×
Plan Now, Pay LaterSecure your plan today, don't pay until 9 January 2026. T&Cs apply, click here for details.
Two Together: Save £100!Save £100 when you purchase two funeral plans together. Call us for more details.
Written by Mitch Tapner.
18 minute read
When it comes to finding a funeral provider, many families want two things above all else: simplicity and affordability. Aura Funerals and Co-op are two providers offering just that. Both focus on direct cremation, a straightforward, dignified alternative to a traditional funeral, and also offer prepaid funeral plans for those who want to plan ahead. But how do they compare?
This page offers a clear, side-by-side comparison of the two providers, looking at services, pricing, flexibility, family support, customer reviews and timelines.
Whether you’re arranging a funeral now or thinking ahead, this guide will help you understand how Aura Funerals and Co-op compare, so you can make the choice that feels right for you or your loved one.
With Aura, pricing is clear and fee-free, while Co-op may add instalment costs and cancellation charges.
Families receive 24/7, compassionate support from Aura’s small, family-run team; Co-op’s service is wider but some reviews state it can feel less personal.
Customer reviews highlight Aura’s 4.9/5 Trustpilot rating for care and clarity, while Co-op holds a solid 4.6/5 with some concerns raised.
Flexibility is a strength for Aura, offering free cancellations and 5-star Fairer Finance ratings, while Co-op is valued for its scale and reach.
Aura Funerals is a trusted, family-run provider that specialises in simple, all-inclusive direct cremation services. Whether families choose an attended or unattended option, or prefer to plan ahead with a prepaid funeral plan, Aura keeps things clear, affordable and personal, offering a dignified alternative without added stress or unnecessary formality.
Co-op is one of the best-known names on the high street, with local funeral directors across the UK. Their services cover both traditional funerals and direct cremation, giving families a broad range of options. However, their traditional focus means they may not always be the first choice for those specifically seeking a simpler, low-cost funeral without the extras.
Aura, by contrast, is dedicated to making direct cremation as straightforward and personal as possible. By focusing on simplicity, clear pricing, and thoughtful support, Aura helps families arrange a dignified farewell without the complexity or pressure that can come with more traditional services.
For many families, direct cremation prices are one of the first things they look at, as this can help guide their decision based on both cost and personal preference.
Co-op’s direct cremation prices start from £1,445.
Aura offers unattended direct cremations from £1,195, providing a simple and dignified option at an affordable price. For those who would like to attend, services start from £2,095 and can be held at any crematorium across Britain.
Aura is clear and upfront about pricing, with no hidden fees. However, there may be a few optional extras depending on your needs or preferences.
Co-op aims to keep its pricing straightforward, but additional costs can arise depending on your choices. For instance, if you wish to have the ashes delivered to a local Co-op funeral home, it will cost you an additional £50.
If a funeral is needed immediately, both Aura and Co-op require full payment upfront. This allows arrangements to be made without delay and ensures the service runs smoothly. At present, neither provider offers instalment plans for time-of-need funerals.
Co-op’s direct cremation is an unattended cremation with no service, arranged online, by phone, or in person, with payment due within 48 hours. After paperwork, Co-op collects the person who has died and carries out the cremation at a time and place of their choosing.
Ashes are returned in a biodegradable box for collection, or delivered to a funeral home for £50. For those wishing to attend, the ‘Essential Funeral’ costs £2,100–£2,445 depending on location but offers little scope for personalisation.
Aura’s attended direct cremations start from £2,095 for a 10-minute farewell for 15 people, or from £2,695 for a 40-minute service with as many attendees as the crematorium can hold. Ashes are hand-delivered within 21 days. Families can include music, flowers, or a funeral celebrant, and Aura also supports separate celebrations of life for a more personal tribute.
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. Co-op also offers advice and bereavement support.
Aura’s ‘No Pressure Promise’ means no sales calls or follow-ups—just clear, honest information so families can decide in their own time. Compassion is central to their approach, with simple ways to personalise a service, such as favourite music or flowers, and thoughtful follow-up care. Co-op staff are praised too, though Money Magpie notes that smaller, family-run providers can feel more personal.
Aura continues its support after the funeral, offering help with paperwork and ashes, guidance on memorial options, and gentle signposting to grief services when needed.
Co-op Funeralcare, part of The Co-operative Group, is the UK’s largest funeral provider with over 800 homes nationwide. Alongside traditional funerals, they offer prepaid plans, woodland burials, memorial masonry, and coffin manufacturing. They hold a 4.6/5 stars Trustpilot rating from over 3,800 reviews. Many reviewers appreciate their wide reach and national coverage, though some have raised concerns about ‘poor customer service’ during the process.
Although Aura is a newer, smaller provider than Co-op, it has already built a strong reputation, currently holding the title of the UK’s top-rated direct cremation service with an excellent 4.9/5 stars Trustpilot score. Many customers have shared heartfelt, detailed reviews, often recognising the team’s compassion, attentiveness, and personal approach throughout the process.
When you compare funeral plans, it’s important to choose one that is not only affordable for you, but also reflects the level of care you want as part of your end-of-life planning. In this section, we look at how Co-op’s funeral plans compare with those offered by Aura, focusing on key differences in price, 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. The Co-op offers five different types of funeral plans, with its direct cremation plan starting at £1,700.
*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 come with flexible payment options, you can pay in full or spread the cost over 12 to 24 months, with no added fees either way.
The Co-op also offers a range of payment options, though some come with added costs. You can choose to pay in monthly instalments over six or 12 months with no extra charge. However, if you spread payments over two to five years, the total cost of your plan could increase by more than £260 due to instalment fees.
There are also differences when it comes to cancellation. The Co-op charges a £125 cancellation fee after the first 30 days. Aura, on the other hand, understands that life can change, which is why they never charge a cancellation fee, no matter when you cancel.
Funerals can be expensive, and both providers offer discounts to help with the cost. Aura’s Two Together plan includes a permanent £100 saving when you buy two funeral plans at the same time, with no time limits and no codes required. Co-op also offers discounts for Co-op members which can save them £25 as part of their direct cremation 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 built to be simple, inclusive, and available across mainland UK. Each plan covers funeral director services, 24/7 collection from anywhere in the country, care of the person who has died, cremation fees, a simple coffin, support with paperwork, and the ashes, either hand-delivered to the family or respectfully scattered, all for one straightforward, flat price.
For those who would like to attend in person, Aura offers plans that include a short, simple farewell, typically 10 to 15 minutes with close family present. Co-op also provides attended services through its ‘Essential Funeral’, with prices ranging from £2,100 to £2,445 depending on your location.
Aura’s coverage spans all of mainland UK, with no regional restrictions or price differences. They partner with over 40 crematoriums across the country, making it easy to choose an attended plan and hold a service near home. Co-op also operates 40 crematoria across mainland Britain, offering similar nationwide access.
Aura offers families greater peace of mind through flexible terms, strong protections and a clear commitment to ethical service. If circumstances change, customers can receive a full refund if you’re paying in instalments up to 24 months with no cancellation fees. In contrast, Co-op charges a £125 cancellation fee if you cancel after the first 30 days.
Aura also lets you make changes to your plan at no extra cost. Whether you’re updating your wishes or adjusting personal details, there are no penalties if things change. Not all providers offer this kind of flexibility, so it’s an important point to consider when comparing options.
Both Aura and Co-op are authorised and regulated by the Financial Conduct Authority (FCA), and all funds are protected through independent trusts or insurance-backed arrangements. Aura is particularly transparent about how your money is safeguarded under the Financial Services Compensation Scheme (FSCS), offering families extra peace of mind that their funds are secure.
Aura’s funeral plans have been awarded 5-star ratings by both Fairer Finance and the Funeral Solution Expert, recognising their strong focus on fairness, value, and compassionate customer care. In comparison, the Co-op holds a 3-star rating from Fairer Finance.
In 2024, Aura won the ICA’s ‘SME Compliance Team of the Year’ award, a reflection of their ongoing commitment to doing the right thing and protecting customers at every stage. In 2025, they were honoured at the UKCXA Customer Service Awards, receiving Gold in the event’s most competitive category, ‘Customers at the Heart of Everything’, and Silver for ‘Best Customer Service’.
| Starting Price | £1,695 | £1,700 |
| Trustpilot | 4.9/5 stars | 4.6/5 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, focusing on genuine care rather than sales. Their No Pressure Promise ensures families receive clear, supportive communication without any pushy follow-ups. In contrast, some providers, including Co-op, have received reviews pointing to ‘problems’ regarding paperwork and communication, which may be difficult for those looking for consistent guidance and a more personal touch.
As a family-run business, Aura places care and kindness at the heart of everything they do. Their dedicated team, known as the Aura Angels, is there to support families through every step, whether you’re arranging a direct cremation or planning a more personal celebration of life. The Angels offer practical help with things like paperwork, along with gentle emotional support for those who are grieving. They’re available online or over the phone, whenever you need someone to talk to.
Co-op and Aura both offer bereavement support over the phone, along with a helpful range of online articles covering topics like funeral costs, grief and what to expect during the process.
Aura makes it easy for customers to update their details or change beneficiaries whenever needed, without admin fees or added stress. This flexibility is part of their promise to keep things simple and supportive.
To give families extra peace of mind, Aura offers a satisfaction guarantee, with free cancellation and a full refund if the service doesn’t meet expectations. All plans are fully backed by FCA regulations, which include protections like a fallback provider or a refund if anything goes wrong. Aura also provides access to gentle aftercare and bereavement support, ensuring families feel supported even after the funeral has taken place.
Many people choose a prepaid funeral plan for the peace of mind it brings, and both Aura and Co-op aim to provide that reassurance. Co-op’s plans are well known and often praised for their being affordable and reliable, with many customers saying they feel comforted knowing everything is taken care of in advance. However, some customers have shared that they felt ‘disappointed’ when dealing with customer service, which may make the process feel less straightforward.
Aura is a family-run, family-sized provider, which means they are big enough to provide compassionate, dedicated care to all their customers, but small enough to dedicate as much time as is needed to every single family they support. Customers often mention the personal, compassionate support they’ve experienced, as well as how simple and stress-free the process feels from start to finish. Aura takes a gentle, no-pressure approach, you’re never rushed or pushed to make a decision before you’re ready.
Both providers are highly rated. Aura holds a Trustpilot score of 4.9/5 stars, while Co-op has a strong 4.6/5 stars. Independent reviewers such as Fairer Finance have also awarded Aura 5 stars, compared to 3/5 stars for Co-op.
While both providers aim to offer peace of mind, Aura stands out for its personal approach, clear flexibility, and strong independent ratings. For families looking for thoughtful support and a service that puts care before sales, Aura is a trusted and reassuring choice.
Deciding on a funeral provider is never easy, especially when there are so many providers and inclusions to consider. Aura and Co-op are two well-known names offering direct cremation, a simpler, more affordable alternative to a traditional funeral, without the formality or added expense.
Co-op has become a familiar choice for many, particularly for its unattended cremation service. It’s known for offering a practical, no-fuss option with a strong national presence.
Aura, although a newer provider, has quickly earned a reputation for its warm, family-run approach. They focus on person-centred care, clear and fair pricing and gentle support throughout, including flexible plans and ongoing aftercare, all without sales pressure.
In the end, it’s about finding the service that feels right for you or your loved ones. If you’re not sure where to begin, our team is here to guide you.
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.
Co-op operates as a national funeral director network, not just a local provider. With over 800 funeral homes across England, Scotland, and Wales, it’s one of the largest and most accessible funeral services in the UK. Aura works a little differently, we offer personal, flexible support online and by phone, helping families across the country plan ahead or arrange a funeral with care and compassion.
Co-op is widely regarded as a reputable and trustworthy name in the UK funeral industry. As an FCA-regulated provider, they follow strict standards to help protect customers and ensure transparency. Their service is reflected in a Trustpilot rating of 4.6/5 stars, based on over 3,800 customer reviews. Aura is also FCA-regulated and takes pride in offering a compassionate, people-first approach, with clear pricing, flexible support, and consistently kind feedback from the families we help.
If you change your mind, Aura lets you cancel your plan at any time without any cancellation or admin fees. In contrast, Co-op charges a £125 cancellation fee if you cancel your funeral plan after the first 30 days.
Whilst other funeral providers invest heavily in building its brand through TV advertising, Aura has focused on providing thoughtful, personal support to every family they work with. By putting care before promotion, Aura aims to make the process of arranging a funeral feel more human, more approachable and with as little stress as possible.
Yes, you can. Aura’s attended cremation services start from £2,095 and can take place at any crematorium in Britain. You can choose a simple 10-minute farewell for up to 15 guests, or a longer 45-minute service from £2,695. If you don’t wish to attend, our unattended direct cremation option starts from £1,195.
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.