Golden Charter makes upgrades to direct cremation offering
According to the funeral plan provider, sales of its direct cremation plans have jumped by 60% since 2022
Funeral plan provider, Golden Charter, has made enhancements to its direct cremation funeral plan product in response to a surge in consumer demand for simple, dignified and affordable end-of-life options.
The company’s new direct cremation plan is said to offer customers “the benefit of knowing that they’ll be cared for by a trusted, local funeral director” and that, as the plan is fully guaranteed, there will be nothing more to pay for the services included.
According to Golden Charter, sales of its direct cremation plans have jumped by 60% since 2022.
Recent industry data from the National Association of Funeral Plan Providers has also highlighted a “notable” shift in consumer preferences, with 62% of all funeral plan sales in 2024 having been direct cremation plans.
Mintel Research, which found that the rise in direct cremations is not just due to financial reasons, found that the growing trend towards simplicity in funeral arrangements is partly due to the declining emphasis on religious ceremonies.
The research indicates that a third of Brits find non-religious funerals appealing, and 31% are interested in celebration of life ceremonies. Importantly, it’s not that consumers are solely choosing direct cremation because they wish to forgo a ceremony, but rather, direct cremation offers flexibility to plan a separate event.
As a result, Golden Charter has upgraded its direct cremation plan to cover all cremation costs, with no hidden charges for families, and locked in today’s price to protect against inflation.
Families will also benefit from 24/7 support and the option to personalise arrangements through Golden Charter’s nationwide network of over 2,900 local funeral directors.
Sorya Kousourou, chief customer officer at Golden Charter, said: “We’re seeing a clear and growing interest in direct cremation as more people become aware of the simplicity and practicality it offers. Over the past five years, the number of customers choosing this type of plan has more than doubled.
“Many individuals tell us their main motivation behind choosing direct cremation is to ease the emotional and financial burden on their families but they want reassurance that everything will be handled professionally by a trusted local funeral director, and that their loved ones won’t be left facing difficult decisions or unexpected costs.”
