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Written by Mitch Tapner.
18 minute read
When it comes to planning a funeral, two of the most recognised names in the UK are Aura Funerals and Pure Cremation. Both specialise in direct cremation services, the simplest and most affordable type of funeral, and each also offers prepaid funeral plans for those wishing to prepare in advance.
The purpose of this page is to give you a clear, side-by-side comparison of the two providers, covering services offered, costs, transparency of pricing, support provided to families, customer reviews and expected timelines.
Our goal is to provide you with a detailed comparison so you can make an informed choice about which provider is the right fit for you or your loved one. Whether you are arranging a funeral at time of need or planning ahead, this guide will help you understand the differences and similarities between Aura Funerals and Pure Cremation.
Aura Funerals is a family-run provider that offers all-inclusive direct cremation services, available as either attended or unattended options, as well as transparent prepaid funeral plans. The focus is on giving families a dignified and personal funeral without high costs or unnecessary formality.
Due to its large TV campaigns, Pure Cremation is one of the UK’s most well-known direct cremation providers. It is recognised for operating its own dedicated crematorium facilities and providing a nationwide service. With strong brand awareness and thousands of customer reviews, Pure Cremation has played a major role in making direct cremation a more popular choice.
While Pure Cremation has focused on growing its brand through TV advertising, Aura has put its energy into offering thoughtful, personal support to every family it helps. By prioritising care over promotion, Aura aims to make arranging a funeral feel simpler, more human, and a little less overwhelming.
One of the first things many families consider is direct cremation prices, as this helps shape their decision based on both budget and needs.
Pure’s direct cremation prices start from £1,495, with the option to add a small service between £1,790 and £2,390 at its UK-based crematorium Charlton Park.
Aura offers unattended direct cremations from £1,195. Attended services start from £2,095 and are available at any crematorium in Britain.
*Terms and conditions apply. You will receive a funeral summary before purchase to help you understand the features, costs, and limitations*
Aura is clear and upfront about pricing, with no hidden fees. However, there are a few optional extras depending on your needs or preferences.
Pure Cremation aims to keep its pricing simple, but there may be added charges depending on the choices you make. These can include fees for selecting a specific crematorium, upgrading to a more expensive coffin (such as one with a different finish or handles), or including a celebrant to lead the service. If family members wish to attend the cremation, this is available as an optional extra at an additional cost.
When a funeral is needed straight away, both Aura and Pure Cremation require full payment upfront. This ensures that everything can be arranged without delay and that the service goes ahead smoothly. Neither provider currently offers instalment options for time-of-need funerals.
Pure Cremation collects your loved one anywhere in mainland Britain and carries out the cremation at their site in Hampshire or a partner crematorium in Scotland. No mourners attend by default, but families can choose an optional simple farewell at one of their limited crematorium locations. Afterwards, the ashes are either hand-delivered to the family or respectfully scattered in the Garden of Remembrance. The service is designed to be simple, dignified and stress-free, while leaving families free to plan a personal memorial later.
Their most popular option is unattended cremation, but they also offer attended direct cremations at limited venues with the following additional costs: £395 for up to 12 people, £745 for up to 100, or from £995 at partner sites. Ashes are usually hand-delivered within 14 days.
Aura’s unattended cremations start from £1,195, with attended direct cremations from £2,095 for a short farewell or from £2,695 for a full 40-minute service. Families can add personal touches such as music or a funeral celebrant, and celebrations of life can be planned with the support of Aura. Ashes are hand-delivered within 21 days.
Aura is a family-run company offering kind, person-centred care. Their Angel team is available 24/7 to guide families through what to do when someone dies and provide support at every step. Pure Cremation also offers round-the-clock help, so families can get help whenever they need it.
Aura’s ‘No Pressure Promise’ means no hard sell or follow-up calls; only clear information so families can decide in their own time. They focus on compassion, with simple personal touches such as favourite music or flowers, and thoughtful follow-up support.
Pure Cremation staff are often praised for professionalism, though Money Magpie reviews highlight that the experience can sometimes feel less personal, which may not suit everyone.
Support after the funeral can be just as important so Aura makes sure to check in with families to offer help with any next steps. This could be helping with paperwork, ashes, and memorial choices, or even signposting grief support if needed.
Pure Cremation’s TV campaigns have helped raise its profile, making it one of the most well-known funeral providers in the UK. This is reflected in its Trustpilot page, which features over 27,000 reviews and a 4.8/5 rating. Many customers praise the service for being affordable and straightforward. However, some reviews have raised concerns about the company’s marketing approach, with some claiming they have been ‘bombarded with emails and phone calls’.
Despite being newer, Aura themselves also have a number of impressive reviews, currently holding the title of the UK’s top-rated direct cremation service, with an Excellent 4.9/5 Trustpilot score. Many customers have written heartfelt reviews that praise team members for their compassion and support. Families often highlight how seamless and transparent the process feels, with clear communication and no hidden costs.
When comparing funeral plans, it’s important to find one that feels right for you, both in terms of cost and the kind of care you’ll receive as part of your end-of-life planning. Here, we compare Pure Cremation’s funeral plans with those offered by Aura, looking at key differences in pricing, flexibility and what’s included.
Aura’s prepaid funeral plans start from £1,695 for an unattended cremation, offering great value with no hidden fees. Pure Cremation’s plans start from £2,095 for a similar service. Both providers offer attended options as well, which we’ll explore in more detail below.
*Terms and conditions apply. You will receive a funeral plan summary before purchase to help you understand the features, costs, and limitations.*
Aura’s funeral plans offer flexible payment options, allowing you to pay in full or spread the cost over 12 to 24 months, with no extra fees, whichever option you choose.
Pure Cremation also provides several payment options, but there are some restrictions and additional costs to consider. You can pay in full or in monthly instalments over 1 to 10 years, depending on your age when you buy the plan. If you’re over 84, you may have fewer payment terms available. Choosing a longer payment term can also increase the total cost, in some cases by up to £1,103.
There are also differences when it comes to cancellation. Pure Cremation charges a £350 cancellation fee if you cancel after 30 days. Aura, on the other hand, understands that circumstances can change, so they don’t charge a fee to cancel your plan at any time.
To help with the cost, both providers offer occasional discounts. Aura’s Two Together plan includes a permanent £100 saving when you buy two funeral plans at once, no time limits, no special codes needed. Pure Cremation also runs time-limited promotions, such as offering a £50 gift card when you take out a plan.
If you’re looking to purchase a plan for yourself and a loved one, you can save £100 when you buy two plans together.
Our ‘Two Together’ funeral plans include everything you’ll find in our single plans, but at even better value.
Please note, our Two Together plans are not yet available to buy online. For more information, please call our team or request a quote on the button below.
Aura’s funeral plans are simple, inclusive, and available across mainland UK at one flat price. Every plan covers funeral director services, 24/7 collection, care of the person who has died, cremation fees, a simple coffin, help with paperwork, and the ashes either hand-delivered to the family or respectfully scattered.
For families who wish to attend, Aura offers short farewells of 10–15 minutes at over 40 crematoriums nationwide, making it easy to hold a service close to home. By comparison, Pure Cremation provides attended services only at their own crematorium in Andover or one partner site in Scotland, with extra costs starting from £395 and rising to £995 depending on numbers and location.
Aura offers families greater peace of mind by combining flexible terms, strong protections and a clear commitment to ethical service. Customers can cancel their plan at any time within the first 24 months and receive a full refund, with no cancellation fees. Meanwhile Pure Cremation’s plans include a £350 cancellation fee after 30 days.
Aura also allows changes to be made to your plan at no extra cost. Whether it’s updating your wishes or adjusting details, you won’t be penalised if things change. Not all providers offer this level of flexibility, so it’s something worth considering when comparing options.
Both Aura and Pure Cremation are authorised and regulated by the Financial Conduct Authority (FCA), and all money is protected in independent trusts or insurance-backed schemes. Aura is especially transparent about how funds are protected by the Financial Services Compensation Scheme (FSCS), helping families feel confident that their money is in safe hands.
Aura’s funeral plans have received 5-star ratings from both Fairer Finance and the Funeral Solution Expert, reflecting their focus on fairness, value, and customer care. Pure Cremation also holds a strong 4/5 stars rating from Fairer Finance.
In 2024, Aura won the ICA’s ‘SME Compliance Team of the Year’ award, highlighting their commitment to doing the right thing and protecting customers at every step. The following year, they were recognised at the 2025 UKCXA Customer Service Awards, winning Gold in the highly competitive ‘Customers at the Heart of Everything’ category, and Silver for ‘Best Customer Service’.
| Starting Price | £1,695 | £2,095 |
| Trustpilot | 4.9/5 stars | 4.8/5 stars |
| Fairer Finance | ||
| Aura Angel Support for Familiesℹ | ||
| Free Cancellation Anytimeℹ | ||
| Transparent Pricingℹ | ||
| Hassle-Free, No Pressure Promiseℹ |
Aura takes a compassionate, people-first approach to funeral planning, with a strong focus on support rather than sales. Their ‘No Pressure Promise’ means families can enquire without the worry of follow-up calls or unwanted emails. In contrast, some providers, including Pure Cremation, have received reviews mentioning persistent follow-up contact, which some customers have found ‘overwhelming’.
As a family-run business, Aura puts care and kindness at the centre of everything it does. Their dedicated team, known as the Aura Angels, supports families through every part of the process, whether it’s arranging a direct cremation or planning a more personal celebration of life. The Angels are on hand to offer practical help with things like paperwork, as well as emotional support for those who are grieving. You can reach them online or over the phone, whenever you need to talk.
Pure Cremation also provides support via phone and online, including a helpful selection of articles on topics such as funeral costs and coping with grief.
Aura makes it easy for customers to update their details or change beneficiaries at any time, without admin fees or hassle. This flexibility is part of their commitment to keeping things simple and stress-free.
To give families added confidence, Aura offers a satisfaction guarantee, with a free cancellation and a full refund if the service doesn’t meet expectations. All plans are backed by FCA regulations, which include protections such as a fallback provider or refund if something goes wrong. Aura also offers access to gentle aftercare and bereavement support, so help continues even after the funeral is over.
Customers who choose a prepaid funeral plan are often looking for peace of mind, and both Aura and Pure Cremation aim to offer just that. Pure’s plans are popular and frequently praised for their affordability and simplicity. Many customers say they feel reassured knowing everything is arranged in advance. However, some reviews mention issues such as ‘persistent’ marketing emails or calls.
Aura’s plans are newer but have already received consistently excellent feedback. Customers highlight the personal, compassionate support they’ve received, as well as how easy the process feels from start to finish. Aura takes a gentle, no-pressure approach, you’re never rushed or pushed into making a decision before you’re ready.
In terms of ratings, both providers are highly regarded. Aura holds a Trustpilot rating of 4.9 out of 5, while Pure Cremation scores 4.8. Independent reviews like Fairer Finance have also rated Aura 5 stars, compared to 4 stars for Pure.
While both companies offer reassurance in different ways, Aura’s combination of personal care, flexible terms, and strong independent reviews make it a trusted choice for many families.
Choosing a funeral provider is a deeply personal decision, whether you’re arranging a cremation now or planning ahead for the future. Both Aura and Pure Cremation offer direct cremation services that are simple, dignified, and more affordable than a traditional funeral.
Pure Cremation is well known and widely used, especially for its straightforward unattended cremation option. It’s a provider with a strong reputation, particularly for those seeking something simple and efficient.
Aura, though newer, is already highly rated for its compassionate, people-first approach. As a family-run service, Aura combines people-focused care with clear pricing, flexible terms and thoughtful aftercare, all without pressure or sales tactics. Their dedication to support, especially during emotionally difficult moments, helps many families feel genuinely cared for.
Whichever provider you choose, the most important thing is finding a service that feels right for you and your loved ones. If you’re still unsure where to begin, contact us for more information.
If you’d like to know more about how to plan a cremation with Aura, our brochure is a helpful place to begin.
Our funeral plans are a helpful way to put everything in place for you or someone else.
When the time comes, our experienced team will be here to guide you through each step, offering support and advice whenever you need it.
To find out more about how our plans work, what’s included, and our story, you can request a brochure by clicking the link below. We will then send you a copy by email or First Class post—whichever you prefer.
While Pure Cremation has coverage across multiple regions, it does not have a network of local branches or care centres. Instead, they conduct all services directly from their Andover facility. Aura meanwhile has UK-wide coverage, reaching families across mainland Britain, it executes this through its trusted local partners, which help make arrangements feel rooted in your local area.
A Pure Cremation funeral plan starts from £2,095. This includes collection, cremation fees, and the return of the ashes. Aura’s funeral plans start at £1,695 and include similar essential services, with the added support of a dedicated team to guide you through each step.
A Pure Cremation funeral plan starts from £2,095 and includes the following.
At the price of £1,695 , Aura offers similar inclusions as part of their plans.
If you change your mind, Aura allows cancellation at any time with a full refund and no cancellation or administration fees. Pure meanwhile charge a £350 cancellation fee for their funeral plans after the first 30 days.
Both Aura and Pure Cremation funeral plans are safe and secure. They’re regulated by the Financial Conduct Authority (FCA), which means they must meet strict standards around finances and customer care. Extra protections, like the Financial Services Compensation Scheme (FSCS), also offer peace of mind in the unlikely event that something goes wrong.
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.