The question posed in the headline is interesting.  What is happening in Great Britain may be a precursor of what could happen in North America about the billing amount to consumers for the growing trend of Direct Cremations.  A recent 2025 survey of 200 funeral directors and 6,000 adults showed that Direct Cremations without services are now chosen by 15.3% of Brits — up from 12% just last year.  You can read about the survey in this article from Funeral Service Times which may, however, put up pay a wall for you.

The survey also showed, however, that  Great Britain’s independent funeral directors have “reduced the cost” of Direct Cremations 0.6% in the past year with the average price now being US$ 2,524.  The survey and report, conducted by Funeral Solution Expert (FSE) and the National Society of Allied and Independent Funeral Directors (SAIF), noted that “. . .Market leader Pure Cremation charges £1,495  (US$ 2,014) for an at-need direct cremation – £378  (US$ 510) less than the independent average, but its prepaid plan has climbed 25% in three years to £1,995 (US$ 2,688), higher than many local (funeral home) equivalents.”

Declan Maguire, immediate past president of SAIF made these comments on the pricing situation, “While on the face of it national operators still appear cheaper, the final cost of a direct cremation with a big brand can work out the same or even more than an independent funeral director. This is because small firms tend not to disaggregate their prices, meaning the advertised cost is exactly what a consumer will pay.”

When you couple that thought with the FSE finding that “most bereaved families prefer their loved one to be cared for within 15 miles of home” you begin to see some of the challenges national online cremation providers face.

Tom Anderson
Funeral Director Daily

Funeral Director Daily take:  I’ve been in tune with branding and building brands since the 10th grade when a speaker who owned a used car business named “Sun Auto” came to our business class to discuss how he built his business.  I distinctly remember this person telling us when he came to town there were other family-owned automobile businesses and he had to forge a market for his cars.  He successfully did so with billboards with a simple “Sun logo” all over town while the other dealers just used their names such as Smith Autos, Johnson Autos, etc.

That story is one of the reasons that upon becoming the manager of our funeral home I immediately visited with an advertising agency about adopting a logo for our funeral home.  Up until that time all the funeral homes just operated as family names with no other identity.  We continue to use the same logo and marks today with some simple up-to-date changes.  And, I think the identity played a more than casual role in our success.

I continue to wait for a true national cremation provider in America.  There are some “wannabees” and some of them are with very big companies who have cremation provider businesses under a separate consumer brand (name).  However, in my thought process, none of these entities have a true national profile.

I recently read the following in a Senior Note Prospectus from Service Corporation International (SCI):  “We are well known for our Dignity Memorial^® brand, North America’s first transcontinental brand of deathcare products and services.”

I don’t agree with that statement because I really don’t see “Dignity Memorial” known as a house-hold brand name.  Maybe I’m wrong but I think that is a stretch.  Quite frankly, I don’t think SCI has put enough of an effort into the branding of their funeral homes with this name as in most cases it is still the “acquired local name” that has pull in the local markets.

And, I think that “acquired local name” pull is one reason that there is no true national brand for funeral homes or direct cremation providers in North America at this time.  I think that same reasoning proves to be a headwind for those that want to establish a national network of cremation centers.

Another headwind to these “wannabee” providers is the vast amount of “flyover” country in America.  While the density-rich urban areas of our country are perfect for the high-volume, low-margin direct cremation operators there is no such opportunity in flyover country where volumes will be low because of the population density issue.  Pure Cremation may be finding that their costs are rising as they move from serving London to serving the all of England.

So, maybe this “cost realization” of serving larger geogrpahic areas to those that want to be identified as a “national brand” will raise the price of online direct cremation operators.  And, if it does, then the ability of local independent operators to compete on price will be coupled with most families desire to be served by a company within 15 miles of home and be a well-needed shot-in-the-arm for local operators . . . .  and another obstacle for their online direct cremation competitors.

Here are some Direct Cremation operators with large (but not as yet national footprint):

More news from the world of Death Care:

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The West Virginia Funeral Directors and Crematory Operators Association Names ASD as Preferred Provider of Answering Services 

Charleston, WV— The West Virginia Funeral Directors and Crematory Operators Association (WVFDCOA) is pleased to announce a new partnership with ASD – Answering Service for Directors. ASD will join the WVFDCOA’s Preferred Provider Program. This program was designed by WVFDCOA to help members operate more efficiently and increase profits while working with best-in-class organizations. 

ASD is the only answering service devoted solely to the needs of funeral directors. The company serves more than 8,000 funeral homes and is the preferred choice among Independent Funeral Homes and Funeral Home Directors. ASD maintains the highest degree of professionalism with extensive training, cutting-edge technology and an unmatched level of transparency. 

The WVFDCOA delivers innovative and pertinent resources, solutions and support to funeral homes located in West Virginia. The association’s mission is to support members in being professionally, ethically, and operationally superior, and to advocate for the funeral service profession before state and federal lawmakers. Additionally, the WVFDCOA also works to educate the public and provide continuing education opportunities to its members.

The WVFDCOA’s Preferred Provider Program invites members to take advantage of exclusive savings from top tier funeral home companies. The WVFDCOA invested a great deal of time and research evaluating ASD’s services, technology and history before partnering with the company. As part of the new partnership, ASD will offer WVFDCOA members an extended, eight-week Free Trial of ASD’s services with all set-up fees waived. 

“ASD is honored to participate in the WVFDCOA’s Preferred Partner Program. We were highly impressed by the level of research the association devoted to this decision,” says ASD Vice President and Family-Member Owner, Kevin Czachor. “Both ASD and the WVFDCOA are committed to providing funeral professionals with the tools they need to manage and grow their businesses.”

ASD is looking forward to meeting with WVFDCOA members at the annual convention later this month in Canaan Valley. The company is enthusiastic about helping the WVFDCOA achieve its objections while offering West Virginia funeral directors exclusive benefits. For more information about ASD’s Partnership with the WVFDCOA, please visit www.myasd.com/wvfdcoa/. 

About the West Virginia Funeral Directors and Crematory Operators Association 

The West Virginia Funeral Directors and Crematory Operators Association is a not-for-profit organization committed to advocating on behalf of its members. Founded in 1895, the association provides funeral and crematory professionals with continuing education, representation in the legislature and executive offices of the State Government, annual conventions and educational meetings, networking, and vendor discounts. 

About ASD

ASD – Answering Service for Directors has created a new class of answering service for the funeral profession. Family owned and operated since 1972, ASD blends state-of-the-art technology with an extensive, 6-month training program focusing on compassionate care. The company’s custom-built communication systems and sophisticated mobile tools were designed solely to meet the needs of funeral professionals. By offering funeral directors unmatched protection for their calls, ASD has redefined the role of an answering service for funeral homes.  For more information, visit www.myASD.com or call 1-800-868-9950.

Former Order of Golden Rule Membership Director Joins Rapidly Growing Private Funeral Service Operators

ST PETERSBURG, FLORIDA — Pinnacle Funeral Service and Rollings Funeral Service are proud to announce that Nancy Weil has joined the team as Director of Community Outreach. With over 18 years of experience in funeral service and a nationally recognized background in grief support and community engagement, Nancy brings a unique skill set that will enhance the organizations’ mission to support families in meaningful ways.

Nancy’s career includes serving as the Membership Director for the Order of the Golden Rule (OGR) for the past six years, where she worked closely with funeral homes across the country to promote excellence in service. She is a Certified Grief Management Specialist, Grief Services Provider, and Funeral Celebrant, facilitating virtual grief support groups and providing training to help funeral professionals better serve their communities.

“Adding Nancy to our team reinforces our commitment to the communities we serve,” said Tony Kumming, President of Pinnacle and Rollings Funeral Service. “We are dedicated to supporting families not only through exceptional funeral care but also by offering innovative programs and outreach that address their emotional and practical needs. Nancy’s expertise and passion for helping others perfectly align with our mission, and we are thrilled to have her on board.”

Rollings and Pinnacle Funeral Service groups partnered early last year so they could both provide better support for their locations and provide more opportunities for their team members.

Nancy is also a Certified Laughter Leader, published author, and accomplished speaker who has presented at leading industry conferences, including the National Funeral Directors Association (NFDA), International Cemetery, Cremation & Funeral Association (ICCFA), and multiple state associations. Her work has been featured in Funeral Home & Cemetery News for 15 years through her column, Random Musings.

A graduate of Empire State College with a bachelor’s degree in Business, Management, and Economics, Nancy has previously served as Community Outreach & Marketing Director, as well as a Preneed Salesperson for cemeteries in Buffalo, NY, and Veterans Funeral Care in Clearwater, FL. Through her company, The Laugh Academy, she has traveled nationwide teaching professionals how to “stress less and laugh more.”

“Pinnacle Funeral Service and Rollings Funeral Service have always stood out for their dedication to families and the communities they serve,” said Nancy Weil. “I am excited to contribute to their mission and to create programs that make a meaningful difference in people’s lives.”

About Pinnacle Funeral Service and Rollings Funeral Service:
Pinnacle Funeral Service and Rollings Funeral Service specialize in funeral home management, offering funeral home owners an alternative to selling to large corporations by  ensuring their locations maintain the highest standards of care and service for families in need. Together, Pinnacle and Rollings Funeral Service focus on community engagement, compassionate care, and providing meaningful support to the families they serve.