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Two Together: Save £100!Save £100 when you purchase two funeral plans together. Call us for more details.
Written by Mitch Tapner.
14 minute read
When it comes to planning a funeral, two of the most recognised names in the UK are Aura Funerals and Pure Cremation. Both specialise in direct cremation services, the simplest and most affordable type of funeral, and each also offers prepaid funeral plans for those wishing to prepare in advance.
The purpose of this page is to give you a clear, side-by-side comparison of the two providers, covering services offered, costs, transparency of pricing, support provided to families, customer reviews and expected timelines.
Our goal is to provide you with a detailed comparison so you can make an informed choice about which provider is the right fit for you or your loved one. Whether you are arranging a funeral at time of need or planning ahead, this guide will help you understand the differences and similarities between Aura Funerals and Pure Cremation.
Aura Funerals is a family-run provider that offers all-inclusive direct cremation services, available as either attended or unattended options, as well as transparent prepaid funeral plans. The focus is on giving families a dignified and personal funeral without high costs or unnecessary formality.
Due to its large TV campaigns, Pure Cremation is one of the UK’s most well-known direct cremation providers. It is recognised for operating its own dedicated crematorium facilities and providing a nationwide service. With strong brand awareness and thousands of customer reviews, Pure Cremation has played a major role in making direct cremation a more popular choice. This article begins by focusing on the direct cremation services provided by both companies.
One of the first things many families consider is direct cremation prices, as this helps shape their decision based on both budget and needs.
Pure’s direct cremation prices start from £1,495, with the option to add a small service between £1,790 and £2,390 at its UK-based crematorium Charlton Park.
Aura offers unattended direct cremations from £1,195. Attended services start from £2,095 and are available at any crematorium in Britain.
*Terms and conditions apply. You will receive a funeral summary before purchase to help you understand the features, costs, and limitations*
Aura is clear and upfront about pricing, with no hidden fees. However, there are a few optional extras depending on your needs or preferences.
When a funeral is needed straight away, both Aura and Pure Cremation require full payment upfront. This ensures that everything can be arranged without delay and that the service goes ahead smoothly. Neither provider currently offers instalment options for time-of-need funerals.
Pure Cremation collects your loved one anywhere in mainland Britain and carries out the cremation at their site in Hampshire or a partner crematorium in Scotland. No mourners attend by default, but families can choose an optional simple farewell at one of their limited crematorium locations. Afterwards, the ashes are either hand-delivered to the family or respectfully scattered in the Garden of Remembrance. The service is designed to be simple, dignified and stress-free, while leaving families free to plan a personal memorial later.
Their most popular option is unattended cremation, but they also offer attended direct cremations at their own crematoria. Prices start from £395 for our smaller rooms (up to 12 people) and from £665 for larger ceremonial halls (up to 100 people). Services at Pure Cremations partner crematoria (for example in Scotland) costs £995 to attend.
Aura’s unattended cremations start from £1,195, with attended direct cremations from £2,095 for a short farewell or from £2,695 for a full 40-minute service. Families can add personal touches such as music or a funeral celebrant, and celebrations of life can be planned with the support of Aura. Ashes are hand-delivered within 21 days.
Aura is a family-run company offering kind, person-centred care. Their Angel team is available 24/7 to guide families through what to do when someone dies and provide support at every step. Pure Cremation also offers round-the-clock help, so families can get help whenever they need it.
Aura’s ‘No Pressure Promise’ means no hard sell or follow-up calls; only clear information so families can decide in their own time. They focus on compassion, with simple personal touches such as favourite music or flowers, and thoughtful follow-up support.
Pure Cremation’s TV campaigns have helped raise its profile, making it one of the most well-known funeral providers in the UK. This is reflected in its Trustpilot page, which features over 30,000 reviews and a rating of 4.8/5 stars.
Despite being newer, Aura themselves also have a number of impressive reviews, currently holding the title of the UK’s top-rated direct cremation service, with an excellent 4.9/5 stars Trustpilot score.
When comparing funeral plans, it’s important to find one that feels right for you, both in terms of cost and the kind of care you’ll receive as part of your end-of-life planning. Here, we compare Pure Cremation’s funeral plans with those offered by Aura, looking at key differences in pricing, flexibility and what’s included.
Aura’s prepaid funeral plans start from £1,695 for an unattended cremation. Pure Cremation’s plans start from £2,095 for a similar service. Both providers offer attended options as well, which we’ll explore in more detail below.
*Terms and conditions apply. You will receive a funeral plan summary before purchase to help you understand the features, costs, and limitations.*
Aura’s funeral plans offer flexible payment options, allowing you to pay in full or spread the cost over 12 to 24 months, with no extra fees, whichever option you choose.
Pure Cremation also provides several payment options, but there are some restrictions and additional costs to consider. You can pay in full or in monthly instalments over 1 to 10 years, depending on your age when you buy the plan. If you’re over 84, you may have fewer payment terms available. Choosing a longer payment term can also increase the total cost.
In terms of cancellation, Pure Cremation charges a £350 cancellation fee if you cancel after 30 days for those paying in full. If your is secured by monthly instalments, then you have the following time to cancel for a full refund: a plan of 1 year instalments (before 1 year) or a plan of 2 year instalments or more (before 2 years). However if you cancel after those time periods, a £350 cancellation fee will be deducted from the refund. If, at the time you cancel you’ve paid in less than £350, no refund will be given. Aura don’t charge a fee to cancel your plan at any time.
To help with the cost, both providers offer occasional discounts. Aura’s Two Together plan includes a permanent £100 saving when you buy two funeral plans at once, no time limits, no special codes needed. Pure Cremation also runs time-limited promotions, such as £100 off funeral plans until March 31st (correct as of March 2026).
If you’re looking to purchase a plan for yourself and a loved one, you can save £100 when you buy two plans together.
Our ‘Two Together’ funeral plans include everything you’ll find in our single plans, but at even better value.
Please note, our Two Together plans are not yet available to buy online. For more information, please call our team or request a quote on the button below.
Aura’s funeral plans are available across mainland UK at one flat price. Every plan covers funeral director services, 24/7 collection, care of the person who has died, cremation fees, a simple coffin, help with paperwork, and the ashes either hand-delivered to the family or respectfully scattered.
For families who wish to attend, Aura offers short, family-led, early morning services for a limited number of attendees at any crematoria in mainland Britain, and subject to the standard terms and conditions of the selected crematoria. By comparison, Pure Cremation also offer attended direct cremations at their own crematoria. Prices start from £395 for our smaller rooms (up to 12 people) and from £665 for larger ceremonial halls (up to 100 people). Services at Pure Cremations partner crematoria (for example in Scotland) costs £995 to attend.
Both Aura and Pure Cremation are authorised and regulated by the Financial Conduct Authority (FCA), and all money is protected in independent trusts or insurance-backed schemes. With both providers, the Financial Services Compensation Scheme (FSCS) also offers protection if your provider were to ever go out of business.
Aura’s funeral plans have received 5-star ratings from both Fairer Finance and the Funeral Solution Expert, reflecting their focus on fairness, value, and customer care. Pure Cremation also holds a strong 3/5 stars rating from Fairer Finance.
In 2024, Aura won the ICA’s ‘SME Compliance Team of the Year’ award, highlighting their commitment to doing the right thing and protecting customers at every step. The following year, they were recognised at the 2025 UKCXA Customer Service Awards, winning Gold in the highly competitive ‘Customers at the Heart of Everything’ category, and Silver for ‘Best Customer Service’.
| Starting Price | £1,695 | £2,095 |
| Trustpilot | 4.9/5 stars | 4.8/5 stars |
| Fairer Finance | ||
| All-Inclusive Pricingℹ | ||
| Free Cancellation Anytimeℹ | ||
| Local Care Centresℹ |
This comparison only includes direct cremation plans. Information is correct as of January 2026. Please note, Aura’s offering above is only applicable to plans paid in instalments up to 24 months. For those paying via 5-year instalments, different terms and conditions apply.
Customers who choose a prepaid funeral plan are often looking for peace of mind, and both Aura and Pure Cremation aim to offer just that.
In terms of ratings, both providers are highly regarded. Aura holds a Trustpilot rating of 4.9/5 stars, while Pure Cremation scores 4.8/5 stars. Independent reviews like Fairer Finance have also rated Aura 5/5 stars, compared to 3/5 stars for Pure.
While both companies offer reassurance in different ways, Aura’s combination of personal care, flexible terms, and strong independent reviews make it a trusted choice for many families.
Choosing a funeral provider is a deeply personal decision, whether you’re arranging a cremation now or planning ahead for the future. Both Aura and Pure Cremation offer direct cremation services that are simple, dignified, and more affordable than a traditional funeral.
Whichever provider you choose, the most important thing is finding a service that feels right for you and your loved ones. If you’re still unsure where to begin, contact us for more information.
If you’d like to know more about how to plan a cremation with Aura, our brochure is a helpful place to begin.
Our funeral plans are a helpful way to put everything in place for you or someone else.
When the time comes, our experienced team will be here to guide you through each step, offering support and advice whenever you need it.
To find out more about how our plans work, what’s included, and our story, you can request a brochure by clicking the link below. We will then send you a copy by email or First Class post—whichever you prefer.
Pure Cremation operates primarily from their dedicated Andover facility for clients in England and Wales. Aura takes a different approach, partnering with local crematoria across mainland Britain to keep arrangements rooted in your community.
A Pure Cremation funeral plan starts from £2,095. This includes collection, cremation fees, and the return of the ashes.
A Pure Cremation funeral plan starts from £2,095 and includes the following.
If you change your mind, Aura allows cancellation at any time with a full refund and no cancellation or administration fees. Pure charge a £350 cancellation fee for their funeral plans after the first 30 days when paying in full.
Both Aura and Pure Cremation funeral plans are safe and secure. They’re regulated by the Financial Conduct Authority (FCA), which means they must meet strict standards around finances and customer care. Extra protections, like the Financial Services Compensation Scheme (FSCS), also offer peace of mind in the unlikely event that something goes wrong.
If you have any questions, would like a brochure or simply would like a chat through our services, our award-winning team is here to help.
Unlike other providers, we won’t hassle you with constant calls. We’ll simply ensure you have the information you need and leave you to come to a decision in your own time. When you’re ready for us, our team will be ready to help.