Comment on the National Association of Funeral Plan Providers’ Report on Funeral Trends 2024

The National Association of Funeral Plan Providers, which represents all 29 companies authorised to provide funeral plans in the UK, has published its annual report showing the number of funeral plans sold in the UK during 2024.

The Report on Funeral Trends 2024 found that 62% of all sales were direct cremation plans, as opposed to traditional funeral plans. Direct cremation plans don’t include a service that family or friends can attend.

Sorya Kousourou, Chief Customer Officer at Golden Charter, said:

“We have seen a strong interest in direct cremation plans as understanding of this option grows, particularly from those over 55. This has been reflected in the type of funeral plans our customers have purchased, with those opting for direct cremation doubling over the last five years.

“One of the main reasons people purchase a funeral plan is to take the burden of planning a funeral away from family members in what is always an emotionally heightened time. Our plan holders want to know that everything will be taken care of by a local funeral director and that their loved ones won’t have anything to worry about or face unexpected costs when the time comes.

“Our research has found that 90% of family members have had a positive experience of direct cremation, with the majority saying that it helps to avoid the emotional intensity of planning a traditional funeral, instead allowing friends and family to grieve in their own way.

“As the National Association of Funeral Plan Providers’ industry analysis confirms, direct cremation is becoming an increasingly mainstream choice. However, public awareness still lags, and we remain committed to educating customers about all of their options. Working alongside our UK-wide network of independent funeral director partners, we are continually refining our offerings to ensure greater choice, financial clarity, and support for both plan holders and their families.

“The most important aspect of planning for our customers is choice – being able to provide a variety of options at a range of price points. For many, direct cremation represents a modern, thoughtful, and practical way to say goodbye—and we’re dedicated to making this choice as accessible and seamless as possible for a growing number of customers.”