Precoa — The Preneed Company of America

In 2004, Mark Hornibrook and Bret Davis met with a desire to form a preneed company that would eclipse those that already existed in its ability to proactively reach families and help them preplan their final wishes. Since 2004, Precoa (the Preneed Company of America) has grown to over $170 million in sales, expanding into a nation-wide network of leading funeral homes, including some of the largest and most revered firms in the industry.

Precoa offers a complete preneed solution with comprehensive proactive marketing, innovative insurance product design, and the financial strength of policies backed by the A.M. Best, “A- (Excellent)”-rated National Guardian Life Insurance Group.

Hornibrook and Davis remain at the head of the company, along with President Michael Hornibrook. Together, they are charting the future of Precoa as it continues to evolve to better meet the needs of its partner funeral homes and continue toward its vision of preplanning all families in every market.

The Evolution of Preneed


Portrait of Mark Hornibrook

Mark Hornibrook

Co-founder & CEO

For nearly three decades, Mark Hornibrook has led a distinguished career in the funeral and insurance industries and was one of the founders of Precoa.

In 1984, Mark helped co-found the Forethought Life Insurance Company for Hillenbrand Industries, and as vice president, shared in growing Forethought to be the largest and most comprehensive preneed provider within six years. As the head of strategic planning, Mark worked with the executive team to pioneer the emerging large-scale preneed insurance market. Forethought went on to achieve more than $600 million in annual sales within its first decade.

After seven years with Hillenbrand, Mark leveraged his experience into founding Prequest, a preneed insurance marketing agency. The company’s client base grew to 150 funeral homes in eight states before Mark moved back into the preneed insurance corporate office. Since 1996, Mark has held a number of executive-level positions with other industry leaders, including senior vice president of marketing and strategy for American Memorial Life, vice president of Great American Life and vice president of York Casket Company over preneed.

Beginning with Forethought, and throughout his career, Mark has designed and pioneered a number of innovative and trend-setting insurance products and marketing programs that have since proliferated throughout the industry as the basis for today’s preneed.

In 2001, Mark met with Bret Davis and later they founded Lincoln Heritage Funeral Planning which would ultimately become Precoa in 2011.

At Precoa, Mark’s considerable industry experience, attention to detail and analytical thinking have led to continual updates to Precoa’s insurance product, making it an industry-leading design. Additionally, he has helped drive Precoa’s proactive program, developing marketing and lead source efforts, expanding Precoa’s image among potential and current partner firms.

Mark has a Master’s of Business Administration from Brigham Young University and a Bachelor of Architecture from California Polytechnic State University. An avid student of architecture and aesthetics, Mark designed his home outside of Portland where he lives with his wife, Ane. They have five adult children and eight grandchildren with two more on the way.

Portrait of Bret Davis

Bret Davis

Co-founder & CEO

Bret Davis has been involved in the preneed funeral industry for more than 20 years and was one of the founders of Precoa.

Bret began his career in the funeral industry in 1990 as a staff member of Chico Funeral Home while attending California State University. Soon after coming on board, Bret became licensed as an independent agent selling preneed insurance through Sierra Planning Group, a third-party preneed marketer operating in Northern California. Within a year he was appointed vice president of Sierra Planning and by 1993, Bret had shifted his focus almost entirely from selling preneed, to helping manage and grow Sierra Planning’s client base, which would ultimately include industry heavy-hitters such as Stewart Enterprises and the Keystone Group on a regional basis. In large part due to his leadership, the small Sierra Planning Group grew to more than $20 million in sales annually.

Recognizing the limitations of a regional third-party marketing firm, Bret began looking for other opportunities to use his skills of working with people, caring for families in need and building great organizations. In 2001 he first met with Mark Hornibrook to discuss plans for what would become Lincoln Heritage Funeral Planning and ultimately Precoa in 2011.

Bret’s passion for serving families and considerable experience in preneed sales, coupled with his skills in bringing people together have been key in his responsibilities at Precoa. Spending a sizeable amount of his time in operations work, Bret has spearheaded efforts to maximize efficiencies within Precoa’s direct mail programs, Funeral Planning Center and customer relationship management system.

Known for his fun personality and deep care for those who work for him, Bret has earned great admiration from many of his employees at Precoa. An avid runner, Bret recently participated in a 200-mile relay from Oregon’s inland Mt. Hood to the Pacific Ocean. Bret and his wife, Jenny, have four children and live in the Portland suburbs.

Portrait of Michael Hornibrook

Michael Hornibrook


Michael Hornibrook began his work helping to build Precoa in 2004, immediately establishing himself as a capable and visionary leader. Within a few years of his arrival, Michael’s ability to craft simple, effective solutions from complex systems led to his role leading all major company initiatives. He was named president in June of 2012.

Michael has worn many hats during Precoa’s growth, spearheading some of the company’s key departmental strategies. He was also highly involved in developing several of the most important start-up projects, including the customer relationship management system (CRM) and Web Portal, in addition to the structure of the operations, business development, and Funeral Planning Center (FPC) departments.

With his strategic thinking, drive for results, and intuitive approach to building a great company it didn’t take Michael long to earn the trust of company leaders and preneed industry veterans. His impressive range of expertise within Precoa and unique ability to build unity among diverse groups made him a logical choice for president.

Michael graduated from Brigham Young University’s Marriott School of Management with a BS in Business Management, emphasis Marketing. He and his wife, Heather, live with their four girls and one boy in the suburbs of Portland, Ore.