We’re Giving Dignity a Helping Hand 5

James and Sharon Dunn uploading Dignity prices

Here at Beyond, 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. It’s why we do what we do: help people compare funeral director costs for free, online, with no obligation.

It’s also why, when we heard that that Dignity Plc (the UK’s second largest funeral chain) made a commitment in January 2017 to make their prices available online by January 2019 – that is, two years later  – we decided to step in.

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.

What exactly have we done?

We spent the last few months of 2017 gathering and collating prices from 764 Dignity-owned funeral homes. And, as of today, we’re including all of them on our funeral director comparison tool – alongside the 1,000+ independents who have already chosen to be transparent with their pricing.

Visitors to our site will now be able to see where Dignity branches are, what name the branch is using, and (most importantly) how much they charge compared to the independents in the same area. It looks something like this:

Funeral Prices in Glasgow - screenshot from www.beyond.life
Funeral Prices in Glasgow – screenshot from www.beyond.life

Or, to put it another way:

How much does a funeral cost in the UK? Dignity vs Independents
Cost of a Funeral – Dignity vs Independents

As a bonus, here are a few interesting facts about those prices:

  • 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.
  • The most expensive branch we found was Jonathan Harvey in Glasgow, which charges £5,300 for a funeral with a hearse, one limousine and a wood veneer coffin (again, excluding third party costs).
  • The least expensive location we found 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.
  • Our data also revealed some odd pricing structures. For example: in Newcastle, if you go into R S Johnson & Sons you will pay £4,850 for the package above. But if you drive 10 minutes down the road (just 2 miles) to Peter Johnson Funerals, you’ll save yourself £1,800 and pay only £3,050.

James and Sharon Dunn uploading Dignity pricesWhere does this price information come from?

The horse’s mouth. From July  to December last year, our intrepid team of volunteers gathered price sheets from 764 of the 814 Dignity-owned funeral homes in the UK. Fuelled by mince pies and justice, our co-founder James Dunn then teamed up with his mum Sharon to painstakingly enter every detail into our system over the Christmas break. It was very festive.

We warmly invite Dignity to send us any new or revised pricing whenever available – we’d be very happy to update our site and analysis accordingly (and give Sharon a welcome break).

How do the independent funeral directors on Beyond compare?

Over 1,000 independent funeral directors have chosen to list their costs on Beyond. On average, they’re 36% cheaper than the national average funeral cost, and 123% cheaper than Dignity funeral chains in particular. And like us, they believe that people have a right to arrange the funeral their loved one deserves, without worrying about finances.

For this reason and others, we remain committed to championing the amazing work these independent funeral directors do – and we’re confident that they will continue to flourish.

UPDATE: Dignity have recently responded to our research by questioning our methodology. You can check out our reply and find out more about how we collect and compare accurate prices here.

Want to find out more? Explore our funeral director comparison tool here, or contact the Beyond team at [email protected] for further details.

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5 Comments

  1. This is a brilliant tool to help families see where real transparency Liz found! Not in gimmicks and PR stunts of the corporate funeral provider.

  2. Well done! It’s about time someone did this. Opaque pricing in the industry has been a big issue since the big guys tried to monopolize the market. Well done Beyond!

  3. Excellent work. At last people can actually see the true difference between the conglomerates and the independents, allowing them to make an informed decision with regard to the costs.

  4. The prices you’ve quoted for Dignity are VERY misleading. A lot of the charges are what every funeral director would have to pay (Cremation Fee £884, Doctors £164, Celebrant £180). Even with a limousine (£175), a wooden ashes urn (£88) and a 4 ft spray for top of coffin (£85), the total charges would be approximately £3700.
    I’ve worked for Dignity for 2 years and the facilities we have are first class. That can’t be said for some of the independents I’ve had dealings with, some who don’t have any proper storage facilities.
    And we have no hidden charges. I know someone who was charged £100 for an independent funeral director to dress their loved one and £25 for each chapel visit!! Dignity do NOT charge for these services.

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What Do Customers Want From Funerals? 0

What do bereaved families want from funerals? Beyond CEO and Founder Ian Strang shares his take on why price transparency is just the beginning …

In a few weeks’ time, the CMA will publish a report concerning its enquiry into the funeral industry. The focus of this enquiry – and indeed, the focus of much of the media coverage around the industry over the last few years – has been cost. Are funeral costs going up or down? Are prices transparent? What can we do to help consumers with the cost of funerals? And so on*.

*The answers, by the way, are: flat for independents, up for chains; transparent for around 20% of the industry; and encourage people to use comparison websites.

These are worthy questions, and (disregarding my own self-interest here) it would be difficult for anyone to dispute the fact that Beyond has made huge strides in addressing the issue of price hikes and transparency over the last few years.

Because of our efforts, Dignity have been reduced to calling in the management consultants, and Co-op have (laughably) begun claiming to have started a price war (without actually publishing any pricing, but that’s a blog post for another time). The move towards fair transparent pricing throughout the industry is gradual, but likely now inevitable.

“Is it enough to simply make traditional funerals more affordable? I’d argue that it isn’t.”

But is it enough to simply make traditional funerals more affordable? Is that all that we can do to make bereaved families feel that we, as an industry, are meeting their needs? I’d argue that it isn’t.

When we talk about cost, and the public’s dissatisfaction with the cost of funerals, what we should really be talking about is value. Sure, people aren’t happy paying £5,000 for a traditional funeral with hearse and limousines – but in many cases, they wouldn’t be happy paying £500 for it either. It’s just not the service they’re looking for.

As an industry, we aren’t offering families a lot of choice. Yes, there are options out there if you dig around – you can find suppliers for anything from rockets that shoot your ashes into the air, to flammable Viking longboats. But these suppliers don’t (yet?) have the budget to advertise nationally, and many funeral directors don’t exactly push them.

“When you’re bereaved, feeling under pressure to organise a send-off – any send-off – and you know nothing about the industry, you’re not in any state to research different options. But families do want more choice.”

A lot of us in the business, intentionally or not, steer families towards a pretty standard format funeral. And when you’re bereaved, feeling under pressure to organise a send-off – any send-off – and you know nothing about the industry, you’re not in any state to research different options.

But families do want more choice, and we’re beginning to see some pushback.

Direct cremation is growing in popularity, for one. Often in a Sunday supplement or similar you’ll see articles about it: “Bury me in the garden”, “Stick me in a cardboard box”, etc. Many take a deliberately reactionary stance – rebelling against a status quo that dictates that a traditional funeral is the only “proper” option by shunning a funeral altogether.

That’s not surprising. It’s a lot like the dissatisfaction that many people feel with politics right now – “I don’t like any of the parties, so I won’t vote at all”. Direct cremation is also the least expensive of all the current options. But this recent increase in interest in direct cremation doesn’t mean that this is how the market will go or that it’s what people really want. Direct cremation is just the one of the few alternatives to a traditional funeral that’s easily available.

“No-one knows what bereaved families really want, because we haven’t been asking them. At least, not properly.”

So, what do bereaved families actually want, if not a traditional funeral?

Now, there’s no shortage of vocal factions promoting their own understanding of what families want, which generally correlates perfectly with something they are selling, whether that be service or a product.

But I’d argue that no-one knows what consumers want, because we, as an industry, haven’t been asking them. At least not properly, in a rigorous way.

To find out what the bereaved want, you need to ask them at the point of bereavement. You also need to offer them a wide variety of options, options which may not even exist yet. You also need to ask them in the exact same way each time, without the biases of different funeral directors, contexts or sales materials affecting their decision. And you need to ask a lot of people – at least 1,000 for any kind of statistical significance.

“It’s only now, at Beyond, that there are enough bereaved people going online and choosing funeral arrangements to create a data source set that’s robust enough to analyse. And analyse we do.”

It’s only now, at Beyond, that there are enough bereaved people going online and choosing funeral arrangements to create a data set that’s robust enough to analyse. And analyse we do. We constantly run tests across our website, much like any online business, to try and understand what users want.

Sometimes we invent a service and put it up online for a few weeks to see how much interest it gets. We might take it down again because no-one has clicked on it, but we still count that as a success, because the result is that we understand the consumer – bereaved people who need our help – better.

However, if people really like that service, we may look to develop it. This could be in tandem with our funeral director partners, or we might build an in-house offering, such as with estate administration. In that instance, our partners can then benefit by offering it to families themselves, increasing their service breadth.

“Over the next few years, the funeral industry is going to change more rapidly than anyone can imagine.”

Some of our partner funeral directors would rather we didn’t test. They see every new potential development on our website as a challenge to their business and post furiously about it on social media. This is short-sighted.

Over the next few years, the funeral industry is going to change more rapidly than anyone can imagine. It’s becoming ever-more-obvious that families are seeking different services, different ways to interact with funeral directors.

If individual funeral directors are not prepared to keep up with the pace of change, to invest in technology or partner with technology providers, to work in new ways, then they will stagnate. Because the chains certainly won’t sit still.

Dignity, despite previously being guilty of falling asleep at the golf buggy wheel, are now investing £50m in overhauling their business, introducing tablets, technology and home visits. The Co-op machine will likely respond in kind. And Dignity have the crematoria as an asset. You can see the benefit of that with their new “full-attended cremation service”, booked over the phone.

Will it be popular? I don’t know, but I’m impressed that they are testing new products for their customers. We’re interested to learn as well, so we’ve popped a similar product up on our website to find out whether this is the future or not.

“Funeral directors who embrace the testing, learning and development of new products to serve changing needs will flourish.”

For the first time in decades, we are starting to discover what consumers – bereaved families – really want. We need to be open to this journey of discovery and adaptable to the changes it will bring.

Those funeral directors that entrench solely around their traditional offerings and reliance on walk-ins for customer acquisition will slowly but surely die out. Those that embrace the testing, learning and development of new products to serve the changing needs of the bereaved will flourish.

Change is coming. Let’s embrace it, learn together and better serve the families who need our help.

It’s Not So Nice to Be Beside the Seaside: People of Blackpool Die Youngest 0

  • Blackpool has the lowest life expectancy in the country, new analysis shows
  • Residents are not likely to see their 77th birthday
  • Their average life expectancy is almost five years less than the national average — and more than 8 years less than highest placed Kensington & Chelsea

The people of Blackpool have the lowest life expectancy in the country — almost five years below the national average — new analysis from funeral comparison website Beyond has found.

Residents of the seaside resort now live to an average 76 years and 11 months — eight years less than those in longevity capital Kensington & Chelsea.

The research is the first to identify true overall average life expectancy for each place by using gender population data to weight the life expectancies of men and women fairly and accurately. Life expectancy in the UK is now 81.6 years.

Mancunians do not live much longer than residents of Blackpool, at 77.4 years – more than 5% lower than the national average – with Middlesbrough, Hull and Liverpool completing the bottom five places for life expectancy.

Table: Bottom ten places for life expectancy

Place Overall average life expectancy (years) % difference to national average
Blackpool 76.9 -5.78%
Manchester 77.4 -5.12%
Middlesbrough 77.7 -4.75%
Hull 78.2 -4.18%
Liverpool 78.4 -3.96%
Blackburn 78.4 -3.92%
Knowsley 78.6 -3.69%
Oldham 78.8 -3.46%
Stoke-on-Trent 78.8 -3.43%
Rochdale 78.9 -3.34%

Meanwhile, people in Kensington & Chelsea live the longest, beating the national average by 3.5 years and reaching the ripe old age of 85.1.

All ten places with the lowest life expectancy are in the North, while the top ten places for life expectancy are within 40 miles of the City of London – with eight of the top ten falling in London boroughs.

Table: Top ten places for life expectancy

Place Overall average life expectancy (years) % difference to national average
Kensington & Chelsea 85.1 4.23%
Camden 84.4 3.47%
Harrow 84.2 3.19%
Richmond upon Thames 84.2 3.13%
Westminster 84.1 3.09%
Barnet 83.6 2.47%
Bracknell 83.4 2.22%
Wokingham 83.4 2.17%
Kingston upon Thames 83.3 2.11%
Bromley 83.2 1.93%

Life expectancy can be attributed to a variety of factors, many of them surrounding quality of living and health resources that reflect the socio-economic divide between the North and the South.

One other area where the poverty line has an impact is in will writing. The majority of the country (60%) have never written a will, a crucial preparation for what happens after life, despite Beyond leading the way by offering a free will writing service.

Ian Strang, co-founder of Beyond, comments:

“The North-South divide is alive and well in death it seems.

“But it doesn’t just stop at death. Northerners are penalised after life too.

“Because of cost concerns, fewer people in the North get around to making a will, meaning they are more likely to die intestate than Southerners.

“It’s vital that wherever you live in the country, you write a will to spare your family legal issues. There’s no longer any excuse not to because you can quickly do it for free, online via Beyond.”