A traditional funeral includes a funeral service. So if someone is cremated, that service may take place at the crematorium, or it could take place at a church. However, research in 2024 found that most people don’t want this any more – they want the freedom to arrange their own service, that’s more personal to them.

Plus, if you take out a plan for a traditional service, you may be charged for services you don’t want. For instance, it might include having a celebrant – who never knew you – speak at your funeral.

With a traditional funeral, the service is usually only a few weeks after someone has passed away, which might not be convenient for family, or might just be too upsetting so soon after someone has died.

With Pure, you get all the cremation services you need for a respectful cremation, but family don’t usually attend (although we do have this as an option, on the occasions someone does want to attend).

Pure Cremation has always put its customers first. Not only are we the most popular provider of direct cremations, we also have the most five star reviews on Trustpilot and Reviews.io.

And almost all of those reviews mention the people who work at Pure. Caring, dedicated, expert professionals who believe in keeping alive the family values that has always made Pure so special, and why so many of those who use our service recommend us to others.

No. You can pre-pay with our funeral plan, either in a single payment or in monthly instalments (starting from the equivalent of less than £6 a week). But if someone passes away without a plan, their family can just call us, 24/7, pay the cremation fees and we can arrange their pure cremation there and then.

Yes. We collect someone when they have passed away – from their home or a hospital – anywhere in Britain. We then take them into our care and perform the committal at our Charlton Park crematorium in Andover. Afterwards, we return the ashes to next of kin, personally and by hand.

The family can arrange a service that’s near them, perhaps somewhere that was a favourite of the deceased.

Yes, we do. There are different rules in Scotland, which means the cremations are carried out by one of our partners there. But throughout Great Britain, someone can buy one of our plans or call us to arrange a funeral, and we will be there.

We have a national fleet of drivers who can collect someone when they die and bring them straight into our care.

Pure Cremation offers Britain’s bestselling funeral plan. A funeral plan with us can save you over £2,000 compared to a traditional funeral. A pure cremation is a dignified, respectful funeral performed by caring professionals at our own crematorium, without a ceremony, so you’re not paying for a hearse, funeral director fees and so on.

The equivalent of a ‘pure cremation’ by another company is referred to as a ‘direct cremation’.

Our Code of Practice lays out the seven principles we think all funeral directors, including ourselves, should adhere to. While funeral plans are regulated, the funeral profession as a whole is currently not regulated. We believe that should change, but until then, we have set out our beliefs as to the standards that families using any funeral director should be able to expect.