Simplicity Cremations vs Aura Funerals
Direct cremations have grown from just 3% of all UK funerals in 2019 to 21% in 2025* - and with that growth has come a number of new providers all competing for your attention.
So how do you choose the right provider? And is cheaper always better?
We compare Simplicity Cremations and Aura Funerals side by side - exploring funeral plan costs, at-need cremation prices, customer ratings and even free gift incentives - so you can make an informed choice with confidence.
All of the information below is correct at the time of publishing.
Who are Simplicity Cremations?
Simplicity Cremations specialise in direct cremations and prepaid funeral plans. They only offer fuss-free, affordable funerals without the formality or expense associated with a traditional service.
They’re owned and operated by Dignity Funerals Ltd, one of the UK’s largest and most established funeral providers, whose funeral directors date back to 1812.
Thanks to their 45 owned crematoria, the largest network in the UK, there's a good chance Simplicity Cremations will have a facility local to you.
Simplicity focus on delivering transparent pricing with no hidden fees, practical support and straightforward arrangements, giving families an affordable alternative without compromising on care.
Who are Aura Funerals?
Aura Funerals are a family-run funeral plan provider founded in 2019 by Paul Jameson, following his diagnosis with motor neurone disease. Based in Godalming, Surrey, Aura's philosophy is to make funeral arrangements a simple but compassionate process.
Aura offers direct cremation services for both at-need and prepaid customers (carried out by a third party).
Key differentiators include no cancellation charges, free funeral plan alterations, and instalment plans over 12-24 months at no extra cost.
Aura doesn’t own or operate its own crematoria, but instead use Simplicity’s third-party facilities (transport, care centres, crematoriums and funeral directors) across the UK.
Who are the “Aura Angels”?
Aura Angels are the trained members of Aura’s dedicated care team who manage the practical arrangements after someone passes away; coordinating collection, providing updates, and supporting families throughout the process.
While Simplicity doesn’t give their care team a specific brand name, they also employ trained specialists who are experts in the funeral field and who deliver high levels of professionalism and support to families.
Simplicity Cremations vs Aura: Funeral plan costs comparison
How much is Simplicity Cremations?
A Simplicity Cremations direct cremation funeral plan costs £1,799 when paid for upfront in a single payment.
If you prefer to pay in instalments, the price rises to £1,899, which works out at £79.12 per month over 24 months. (This includes a £100 instalment fee).
How much is Aura?
Aura’s direct cremation funeral plan currently costs £1,695. They also offer instalment plans over either 12 or 24 months, and the total cost remains the same, with no instalment fees added.
Attended direct cremation funeral plan costs
While Simplicity only specialise in low-cost, unattended funeral plans, Aura offer two attended options at a higher cost.
Their “intimate” funeral plan costs from £2,595 and allows up to 15 guests to attend. Their “fully attended” option costs from £3,195 and guests are only capped by the capacity of the crematorium.
Price comparison summary
The cost of funeral plans can change regularly, but at the time of writing this review Aura is £104 cheaper than Simplicity Cremations when comparing upfront prices (£1,695 vs £1,799).
When paying by instalments, the gap widens because Aura doesn’t charge instalment fees, while Simplicity add £100.
For example, over 24 months Aura costs £1,695 total, whilst Simplicity is £1,899. A difference of £204.
Price obviously matters, but it shouldn’t always be the only deciding factor. When comparing providers like Simplicity Cremations and Aura, it’s also worth looking at:
- Customer service - responsiveness, support, and consumer reviews
- Collection times - how quickly they can attend to collect the deceased
- Geographic coverage - some providers will have regional limitations
- What’s included - transport, 24/7 contact support, care of the deceased etc
Let’s continue our Simplicity Cremations vs Aura comparison.
Simplicity Cremations vs Aura: Free gift comparison
Do Simplicity Cremations offer a free gift?
Yes, new Simplicity Cremations customers can currently claim a £100 gift card when purchasing a funeral plan.
This Prezzee gift card can be used at over 200 different retailers and could for some add value to their already low‑cost direct cremation plan.
Please note, this free gift offer expires on 30th June 2026, terms and conditions apply.
Do Aura offer a free gift?
No, Aura doesn’t currently offer a free welcome gift. However, they do offer a £100 discount when two funeral plans are purchased together, which may appeal to couples or families planning ahead at the same time. They refer to this offer as “Two Together”.
Free gift summary
On free gift incentives, Simplicity Cremations edge ahead for single plan buyers, offering a £100 gift card with their funeral plan.
Aura don't offer a gift card, but do offer £100 off when two plans are purchased together, making them a competitive option for couples planning ahead.
Simplicity Cremations vs Aura: Direct cremation costs
If a loved one has passed away and no prepaid funeral plan is in place, both Simplicity Cremations and Aura offer an ‘at‑need’ direct cremation service (although Aura use Simplicity’s facilities).
How much is a Simplicity direct cremation?
Simplicity charge £1,399 for an at‑need direct cremation. This includes collection, care of the deceased, the cremation itself, and the return of ashes (a fee applies if you want ashes hand‑delivered).
How much is an Aura direct cremation?
Aura’s at‑need direct cremation costs £1,195, making it £204 cheaper currently compared with Simplicity.
However, Aura doesn’t operate its own crematoria. Instead, they use the cremation facilities owned and run by providers such as Simplicity Cremations. This means the cremation itself is carried out by Simplicity, even when the service is purchased through Aura.
As detailed above, like Pure Cremation, Aura offer an attended cremation option for an increased price of £2,095. In contrast Simplicity only specialise in unattended direct cremations, which helps keep prices low.
Simplicity Cremations vs Aura: Customer rating reviews
Both Simplicity Cremations and Aura have earned an ‘Excellent’ Trustpilot ratings, reflecting consistently strong customer satisfaction. However, the scale and history behind their reviews do differ.
Simplicity Cremations reviews (Trustpilot)
Simplicity Cremations have acquired 449 Trustpilot reviews with an ‘Excellent’ 4.8 / 5 rating (20/05/26).
While this is fewer reviews than Aura, there’s an important reason; Simplicity previously collected customer feedback through Feefo, only moving to Trustpilot more recently.
As a result, their Trustpilot presence is newer, but the reviews they do have are overwhelmingly positive.
Aura reviews (Trustpilot)
Aura currently has 1,349 Trustpilot reviews with an ‘Excellent’ 4.9 / 5 rating (20/05/26). This places them among the highest‑rated direct cremation providers in the UK, with a large volume of recent, highly positive feedback.
Customer rating reviews summary
Both providers are rated ‘Excellent’, with only a marginal difference in average score.
Aura currently has a larger Trustpilot footprint, while Simplicity’s smaller number reflects their later switch from Feefo.
Overall, customer satisfaction from Trustpilot reviews is extremely high for both companies, suggesting that families can feel reassured when selecting either provider.
Simplicity Cremations vs Aura: Crematorium network
Simplicity Cremations crematorium network
Simplicity Cremations has access to a large, fully owned network of 45 crematoria across the UK. Because these facilities are operated by Simplicity’s parent company (Dignity), they maintain direct control over standards, staffing, and operational processes.
This extensive network allows Simplicity to carry out most cremations locally, reducing reliance on third‑party sites and helping keep costs down.
Aura crematorium network
Aura doesn’t operate its own crematoria. Instead, Aura uses Simplicity’s crematorium network to facilitate and carry out the cremation itself.
This means that although Aura is a separate funeral provider, the actual cremation takes place at the same facilities used by Simplicity, enabling Aura to still advertise a “local cremation service” despite not owning any crematoria.
Crematorium network summary
In short, Simplicity Cremations has the larger, owned national network, while Aura relies on Simplicity’s infrastructure to deliver its direct cremation service.
Simplicity Cremations vs Aura: Cancellation & cooling‑off periods
As FCA‑regulated funeral plan providers, both Simplicity Cremations and Aura offer a statutory cooling‑off period during which customers can cancel their plan and receive a full refund.
After this cooling‑off period expires, the cancellation rules differ, as Aura don’t charge a cancellation fee, while Simplicity do.
Simplicity Cremations cancellation & cooling‑off period
You can cancel a Simplicity plan at any time.
Cooling‑off period:
- 30 days for plans paid in full
- 24 months for instalment plans
After the cooling‑off period:
- A £300 cancellation fee applies (the exact amount is shown on the customer’s plan summary)
Aura cancellation & cooling‑off period
Aura also allows customers to cancel at any time.
Cooling‑off period:
- 30 days for plans paid in full
- 12 or 24‑month instalment plans: customers can cancel at any point during the instalment term and receive a full refund, provided payments are up to date
After the cooling‑off period:
- No cancellation fee currently applies
- Customers receive a refund of all money paid, regardless of how long the plan has been held
Simplicity Cremations vs Aura: What’s included in a funeral plan?
When comparing Simplicity Cremations and Aura on what their funeral plan includes, the core services are broadly similar.
Both providers offer a simple, unattended direct cremation with the essential elements required for a dignified cremation. As detailed Aura also offer two attended options for an increased cost.
What both providers include as standard on their plans
Both Simplicity and Aura provide the key components expected in a direct cremation funeral plan:
- Collection of the deceased from home or hospital within mainland Great Britain
- Care of the deceased at their facilities prior to cremation
- Transport to the crematorium
- A simple coffin suitable for cremation
- All crematorium fees included
- Removal of medical devices at no additional cost (Simplicity explicitly lists this)
- Return of ashes included (Simplicity and Aura both include hand delivery of the ashes anywhere within mainland Britain)
- Option to collect ashes or have them scattered in the crematorium’s garden of remembrance
Neither Simplicity or Aura include embalming or viewing of the deceased, which is fairly standard for unattended direct cremations.
What neither provider includes as standard
As both specialise in unattended direct cremations, the following are intentionally excluded:
- A celebrant or minister
- A hearse, limousines, or floral tributes
- Attendance at the crematorium
- Choice of crematorium (Aura uses Simplicity’s crematoria; Simplicity allocates the nearest of their 45 sites where possible)
Simplicity Cremations vs Aura: Is my money safe?
Both Simplicity Cremations and Aura offer strong financial protection for prepaid funeral plans, giving customers confidence that their money is secure.
How your money is protected
Both providers place their customer funds into independent trusts, keeping your money separate from their business finances.
Simplicity Cremations
With Simplicity Cremations, whether you pay by instalments or in a lump sum, your money is kept in a secure independent trust set up in line with FCA regulation.
The trust is managed by independent trustees to ensure there are always sufficient funds available, with the trust reviewed by an independent expert every year.
Specifically, the money paid for a Simplicity Cremations funeral plan goes into The UK Funerals (2022) Trust, where funds are held securely.
Aura
Aura place all customer payments, whether made as a lump sum or in instalments, into a secure independent trust, which is managed by independent trustees.
The trust is reviewed regularly to ensure strong performance, and supported by Aura’s own annual financial review, with the funds released when needed to cover every service in your plan.
FSCS protection
Both Simplicity and Aura are covered by the Financial Services Compensation Scheme (FSCS). If an FCA‑authorised funeral plan provider fails, the FSCS may arrange a replacement plan or provide compensation, protecting consumers.
Both Simplicity Cremations and Aura offer secure, regulated protection for your prepaid funeral plan. Independent trusts, external oversight and FSCS coverage ensure your money is safe and your wishes will be honoured.
Summary: Simplicity Cremations or Aura funerals?
Both Simplicity Cremations and Aura are reputable, low‑cost funeral plan providers with excellent customer ratings, and offering very similar core services.
Aura is currently the cheaper option for unattended direct cremations, while Simplicity’s ownership of a large, fully operated crematorium network gives them greater operational control.
There are smaller differences too, with Simplicity offering a £100 gift card, while Aura charges no cancellation fees, but overall both providers deliver strong value, transparent pricing and secure regulated protection.
The right choice for you will depend on your individual needs and priorities. We hope this comprehensive and balanced product comparison has helped you feel more confident about which option may work best for you.
Sources:
*https://www.sunlife.co.uk/siteassets/documents/ cost-of-dying/sunlife-cost-of-dying-report-2026.pdf
