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Two Together: Save £100!Save £100 when you purchase two funeral plans together. Call us for more details.
Written by Mitch Tapner.
12 minute read
Arranging a funeral can feel daunting, especially when families are worried about the potential of rising costs and knowing exactly what is covered. Both Aura and Choice offer prepaid funeral plans that aim to take away some of that uncertainty, but the way they do it is quite different.
Aura is best known for its straightforward direct cremations, with all-inclusive pricing that keeps things simple and transparent. Choice, on the other hand, partners with local funeral directors to provide a wider mix of traditional and tailored funeral services.
In the sections below, we’ll set out how the two compare, from pricing and flexibility to the type of support offered and what families have shared in their reviews.
Aura Funerals is a family-run provider, offering both direct cremations and prepaid funeral plans. Their services include options for attended or unattended cremations, all arranged with dignity and care. By keeping everything all-inclusive and pricing transparent, Aura makes it easier for families to organise a meaningful funeral without unnecessary stress or added expense.
Unlike Aura, Choice specialises only in prepaid funeral plans, giving families the option to arrange everything in advance. Established in 2014, it has built a reputation as a trusted provider, working alongside more than 280 independent funeral directors across the UK to deliver its services.
While Choice offers flexibility through its network of independent funeral directors, Aura’s family-run approach focuses on all-inclusive direct cremations and prepaid funeral plans, providing families with a clear and affordable alternative.
When it comes to comparing funeral plans, families often weigh up more than just the cost. End-of-life planning is also about the kind of support, flexibility, and reassurance you want for yourself and those close to you.
Aura keeps things simple with prepaid funeral plans starting at £1,695 for an unattended cremation, with everything included in one clear price. Choice takes a broader approach, offering three funeral plans, with its direct cremation option beginning at £1,795.
Aura’s funeral plans give you flexibility in how you pay, either in full or spread over 12 to 24 months, with no additional charges.
Choice also provides options to pay upfront or in instalments. Payments over 12 months carry no extra cost, but if you spread them over a longer period, instalment fees apply. For instance, choosing a 10-year plan would add an extra £890.60 to the overall price.
While the two providers differ in how they handle payments, their cancellation policies are very similar, with both allowing free cancellation at any time.
Funerals can be costly, but Aura’s Two Together plan helps ease that burden. Purchasing two funeral plans at the same time gives you a permanent £100 discount, with no codes or expiry dates to worry about.
Choice offers a similar benefit, giving customers £200 off any plan for a friend or family member when it’s bought alongside their own, or within three months of purchase.
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, all-inclusive, and available across mainland Britain. One clear price covers everything a family needs: 24/7 collection, professional care, cremation fees, a simple coffin, paperwork support, and ashes returned by hand or scattered at the crematorium.
Families can choose an attended option to say goodbye in person. Aura offers a 10-minute farewell for up to 15 people at £2,395, or a 40-minute service for more guests at £2,995. In comparison, Choice’s attended funerals start from £2,650.
Aura’s prices are the same nationwide, with no hidden fees. Attended plans are available at over 40 partner crematoriums, making it easy to find a nearby location. Choice works with around 290 funeral directors across the UK. While Choice charges extra for ashes delivery, Aura includes hand-delivery as standard.
Aura gives families peace of mind with flexible terms, strong protections, and an ethical approach. If you’re paying over up to 24 months, you can cancel at any time for a full refund with no fees. Aura also allows you to make changes such as updating your wishes or adjusting plan details, without extra charges.
This kind of flexibility isn’t always available elsewhere. With Choice, for example, no financial amendments can be made until the plan has been paid in full if you’re paying by instalments.
Both Aura and Choice are authorised and regulated by the Financial Conduct Authority (FCA), and customer payments are safeguarded through independent trusts or insurance-backed schemes. Aura goes further in explaining how funds are protected, with cover under the Financial Services Compensation Scheme (FSCS) giving families added reassurance.
Aura’s funeral plans are also recognised for quality, holding 5-star ratings from both Fairer Finance and the Funeral Solution Expert for fairness, value, and compassionate care. Choice’s plans, meanwhile, hold a 4/5 stars rating from Fairer Finance.
In 2024, Aura was named SME ‘Compliance Team of the Year’ by the ICA, recognising their commitment to doing right by every family they support. The following year, they received Gold in the highly competitive ‘Customers at the Heart of Everything’ category and Silver for ‘Best Customer Service’ at the 2025 UKCXA awards.
| Choice | ||
|---|---|---|
| Starting Price | £1,695 | £1,795 |
| Trustpilot | 4.9/5 stars | 4.9/5 stars |
| Fairer Finance | ||
| Aura Angel Support for Familiesℹ | ||
| Free Cancellation Anytimeℹ |
Aura takes a compassionate approach to funeral planning, putting people before sales. Their ‘No Pressure Promise’ means families receive honest, supportive guidance without unwanted follow-ups or pushy tactics. This sets them apart from some providers, where reviews have raised concerns about more persistent sales approaches that can feel overwhelming.
As a family-run provider, Aura places care and kindness at the centre of everything they do. Their dedicated Aura Angels guide families through every stage, from managing paperwork to offering comfort and reassurance. Whether arranging a simple direct cremation or planning a more personal celebration of life, the team is always just a call or click away.
This care extends to compassionate support, with phone guidance available from both Aura and Choice. Aura goes further by providing a wide range of online resources, including articles on funeral costs, planning advice, and support for coping with grief.
Families can feel reassured with Aura’s satisfaction guarantee, if expectations aren’t met, a plan can be cancelled at any time for a full refund. Every plan is also protected under FCA regulation, with safeguards in place such as a fallback provider if required. And Aura’s care doesn’t end with the funeral; their aftercare and bereavement support ensure families continue to feel supported and guided once the arrangements are complete.
Many people choose a prepaid funeral plan for the peace of mind it brings, and both Aura and Choice aim to provide that reassurance. Choice’s plans are well recognised and valued for their affordability and straightforward approach, giving customers confidence that arrangements are in place.
Aura, as a family-run provider, combines professional expertise with a personal touch. They are large enough to offer reliable, dedicated support, yet small enough to give each family the time and care they deserve. Reviews often praise Aura’s compassionate service and the simplicity of the process. With their gentle, no-pressure approach, families feel supported without ever being rushed into decisions.
Both Aura and Choice receive excellent customer feedback, with Trustpilot rating each provider 4.9 out of 5 stars. Independent reviewers offer further insight, with Fairer Finance awarding Aura 5 stars compared to 4/5 stars for Choice.
While both providers aim to give families peace of mind, Aura stands out for its personalised care, flexible approach, and consistently high independent ratings.
With so many details to think about, comparing funeral plans can feel overwhelming. Both Aura and Choice offer ways to prepare in advance, helping families feel more secure about the future.
Choice has an established network of funeral directors and is known for straightforward prepaid funeral plans that give reassurance to those who want everything arranged ahead of time. Aura, as a family-run provider, takes a different approach, focusing on all-inclusive direct cremations, fair and transparent pricing, and compassionate support at every stage. Independent 5-star ratings, flexible terms, and ongoing aftercare set them apart as a modern, people-first alternative.
In the end, the right provider is the one that feels best for you and your loved ones. If you’re still weighing up your options, Aura’s team is always here to answer questions and guide you through the process with care.
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.
Not exactly. Choice is a national funeral plan provider that works with a network of around 280–290 independent funeral directors across the UK. This means plans are delivered locally, but the company itself is not a small local provider, it connects families with its partnered funeral directors.
Yes. Choice was established in 2014 and has become one of the UK’s recognised prepaid funeral plan providers. It is authorised and regulated by the Financial Conduct Authority (FCA), and customer funds are safeguarded through independent trusts or insurance-backed schemes. Reviews generally highlight its straightforward approach to funeral planning.
Choice funeral plans typically include:
What’s not included are elements such as a service at the crematorium, use of a hearse or flowers, upgrades to the coffin, or hand delivery of ashes (collection is free, delivery costs extra).
Yes. Choice allows customers to cancel their plan at any time. Both Aura and Choice offer free cancellation policies, so there are no fees if you decide to cancel. However, if you have already made instalment payments, the refund process may depend on how much has been paid into the plan at that point.
Yes. Choice funeral plans are authorised and regulated by the Financial Conduct Authority (FCA). This regulation ensures customer protections are in place, with funds held securely in independent trusts or insurance-backed arrangements to safeguard money until it is needed.
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.