Pure Cremation Reviews 2026
Pure Cremation is a specialist direct cremation provider offering both at-need cremations and prepaid funeral plans. Its prepaid plan is designed for people who want to arrange and pay for an unattended cremation in advance.
This Pure Cremation review looks specifically at the funeral plan, including its costs, payment options, inclusions, customer reviews and important limitations. As prices and terms differ between providers, it is important to compare the full plan conditions rather than focusing only on the headline price.
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Pure Cremation at a Glance
Features | Details |
Type of funeral | Direct (unattended) cremation |
Prepaid or at-need service | Both are available as separate products with different prices |
Current prepaid-plan price | Personalised to age and location. Get a free, no obligation quote to confirm the current cost |
Payment options | Single payment, or monthly instalments over 1, 2, 5 or 10 years |
Qualifying period | Immediate if paid in full; 1 year on the 1-year instalment plan; 2 years on the 2, 5 and 10-year instalment plans |
Coverage area | Mainland Britain and the Isle of Skye |
Crematorium choice | Not offered — Pure Cremation selects the crematorium used |
Ashes arrangements | Hand-delivered to the family in an urn, or scattered in the Garden of Remembrance |
Regulatory status | Pure Cremation Funeral Planning Limited is authorised and regulated by the FCA (FRN 965260) |
Main exclusions | A funeral ceremony, mourners at the committal, a hearse, flowers, a celebrant and choice of crematorium |
Pure Cremation Reviews on Trustpilot
Pure Cremation has over 34,000 reviews on independent review website Trustpilot. They have an overall rating of 4.8, with the vast majority of customers rating their experience as excellent.
Many reviewers praise the professionalism of the team, clear communication throughout the process and the compassionate support provided to families during a difficult time. As with any review website, it is worth reading a mixture of positive and critical reviews to build a balanced picture before making your decision.
The Pure Cremation TV advert.
There are several Pure Cremation TV adverts you may have seen being aired throughout the day. From the cartoon grandad advert to the lady talking about her mum's prepaid plan, their TV adverts are designed to highlight the simplicity of their service and flexibility for families.
Simplicity is another direct cremation company that advertises on television, making families aware that there are now more options when it comes to funeral planning. For more information on other leading direct cremation providers, take a look at our comparison table and reviews.
How much does Pure Cremation cost?
Pure Cremation's pricing works differently depending on whether you're buying a plan in advance or arranging a cremation after someone has died.
Pure Cremation currently provides exact prices for its prepaid plans through its personal quote process rather than publishing one fixed price. The amount quoted may vary depending on factors such as age, location and any promotional offers available at the time.
Prepaid plans can be paid for in a single payment or by monthly instalments over 1, 2, 5 or 10 years, subject to age restrictions. Instalment plans include an additional charge, so the total payable is higher, and monthly payments must be kept up to date.
Pure Cremation Payment Options
Payment method | Available term | Total payable | When full cover starts | Important conditions |
Single payment | One-off payment | Price quoted when the plan is purchased | Immediately | Available from age 18. No qualifying period |
1-year instalment | 12 months | Quoted total; instalment charges may apply | After 1 year | Available from age 18. Payments must remain up to date |
2-year instalments | 24 months | Higher than the single-payment price | After 2 years | Available from age 18. Payments must remain up to date |
5-year instalments | 60 months | Higher than single payment rate, reflecting the longer term | After 2 years | Available to planholders aged 18–84 |
10-year instalments | 120 months | Highest total cost of the instalment options | After 2 years | Available to planholders aged 40–74 |
If the plan-holder dies during the qualifying period from a cause other than accidental death, the person arranging the funeral can pay the remaining balance for Pure Cremation to provide the funeral. Alternatively, the planholder’s estate can receive a refund of the payments made.
Accidental-death cover applies from the plan start date. Pure Cremation defines accidental death as death caused by an event involving violent, external bodily injury that could not have been predicted and was not intentional. Its terms exclude circumstances including self-inflicted injury, suicide, war, terrorism, criminal acts, extreme sports, drug use, injury while intoxicated, natural causes, illness and disease.
What is included in a Pure Cremation funeral plan?
Before choosing any prepaid funeral plan, it's important to understand exactly what is included.
Pure Cremation’s plan provides an unattended cremation. This means the practical arrangements and cremation are covered, but there is no funeral ceremony or attendance at the crematorium under the core plan. This helps keep costs lower than those of a traditional funeral while still covering the essential cremation services included in the plan.
Included | Not Included |
Collection within the plan’s stated coverage area | A funeral ceremony at the crematorium |
Transport and care of the person who has died | Mourners attending the committal under the core plan |
Administration and cremation arrangements | A hearse or limousines |
A solid wood coffin (usually cedar) | Flowers |
Cremation fees | A minister or celebrant |
An unattended cremation | Choice of crematorium |
Return of the ashes in an urn or scattering in the Garden of Remembrance | Repatriation from abroad |
Any delivery charges that could apply outside Great Britain |
For many families, this allows them to arrange a separate memorial or celebration of life at a later date in a location that feels more personal.
How secure is their funeral plan?
If you pay for your Pure Cremation funeral plan with a single payment or by monthly instalments, your money is placed into a secure, independent trust fund. If anything were to happen to the company, the trust fund would remain intact, with your funds ringfenced and available to pay for the services included within your plan.
If you choose the Over 50s Plan, your money is held within a whole of life insurance policy regulated by the Financial Conduct Authority.
Funeral plan providers are regulated, giving customers greater protection and ensuring providers meet strict standards for handling customer money and delivering funeral plans.
How Does the Pure Cremation Plan Work When Someone Dies?
The nominated representative contacts Pure Cremation using the 24-hour contact number.
They provide the required documents, such as the Registrar’s certificate for burial or cremation or a hospital release form.
Pure Cremation arranges collection within its coverage area.
The person who has died is taken into its care and the cremation arrangements are completed.
An unattended cremation takes place at the crematorium selected by Pure Cremation.
The ashes are returned in an urn or scattered in the Garden of Remembrance, depending on the recorded preference.
A nominated representative is the person the planholder chooses to liaise with Pure Cremation after their death. This person can be changed at any time.
Which crematorium does Pure Cremation use?
Pure Cremation selects which crematorium is used. Cremations will usually take place at one of the company's three own sites in the UK. In parts of Great Britain where there are not crematoria nearby, cremations are carried out at partner crematoria.
As Pure Cremation operates from a small number of its own sites, the crematorium used may not be close to the planholder's home. Transfers between different UK jurisdictions are not normally available. The plan does not allow planholders or their families to choose the crematorium.
How secure is their funeral plan?
Pure Cremation Funeral Planning Limited is authorised and regulated by the Financial Conduct Authority under firm reference number 965260. It is the legal provider of the prepaid funeral plan. Pure Cremation Limited is a separate company within the same group that cares for the person who has died and carries out the cremation arrangements.
A proportion of plan payments is transferred to an independently managed trust. The trust funds are intended to help meet the cost of providing planholders’ cremations when required and are subject to FCA solvency requirements. Pure Cremation also states that the trust is reinsured with Munich Re, as an extra layer of safety.
Eligible Pure Cremation funeral plans may receive Financial Services Compensation Scheme protection if the provider fails. The FSCS may seek to arrange a replacement plan or provide compensation, but the outcome and amount available depend on the individual circumstances and eligibility rules.
Qualifying Periods, Cancellation and Missed Payments.
Pure Cremation funeral plans can be cancelled at any time, but refund terms depend on how the plan was paid for. Single-payment plans have a 30-day cooling-off period. Full refunds are available before one year on 1-year instalment plans and before two years on 2-, 5- and 10-year plans.
Pure Cremation may cancel an instalment plan after two missed payments. Customers cannot make occasional top-ups, but can settle the balance early. If the planholder dies during the qualifying period, the balance can be paid or payments refunded.
Who owns Pure Cremation and how long have they been in business?
Pure Cremation was founded by former funeral director Bryan Powell and his wife Catherine in 2015. Pure Cremation Limited, which provides the cremation service, was incorporated in July 2015, while Pure Cremation Funeral Planning Limited, which provides the regulated funeral plans, was incorporated in December 2015. Bryan Powell has close to 30 years’ experience in the funeral industry. The company was acquired by private equity firm Epiris in 2023, and Dean Lamble now serves as Group Chief Executive.
Who Might Pure Cremation Suit?
Pure Cremation may suit people who:
Want a simple, unattended cremation.
Do not want a traditional funeral ceremony.
Are comfortable with family holding a separate memorial.
Want to make and pay for arrangements in advance.
Are comfortable allowing the provider to choose the crematorium.
Value having the ashes returned in an urn or scattered in the Garden of Remembrance.
It may not suit people who:
Want family present at the cremation.
Want to select a local crematorium.
Require a hearse, viewing, flowers or celebrant.
Want a traditional religious or non-religious service.
Live or expect to die outside the coverage area.
Are uncomfortable with the qualifying period or cancellation terms.
Our verdict
Pure Cremation specialises in unattended cremations and has a large volume of customer feedback. Its plan covers collection, care, cremation and ashes arrangements, but does not provide an attended ceremony or crematorium choice.
Geographical restrictions, qualifying periods and cancellation conditions are also important considerations. Those paying by instalments should compare the total payable rather than only the monthly cost. Whether the plan is suitable ultimately depends on your preferred funeral arrangements, location and budget.
*Cremations in Scotland are carried out in the Clyde Valley Crematorium in North Ayrshire and in Northern Ireland, they use the Lakeland crematorium located just south of the border.
FAQ's
Yes. Its prepaid plan provides an unattended direct cremation without a ceremony or mourners.