Largest crematorium in UK
Prepaid Funeral Plans
Market Share


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.


Funeral Services

Entry date:
November 2023

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