Challenger brand exposes Dignity plc’s extortionate funeral pricing
- Dignity plc pledged in January 2017 to release their funeral prices online by January 2019 1 … a whole two years away.
- In late 2017, a team of volunteers gathered price sheets from 764 of the 814 Dignity-owned funeral homes across the UK and provided them to Beyond – who provide a funeral comparison service.
- Beyond have collated and released the data online 2. The findings are shocking – almost every Dignity branch is significantly more expensive than any other funeral provider.
- The average cost of a Dignity-arranged ‘traditional’ funeral, with funeral director expenses, a hearse, one limousine and a wood veneer coffin, is £4,659 – that’s not including third party costs, like the cost of the burial or cremation.
- This is more than double the average for an equivalent funeral arranged by the independent funeral directors on Beyond, £2,087.
Challenger brand Beyond have released Dignity plc’s funeral prices on their site ten months before the corporation pledged to do so as part of a continued effort to bring price transparency to the funeral industry.
Dignity plc (the UK’s second largest funeral chain) made a commitment in January 2017 to make their prices available online by January 2019 – giving themselves two years to act.
In a bid for greater funeral price transparency, Beyond arranged for a team of volunteers to gather prices from 764 Dignity-owned funeral homes over a 6 month period. Their co-founder James Dunn then teamed up with his mum Sharon to painstakingly enter every detail into their system over the Christmas break. Read more and see photos here.
And, as of 12th March 2018, they’re including all of them on their funeral director comparison tool – alongside the 1,000+ independents who have already chosen to be transparent with their pricing.
- The most expensive branch was Jonathan Harvey in Glasgow, charging £5,300 for a funeral with a hearse, one limousine and a wood veneer coffin (again, excluding third party costs).
- The least expensive location was W Williams & Son in the leafy Cheshire village of Tarvin, which came in at £2,195 for the same funeral.
- That’s a difference of £3,105 between inner-city Glasgow and a Cheshire village.
Ian Strang, CEO and co-founder of Beyond says: “We don’t believe a company with Dignity’s resources should need two years to put prices online. So, we’ve done the work for them.”
Visitors to the Beyond website will now be able to see where Dignity branches are, what name the branch is using, and for the first time, they will be able to see online how much they charge compared to the independents in the same area.
James Dunn co-founder of Beyond says: “We believe everyone has a right to an affordable funeral. We also believe that before we can make that right a reality, there needs to be price transparency in the funeral industry.”
Notes for Editors
(1) Dignity plc pledge to post prices online by 2020 – https://www.dignityfunerals.co.uk/corporate/news-media/news/press-releases/2017-07-07/859/dignity-funerals-pilots-new-interactive-online-funeral-notices-service/
(2) Beyond Blog – We’re giving Dignity a helping hand