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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CMA Report Calls for Price Transparency 0

Many of our regular readers will know by now that the CMA’s interim report landed late last week.

It’s clear from the contents that the government have validated what we’ve all been saying on behalf of families and independent funeral directors for the last few years. Specifically that:

  • The large chains have preyed on bereaved families with excessive price hikes in both funeral director and crematorium fees, as well as failing to provide clarity of ownership.
  • The NAFD has failed consumers, specifically that it has ‘fallen short’ and may have been ‘detrimental to competition’. Particularly that it has taken a position on websites like Beyond that’s ‘ambiguous at best’ and that it risks ‘distorting the market’ by its actions.

We’re delighted that hardworking independent funeral directors who publish their pricing online are going to be rewarded by the CMA, while those who deliberately make their prices difficult to discover are taken to task.

We’ll be doing our part, too. We’ll be supporting all the independent funeral directors signed up to our service so that they can be sure they’re meeting any recommendations from the CMA on comparable price transparency, simply by being on our website. We’ve also got a bundle of free services coming for our partners in the New Year.

If you’re not yet signed up with us, but you’d like to join the thousands of funeral directors on our site who are doing their bit towards price transparency in this industry, why not make an account today? We’d love to have you with us.

There are no monthly fees, and our funeral finance, free wills and estate administration services are there to help you offer the families to help complete, well-rounded support. Simply give us a call on 0800 044 9454 and we’ll get you set up in a matter of minutes, or build your free business profile here.

Beyond ‘Let’s Talk About Death’ Campaign Wins Drum Award 0

Beyond win Drum Out of Home Awards

Season’s greetings!

Celebrations are underway at the Beyond office this week, as we’ve been given an early Christmas present: a prestigious marketing award!

Our summer ‘Let’s Talk About Death’ campaign has won the Drum Creative Out of Home Award in the ‘Viral’ category, with the judges praising our success in driving a conversation about death against the odds.

Let’s talk about death…

Released mid-July, our ‘Let’s Talk About Death’ campaign used a little black humour to break through the silence that surrounds anything death-related. You can check out all of the ads here.

Rejected by TFL, the ‘Let’s Talk About Death’ campaign found new life on social media. The ‘banned’ ads were then quickly picked up by press across the world. We appeared in print, on TV and on the radio, sparking an energetic debate about whether and how we should talk about funeral services.

As we’ve said before, we couldn’t be more delighted with the results of this campaign. We strongly believe that to drive positive change in this industry – whether that be price transparency, or a better approach to after life services overall – we as a society need to be talking about death.

This campaign achieved that. And, as an added bonus, thousands of people have created their will online with us for free, raising several hundred thousand pounds for charity through legacy gifts.

Beyond win Drum Out of Home Award 2018Our CEO, Ian Strang, has this to say:

“When something is taboo, as with death, it creates an environment where bad actors can operate. And our fear of engaging on the subject – creating that shared code of silence – allows predators to rip us off. We pay too much for funerals, funeral plans and wills because we don’t feel able to shop around.

“Following the controversy, we were overwhelmed by the support we received from the public and this award gives a further stamp of approval from the advertising industry to our campaign.”

Thank you for your support

As gratifying as awards are, the most rewarding outcome from this campaign has been the support we’ve received both from those in the industry and the general public.

We’ve heard from independent funeral directors, who appreciated that only by breaking the silence around funerals could we advocate for those in this industry who offer the best value and service to their customers.

We’ve also heard from non-profits – those who campaign for the same fairness and transparency we aim to provide.

And we’ve heard from bereaved people themselves, who stood up for us and fought for their right to know that services like ours exist. This support has meant the world to us.

In the end, 76% of those who saw our ads agreed that they didn’t deserve to be hidden away: that a conversation about death is a conversation worth having. To all those people, thank you. And let’s keep that conversation going.