The move will aim to accelerate Funeral Choice’s mission to support bereaved families and pave the way for the development of an industry platform, where all UK funeral directors can appear.
Dignity Ventures, a new division of Dignity plc, provides capital and support to businesses serving end of life needs.
Companies within Dignity Ventures will operate independently to Dignity, and therefore maintain their own focus, teams and ways of working.
Furthermore, Funeral Choice will operate as a “stand-alone” company with its existing and long-standing team remaining in place.
Alix Baldwin, director of Funeral Choice, said: “We are delighted to have secured this next chapter of Funeral Choice’s future. As one of the first sites of our kind, we have supported thousands of families over the past eight years to find a funeral director and navigate an exceptionally difficult moment in life.
“At the same time, we have also helped the majority of UK funeral directors to increase their online presence. We very much intend for this dual mission to continue under our new ownership, with even greater ambition and purpose; we truly hope that the industry will get behind us as we strive to achieve this.”
Gary Channon, CEO of Dignity plc, added “We are pleased to be backing Funeral Choice in their endeavour to provide the best advice and guidance to those planning a funeral. Our aim is to assist in the CMA’s desire to see greater transparency in the industry to help the bereaved make better informed decisions when choosing a funeral director.
“To achieve this, it is vital for Funeral Choice to operate at an arm’s length from Dignity and have full editorial independence.”