Most plans stop at the funeral director. We don't.
Burial plot, wake, probate support — all included. No potential £30,000+ surprise coming for your family.
Standard plans cover ~44%. We show the real £9,797+ cost — and close it completely.
Regulated Multi-Fund, Loan Trust, Spouse ISA — all FCA-protected, no shortfalls.
Already have a plan? Just fund the missing extras. Keep what works, fix what doesn't.
For decades, the funeral planning industry has sold "peace of mind" — but the numbers tell a different story. Here's what they don't want you to know.
According to SunLife's Cost of Dying Report 2025, the average funeral plan covers £4,285 — the funeral director's fees. But the actual cost when someone dies averages £9,797.
That £5,512 difference? Your family pays it. Often within days of losing you. While grieving. While arranging the service. While dealing with banks, utilities, and the emotional weight of loss.
And here's the part nobody mentions: both figures grow with inflation. At 5.5% annual funeral inflation, that £5,512 gap becomes £12,000+ in 15 years, £20,000+ in 25 years. The shortfall doesn't shrink — it compounds.
£1,500–£3,000 for legal work, court fees, and paperwork
£500–£1,500 for venue hire, catering, drinks
£300–£800 for arrangements, newspaper announcements, order of service
£1,000–£3,000 for a lasting tribute
£100–£200 for multiple certified copies required by banks, insurers, etc.
Funeral costs have risen 146% since 2004. They continue to outpace general inflation. Here's what the £5,512 gap looks like over time:
The gap grows 5x larger over 30 years at 5.5% funeral inflation
Based on historical UK funeral cost data
Families discover the gap when they're at their most vulnerable. The funeral director presents the "extras" — crematorium fees, flowers, the wake — and suddenly the £4,000 plan doesn't cover half of what's needed.
SunLife reports the average family goes £3,109 into debt to cover funeral costs. Credit cards, loans, borrowing from relatives — all while processing grief. Some families are still paying years later.
Even if there's money in the estate, probate takes 6-12 months. The funeral happens in days. Families must find the money upfront, then wait months — sometimes years — for estate funds.
Funeral costs have consistently outpaced general inflation for two decades. While the Bank of England targets 2% inflation, funeral costs have risen at an average of 5-6% annually since 2004.
This happens because of several factors: rising crematorium fees (often set by local councils facing budget pressures), increasing regulation costs passed on to funeral directors, higher property costs for funeral homes, and the growing demand for more elaborate services.
Traditional funeral plans were designed when the gap between "plan coverage" and "total cost" was much smaller. As that gap widens each year, families are left increasingly exposed — unless they've planned for the true, full cost of dying.
Standard funeral plans leave families with a growing shortfall. The £5,512 gap today becomes £27,000+ over 30 years. We fix it — permanently.
We've developed a suite of FSCS-protected investment structures, each designed for different circumstances. Whether you're planning from scratch or topping up an existing plan, there's an option that fits.
FCA regulated investment with growth potential
Invest the complete £9,797 (or your personalised amount) — not just funeral director fees
Choose your risk profile: RPI + 2% (conservative) to RPI + 5% (growth). Your fund grows to match — or exceed — future costs
Your investment is protected by the Financial Services Compensation Scheme
Adjust contributions, switch funds, or withdraw if circumstances change
IHT-efficient with guaranteed payout
You loan money to a trust, which buys the policy. Only the original loan value appears in your estate — growth stays outside IHT
Whole-of-life insurance guarantees the sum assured — no market risk on the core amount
Life insurance has unlimited FSCS protection — not capped at £85k
You can access funds via loan repayments if needed — flexibility without surrendering the policy
Immediate access for couples, no probate wait
Each spouse opens an ISA in the other's name. On first death, surviving spouse has immediate access — no probate, no waiting
Spouse exemption means no inheritance tax when the first partner passes
ISA wrapper means all investment growth is completely tax-free
Funds must be withdrawn and used for funeral costs prior to second death to avoid IHT on remaining balance
For those who already have a funeral plan
Your existing plan covers ~£4,285. Invest the £5,512 difference to ensure complete coverage
Top-Up works with any of our three investment models — Multi-Fund, Loan Trust, or Spouse ISA
Keep your existing funeral plan — just add the protection your family needs for everything else
Top-Up funds receive the same regulatory protection as full plans
Already have a funeral plan? Use our calculator to see exactly what's missing and compare Top-Up options.
Calculate your Top-Up amount →| Feature | Multi-Fund ⭐ | Loan Trust + WOL | Spouse ISA |
|---|---|---|---|
| FSCS Protection | Up to £85,000 | 100% (no limit) | Up to £85,000 |
| Access Speed | ~2 weeks | Days | Same day |
| Probate Required | Yes | No (trust) | No |
| IHT Treatment | In estate | Growth outside estate | Exempt on 1st death* |
| Investment Growth | Yes (choice of risk) | Guaranteed sum | Yes (tax-free) |
| Flexibility | High | Moderate (loan access) | High |
| Best For | Most people | IHT planning, larger estates | Married couples |
Four investment options, all FCA-regulated, all FSCS-protected up to £85,000. Choose the structure that matches your circumstances — or let us recommend one based on your situation.
We believe in complete transparency. Here's the mechanics behind each structure — so you can make a truly informed decision.
Using our calculator, you determine the complete cost of dying based on your wishes — funeral, wake, probate, memorial, everything.
Your money goes into a regulated collective investment scheme. You choose your risk profile: conservative (RPI+2%), balanced (RPI+3%), or growth (RPI+5%).
The fund targets growth above inflation. If funeral costs rise 5.5% and your fund returns 7.5%, you're gaining ground — not losing it.
After probate is granted (~2 weeks with proper documentation), your executors withdraw the funds to pay for everything you specified.
Illustrative example only. Investment returns are not guaranteed and can go down as well as up.
A simple trust document is established with your chosen beneficiaries (usually your family). The trust is the legal owner of the policy.
You lend the premium amount (say £9,797) to the trust. This is a formal loan — you could demand it back at any time. The loan value stays in your estate.
The trust uses your loan to purchase a WOL insurance policy on your life. The sum assured might be £15,000-£25,000 depending on your age and health.
The insurer pays the sum assured directly to the trust (not your estate). The trust uses this to repay your loan and distributes the excess to beneficiaries.
Only the outstanding loan amount (your original investment). If you loaned £9,797, that's what's counted for IHT — even if the policy is worth £25,000.
All the growth. If you loaned £9,797 and the policy pays £25,000, the £15,203 growth is completely outside your estate for IHT purposes.
Because the trust owns the policy (not you), the payout doesn't need to wait for probate. Trustees can access funds within days of death.
Illustrative example. Assumes estate exceeds IHT thresholds. Tax treatment depends on individual circumstances.
John opens an ISA in his name but funded by Mary's money. Mary opens an ISA in her name but funded by John's money. Each ISA holds half the total needed.
ISAs pay no capital gains tax and no income tax on dividends. All growth is completely tax-free — unlike other investment structures.
When John dies, Mary already owns "his" ISA (it's in her name). She can access it immediately — same day — no probate, no waiting.
Mary withdraws what she needs for John's funeral, wake, probate support — everything. The surviving spouse handles everything without financial stress.
Transfers between spouses are exempt from inheritance tax. When the first spouse dies, the ISA they funded passes to the survivor with zero IHT — regardless of value.
Unlike pensions or investment bonds, ISAs never pay capital gains tax or income tax. A £10,000 investment growing to £30,000 has £20,000 of completely tax-free growth.
When a spouse dies, the survivor gets an "APS allowance" equal to the deceased's ISA value — on top of their normal ISA allowance. This means you can reinvest the funds in an ISA if not immediately needed.
Before the second spouse dies, remaining ISA funds should be withdrawn and used for funeral planning or gifted. Otherwise, they may be subject to IHT as part of the second estate.
How it works: Each spouse owns an ISA funded for the other's funeral. When John dies, Mary already owns the ISA designated for his costs — no probate needed. John's ISA (for Mary's funeral) remains invested until Mary needs it.
Millions of people already have funeral plans — and we don't want them to abandon those plans. They provide genuine value for the funeral director portion. But they leave a gap.
Top-Up is specifically designed to work alongside your existing funeral plan. You don't start over — you simply plug the hole that your current plan doesn't address.
Top-Up works with any of our three investment models. Choose based on your circumstances:
Best for most people. Invest the gap amount (~£5,512) in a regulated fund with growth potential.
Best for IHT planning. Your existing plan is in your estate, but Top-Up growth stays outside.
Best for couples. Spouse can access Top-Up immediately on first death to cover the gap.
Pro tip: Use our calculator in "Top-Up Mode" to see exactly what your existing plan doesn't cover, and compare how each structure performs over your expected timeline.
Conservative (RPI + 2%): Lower volatility, suitable if you're risk-averse or have a shorter time horizon. Your fund is less likely to fluctuate dramatically but may grow more slowly.
Balanced (RPI + 3%): Middle ground between stability and growth. Good for most people with 10-20 years until they expect to need the funds.
Growth (RPI + 5%): Higher potential returns but more volatility. Best for younger planners or those comfortable with market ups and downs over a longer period.
All options are designed to outpace funeral inflation (historically 5-6% annually), so even the conservative option should protect against the growing cost gap.
Each investment model serves a different purpose. Multi-Fund for flexibility and growth, Loan Trust for IHT planning, Spouse ISA for couples. Choose based on your timeline, tax situation, and access needs.
Everyone's circumstances are different. Here are common scenarios and the structures that work best for each.
No dependents, estate under IHT threshold
Sarah wants to ensure her nephew isn't burdened with funeral costs. She doesn't have IHT concerns (estate ~£280,000) but wants her money to grow.
Estate £850,000, three adult children
David's estate will face IHT (potentially £210,000+). He wants to minimise the tax burden on his children while ensuring funeral costs are covered without dipping into the estate.
Married, modest estate, want simplicity
James and Patricia want to know that whoever dies first, the survivor can immediately handle funeral arrangements without waiting for probate or finding emergency funds.
Each ISA fully covers one funeral with growth to spare
Has Co-op funeral plan from 2019
Margaret bought a Co-op plan for £4,200 five years ago. She's just learned it won't cover the wake, probate, or memorial. She doesn't want to cancel it — just plug the gap.
Your situation is unique. Whether you're starting fresh, topping up an existing plan, or planning as a couple — there's a structure designed for you. Use our calculator to see exactly which option works best.
Every situation is different. Here's what you need to know about the tax implications and protections that come with each approach.
If your estate exceeds £325,000 (or £500,000 with residence nil-rate band), IHT at 40% may apply to the excess. This includes any investments held at death.
The Financial Services Compensation Scheme protects your money if an authorised firm fails. Coverage varies by product type.
Probate is the legal process of administering an estate. It can take 6-12+ months. Assets requiring probate can't be accessed until it's granted.
Consider Multi-Fund for flexibility, or Loan Trust if IHT is a concern.
Spouse ISA isn't suitable without a spouse.
Consider Spouse ISA for immediate access and tax-free growth.
Remember: withdraw before second death.
Consider Loan Trust + WOL to keep growth outside your estate.
Also offers guaranteed payout and 100% FSCS.
Consider our Top-Up Fund to bridge the gap your existing plan doesn't cover.
Works with any of the three models above.
FSCS protection covers you up to £85,000. The Loan Trust + Whole of Life combination offers 100% capital protection regardless of amount. Choose based on your estate size and IHT exposure.
We're not another funeral plan provider. We're the only complete funeral pre-planning service that addresses the full cost of dying with proper investment structures.
We fund the full £9,797+ cost of dying, not just the £4,285 funeral director portion.
FCA-regulated funds with proper growth potential — not just a trust holding cash that inflation erodes.
From ISA wrappers to Loan Trusts, we offer structures that traditional funeral plans simply don't.
Spouse ISA and Loan Trust structures bypass probate entirely — your family gets access when they need it.
Already have a funeral plan? We don't ask you to start over — just plug the gap.
We believe in transparency. Here's an honest comparison of every way you could fund funeral costs — including options that don't involve us at all.
| Option | Coverage | Growth | FSCS | Access Speed | IHT Efficient | Probate Free |
|---|---|---|---|---|---|---|
| The Only (Multi-Fund) ⭐ | Full (£9,797+) | RPI + 2-5% | £85k | ~2 weeks | ✗ | ✗ |
| The Only (Loan Trust) | Full | Guaranteed | 100% | Days | ✓ | ✓ |
| The Only (Spouse ISA) | Full | Tax-free | £85k | Same day | 1st death only | ✓ |
| Traditional Funeral Plan | Partial (~£4,285) | None/Limited | £85k* | Immediate | ✗ | ✓ |
| Whole of Life Insurance | Fixed sum | None (erodes) | 100% | ~2 weeks | ✗ | ✗ |
| Savings Account | Variable | Below inflation | £85k | After probate | ✗ | ✗ |
| Premium Bonds | Variable | ~4% avg | 100% (gov) | After probate | ✗ | ✗ |
| Do Nothing (Family Pays) | None | N/A | N/A | N/A | ✗ | ✗ |
* Funeral plans became FSCS protected in July 2022 when FCA regulation began.
Savings accounts currently pay 3-5% interest. Funeral costs rise at 5.5%. You're losing ground every year. Plus, savings are locked in your estate — family can't access them until probate completes (6-12 months).
Whole of Life pays a fixed sum. If you take out £15,000 cover aged 55, you still get £15,000 if you die aged 90. But funeral costs have tripled by then. You pay premiums for 35 years for a payout that doesn't keep pace.
Traditional plans cover funeral director fees — which is valuable. But they leave 56% of the true cost uncovered. The industry markets "peace of mind" while your family faces a £5,000+ bill.
That said, if you already have a traditional plan, our Top-Up bridges the gap perfectly.
Many people assume "they'll figure it out." Here's what that actually means for your family:
We believe you should know exactly what you're paying for. Here's a complete breakdown of fees for each structure — with nothing hidden.
Trust-based, FCA regulated
Like Dignity and Co-op, we deduct an establishment fee upfront. This covers sales, marketing, administration, literature, and setup costs. The remainder goes into an FCA-regulated trust.
Consumer Duty compliant: All fees are capped by FCA fairness rules and clearly disclosed before you commit.
Investment-linked growth
Net of fees: Even with 1.35% charges, a 6.5% gross return still beats 5.5% funeral inflation.
IHT-efficient structure
WOL premiums vary by age, health, and sum assured. Typical examples:
Or pay single premium from existing funds
IHT saving potential: Trust setup costs are typically recovered many times over in IHT savings for larger estates.
Tax-free, immediate access
Lowest total cost: Same investment fees as Multi-Fund, but zero tax on all growth forever.
| Fee Type | Funeral Plan | Multi-Fund | Loan Trust | Spouse ISA |
|---|---|---|---|---|
| Setup cost | 15% of plan | £250 | £350 | £250 |
| Annual ongoing | 0.5% | 0.82-1.35% | £75-225/yr | 0.82-1.35% |
| Exit fees | £0 | £0 | £0 | £0 |
| Free will | ✓ Included | ✓ Included | ✓ Included | ✓ Included |
Can't pay in full today? Spread the cost with our flexible payment plans. We'll work out exactly what you need to pay so your plan is fully funded when you need it.
Funeral costs rise at approximately 5.5% per year. If you're paying over time, your payments need to account for this growth so your plan is fully funded at the end.
The calculator in our plan builder shows exact figures including term life premium.
Every payment plan includes term life insurance for the payment period. If you pass away while still making payments, your plan is paid in full automatically — your family pays nothing more.
Complete transparency on fees — no hidden charges. All options include a free will (worth £90). Payment plans available from 2-15 years with optional term life cover for peace of mind.
Every structure we offer is backed by UK financial regulation. Here's exactly how you're protected.
The Financial Conduct Authority is the UK's financial services regulator. All our investment products are authorised and regulated by the FCA.
The Financial Services Compensation Scheme is the UK's statutory deposit insurance and investors compensation scheme.
If something goes wrong, you have access to the Financial Ombudsman Service — a free, independent dispute resolution service.
The Financial Services Compensation Scheme (FSCS) is the UK's statutory deposit insurance scheme. If an FCA-authorised firm fails, FSCS steps in to protect your money.
For investments: You're protected up to £85,000 per eligible person, per firm. This covers the underlying investment value, not just your original contribution.
For insurance (Whole of Life): FSCS covers 100% of the claim with no upper limit. This is why Loan Trust + WOL offers unlimited protection.
Important: FSCS protection applies per firm. If you spread investments across multiple providers, each gets its own £85,000 protection limit.
Every option we offer is FCA-regulated with FSCS protection. You have Ombudsman access if anything goes wrong. Traditional funeral plans only gained these protections in July 2022.
Funeral planning is just one piece of the puzzle. To truly protect your family, you need a valid will. That's why we've partnered with WillWise to offer a free online will to every customer.
WillWise's AI-powered platform guides you through creating a legally valid will in about 15 minutes. It covers everything — executors, beneficiaries, guardians for children, and specific gifts.
Note: If you have complex circumstances (multiple properties abroad, business interests, blended families), we recommend consulting a solicitor. WillWise is ideal for straightforward estates.
Unlike fixed packages, you build exactly what you want. Every item priced separately. No hidden costs.
Cremation, burial, woodland, or direct. Religious or secular.
Pick every item. Coffin, flowers, venue, catering — you decide.
Pay now or in instalments. Price guaranteed against inflation.
When the time comes, everything is handled. No financial stress.
Choose your plan type, customise your options, and see your total. Every plan includes a free will.
Prices vary by region. Enter your postcode for accurate pricing.
Select a funeral type to begin
🎁 Includes free will via WillWise (worth £90)
Spread the cost with our flexible payment plans. Payments include term life cover (protection if you pass during the payment period) and are calculated to grow with 5.5% funeral inflation so your plan is fully funded at the end.
We understand that different faiths have specific requirements. Our templates ensure your wishes are respected.
Don't see your faith? We can create a bespoke plan for any religious or cultural requirement.
Most funeral plans cover £4,285. The actual cost of dying is £9,797.
Build your actual wishes. Project forward with live ONS inflation data. Compare 5 funding options side by side. See exactly what each delivers — and what your family would face.
Already have a funeral plan? Our Top-Up mode shows exactly what's missing.
| Feature | Us | Co-op | Dignity | Insurance |
|---|---|---|---|---|
| Build your own plan | ✓ | ✗ | ✗ | ✗ |
| Itemised pricing | ✓ | ✗ | ✗ | N/A |
| Burial plot included option | ✓ | ✗ | ✗ | ✗ |
| Wake & catering included | ✓ | ✗ | ✗ | ✗ |
| Faith-specific templates | ✓ | Limited | Limited | ✗ |
| Inflation protected | ✓ | ✓ | ✓ | ✗ |
| FCA regulated | ✓ | ✓ | ✓ | ✓ |
| Probate support | ✓ | ✗ | ✗ | ✗ |
Your money is held in an independent trust fund, completely separate from our company. This means even if we went out of business, your plan is 100% protected. Additionally, all plans are covered by the Financial Services Compensation Scheme (FSCS) up to £85,000.
Yes. You can upgrade, downgrade, or modify your plan at any time. If you add items, you pay the difference at current prices. If you remove items, we'll refund the difference or credit it to your plan.
Your plan is fully portable anywhere in the UK. We work with a network of funeral directors nationwide. If you move to a higher-cost area, there may be a small adjustment for regional price differences.
Our guarantee covers the funeral director's services in full, regardless of inflation. For third-party costs (crematorium fees, burial plots), we provide an allowance based on current averages. If these rise significantly, there may be a small top-up required, but we cap any shortfall at 10% of the original allowance.
Yes. You have a 30-day cooling-off period for a full refund. After that, you can cancel at any time and receive a refund minus a small administration fee (typically £250). If you've paid in full, you'll receive your payments back minus this fee.
We've worked with religious leaders to create templates that respect specific requirements. For example, our Islamic plan includes provisions for 24-hour burial, Ghusl washing, and Janazah prayers. Our Jewish plan ensures Tahara rituals and simple wooden coffins. You can customise any template further.
Build your plan in minutes. Lock in today's prices. Give your family peace of mind.
Lines open Mon-Fri 9am-6pm, Sat 9am-1pm