Compare Choice vs Aura Funeral Plans
Aura offers simple, transparent funeral plans with no hidden fees, personal family-led support, and exceptional ratings from both customers and experts.
How Aura compares to Choice
| Choice | ||
|---|---|---|
| Starting Price | £1,795 | £1,895 |
| Trustpilot | 4.9/5 stars | 4.9/5 stars |
| Fairer Finance | ||
| All-Inclusive Pricingℹ | ||
| Free Cancellation Anytimeℹ |
This comparison only includes direct cremation plans. Information is correct as advertised in May 2026.
Why families choose Aura
Family-run, personal service
Aura is a family-run provider offering funeral plans and direct cremation services. Families are supported throughout the arrangement process by Aura’s team, known as the Aura Angels.
Choice also provides funeral plans through a national network of funeral directors.
Clear and inclusive pricing
Aura’s plan starts from £1,795 and includes cremation fees, professional care, a coffin, and the return or scattering of ashes.
Choice plans start from £1,895. Additional charges may apply for collection beyond 60 miles from the funeral director and for the delivery of ashes.
Trusted by families and rated by experts
Two of Aura’s plans hold a 5/5 rating from Fairer Finance. Choice holds a 4/5 stars rating from the same reviewer.
On Trustpilot, Aura has a rating of 4.9/5 stars based on 1376 reviews reviews. Choice has a Trustpilot rating of 4.9/5 stars from 600+ reviews.
No extra charges for monthly payments
Aura allows plans to be paid over 12 or 24 months with no instalment charge, giving families flexibility when arranging a funeral plan.
Choice applies instalment fees to plans paid over more than 12 months.
What to look for when comparing Aura and Choice Funeral Plans
1. Transparent pricing
Aura’s plans start from £1,795. Instalment payments are available without an instalment fee.
Choice plans start from £1,895. Instalment fees apply to longer payment periods, and additional charges may apply for certain collection services.
2. Flexible payments
Aura offers the option to pay upfront or spread the cost over 12 or 24 months with no instalment charge.
Choice applies instalment charges to plans paid over more than 12 months.
3. Support for families
Our experienced Aura Angels are on hand to guide your loved ones through every step, offering comfort and support when it matters most.
4. High ratings
Aura and Choice both have a Trustpilot rating of 4.9/5 stars.
Aura also holds a 5/5 rating from Fairer Finance, while Choice holds a 4/5 stars rating from the same reviewer.
5. A family-run story
Aura was founded by Paul Jameson together with his son Dave and their friend Ben. Today, Aura operates as a family-run provider offering funeral plans and direct cremation services across mainland Britain.
Plan your funeral with Aura
At Aura, we believe peace of mind shouldn’t come at a premium. Our family-run service is compassionate, clear, and flexible, designed to make funeral planning feel simple and stress-free.
Join thousands of families across the UK who trust Aura for affordable funeral plans, expert support, and care that truly puts your loved ones first.
From our family to yours
Aura was founded by Paul Jameson with a simple mission: to support families with clarity, kindness, and compassion when it’s needed most.
Paul’s personal story has ensured our service is rooted in empathy and integrity. We treat every person the way we’d want our own loved ones to be treated—with genuine care, respect, and understanding.
That’s why, with Aura, you’re never just another client—you’re in the hands of people who genuinely care.ℹ
Call our friendly team for more information
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.