Pure Cremation

ABOUT THE INVESTMENT

Pure is the UK's leading provider of prepaid funeral plans and pioneer of a “direct” or “Pure” cremation – a simple, dignified and more affordable alternative to a traditional funeral. The business sells direct to consumers through a national brand and operates a growing network of purpose-built crematoria.

We acquired Pure in 2023, partnering with its management team to scale a category-defining business through a period of significant industry change. During our ownership we repositioned the brand, built an operational platform, and invested in the technology, facilities and people needed to institutionalise the business, including a sector-first reinsurance of customer funds to give planholders lasting security. In 2025, Pure was named a national winner of the BVCA’s Vision Awards, which recognise outstanding management teams. In 2026 we sold a minority stake in Pure (retaining majority ownership) to a new long-term partner.