What is Pure Cremation?

Pure Cremation provides direct cremation funeral plans only, starting from £31.90 per month for their Trust based plan or £6.25 per month for their Over 50s plan.

A direct cremation is a fuss-free funeral - family don’t attend and a ceremony isn’t held.

The popularity of direct cremations is growing, but is it the right funeral plan choice for you?

Find out by reading our comprehensive review of Pure Cremation funeral plans...

What is a direct cremation?

Not many people are aware of direct cremations - in fact, only 3% of funerals in 2019 involved a direct cremation[1].

But since David Bowie chose this type of funeral in 2016, more and more people are following suit.

Direct cremations are more affordable, however, that’s because they are stripped of many of the traditional elements of a funeral.

  1. No procession
  2. No ceremony
  3. No mourners

This means that your loved ones would have to, if they wish, arrange a separate funeral service or wake - paid for by them when the time comes.

If you think your loved ones would prefer the more traditional way of saying goodbye, then have a look at the funeral plans on offer through Reassured.

How does Pure Cremation work?

Pure Cremation provides the necessary services required to carry out a direct cremation.

They are the only provider to offer just cremations, and even have a purpose-built crematorium in Charlton, South England, where all their cremations take place.

The venue also offers a chapel, farewell space and a Garden of Remembrance.

Pure Cremation offer two different funeral plans for direct cremation which include all the following services:

  • Collection of the deceased from anywhere in mainland UK 24 hours a day and transport to the crematorium
  • Care and preparation of the deceased
  • A solid pine eco-coffin
  • Hand delivery of ashes to any mainland address in the UK within 21 days or the option to scatter the ashes in the Garden of Remembrance
  • Doctors’ fees if applicable
  • Cremation fees for an unattended committal

Pure Cremation have trained staff available to help you make all the arrangements and then to provide support for your loved ones when the time comes.

Unlike attended cremations, Pure Cremation decides when and where the cremation will take place.

Pure Cremation reviews

Pure Cremation Ltd have an impressive 4.88 out of 5 rating on reviews.co.uk (at the time of writing this review).

98% of reviewers recommend Pure Cremation.

They also have a 3-star rating on Trustpilot, although this is from an extremely low sample size.

This is compared to Reassured who have a 5-star rating from over 41,000 Trustpilot reviews.

Who owns Pure Cremation?

Bryan and Catherine Powell established Pure Cremation in 2012, but have provided funeral services for over 30 years.

As a leading provider of direction cremations, Pure Cremation developed the very first Direct Cremation Code of Practice, setting the standards for other providers within the industry.

As a family run business with their own purpose-built crematoria, this provides an almost exclusive feel to their funeral plans.

Pure Cremation funeral plans

Pure cremation have two funeral plan options.

Trust based plan

  • Cost: £1,595 or from £31.90 per month
  • Available to applicants aged 18+ (no upper age limit)
  • Protects from inflation
  • Fully guaranteed
  • Deposit optional
  • Various payment options
  • Includes an administration fee (£350)

Over 50s Insurance plan

  • Cost: From £6.25 per month
  • Available to applicants aged 50 - 75
  • Monthly premium payments until you’re 90th birthday
  • Protects from inflation
  • Fully guaranteed
  • Guaranteed acceptance
  • No deposit required

Both the Trust plan and the Over 50s Insurance plan includes:

  • A solid pine eco-coffin
  • Collection of the deceased from anywhere in mainland UK 24 hours a day
  • Transfer to the crematorium
  • Hand delivery of ashes to any mainland address in the UK within 21 days or the option to scatter the ashes in the Garden of Remembrance
  • Doctors’ fees if applicable
  • Cremation fees for an unattended committal

Over 50 life insurance can be arranged through Reassured from just £6 per month and the proceeds can be spent however your loved ones wish - including to cover your funeral.

Our over 50s plans also guarantee acceptance for those aged 50 - 85, with no medical questions.

What’s not included in a Pure Cremation funeral plan?

Direct cremation funeral plans offered by Pure Cremation won’t include a number of services you’d typically have at a traditional funeral.

There’s also less flexibility or choice with a direct cremation funeral plan.

Pure Cremation funeral plan Traditional funeral plan provided by Reassured
Funeral service for mourners to attend No Yes
A minister or celebrant to hold the ceremony No Yes
Choice of coffin No Yes
Hearse for the procession No Yes
The option to have a limousine for family No Yes
Choice of crematorium No Yes
Choice of date or time No Yes

Whilst this makes a Pure Cremation funeral plan much cheaper, it does take away the opportunity for loved ones to wish a proper farewell.

Many use a funeral as an opportunity for closure upon the death of a loved one, therefore, when arranging a direct cremation, it is important to strongly consider the emotional impact this may have on your loved ones.

They can arrange a funeral service at another location, but the cost of this will come out of their pocket.

With a traditional funeral plan, you’ll have much more flexibility and you’ll be able to protect loved ones from all the associated costs.

Funeral plans arranged through Reassured start from as little as £20.38* per month and offer all of the above services.

Get in touch with our award-winning team today to find out more.

Pure Cremation payment options

Pure Cremation offer affordable payment options for each plan.

Trust based plan 

  • Pay in one lump sum
  • Up to 60 monthly instalments

The instalment plan starts to incur a charge of 4% per year from 6 months.

Over 50s plan

  • Fixed monthly premium payments until your 90th birthday

Pure Cremation cost

Trust based plan

£1,595 if paid upfront in full or from £31.90 per month if spreading the cost up to 60 months.

Over 50s plan

Monthly premium payments for this plan are calculated as per your age.

For example, a 50-year-old would pay the minimum monthly premium of £6.25.

A 75-year-old would pay the maximum monthly premium of £19.13.

Funeral plans arranged through Reassured include all the services of a traditional funeral and start from as little as £20.38 per month.

Get in touch with our award-winning, FCA regulated team to compare quotes.

How much does a funeral cost in your area?

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This calculator uses data from the SunLife Cost of Dying Report 2020 and should only be used as a guide.

The Pure Promise

Both funeral plans arranged through Pure Cremation include the Pure Promise.

Similar to other funeral plan providers, Pure Cremation will guarantee your funeral services.

Which means that no matter how much time passes, your loved ones won’t have to pay anything else towards your funeral.

The Pure Promise is subject to:

  • All Trust Based plan payments are complete
  • All over 50s plan payments are up to date with a minimum of 24 consecutive monthly premiums already paid

With an over 50s plan, if you have paid a minimum of 24 consecutive monthly premiums but you pass away before the plan has been paid in full, Pure Cremation will still carry out your cremation as per your plan.

This is similar to traditional funeral plans, safeguarding your investment in case anything were to happen to you during a long term payment plan.

Funeral plans arranged through Reassured also include a price promise and are guaranteed after 12 monthly instalment payments.

Other services from Pure Cremation

Additional services are available that can be paid for by loved ones when the time comes.

These include:

  • Priority return of ashes
    Arrange a day and time of your choice to have the ashes returned - £150
  • Attending the committal
    Up to 12 people can attend a committal for a 20-minute private farewell- £200
  • A larger coffin or additional staff to carry the coffin
    (If a body weighs more than 17 stone) - £300

It's important to compare these costs with those of a standard funeral plan and whether or not the investment now could protect your loved ones in the future.

Record of Wishes

With Pure Cremation you don’t need to take out a funeral plan to plan your own funeral.

Pure Cremation offer a ‘Record of Wishes’ option which allows you to make the arrangements and record your final wishes with them free of charge.

This means that when the time comes, as long as your loved ones use Pure Cremation as their choice of funeral director, then your funeral will be carried out as per your Record of Wishes.

The trouble with having an attended cremation carried out by Pure Cremation is that the single location of the crematoria may not be accessible to all family members.

You may find it much more convenient to use a local funeral provider and crematorium.

Arranging a funeral plan through Reassured will provide nationwide access of over 1,000 funeral directors.

How is your money kept safe?

Pure Cremation are approved by the Funeral Planning Authority (FPA), which means that there are a number of measures in place to ensure your money is kept safe.

Trust based plan

Funds paid into the Trust based plan are held in the Pure Cremation Funeral Plan Trust, which is a completely separate and independent organisation managed by independent trustees.

Funds are only released so that the cremation can be provided (or if the plan is cancelled).

Over 50s plan

Pure Cremation place funds in a whole of life policy from Scottish Friendly, a large mutual life insurance company in the UK.

The Pure Cremation Funeral Plan Trust is the beneficiary of the policy.

Scottish Friendly are authorised by the Prudential Regulation Authority and regulated by the FCA and by the Prudential Regulation Authority (PRA).

This protection ensures that you receive the funeral you paid for from Pure Protection.

Is a direct cremation right for you?

In summary, Pure Cremation provides an exclusive and dignified service for customers wanting a fuss-free, low key funeral.

Their plans include all the necessary elements from beginning to end to ensure you and your loved ones are taken care of.

From collection and care of the body, to hand delivery of the ashes.

Their plans ensure that anyone in the UK can have one of their direct cremations.

But this is due to their crematoria location which is based in Hampshire.

The direct cremation route isn’t for everyone, and many still opt for a full traditional or celebration of life service.

Family traditions or expectations also play a huge part in the decision process.

There are simple funeral plans available that offer all the elements of a funeral with ceremony but won’t break the bank.

For example, a basic funeral plan arranged through Reassured starts from just £20.38 per month or £3,220 upfront.

With a simple funeral plan, your funeral costs will be covered, but you also won’t need to worry about unnecessary extravagance.

Compare funeral plans for cremation or burial

Our broker service at Reassured can provide all the information you need on the funeral plans we offer.

Not only that but we can compare plans on your behalf to help you find the most suitable plan, at the best possible price.

At Reassured we can also offer a best price guarantee on all our funeral plans.

Contact our award-winning team today who’ll be happy to help.


[1] https://www.sunlife.co.uk/siteassets/documents/cost-of-dying/SL-cost-of-dying-report-2020.pdf

*£20.38 per month includes a £75 discount only available to Co-op members, based on a 50-year-old purchasing a Simple Funeral Plan at £3,220 after discount with 25 years payment term (total amount payable £6,115.40)

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All of the funeral plans we provide are fully regulated by the Funeral Planning Authority (FPA) ensuring you and your money are protected.

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