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Two Together: Save £100!
Save £100 when you purchase two funeral plans together. Call us for more details.
Two Together: Save £100!
Save £100 when you purchase two funeral plans together. Call us for more details.
11 minute read
Compare Pure Cremation vs Aura and discover which direct cremation service best aligns with your needs and values. If you’re facing a recent loss or you’re figuring out plans for the future, finding a supportive and helpful team can make a huge difference during a difficult time.
We hope that we can help you on your journey as you compare cremation providers with this article. You will learn more about Aura and Pure, what they offer and the similarities and differences between them. From pricing and service options to the level of person-centred care, we’ll help you navigate these choices with confidence.
Founded in 2015 by Bryan Powell and his wife Catherine, Pure Cremation has become a prominent name in the funeral services industry. Their main operations are based near Andover, where they serve clients in England and Wales. For those seeking a Pure cremation in Scotland, they have two further crematoria just outside of Glasgow.
Pure Cremation has become widely recognised, largely due to its prominent TV advertisements. They are now owned by the private equity company, Epiris.
The company is best known for emphasising affordability and simplicity, which is reflected in its core offering of unattended direct cremations. Pure also offers the option to add a service at their crematorium if families want a structured farewell. Please note that this is an extra cost.
If you are in need of a funeral today, Pure Cremations does offer direct cremations for those who have recently passed. You can also purchase a prepaid funeral plan for the future and these are regulated by the Financial Conduct Authority (FCA).
Aura was established in 2019 by Paul Jameson following his diagnosis of motor neurone disease. His vision was to provide families across the UK with a simple, yet meaningful way to arrange funerals. Along with his son Dave, family friend Ben, and a compassionate team, Aura provides direct cremations with a personal touch that larger companies can’t match.
Our unique, family-centred approach ensures we deliver exceptional value, care, and quality to every family we serve. We collaborate with third-party providers who are members of the National Association of Funeral Directors (NAFD) and The National Society Of Allied And Independent Funeral Directors (SAIF). Additionally, our funeral plans are regulated by the FCA, providing our clients with financial security and peace of mind.
If you are seeking a prepaid funeral plan or you are in need of a funeral for a recently departed loved one, Aura offers three main options:
| Aura’s Cremation | Starting From Price | Pure’s Cremation | Starting From Price |
| Perfectly Simple | £1,095 | Direct Cremation | £1,395 |
| Intimate Farewell | £1,895 | Option to add a service | £1,645-2,095 |
| Fully Attended | £2,495 |
Correct as of June 2024
When looking at direct cremation costs, it’s important to see what each provider includes in their price. For those who need a funeral for a recently passed loved one, Pure cremations cost starts at £1,395. This includes multiple services, even ones you might not need, causing you to pay more than necessary for services you don’t want.
Services included in their £1,395 package are:
Not included in that price is an extra charge for collections from non-hospital locations, such as your loved one’s house or a care home.
Pure Cremation offers a 20-minute service for those who wish to be present at the cremation, allowing up to 12 attendees and including music of your choice. This service is available for an additional charge ranging from £250 to £700, depending on location and the specifics of your arrangement.
At Aura, we believe in providing compassionate and cost-effective cremation services tailored to your needs. Our pricing is based on the services you choose, ensuring you only pay for what is necessary. This flexible approach allows us to provide lower starting prices than Pure, making Aura a budget-friendly option for many families.
Our direct cremation service starts at just £1,095, providing a respectful farewell without guests in attendance. For those who prefer a ceremony, we can provide an intimate version of a service at a local crematorium. This is different from a traditional service as it doesn’t include a procession or pallbearers, but it can still be very meaningful and personalised. We offer a 15-minute service for up to 15 guests, starting from £1,895 and a more comprehensive 45-minute service for larger gatherings starting from £2,495. Please note that final costs may vary based on location and any customisation you choose.
When purchasing a funeral for a loved one who has passed recently, we include the removal of medical devices, a coffin and cremation fees in our price. The additional charges you may have to pay include urgent or out-of-hours collection, an oversized coffin, hand-delivery of ashes to a loved one’s home, selecting a different coffin, dressing your loved one in their own clothes, and adding memorials. However, this will depend on whether or not you need these services.
For immediate funeral services, both Aura and Pure require the cost to be paid upfront. However, they offer varied payment terms for their funeral plans, allowing for more flexibility during end-of-life planning.
Aura simplifies the process of paying for prepaid funeral plans by offering the choice to pay either in full or in instalments over a period of 12 to 24 months, with absolutely no extra fees. This approach is beneficial for those who prefer to minimise expenses and avoid unforeseen charges.
Pure provides a few different payment options. You can pay in full or through monthly instalments ranging from 1 to 10 years depending on your age when purchasing the plan. This may mean there are restrictions on how long you can take to pay your funeral plan if you are older than 84.
Pure also charges a fee if you pay via instalments causing the cost of your prepaid funeral plan to increase as much as £1,103 if you choose the longest payment term option. This may be something to bear in mind when you examine the total cost of each provider.
When you’re facing the recent loss of a loved one, there can be so much to arrange. That’s why choosing a funeral provider that offers support during a time of loss can be an important decision. Here’s a closer look at what Aura and Pure can offer you.
Aura, as a family-run business, places a strong emphasis on personalised care and support during such difficult times. They have established a dedicated team known as the Aura Angels who specialise in funeral arrangements and celebrations of life. This team is not only trained to handle logistical and administrative aspects of funeral services but also provides emotional and grief support. Available 24/7, the Angels offer compassionate guidance both online and over the phone, ensuring that bereaved families receive help whenever they need it.
Pure, with seven years in the industry focusing on direct cremation services, also can offer their support online and over the phone whenever they are needed. The wealth of articles on the Pure Cremation website offers both practical and emotional advice covering everything from comforting others as they are grieving to understanding funeral costs.
Funeral providers should always aim to bring comfort to families as they organise the final goodbye of their loved ones. Pure’s ‘call centre’ approach where they sell a funeral plan every 9 minutes may not feel as personal. In a large company that serves thousands of clients in England and Wales every year through their one crematorium, it’s easy to feel less prioritised. At Aura, we firmly believe in providing genuine care to our clients. We treat every person who needs us just like we’d want our own family to be treated, making our process compassionate and respectful from start to finish.
Exploring the customer feedback and reputations of both Aura and Pure can provide deep insights into the customer experience they offer. This evaluation will help you understand what to expect and help you in making the best decision for you and your family.
At Aura, we take great pride in our customer feedback. We hold a stellar 4.9 out of 5 stars on Trustpilot, where many clients have left positive reviews about our exceptional customer service in both crafting funeral plans and managing services for those who have recently passed. Furthermore, our funeral plans have earned a top 5-star rating from Fairer Finance, highlighting our commitment to delivering superior service to our customers.
Pure, with its established role in the funeral sector, also holds solid ratings. They have achieved a 4-star rating from Fairer Finance and a 4.8-star rating on Trustpilot. However, some of their less positive reviews mention that Pure can be pushy with their emails and phone calls. At Aura, we understand that you may need space as you decide on your funeral provider. We will not rush you before you’re ready.
Direct cremations are at the heart of Aura’s offerings. However, if you are looking to organise a small gathering alongside your loved one’s cremation, we can help you with this. It can take place at a local crematorium and be customised with music and the shared memories of your family and friends. This brings an extra touch of personalisation to your experience. If you’re looking to buy a prepaid funeral plan, you can also choose to include an intimate gathering for those you leave behind.
At Aura, we prioritise your comfort and flexibility. We know that life can change at the drop of a hat, so if your needs evolve over time, your prepaid funeral plan can too. There are no cancellation or adjustment fees, allowing you the freedom to change your mind at any time without incurring any penalties.
Similarly to Aura, Pure’s primary offering is direct cremations. They also offer intimate services for those who want a moment to remember their loved one on the day of the cremation. However, it’s important to note that while Pure can access some crematoria across the UK, most of their services are concentrated at their facilities in Andover and Glasgow, which may not be convenient for all families.
If you are interested in a Pure funeral plan, you may want to consider their cancellation policy. After the first 30 days of securing your plan, a hefty £350 cancellation fee will be charged if you change your mind.
When selecting a funeral provider, cost, support and services are all important factors. As is exploring the extra perks that a company might offer you. Here’s a look at the extra features you can benefit from choosing Aura or Pure.
Aura is a beneficial option for those preparing for the future with a loved one as you can save when you purchase a plan together. If you are seeking alternative savings, you can join the Aura Circle. It is free to join and gives you access to time-limited discounts on our funeral plans.
Members also open the door to a wealth of resources and guides focused on future and end-of-life planning. This tool allows you to share your story with your loved ones, pass on important details and even prepare messages for your loved ones. It’s a way to thoughtfully prepare your family for the future.
Pure’s extra benefits are more limited. Occasionally they do provide special offers when purchasing a funeral plan. These promotions might include gift cards or cash rewards, however, they aren’t always available.
Choosing between Aura and Pure cremation services involves considering what’s most important for you and your family during a sensitive time.
Pure Cremation has a straightforward service and is well-recognised in the industry. They have positive reviews from customers, however, their ability to serve so many clients may make them feel impersonal. Having all the services and extras included in one package is convenient, but it could mean you end up paying for things you do not need. They also have less flexibility and customisation options than Aura can offer.
At Aura, we pride ourselves on understanding that each family’s needs are different. Our personalised and flexible approach allows you to pay for what you need and organise a funeral that suits the needs of you and your loved ones.
Our team treats every family with the warmth and respect they deserve. If you wish to explore more about what Aura can offer or have any questions, our team is just an email or phone call away. Get in touch with us to learn more.
