAI today."
Subhead: "You'll be redirected to Stripe-hosted secure checkout."
Checkout form (CheckoutFormClient):
- Currency toggle (USD default for USD visitors, CAD for CAD visitors)
- Price summary card: setup fee + monthly subscription with currency-aware amounts
- Helper text: "Setup fee + first month bill together at checkout. Monthly billing continues until you cancel."
- Email field (required) — "We'll send your receipt and onboarding interview link here."
- Funeral home name (optional)
- Submit button: "Continue to secure checkout" / "Redirecting to secure checkout…" (loading state)
- Footer note: "Payments processed by Stripe. We never see your card details."
Link back to demo: "Prefer to walk through it together? Book a 15-minute demo →"

On submit:

POSTs to /api/stripe/funeral-checkout
On success: window.location.assign(data.url) — redirects to Stripe-hosted Checkout

Stripe session:

Mode: subscription
Line items: recurring monthly price + one-time setup fee (both billed at first invoice)
allow_promotion_codes: true — launch coupons work
Success URL: https://funeralwiseai.com/thank-you?source=funeral_self_serve&session_id={CHECKOUT_SESSION_ID}
Cancel URL: https://funeralwiseai.com/funeralwiseai/checkout [DRIFT: cancel URL has double /funeralwiseai/ path — see §10]

Rate limiting: 10 requests/minute per IP

B6 — Stripe Checkout (Stripe-hosted)

State: Prospect completing purchase
URL: Stripe-hosted (external)

Should See:

Product name visible in Stripe checkout as "FuneralWiseAI" — not "ChurchWiseAI" or "VetWiseAI"
Two line items: setup fee (one-time) + first month
Total shown as setup + month combined for first invoice
Currency matches what prospect selected
Promo code field (promotion codes enabled)

Success Criteria:

Stripe session created with metadata vertical: 'funeral' and tier: 'funeral_pro'
premium_funeral_homes.plan receives raw tier key (never normalizePlanTier() output)
Webhook routes correctly via stripe_webhook_inbox pattern

C. Email Journey

C1 — Post-checkout welcome / onboarding interview email (Day 0)

State: Post-payment (checkout.session.completed)
Trigger: Stripe webhook → stripe_webhook_inbox → cron-processed
Expected delivery: Within 15 minutes of payment completion

From: john@churchwiseai.com (or john@funeralwiseai.com — [FOUNDER: confirm sender address])
Reply-to: Same (not a no-reply address)

Subject: [FOUNDER: confirm — not defined in code]

Body (required elements):

Welcome / acknowledgment of purchase
Onboarding interview scheduling link (John's calendar for intake call, or instructions for next step)
Expectation: "You'll be live within 5 business days of the onboarding interview"
Admin dashboard link: https://funeralwiseai.com/admin/[token]
What to expect next: interview → agent training → test call review → go-live

Submitter-only rule: Email sent to personal email entered at checkout. NEVER Cc the shared funeral home inbox.

Should NOT contain:

Church, congregation, pastor, prayer, denomination, or ministry language
PewSearch references
VetWiseAI references

C2 — Post-demo booking confirmation (demo-led path)

State: Demo request submitted via /funeralwiseai/book
Trigger: Successful POST to /api/contact

Expected: John receives notification with lead details (funeral home name, website URL, contact info, best time). Lead-facing confirmation is the in-page success state (B4 above) — [FOUNDER: confirm if an autoresponder email goes to the prospect after form submit, or just the in-page confirmation]

C3 — Day 3 setup follow-up `[FOUNDER: confirm if MailerLite automation exists]`

Subject: [FOUNDER: confirm]

Body: Guide covering first steps — ensuring agent is trained on services/pricing/chapel names, configuring call routing rules, reviewing first call transcripts in dashboard.

C4 — Day 7 check-in `[FOUNDER: confirm if exists]`

Subject: [FOUNDER: confirm]

Body: Founder personal check-in — "How are your families responding? Any questions the agent is getting that you wish it answered better?"

C5 — Call summary notifications (ongoing, after every call)

State: Active subscriber, any call received
Trigger: Voice agent completes a call

Delivery: Text message + email to designated contacts

Required elements:

Caller name
Relationship to deceased (if at-need call)
Reason for call
Contact info
Full transcript (in dashboard; summary in notification)
Urgency flag if applicable

Delivery timing: [FOUNDER: confirm — immediately after call, or batched?]

D1 — Magic link click → dashboard

State: New paying customer, first visit
URL: funeralwiseai.com/admin/[token]
Screenshot: knowledge/acceptance/screenshots/funeralwiseai/dashboard-first-visit.png

Should See:

FuneralWiseAI brand chrome (slate + copper + bone) — NOT ChurchWiseAI gold/navy
Dashboard with funeral-specific tabs and terminology
Onboarding state if no calls yet

Should NOT See:

ChurchWiseAI admin dashboard header ("ChurchWiseAI" brand name, sacred gold accent)
Church tabs (Calls, Requests, Care, Training with church-specific sub-tabs)
PewSearch listing panel

Note: The canonical admin now lives at funeralwiseai.com/admin/[token] via middleware rewrite. Legacy /admin/funeral/[token] issues 308 redirect to canonical URL.

D2 — Dashboard tab structure

State: Active paying customer
[FOUNDER: confirm exact tabs for funeral admin — the following are inferred from code but not verified against a live funeral dashboard]

Expected tabs (inferred from FuneralUpgradeTab + InboxTab usage patterns):

Tab	Content	Confidence
Home / Overview	Call metrics tiles, recent activity feed, quick actions	INFERRED
Inbox	Call records, at-need inquiries, pre-planning inquiries, callbacks	INFERRED
Train AI	Funeral home profile: services, pricing, chapel names, staff contacts	INFERRED
Upgrade	FuneralWiseAI plan overview, Stripe portal link	CONFIRMED (FuneralUpgradeTab.tsx)
Settings	Call routing rules, notification contacts, team access	INFERRED

Should NOT See:

Care tab (church-specific broadcast messaging)
Social tab (ShareWiseAI)
Theology / denomination settings
Planning Center integration

D3 — Dashboard Upgrade tab

State: Active customer (fwa_starter) or demo (fwa_demo)
Component: FuneralUpgradeTab.tsx
Screenshot: knowledge/acceptance/screenshots/funeralwiseai/dashboard-upgrade-tab.png

Active paying state (fwa_starter) — Should See:

"FuneralWiseAI Starter" current plan display
Feature list (12 items from code):
- Unlimited calls — no per-call charges
- HEAR-protocol empathy framework on every call
- Full training on your services, prices, chapel names, and staff
- Complete call transcripts in your dashboard
- Text + email notification after every call
- After-hours, weekends, and holiday coverage
- Urgent call routing to your phone
- Secure web dashboard — nothing to install
- Ongoing agent updates as your offerings change
- At-need callback queue with urgency flags
- Pre-planning inquiry tracking
- Multi-staff dashboard access
"More tiers coming soon" placeholder (from FuneralUpgradeTab design notes)
Stripe portal link for billing management

Demo state (fwa_demo or fwa_demo_prospect) — Should See:

Upgrade prompt with USD/CAD checkout option
"Continue to secure checkout" button (POSTs to /api/stripe/funeral-checkout)

Should NOT See:

ChurchWiseAI plan ladder (Starter/Pro/Suite/Bundle)
VetWiseAI plans
Church-specific features

E. Setup Journey (Getting the Product Live)

The FuneralWiseAI setup is not self-serve — it is mediated by John (the founder) through an onboarding interview. The customer does not configure the agent themselves in a wizard flow (unlike ChurchWiseAI's Training tab).

E1 — Onboarding interview (sales-mediated)

State: Post-payment
Format: Video/phone call with John

What is gathered:

Funeral home name, address, contact info
Services offered and pricing menu
Chapel names and capacities
Staff names and roles
After-hours and on-call routing instructions (who to page, under what conditions)
Special cultural or religious traditions served (faith-neutral default, family supplies context)
Pre-arrangement / pre-planning inquiry handling preferences

What is produced:

Agent configuration in premium_funeral_homes DB row
Voice agent trained on funeral home's specific content
Test call scheduled for director's review

E2 — Test call review (before go-live)

State: Post-training, pre-go-live

Should See:

Director receives a test call from the configured number
Agent demonstrates HEAR protocol with a sample scenario
Director approves or requests changes

Go-live gate: Director confirmation required before agent is activated on live number

E3 — Phone number setup

State: Post-training, go-live

Mechanism:

Director keeps existing business phone number
Provider provisions a private routing number
Director sets up call forwarding on their carrier (using dial codes e.g. *21*[routing_number]#)
Forwarding mode: forward on no-answer / after hours / when busy / unconditional

Agent training on how-it-works page:

Common codes: *21* to enable, ##21# to cancel — agent confirms exact codes for their carrier during setup

F. Public-Facing Product Pages (what callers experience)

F1 — Voice agent behavior (inbound call)

State: Active subscriber, incoming family call
Mechanism: Call forwarded from funeral home's existing number via Telnyx (or Twilio legacy)

AI Bridge Principle — mandatory:

Agent introduces itself as the answering service for [Funeral Home Name]
Agent does NOT claim to be a human director
Agent does NOT promise confidentiality or claim "just between us"
Agent explicitly offers to connect the family to the human director when appropriate
Agent is a bridge to the director, never a replacement

HEAR protocol compliance (test-enforced):

Step H — Hear:

Agent listens fully without interrupting
Agent follows caller's lead, does not rush to an IVR-style menu

Step E — Empathize:

Before capturing any information: "I'm so sorry for your loss — thank you for calling [Funeral Home Name]."
Acknowledgment is mandatory, not optional

Step A — Advance:

Open-ended questions only: "What can we help you with tonight?" not "Please state the name of the deceased."
Paced at caller's pace

Step R — Respond:

Captures: caller name, relationship to deceased, contact info, nature of call
Routes urgent calls (at-need, family in immediate distress) to director's phone
Handles routine after-hours inquiries and creates call summary for dashboard

Escalation scenarios:

Scenario	Required behavior
Mental health crisis (any caller)	"If you or someone with you is in emotional crisis, please call or text 988 — there are people there to help right now."
At-need first call (death just occurred)	Warm empathetic acknowledgment → collect name + contact → determine if immediate director needed → page or hold for callback
Pre-planning inquiry	Capture interest, collect contact, schedule follow-up
General information question	Answer from trained funeral home knowledge (services, pricing, chapel info)
Caller requesting a specific person	"I'll make sure [person's name] receives your message. May I take your contact information?"

Prohibited behaviors:

Agent NEVER provides grief counselling or acts as a therapist
Agent NEVER makes promises about specific arrangements without director confirmation
Agent NEVER quotes prices as final without noting director may provide updated information
Agent NEVER tells caller "your conversation is private" or "what you share stays between us" — AI Bridge Principle hard prohibition

F2 — Family Hub / public intake page

State: Active subscriber
[FOUNDER: confirm if a family-facing public page exists (analogous to /care/[slug] for churches) or if the voice agent is the only public touchpoint]

If exists:

URL pattern: [FOUNDER: confirm slug format]
Expected content: funeral home name, hours, call instructions, director contact, online inquiry form

G. Ongoing Dashboard Use

G1 — Inbox / call records

State: Active subscriber, calls received
Tab: Inbox
Screenshot: knowledge/acceptance/screenshots/funeralwiseai/dashboard-inbox.png

Row types (funeral-specific terminology):

At-need call (family calling within hours/days of a death)
Pre-planning inquiry
General inquiry
Callback request

Filter chips (expected — [FOUNDER: confirm exact chips]):

All | At-Need | Pre-Planning | General | Callback

Row detail panel:

Full transcript
AI call summary
Caller name + contact info
Nature of call / urgency flag
Action buttons: "Mark resolved," "Schedule callback," "Flag for director" (not "pastoral review")

Should NOT See:

Prayer request filter (church-only)
Care/broadcast messaging filter
Denomination or theology filter

G2 — Train AI tab (funeral home profile)

State: Active subscriber
Tab: Train AI [FOUNDER: confirm tab label]

Expected editable fields:

Funeral home name
Services offered and pricing menu
Chapel names and capacities
Staff names and contact info
After-hours routing rules
Special traditions served
Pre-arrangement program information

Should NOT See:

Theological lens / tradition picker (church-only)
Sermon or ministry content
Congregation or parishioner references

G3 — Settings tab

State: Active subscriber
Tab: Settings

Expected sub-sections [FOUNDER: confirm]:

Notification contacts (who gets text/email after each call)
Call routing rules (when to page director vs. handle and summarize)
Team access (add/remove staff dashboard access)
Billing (Stripe portal link)

H. Lifecycle Events

H1 — Payment failure

State: Active subscriber, card declined
[FOUNDER: confirm — email? Dashboard banner? Grace period?]

Expected:

Email notification to billing contact
Dashboard banner indicating payment issue
Grace period before service suspension

H2 — Cancellation

State: Active subscriber cancelling
[FOUNDER: confirm cancellation flow — self-serve via Stripe portal, or must contact John?]

From FAQ on pricing page:

Monthly billing, cancel anytime
Setup fee non-refundable after agent goes live
30-day guarantee covers first month subscription fee only

Expected:

Agent deactivated on cancellation
Data retained for [FOUNDER: confirm retention period]
Dashboard accessible for [FOUNDER: confirm duration] in read-only state

H3 — Agent updates (ongoing)

State: Active subscriber, services/pricing changes

From FAQ on pricing page:

"Send us the changes and we update the agent within one business day. There is no charge for updates."
Mechanism: email John with changes → John updates agent configuration

Skills / Lead Magnet (Acquisition touchpoint)

Skills Index — `/funeralwiseai/skills`

State: Any prospect
URL: funeralwiseai.com/skills
Screenshot: knowledge/acceptance/screenshots/funeralwiseai/skills-index.png

Should See:

Slate dark hero with copper accent glow
H1: "Five AI prompts for the calls you take at 2am."
Sub: Copy-paste into any AI assistant (ChatGPT, Claude.ai, Gemini, Grok, Perplexity, Copilot)
"Works in" strip: links to supported AI tools
5 prompt cards (email-gated — one MailerLite signup unlocks all)
"Funeral Director AI Prompt Pack · Free Forever" eyebrow
Total minutes count for full pack
MIT licensed badge
Funnel CTA at bottom: "These prompts prepare you. FuneralWiseAI answers the call."

Email gate mechanism:

MailerLite tag: skill-pack-funeral (from layout code reference)
Drip automation: 187733617933288772 (from CLAUDE.md page table)
Local unlock: localStorage key wiseai-skill-unlocked:skill-pack-funeral
Cross-device unlock: drip email links carry ?u=skill-pack-funeral

5 prompts (confirmed from production funeralwiseai.com/skills on 2026-05-20):

Overnight Inbox Triage
Bereavement Call Intake Script
Obituary Drafter (3 Lengths)
Pre-Need Consultation Guide
Funeral Service Program Builder

AI Bridge compliance:

Prompt descriptions include "AI prepares you; you take the call"
Step 3 in "how it works": "AI drafts the artifact. You take the call. You deliver. AI Bridge safety baked in."

Should NOT See:

Church, congregation, pastor, prayer, denomination language anywhere on this page

Individual Skill Page — `/funeralwiseai/skills/[slug]`

State: Email-unlocked prospect
Screenshot: knowledge/acceptance/screenshots/funeralwiseai/skills-individual-slug.png

Should See:

Intro prose (what this prompt does, when to use it)
Monospace <pre> PromptBlock with Copy button
Outro (follow-up guidance)
EmailGate rendered until localStorage unlock key present
?u=skill-pack-funeral query param on drip email links for cross-device unlock

5. Brand Chrome

Token	Value	Confirmed in code
Primary color (slate)	`#1E293B`	Yes (layout.tsx + CSS token)
Accent color (copper)	`#B45309`	Yes (used in page.tsx, skills/page.tsx)
Surface (bone)	`#FAF8F3`	Yes (CSS token)
Brand name	FuneralWiseAI	Yes
Display font	Fraunces (variable `--font-display`)	Yes (layout.tsx)
Body font	Manrope (variable `--font-body`)	Yes (layout.tsx)
Logo path	`/brand-assets/funeralwiseai/lockup-horizontal.svg`	Yes (all pages)
Favicon	`/brand-assets/funeralwiseai/favicon.svg`	Yes (layout.tsx)
Apple icon	`/brand-assets/funeralwiseai/app-icon.svg`	Yes
OG image	`/brand-assets/funeralwiseai/og-card.svg`	Yes (SVG — see Drift §10)
Domain	`funeralwiseai.com`	Yes (metadata.metadataBase)
Admin URL	`funeralwiseai.com/admin/[token]`	Yes (via middleware)

6. Banned Terminology

The following terms must NEVER appear in any FuneralWiseAI marketing pages, admin dashboard, or voice agent scripts. A DOM-grep E2E test should enforce this.

Church-origin terms (banned on funeral surfaces):

church, congregation, pastor, prayer, sermon, denomination, theology, worship, ministry, sacrament, Planning Center, parishioner

VetWiseAI-origin terms (banned on funeral surfaces):

veterinary, veterinarian, ASPCA, species, vaccine, prescription refill, pet owner, clinic

AI confidentiality phrases (banned per AI Bridge Principle + moderation.py):

"just between us," "this stays between us," "our conversation is private," "I'm here for you anytime," any phrasing that implies the AI is a confidential counsellor or replaces human director contact

7. Required Terminology

The following terms must appear in appropriate contexts, confirming vertical taxonomy is correctly applied.

Term	Where it must appear
funeral home	Settings Account section, onboarding copy, voice agent greeting, email copy
director / funeral director	Notification copy, admin UI for "flag for director" action
at-need	Inbox filter chip (or equivalent), voice agent routing logic
pre-planning	Inbox filter chip (or equivalent), settings routing rules
HEAR protocol	How-it-works page, about page, voice agent behavior spec
grieving family / families	Hero copy, email copy, voice agent empathy phrases

8. Crisis Baseline (Test-Enforced)

8.1 Mental health — 988 (universal baseline, every vertical)

Required copy in voice agent prompts:

"If you or someone with you is in emotional crisis, please call or text 988 — there are people there to help right now."

This line is mandatory in every vertical's crisis copy registry.

8.2 Grief crisis escalation (funeral-specific)

Required behavior:

If a caller expresses acute grief distress (suicidal ideation, self-harm references, extreme emotional crisis), agent must:
1. Acknowledge with empathy
2. Provide 988 referral
3. Offer to connect to the funeral director (if caller consents)
4. Never promise confidentiality or counsel

8.3 Immediate at-need death call (time-sensitive)

Required behavior:

If a family calls reporting a death just occurred (at-need, fresh):
1. Agent acknowledges with HEAR empathy first
2. Collects caller name, contact, circumstances
3. Pages the director immediately (per configured urgency routing)
4. Confirms with caller that director will call back within [configured SLA]

9. Open Questions (Stage-2 Founder Validation Required)

#	Question	Why it blocks	Priority
1	Exact dashboard tab names and content — what tabs does the funeral admin have? (Home, Inbox, Train AI, Settings, Upgrade — or different?)	Touchpoints D2, G1, G2, G3 cannot be finalized	P0
2	Annual pricing option — is annual billing available for FuneralWiseAI? (Not mentioned on any public page)	Tier definition §2, Stripe billing config	P0
3	`fwa_pro` tier — is it live, planned, or deprecated?	Tier definition §2	P0
4	Welcome email — exact subject line, sender address (`john@churchwiseai.com` or `john@funeralwiseai.com`), full body text?	Touchpoint C1	P0
5	Demo path email — does the demo-led buyer also go through self-serve checkout, or does John provision manually and send a magic link directly?	Touchpoints C1, C2, billing flow	P0
6	Family-facing public page — does a `/care/[slug]` or `/intake/[slug]` equivalent exist for funeral tenants? (VetWiseAI has `/intake/[slug]`.)	Touchpoint F2	P1
7	Cancellation flow — does the customer cancel via Stripe portal, or must they contact John?	Touchpoint H2	P1
8	Data retention on cancellation — how long is data retained? Dashboard accessible how long after cancellation?	Touchpoint H2	P1
9	Day 3 and Day 7 follow-up emails — do these exist as MailerLite automations? What are the exact subject lines and body copy?	Touchpoints C3, C4	P1
10	~~Exact 5 prompt titles~~ RESOLVED 2026-05-20 — production confirms: (1) Overnight Inbox Triage, (2) Bereavement Call Intake Script, (3) Obituary Drafter (3 Lengths), (4) Pre-Need Consultation Guide, (5) Funeral Service Program Builder.	Skills touchpoint §4	RESOLVED
11	Stephen Leader on About page — should the "Stephen Leader Training" credential note that it is currently inactive? Or only state that the training was completed?	About page accuracy (per memory/user_founder_background.md)	P1
12	`fwa_demo_prospect` vs `fwa_demo` distinction — what is the operational difference? Does fwa_demo_prospect get a different dashboard experience or just a different plan key?	Demo account management	P2
13	Demo token naming convention — what is the demo admin token for testing? (VetWiseAI uses `vetwiseai-demo-token-2026`)	Playwright test setup	P1

10. Drift Found During Research

The following discrepancies were found between canonical specs and observed code. A remediation agent should fix these after the spec is confirmed.

Drift 1 — Stripe session metadata `tier: 'funeral_pro'` does not match plan key `fwa_starter`

File: churchwiseai-web/src/app/api/stripe/funeral-checkout/route.ts line 79

Observed: tier: 'funeral_pro' stamped on both sessionMetadata and subscriptionMetadata

Expected per CLAUDE.md Rule #23 / plan-column-contract.md: tier in session metadata must match the canonical plan key that will be written to premium_funeral_homes.plan. If the sole tier at launch is fwa_starter, metadata should read tier: 'fwa_starter' not tier: 'funeral_pro'.

Risk: Stripe webhook handler that reads session.metadata.tier to determine which plan key to write to premium_funeral_homes.plan will receive 'funeral_pro' not 'fwa_starter'. Depending on how the webhook processes this, could write wrong plan key or create an unrecognized plan state. [Remediation agent: verify webhook handler reads this field and maps it correctly — or align the metadata value with the DB plan key]

Drift 2 — Self-serve checkout `cancel_url` has double `/funeralwiseai/` path

File: churchwiseai-web/src/app/api/stripe/funeral-checkout/route.ts line 74

Observed: cancel_url: 'https://funeralwiseai.com/funeralwiseai/checkout'

Expected: 'https://funeralwiseai.com/checkout' (since funeralwiseai.com already rewrites to the /funeralwiseai segment via middleware — the path funeralwiseai.com/funeralwiseai/checkout would 404 or double-resolve)

Risk: If a prospect cancels Stripe checkout, they land on a broken URL instead of being returned to the checkout page. Remediation: change cancel_url to 'https://funeralwiseai.com/checkout'.

Drift 3 — OG image is SVG (not PNG)

File: churchwiseai-web/src/app/funeralwiseai/layout.tsx line 59

Observed: OG image is /brand-assets/funeralwiseai/og-card.svg (SVG format)

From layout comment: "NOTE: og-card.svg is served as SVG. Facebook/LinkedIn/Twitter prefer PNG. TODO Phase 4: convert og-card.svg → og-card.png via build-time sharp step."

Risk: OG card may not render on social media platforms. Not a blocking launch issue but degrades social sharing quality.

Drift 5 — Home page renders "Pastor · Engineer · Founder" label (violates memory rule)

Observed: Production home page (funeralwiseai.com) renders "Pastor · Engineer · Founder" in the Founder Story section (likely from FounderStoryBlock component variant="funeral").

Expected per memory/user_founder_background.md: Never use "Pastor" as a primary professional label — the correct label (as shown in the About page code) is "Engineer · Grief-Care Practitioner · Founder." The term "Pastor" is imprecise and the memory file specifically prohibits the "pastor-turned-engineer" framing (which this implies in reverse).

Risk: Misrepresents the founder's background on the highest-traffic marketing page. Should be changed to "Engineer · Grief-Care Practitioner · Founder" to match about/page.tsx line 119.

File to check: churchwiseai-web/src/components/brand-family/FounderStoryBlock.tsx — the variant="funeral" branch likely sets this label independently from the about page.

Drift 4 — `products.yaml` lists FuneralWiseAI as a "future vertical" (not live)

File: knowledge/data/products.yaml line 166

Observed: funeralwiseai.com is listed under future_verticals — same as VetWiseAI and ShopWiseAI — with no status: live entry

Expected: FuneralWiseAI is now live (based on code, Stripe live price IDs, deployed marketing pages, and CLAUDE.md/PRICING.md references). products.yaml should have an active product entry for FuneralWiseAI analogous to churchwiseai, pewsearch, illustratetheword, sermonwise.

11. Acceptance Test Stubs

The following Playwright spec files should be created as test.fixme() skeletons before any production testing begins.

`e2e/funeral-marketing-no-bleed.spec.ts`

test.fixme('funeralwiseai.com home page contains no church/vet terminology', async ({ page }) => {
  await page.goto('https://funeralwiseai.com');
  const bodyText = await page.locator('body').innerText();
  const banned = ['church', 'pastor', 'prayer', 'congregation', 'denomination', 'sermon',
    'theology', 'worship', 'ministry', 'sacrament', 'Planning Center',
    'veterinary', 'ASPCA', 'species', 'prescription refill'];
  for (const term of banned) {
    expect(bodyText.toLowerCase()).not.toContain(term.toLowerCase());
  }
});

`e2e/funeral-pricing.spec.ts`

test.fixme('funeralwiseai pricing page shows correct USD amounts', async ({ page }) => {
  await page.goto('https://funeralwiseai.com/pricing');
  await expect(page.getByText('$745')).toBeVisible();
  await expect(page.getByText('$199')).toBeVisible();
  await expect(page.getByText('/mo')).toBeVisible();
});

test.fixme('funeralwiseai pricing page shows no tier ladder', async ({ page }) => {
  await page.goto('https://funeralwiseai.com/pricing');
  await expect(page.getByText('Starter')).not.toBeVisible();
  await expect(page.getByText('Pro')).not.toBeVisible();
  await expect(page.getByText('Suite')).not.toBeVisible();
});

`e2e/funeral-demo-form.spec.ts`

test.fixme('funeralwiseai book page submits demo request form', async ({ page }) => {
  await page.goto('https://funeralwiseai.com/book');
  await page.fill('[name="name"]', 'Test Director');
  await page.fill('[name="funeralHomeName"]', 'Test Funeral Home');
  await page.fill('[name="email"]', 'test@example.com');
  await page.click('button[type="submit"]');
  await expect(page.getByText('Request received.')).toBeVisible();
});

`e2e/funeral-admin-no-bleed.spec.ts`

test.fixme('funeralwiseai admin shows no church terminology', async ({ page }) => {
  // Requires a valid demo token
  await page.goto('https://funeralwiseai.com/admin/[demo-token]');
  const bodyText = await page.locator('body').innerText();
  const banned = ['congregation', 'pastor', 'prayer', 'denomination', 'theology',
    'worship', 'ministry', 'Planning Center', 'ChurchWiseAI'];
  for (const term of banned) {
    expect(bodyText.toLowerCase()).not.toContain(term.toLowerCase());
  }
});

`e2e/funeral-voice-crisis.spec.ts`

test.fixme('funeral voice agent crisis copy contains 988', async () => {
  // Load the funeral vertical profile and check crisisCopy
  // (implementation depends on how verticalProfile is exported)
  const profile = await import('@/lib/verticals/funeral');
  expect(JSON.stringify(profile.crisisCopy)).toContain('988');
});

12. Agents Reading This Spec

Before modifying any FuneralWiseAI code path, cross-reference against this spec. If a code change would contradict an expected output:

Update this spec first (with explicit founder sign-off), THEN change the code.
OR flag the contradiction as a FAIL in the /ensure-solid funeralwiseai scorecard.

When production testing occurs, the Playwright stubs in §11 should be un-fixed and run against https://funeralwiseai.com/admin/[demo-token] per the production-testing rule (memory/feedback_playwright_production_testing.md).

The knowledge/readiness/funeralwiseai.yaml file configures /ensure-solid funeralwiseai scoring.

1. Product Overview​

Key structural differences from ChurchWiseAI​

2. Tier Definition​

fwa_starter (sole active tier at launch)​

Demo / prospect plan keys observed in code​

fwa_pro​

Stripe Live Price IDs​

3. User State Definitions​

4. Touchpoints — Expected Outputs​

A. Discovery Paths​

A1 — Direct navigation / organic search​

A2 — WiseAI Agency verticals page​

A3 — WiseAI Agency playground​

B. Pre-Purchase Journey​

B1 — How It Works page​

B2 — Pricing page​

B3 — About page​

B4 — Book a Demo page (primary funnel)​

B5 — Self-serve Checkout page (secondary funnel)​

B6 — Stripe Checkout (Stripe-hosted)​

C. Email Journey​

C1 — Post-checkout welcome / onboarding interview email (Day 0)​

C2 — Post-demo booking confirmation (demo-led path)​

C3 — Day 3 setup follow-up [FOUNDER: confirm if MailerLite automation exists]​

C4 — Day 7 check-in [FOUNDER: confirm if exists]​

C5 — Call summary notifications (ongoing, after every call)​

D. First Login and Dashboard Discovery​

D1 — Magic link click → dashboard​

D2 — Dashboard tab structure​

D3 — Dashboard Upgrade tab​

E. Setup Journey (Getting the Product Live)​

E1 — Onboarding interview (sales-mediated)​

E2 — Test call review (before go-live)​

E3 — Phone number setup​

F. Public-Facing Product Pages (what callers experience)​

F1 — Voice agent behavior (inbound call)​

F2 — Family Hub / public intake page​

G. Ongoing Dashboard Use​

G1 — Inbox / call records​

G2 — Train AI tab (funeral home profile)​

G3 — Settings tab​

H. Lifecycle Events​

H1 — Payment failure​

H2 — Cancellation​

H3 — Agent updates (ongoing)​

Skills / Lead Magnet (Acquisition touchpoint)​

Skills Index — /funeralwiseai/skills​

Individual Skill Page — /funeralwiseai/skills/[slug]​

5. Brand Chrome​

6. Banned Terminology​

7. Required Terminology​

8. Crisis Baseline (Test-Enforced)​

8.1 Mental health — 988 (universal baseline, every vertical)​

8.2 Grief crisis escalation (funeral-specific)​

8.3 Immediate at-need death call (time-sensitive)​

9. Open Questions (Stage-2 Founder Validation Required)​

10. Drift Found During Research​

Drift 1 — Stripe session metadata tier: 'funeral_pro' does not match plan key fwa_starter​

Drift 2 — Self-serve checkout cancel_url has double /funeralwiseai/ path​

Drift 3 — OG image is SVG (not PNG)​

Drift 5 — Home page renders "Pastor · Engineer · Founder" label (violates memory rule)​

Drift 4 — products.yaml lists FuneralWiseAI as a "future vertical" (not live)​

11. Acceptance Test Stubs​

e2e/funeral-marketing-no-bleed.spec.ts​

e2e/funeral-pricing.spec.ts​

e2e/funeral-demo-form.spec.ts​

e2e/funeral-admin-no-bleed.spec.ts​

e2e/funeral-voice-crisis.spec.ts​

12. Agents Reading This Spec​

1. Product Overview

Key structural differences from ChurchWiseAI

2. Tier Definition

`fwa_starter` (sole active tier at launch)

Demo / prospect plan keys observed in code

`fwa_pro`

Stripe Live Price IDs

3. User State Definitions

4. Touchpoints — Expected Outputs

A. Discovery Paths

A1 — Direct navigation / organic search

A2 — WiseAI Agency verticals page

A3 — WiseAI Agency playground

B. Pre-Purchase Journey

B1 — How It Works page

B2 — Pricing page

B3 — About page

B4 — Book a Demo page (primary funnel)

B5 — Self-serve Checkout page (secondary funnel)

B6 — Stripe Checkout (Stripe-hosted)

C. Email Journey

C1 — Post-checkout welcome / onboarding interview email (Day 0)

C2 — Post-demo booking confirmation (demo-led path)

C3 — Day 3 setup follow-up `[FOUNDER: confirm if MailerLite automation exists]`

C4 — Day 7 check-in `[FOUNDER: confirm if exists]`

C5 — Call summary notifications (ongoing, after every call)

D. First Login and Dashboard Discovery

D1 — Magic link click → dashboard

D2 — Dashboard tab structure

D3 — Dashboard Upgrade tab

E. Setup Journey (Getting the Product Live)

E1 — Onboarding interview (sales-mediated)

E2 — Test call review (before go-live)

E3 — Phone number setup

F. Public-Facing Product Pages (what callers experience)

F1 — Voice agent behavior (inbound call)

F2 — Family Hub / public intake page

G. Ongoing Dashboard Use

G1 — Inbox / call records

G2 — Train AI tab (funeral home profile)

G3 — Settings tab

H. Lifecycle Events

H1 — Payment failure

H2 — Cancellation

H3 — Agent updates (ongoing)

Skills / Lead Magnet (Acquisition touchpoint)

Skills Index — `/funeralwiseai/skills`

Individual Skill Page — `/funeralwiseai/skills/[slug]`

5. Brand Chrome

6. Banned Terminology

7. Required Terminology

8. Crisis Baseline (Test-Enforced)

8.1 Mental health — 988 (universal baseline, every vertical)

8.2 Grief crisis escalation (funeral-specific)

8.3 Immediate at-need death call (time-sensitive)

9. Open Questions (Stage-2 Founder Validation Required)

10. Drift Found During Research

Drift 1 — Stripe session metadata `tier: 'funeral_pro'` does not match plan key `fwa_starter`

Drift 2 — Self-serve checkout `cancel_url` has double `/funeralwiseai/` path

Drift 3 — OG image is SVG (not PNG)

Drift 5 — Home page renders "Pastor · Engineer · Founder" label (violates memory rule)

Drift 4 — `products.yaml` lists FuneralWiseAI as a "future vertical" (not live)

11. Acceptance Test Stubs

`e2e/funeral-marketing-no-bleed.spec.ts`

`e2e/funeral-pricing.spec.ts`

`e2e/funeral-demo-form.spec.ts`

`e2e/funeral-admin-no-bleed.spec.ts`

`e2e/funeral-voice-crisis.spec.ts`

12. Agents Reading This Spec