Simplicity Cremations vs Pure Cremation
Direct cremations have grown rapidly in popularity, rising from just 3% of all UK funerals in 2019 to 21% in 2025* - and with that growth has come a significant increase in the number of specialist providers to choose from.
More choice is a good thing, but it can also make the decision harder. This review compares two of the UK's leading direct cremation providers, Simplicity Cremations and Pure Cremation, across the factors that matter most, to help you choose with confidence.
All of the information below is correct at the time of publishing.
But first, who exactly are Simplicity Cremations and Pure Cremation?
About Simplicity Cremations
Simplicity Cremations is a national direct cremation provider offering simple, low‑cost funerals without the formality of a traditional service.
Operated by Dignity Funerals Ltd, one of the UK’s largest and most established funeral groups, they provide nationwide coverage.
Thanks to their extensive network of 45 owned crematoria across the UK, there's a good chance Simplicity Cremations will have a crematorium local to you.
Simplicity focuses on transparent pricing with no hidden fees, practical support and straightforward arrangements, giving families an affordable alternative without compromising on care.
Their prepaid funeral plans and at‑need cremation services are designed to keep the process clear, dignified and as stress‑free as possible.
About Pure Cremations
Pure Cremation is likely the most recognisable name in direct cremation, largely thanks to their prominent TV advertising campaigns.
Founded in 2015 with a headquarters in Andover, Hampshire, the company offers unattended cremations and prepaid funeral plans as a more affordable alternative to traditional funerals.
Unlike many providers, Pure Cremation owns and operates two of its own crematoria - Charlton Park in Hampshire and Barnby Moor in Nottinghamshire. Third-party facilities are used in Scotland.
Pure Cremation is backed by private equity firm Epiris, who acquired the business in 2023.
Simplicity Cremations vs Pure Cremation: Funeral plan costs
How much is Simplicity cremations?
Simplicity Cremations is the more affordable option for a direct cremation funeral plan. A single upfront payment costs £1,799, rising to £1,899 if paying by instalments (£79.12 per month over 24 months, which includes a £100 instalment fee).
How much is pure cremation?
Pure Cremation's funeral plan is advertised at £2,395, although a discounted rate of £2,095 is available - a saving of £300.
It's worth noting that the total amount you pay will vary depending on your chosen payment method. Pure Cremation's 10-year instalment plan, for example, costs £29.99 per month - totalling £3,598.80 over the full term.
At their standard prices, Simplicity Cremations is £596 cheaper than Pure Cremation and £296 cheaper even when comparing against Pure Cremation's discounted rate.
Price comparison summary
While Simplicity Cremations is the more affordable option, price alone shouldn't be the only consideration when choosing a funeral plan.
The quality of customer service, how quickly a provider can collect the deceased, their geographic coverage, and what's included in the plan price can all be just as influential in making the right choice.
Simplicity Cremations vs Pure Cremation: Direct cremation costs
If a loved one has passed away and no funeral plan is in place, both Simplicity and Pure Cremation offer an immediate direct cremation service.
A direct cremation includes the essential elements of the service; crematorium fees, collection and care of the deceased (at an additional cost), and all required third-party costs.
Simplicity Cremations charge £1,399 for their at‑need direct cremation, compared to £1,595 with Pure Cremation - a difference of £196. However, if you require the ashes hand delivered Simplicity will charge a fee for this service.
Pure Cremation offer an attended cremation (Simplicity don’t)
A key difference between the two providers is what each offer beyond an unattended cremation. Pure Cremation allow families to attend a short committal for an additional cost.
Prices start from £395 for smaller rooms (up to 12 people) and from £665 for larger ceremonial halls (up to 100 people) at their own crematoria, or £995 when using partner crematoria such as those in Scotland.
Simplicity Cremations, by contrast, only provide fuss-free unattended funerals and don’t offer attended options, helping them keep their costs low.
Simplicity Cremations vs Pure Cremations: Customer reviews
Both Simplicity Cremations and Pure Cremation have earned an “Excellent” 4.8 / 5 Trustpilot rating, but the scale and history behind their customer reviews differ.
Simplicity Cremations reviews Trustpilot
Simplicity Cremations has 374 Trustpilot reviews, with 87% rated 5 stars.
Although the number of reviews is much smaller, it’s important to note that Simplicity only began using Trustpilot in 2026, having previously collected customer feedback through Feefo.
Their Trustpilot score is based on fewer reviews given their shorter time in the market, but the feedback from customers to date has been consistently positive.
Pure Cremation reviews Trustpilot
Pure Cremation has 31,809 Trustpilot reviews, with 91% rated 5 stars. This reflects a very large volume of positive customer feedback built over several years.
Customer reviews summary
In summary, both providers are rated “Excellent”, but Pure Cremation’s score is supported by a significantly larger review base, while Simplicity’s reflects a more recent transition to Trustpilot.
Fairer Finance product rating
Both Simplicity Cremations and Pure Cremation hold a 3-star rating for their direct cremation prepaid plans on Fairer Finance.
Who are Fairer Finance?
Fairer Finance is an independent research and review agency whose ratings are designed to help consumers make more informed decisions.
Importantly, they don’t accept advertising or commission from the companies they rate, protecting their independence.
Simplicity Cremations vs Pure Cremation: Crematorium network
Simplicity Cremations have access to an extensive network of their own 45 crematoria across the UK.
This gives Simplicity a large, fully owned national crematorium network, allowing them to carry out most cremations locally and maintain direct control over standards and operations.
Having access to this wider network of locations helps keep Simplicity’s costs lower (as they are less reliant of paying for 3rd party facilities).
In summary, Simplicity has a large, UK wide owned crematorium network (45 locations). Whilst Pure Cremation, primarily uses third-party crematoria, with only two owned sites which serves both England and Wales.
Cancellation & cooling‑off periods
As with all FCA regulated funeral plans, both Simplicity Cremations and Pure Cremation offer a cooling-off period during which customers can cancel and receive a full refund.
Should you wish to cancel after this cooling-off period, fees will apply. Therefore, it’s worth checking the specific terms of your funeral plan before proceeding.
Both Simplicity and Pure Cremations offer a cooling‑off period during which customers can cancel for a full refund with no charges. Once this period ends, both providers apply cancellation fees, though the structure and amounts differ.
Simplicity Cremations cancellation & cooling off period
- You can cancel 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)
Pure Cremation cancellation & cooling off period
- You can cancel at any time
- Cooling‑off period:
- 30 days for plans paid in full
- For instalment plans: 1‑year plans: cancel within the first year for a full refund. 2‑year+ plans: cancel within the first two years for a full refund - After the cooling‑off period:
- A £350 cancellation fee applies
- If less than £350 has been paid at the time of cancellation, no refund is issued
Simplicity Cremations vs Pure Cremation: What’s included in direct cremation
When comparing the two providers on what their direct cremation includes, the differences are minimal. Both Simplicity Cremations and Pure Cremation offer a comparable core service, which is reassuring for anyone trying to make an informed choice between the two.
What both providers include as standard:
- Collection of the deceased from home or hospital, anywhere in mainland Great Britain
- Care of the deceased at their own facilities prior to cremation
- Transport to the crematorium
- A coffin and urn
- All crematorium fees
- Removal of medical devices at no additional cost
- Free delivery of ashes (when purchasing a funeral plan)
- The option to have ashes collected or scattered at the crematorium's garden of remembrance
It’s also worth noting that neither provider offers embalming or visitation of the deceased prior to cremation - both of which are features more commonly associated with traditional attended funerals.
What neither provider includes as standard:
As unattended direct cremation services, there are certain elements that are intentionally excluded from both offerings:
- A celebrant or minister to lead a service
- A hearse, limousine or flowers
- Mourners attending the committal at the crematorium
- Choice of crematorium
One notable difference, as mentioned above, is that Pure Cremation does offer an attended option, allowing a small number of mourners to be present for an additional fee.
Simplicity Cremations doesn’t offer this option, keeping the process very simple. For families who may want the option of a brief committal before arranging a separate memorial, this could be a relevant factor in their decision.
The takeaway
In terms of what is included as standard, both providers offer a broadly simple direct cremation service. The decision between the two is therefore more likely to come down to price, customer service, and individual circumstances - all of which we explore in further detail throughout this review.
Simplicity Cremations vs Pure Cremation: Is my money safe?
When purchasing a prepaid funeral plan, the security of your money is understandably one of the most important considerations.
The good news is that both Simplicity Cremations and Pure Cremation are fully authorised and regulated, providing customers with a robust framework of protection.
How is your money held?
Both providers hold customer funds in independent trusts, separate from their own business operations. This means your money is ring-fenced and protected regardless of what happens to the company.
Simplicity Cremations (The UK Funerals 2022 Trust)
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, managed by independent trustees to ensure there are always enough 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 and managed carefully.
Pure Cremation Funeral Plan Trust
Pure Cremation's funds are held in the Pure Cremation Funeral Plan Trust, which is managed independently of Pure Cremation Funeral Planning Ltd. The trust is reviewed every year by an independent expert to ensure there are always sufficient funds available.
FSCS protection
In addition to FCA regulation, customers of both providers benefit from protection under the Financial Services Compensation Scheme (FSCS).
If an FCA authorised funeral plan provider goes out of business, the FSCS may be able to protect eligible customer, either by arranging a like-for-like replacement funeral plan or by providing compensation.
Conclusion
In summary, both Simplicity Cremations and Pure Cremation offer equivalent levels of financial protection. For anyone considering a prepaid funeral plan, the regulatory framework in place provides meaningful peace of mind that your money is safe and your wishes will be honoured.
Summary: Simplicity Cremations or Pure Cremation?
Both Simplicity Cremations and Pure Cremation are well-regarded direct cremation specialists, backed by strong customer reviews and comparable core offerings.
While Pure Cremation may be the more familiar name thanks to their extensive TV advertising, Simplicity is generally the more affordable option and with 45 owned crematoria nationwide, is likely to have a facility closer to you.
Both providers are FCA regulated and FSCS protected, giving you peace of mind that your money is safe and secure.
We hope this comprehensive Simplicity Cremations vs Pure Cremation review will help you make an informed decision on which provide provider best meets your unique needs.
Sources:
* https://www.sunlife.co.uk/siteassets/documents/ cost-of-dying/sunlife-cost-of-dying-report-2026.pdf
