Pure is the leading provider of prepaid funeral plans and a pioneer of direct cremations in the UK. Its services allow people to plan and pay for their own end-of-life arrangements, and offer a low-cost alternative to a traditional funeral. Pure sells plans direct to consumers and operates a state-of-the-art crematorium – the largest in the UK – near Andover, Hampshire.
Pure operates in a large and fragmented market with high barriers to entry and stable demand. We plan to build on the business’ success by investing in marketing, capacity and product development.