Pure Cremation

Pure Cremation: direct cremations and funeral plans in Great Britain

Pure Cremation is a British company offering two main services: the sale of prepaid funeral plans and the arrangement of direct cremations when someone has died, without the need for the person to have previously taken out a plan. The company presents itself as the UK's bestselling funeral plan provider and states it has received the 'Best Funeral Plan Provider' award for 2024/2025 and 2025/2026.

Funeral plans and direct cremation

Pure Cremation's funeral plan is marketed as a more affordable alternative to a traditional plan. According to the company, taking one out guarantees the service and protects against price rises, as the price is fixed for life. The price is not a single one: it is calculated individually according to the area of the UK, and can be obtained in under two minutes online or by phone, with no health questions and guaranteed acceptance. Payment can be made in a single lump sum or in monthly instalments.

For those who need to arrange a cremation after a death, the company answers calls 24 hours a day. The service includes collecting the deceased, whether from their home or a hospital, anywhere in Great Britain, and transferring them to the company's facilities.

What the service includes

The company details a series of elements included in its direct cremation service:

• Collection by private ambulance, with no additional charge for collection from home.
• Solid cedar wood coffin, not veneer, as specified by the company.
• Ceramic identification disc with a unique cremation reference, which survives the process and is delivered with the urn.
• Trained and experienced staff, described by the company as award-winning.
• Cremation in its own crematoria, set in landscaped grounds.
• Personal delivery of the ashes in an urn to the family, anywhere in mainland Great Britain.
• Complete management of the service, with no need for the family to hire third parties.

The company stresses that its model avoids funeral director fees, which according to the source can represent between half and two thirds of the cost of a traditional funeral, and estimates savings of over £2,000. It also notes that its offering differs from other direct cremations on the market in the type of coffin and in delivering the ashes in an urn rather than in a temporary container.

Facilities and geographic coverage

Pure Cremation has its own crematoria at Charlton Park (Andover), Barnby Moor (Retford) and Birches Park (Cheshire). The company has a national fleet of drivers to collect the deceased. In Scotland, due to different regulations, cremations are carried out by local partners, although the company remains active throughout the territory.

Families can request a short ceremony at the crematorium before the cremation, without a funeral director or celebrant. The coffin is placed in the room before attendees arrive, and music, readings and flowers are permitted. The company states that the price of these rooms starts at £395 for the smallest (up to 12 people) and £665 for the large ceremonial halls (up to 100 people). At partner crematoria, such as those in Scotland, attendance costs £995.

Free resources and guides

The company's website offers free tools and guides, including a calculator for the cost of a traditional funeral by area, a guide on what to do when someone dies and a guide to putting your personal affairs in order and recording your wishes.

Code of Practice and trust

Pure Cremation publishes a Code of Practice with seven principles that, according to its approach, all funeral directors, including the company itself, should follow. Plan money is held in a trust and is reinsured by the world's largest reinsurer, according to the company's information. The company states it has more five-star reviews than any other funeral plan provider on Trustpilot, Reviews.io and Google.