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Written by Mitch Tapner.
14 minute read
When it comes to planning a funeral, two national providers in the UK are Aura and Pure Cremation. Both specialise in direct cremation services, a simpler, generally lower-cost alternative to a traditional 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 and Pure Cremation.
Aura is a family-run provider that offers direct cremation services, available as either attended or unattended options, as well as prepaid funeral plans. Unattended direct cremations take place within our nationwide network of over 45 crematoria. For attended services, Aura can arrange a funeral at any crematorium in mainland Great Britain, subject to the crematorium’s availability and terms. This allows families to choose a location that is convenient for them and those wishing to attend.
Pure Cremation also offers direct cremation services and prepaid funeral plans. It operates its own private ambulances, care facilities and crematoria, alongside named partner crematoria in Scotland. Unattended cremations for people who die in England or Wales take place at Charlton Park Crematorium or Barnby Moor Crematorium. Pure also offers attended cremations for an additional charge, with options for smaller farewells of up to 12 people or larger gatherings of up to 100 people, depending on the crematorium and availability.
One of the first things many families consider is direct cremation prices, as this helps shape their decision based on both budget and needs. We shall begin by examining the services Aura and Pure provide when someone is in need of an immediate funeral following a death and what those services cost.
Pure Cremation provides cremation services for families who need to arrange a funeral following a recent death. A prepaid funeral plan is not required. As of October 2026, this is advertised on their website at £1,595. Below, we examine what is included in Pure Cremation’s direct cremation services.
An unattended direct cremation with Pure Cremation costs £1,595. The following additional fee applies when required:
Aura also offers unattended direct cremations for those who have passed away. Our service starts at £1,295, with possible extra fees depending on your needs. We also offer attended services, which start from £2,295 and are available at crematoria across mainland Great Britain but are subject to the availability at the crematorium chosen.
*Terms and conditions apply. You will receive a funeral summary before purchase to help you understand the features, costs, and limitations*
An unattended direct cremation with Aura starts from £1,295. The following additional fees only apply when required or when a family requests the relevant service:
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.
For families who wish to attend, Aura offers family-led services for a limited number of attendees at crematoria across mainland Britain, subject to the selected crematorium’s terms.
Pure Cremation also offers attended direct cremations at its own or partner crematoria. Customers may want to check each provider’s current locations, options and prices at the time of need.
Aura’s unattended cremations start from £1,295 which has no ceremony or guests in attendance. Our attended direct cremations start from £2,295 for a short farewell or from £2,995 for a longer 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 working days.
Aura is a family-run company offering person-centred care, with support available 24/7 for families who need assistance when someone dies.
The families we serve receive dedicated care from our Angel team, who provide guidance, help with arrangements and paperwork, and answer questions about what to do when someone dies.
Pure Cremation also offers support around the clock, with every client getting a dedicated Pure Care Companion who helps with paperwork and answering questions when needed.
Both Aura and Pure Cremation receive strong customer ratings across independent review platforms.
Pure Cremation holds a Trustpilot rating of 4.8/5 stars. Aura holds a Trustpilot rating of 4.9/5 stars.
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 £1,795 for an unattended cremation.
Pure Cremation does not advertise or publish its prices and does not have a single fixed price for its funeral plan. To obtain a price, customers must request a quote from Pure Cremation by providing their name, address and date of birth, as prices vary depending on factors including age and location.
*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 up to 24 months, with no extra fees, whichever option you choose. Paying in full or in instalments does not change the overall price of your plan with Aura.
Pure Cremation also provides different payment options, from 12 months to 10 years. It does not advertise a single fixed national price for its funeral plans, so customers need to obtain a quote to see the price and payment terms available to them. The total amount payable may depend on the customer’s circumstances, including age, location and chosen payment option.
Aura does not charge a cancellation fee on its funeral plans. Pure Cremation’s cancellation terms depend on the payment option. Pure Cremation charges a £350 cancellation fee after 30 days for plans paid in full. Different cancellation periods apply to instalment plans.
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.
For more information, please call our team or request a quote on the button below.
Both Aura and Pure Cremation are authorised and regulated by the Financial Conduct Authority (FCA). Money for your funeral is placed into independent trusts or insurance-backed schemes. With both providers, the Financial Services Compensation Scheme (FSCS) also offers protection for eligible plans if your provider were to ever go out of business.
Independent ratings can offer extra reassurance when choosing a funeral plan. Aura’s direct cremation plans have received five-star product ratings from both Fairer Finance and Funeral Solution Expert, although each organisation uses its own assessment criteria.
Fairer Finance is an independent ratings and consultancy business that assesses funeral plans against a set of core product criteria. It currently gives Aura’s direct cremation plans five stars, while Pure Cremation holds a 3/5 stars product rating.
Funeral Solution Expert specialises in funeral plan research and publishes only its highest, five-star rating. For its May 2025 report, it assessed 16 nationally available unattended direct cremation plans against 12 criteria. Aura was one of only two providers to receive five stars. Pure Cremation was included in the wider market assessment but did not receive a published rating.
Ratings can change, so customers should check the relevant organisations for current results and assessment criteria.
In 2025, Aura received Gold in the ‘Customers at the Heart of Everything’ category at the UK Customer Experience Awards, while Pure Cremation received Silver. This award recognises organisations that put customers at the heart of their business, embedding a customer-first approach into their values, culture and everyday operations.
| Funeral Plan Price | £1,795 | Varies by factors including age and location |
| Trustpilot | 4.9/5 stars | 4.8/5 stars |
| Fairer Finance | ||
| All-Inclusive Pricingℹ | ||
| Free Cancellation Anytimeℹ | ||
| Local Care Centresℹ |
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.
Both companies offer reassurance in different ways. The right choice will depend on the service, price, terms and type of support that matter to each customer.
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 provides a nationwide service using its own crematorium facilities and partner facilities. Aura also provides services across mainland Britain and works with a network of crematoria. The location used will depend on the service selected and the provider’s arrangements.
There is no one published price for a Pure Cremation Funeral Plan. Pure Cremation’s funeral plan prices vary by factors including customer age and location. Aura’s unattended funeral plan costs £1,795 regardless of age or location.
Pure Cremation’s unattended funeral plan includes the following, subject to its current terms.
There is no one published price for a Pure Cremation funeral plan. Quotes vary by factors including customer age and location.
Aura allows cancellation at any time with a full refund and no cancellation or administration fees. Pure Cremation charges a £350 cancellation fee
if you pay for your funeral plan in a lump sum and then cancel it outside of the first 30-day window. Paying by instalments may have other cancellation terms, so please check current terms and conditions.
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.
Our team is available Monday–Friday, 9.00–5.00pm.