This page provides evidence and context for the claims made in our television advertisement.

All information verified and accurate as of 10 December 2025.

"Simplicity offer one of the UK's best value funeral plans"

We define "value" as a combination of low price, comprehensive service inclusions, and the quality of our infrastructure. Our claim that the Simplicity Cremation Plan is "one of the UK's best value" is based on the following evidence:

1. Market-Leading Price

The Simplicity Cremation Plan is priced lower than other major national competitors in the direct cremation plan market.

Comparison of Upfront Payment Prices for Direct Cremation Plans:

2. Comprehensive Inclusions

Our plan includes all the essentials for a direct cremation, ensuring no hidden costs for necessary services:

• Cremation fee.
• Preparation and care of the deceased.
• A simple coffin and urn.
• Collection and transportation from anywhere in mainland Great Britain.
• Removal of pacemakers and standard medical implants
• Hand delivery of the ashes or scattering in a garden of remembrance.
• 24/7 guidance from our professional telephone team.

(Please refer to our Terms and Conditions for full details on inclusions and exclusions. As a direct cremation plan, it does not include attendance at the crematorium, flowers, or a celebrant.)

3. Extensive National Network Advantage

We utilise the extensive network of Dignity Funerals Ltd which includes 45 owned crematoria and 585 funeral director locations across mainland Great Britain. This infrastructure provides the highest probability that the cremation will be carried out locally to the place of death, unlike competitors who can use centralised facilities requiring significant transportation.

"Backed by Dignity, the UK’s largest integrated funeral provider"

Simplicity Cremations is a trading style of Dignity Funerals Ltd.

The claim that Dignity is the "UK’s largest integrated funeral provider" is based on Dignity owning and operating the largest combined network of both funeral director branches AND crematoria nationally."

Comparison of Major UK Funeral Provider Networks:

While some providers operate more branches (e.g., Co-op Funeralcare), they do not own crematoria. Other providers operate crematoria (e.g., Westerleigh Group) but do not have a funeral director branch network. Dignity is the largest provider that owns and operates both essential components of funeral provision across the UK.

"More affordable / Save over £2,000"

A Simplicity cremation does not include a ceremony (there is no hearse, limousine or flowers, and no celebrant or attendees at the crematorium) and so costs less than a traditional attended funeral. A traditional funeral costs an average of £4,285 (SunLife Cost of Dying 2025).