Executive Management

CEO/Executive Director George R. Kelder Jr., CFSP, and Chief Operating/Chief Financial Officer Barbara Guinta lead the staff of the New Jersey State Funeral Directors Association and its affiliated companies which include:

  • New Jersey Funeral Directors Services, Inc.
  • New Jersey Funeral Service Education Corporation
  • New Jersey Prepaid Funeral Trust Fund
  • New Jersey Funeral Directors Political Action Committee
  • NJSFDA Benefits Trust
  • Thanexus, Inc.
  • Thanexus Financial Services, LLC.
  • Knowledge Based Funerals, LLC (Funeral Matters)
George R. Kelder Jr., CFSP

George R. Kelder Jr., CFSP


George has been involved in funeral service association management and the provision of funeral business support services since 1989. He has been with the NJSFDA for more than 30 years. In January 2016, he was appointed CEO/Executive Director of the NJSFDA.

George possesses a BA from St. John’s University and has been a licensed funeral director since 1980 and a licensed insurance producer since 1989.

Barbara Guinta

Barbara Guinta


In 2010, Barbara joined the NJSFDA as Chief Financial Officer assuming the responsibility for financial management and day-to-day transaction processing. She was appointed Chief Operating Officer in 2014, managing all operational as well as financial responsibilities of the organization and its affiliates.

Barbara holds a BS from Kean University and has worked in accounting and business operations for more than 30 years.

Association Member Trust

Health care benefits ideal for funeral firms.