Jasmine Birtles
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The UK’s Best Funeral Plan: Aura, Co-op and Pure Compared
Moneymagpie Team
2nd Jun 2025
Thinking about your own funeral may not be easy, but planning ahead can make a real difference. Prepaid funeral plans are gaining popularity, especially among families wanting to avoid rising costs and the pressure of making choices later.
When looking into options, there are a few names that keep coming up: Aura Funerals, Pure Cremation and Co-op Funeralcare. So which offers the best value? Let’s look at them a little more closely:
Aura Funerals is a family-run funeral provider offering all-inclusive attended or unattended direct cremation services and prepaid plans with compassion and clarity. By removing the need for a traditional funeral, Aura gives families the space to say goodbye their way—without pressure, formality, or high costs.
Pure Cremation is also a provider of direct cremations, offering unattended services. The ashes are returned to the family, who can choose how and when to hold a personal farewell. It’s a low-cost, flexible option for those who prefer a private and uncomplicated goodbye.
Co-op Funeralcare is one of the UK’s largest funeral providers, offering a range of services from traditional funerals to direct cremations. Backed by a long-established cooperative, they provide nationwide coverage, 24/7 support, and flexible plans designed to suit different needs and budgets.
Here’s what you should know before you sign up.
- What Is a Prepaid Funeral Plan?
- Types of Funeral Cover: What’s the Difference?
- Who Should Consider a Prepaid Funeral Plan?
- Why Aura Funerals?
- Why Pure Cremation?
- Why Co-op Funeralcare?
- What Do Aura’s Funeral Plans Include?
- What Do Pure Cremation’s Funeral Plans Include?
- What Do Co-op Funeralcare’s Funeral Plans Include?
- How Does Each Funeral Plan Provider Compare?
- What to Ask Before Buying Any Funeral Plan
- So, Which Funeral Plan is the Best?
What Is a Prepaid Funeral Plan?
A prepaid funeral plan means paying for your funeral in advance, either all at once or in monthly instalments. In return, the provider agrees to cover the services you’ve chosen, no matter how much prices go up later on.
You lock in today’s costs, giving peace of mind for the future.
According to the National Association for Funeral Plan Providers (NAFPP), sales of prepaid funeral plans went up by 12.4% in 2024, with over 220,000 already sold this year.
Types of Funeral Cover: What’s the Difference?
| Type | How You Pay | Who Gets the Payout | Conditions |
| Prepaid Plan | Upfront or monthly | Funeral provider | Services agreed at signup |
| Funeral Insurance | Ongoing monthly premiums | Family or estate | Lump sum, not service-based |
| Funeral Cover Plan | Monthly or yearly | Funeral provider or family | Covers up to a set amount |
Each option suits different needs. Prepaid plans lock in funeral costs and cover either some or all of your funeral cost (depending on the provider and plan you choose). Insurance offers more flexibility but may not guarantee the delivery of your funeral service. It’s important to thoroughly check what is included in the plans and policies you look at to understand what they do and don’t include.
Who Should Consider a Prepaid Funeral Plan
| Your Situation | You may wish to consider |
| Over 50, no major health issues | Over 50s or Prepaid Plans |
| Budget-conscious | Basic prepaid or cover plan |
| Under 50, long-term planning | Insurance or monthly prepaid |
| Want full control | Customisable prepaid plans |
Prepaid funeral plans can also be ideal for people who want to manage future funeral costs without leaving a financial burden behind. With clear pricing and monthly payment options, they often suit those who prefer certainty and simplicity. Whether you’re planning for cremation or just want your wishes sorted in advance, these plans can offer peace of mind.
However, when considering any financial services product, it’s important to ensure that it is affordable for you and meets all of your demands and needs. A good funeral plan provider will provide you with all the information that you need and leave you to make a decision in your own time once you’re confident the plan is suitable for you.
Why Aura Funerals?
Aura Funerals is a UK provider offering clear, affordable plans with simple options. It appeals to people looking for an easy process without hidden charges.
What Makes Aura Stand Out?
- Fixed prices – No surprise increases later on
- Flexible payments – Choose upfront or monthly options
- UK-wide cover – Services available across the country
- No age limits – Available to anyone aged 18 and over
Their Trustpilot score of 4.9 out of 5 shows strong customer confidence, better than many larger firms.
In addition to the service available, there is a unique ethos behind the company. Aura was founded in 2019 by Paul Jameson after his motor neurone disease diagnosis, alongside his son David (CEO) and family friend Ben May (COO). They created a digital platform for end-of-life planning tools before eventually building compassionate, affordable funeral services to help families celebrate life and manage death with dignity.
Why Pure Cremation?
Pure Cremation is a UK-based provider focused solely on unattended direct cremations. It suits people who want a straightforward, no-frills option without the need for a funeral ceremony.
What Stands Out About Pure Cremation?
- No funeral service – Only unattended cremation with ashes returned
- Fixed pricing – Set packages with costs outlined
- Online planning – Arrange everything from home
- National availability – Covers most of the UK
Pure Cremation has grown quickly and is well-known in the sector, but offers less flexibility for those who might want a more personal touch or an attended funeral option. Their service is mostly online and minimal-contact, which may not suit everyone.
Why Co-op Funeralcare?
Co-op Funeralcare is one of the UK’s largest funeral providers, offering traditional funerals and direct cremation options. It appeals to those looking for a familiar brand and wide coverage.
What Stands Out About Co-op Funeralcare?
- Wide range – From classic funerals to simple cremations
- Prepaid plans – Various options to suit different budgets
- National reach – Over 1,000 branches across the UK
- 24/7 support – Available at all times
As a large organisation, Co-op offers scale and experience, though some customers may prefer the more personal feel of smaller, independent providers. Pricing and services can also vary between locations.
What Do Aura’s Funeral Plans Include?
Aura’s prepaid funeral plans cover:
- Funeral director’s fees
- Collection of the person who has died from where they are resting within mainland Britain
- Care of the person who has died at our state-of-the-art mortuary facility
- Private transportation of the person who has died to the crematorium
- Hand-delivery of ashes to any address in mainland Britain
- Cremation fees
- Simple coffin (including oversized / bariatric if required)
- Help & guidance on paperwork
- Choice of attended or unattended ceremony
- Flexible payment options between 12 months – 5 years.
Extras include:
Free to cancel: Even after 30 days, with no administration fees.
Plan customisation: The option to add a low-cost attended service between 15 – 40 minutes at a selected crematorium.
Free changes: No fees required to make changes to plans unless you are upgrading.
Aura’s fixed-price guarantee protects families from rising cremation fees and unexpected charges. Each plan includes support from an experienced funeral arranger who manages the entire service. Whether you’re arranging a simple send-off or a more formal ceremony, Aura’s prepaid funeral services provide reassurance and clarity when it matters most.
Terms and conditions apply. You will receive a funeral plan summary before purchase to help you understand what’s included and any exclusions.
What Do Pure Cremation’s Funeral Plans Include?
Pure Cremation’s prepaid plans typically cover:
- Collection from anywhere in mainland England, Wales and Scotland, including Isle of Wight and Isle of Skye
- Cremation at a partner crematorium
- Simple coffin
- Return of ashes by hand to any address in mainland England, Wales and Scotland, including Isle of Wight and Isle of Skye
- Basic paperwork handling
Extras and notes:
Unattended only – no option for a service or gathering
Online-only support, with limited personal contact
Fixed prices with clear packages
Pure Cremation is designed for those who want the simplest farewell with minimal involvement. There are fewer options for personalisation or ceremony.
What Do Co-op Funeralcare’s Funeral Plans Include?
Co-op Funeralcare offers several funeral plans, which may include:
- Collection and care of the deceased
- Cremation or burial fees
- Funeral director’s services
- A basic coffin
- Optional service arrangements, depending on the plan
Extras and notes:
Plans vary depending on location and package
Some require medical fees or extra admin costs
Large network of branches offers nationwide coverage
Choice of cremation or burial in some plans
Co-op’s plans offer flexibility, but prices and inclusions can differ. Some plans are more traditional, while others focus on simplicity—though clarity can depend on the branch and plan type.
How Does Each Funeral Plan Provider Compare?
| Provider | Plan Cost | Price Lock | Cancellation Period | Trustpilot Score |
|---|---|---|---|---|
| Aura | £1,695 | ✅ | No limit | 4.9 |
| Co-op | £1,700 | ✅ | 30 days | 4.5 |
| Pure Cremation | £1,995 | ✅ | 30 days | 4.8 |
| Celebration of Life | £1,650 | ✅ | 30 days | 4.8 |
| Golden Charter | £1,885 | ❌ | 30 days | 4.5 |
(accurate as of 19th May 2025)
What to Ask Before Buying Any Funeral Plan
Before you commit, make sure you’ve checked:
- What’s included, and what’s not?
- Are there admin or cancellation fees?
- Is the plan regulated by the FCA?
- What happens if the company goes out of business?
- Can you change or upgrade the plan later?
So, Which Funeral Plan is the Best?
Co-op Funeralcare, Pure Cremation and Aura all offer respectable funeral plans.
Each provider has unique features, so it’s important to read the terms carefully and compare what’s included in each plan. Choosing the right option means your loved ones won’t face added pressures during an already difficult time.
With the right plan, you can secure a dignified, straightforward farewell — and give your family one less thing to worry about.
Need help understanding funeral plans?
Read: Funeral Plans That Won’t Break the Bank on MoneyMagpie
Disclaimer: MoneyMagpie is not a licensed financial advisor and therefore information found here including opinions, commentary, suggestions or strategies are for informational, entertainment or educational purposes only. This should not be considered as financial advice. Anyone thinking of investing should conduct their own due diligence.
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