Aura Life, a provider of funeral services and funeral plan sales, has secured a £350,000 equity investment from the Coast to Capital Growth Fund via appointed fund manager, The FSE Group. The £2+million funding round, which also includes investments from the Oxford Innovation Fund and the FSE Angel Investor Network, will support business growth including the creation of 16 new jobs.

A fully regulated end-of-life planning company, Aura Life, has rapidly emerged as a market-disrupting funeral care provider in the UK as it seeks to address the logistical, financial, and emotional challenges faced by consumers in funeral planning.

Its digital platform simplifies the funeral planning process, providing clarity for families of the deceased, allowing them to focus on managing their grief and celebrating their loved ones without the added stress of logistical and financial burdens.

Dave Jameson, CEO of Aura Life, said: "This funding will enable us to further our mission of creating a society where planning for death is embraced as part of life. Our digital funeral planning service and end of life planning tools ensure that we can cater to the diverse needs of our clients during their most challenging times, and we are thrilled to have the support of The FSE Group and our other investors on this journey."

With funeral costs continuing to rise amidst a cost-of-living crisis, Aura Life offers a viable alternative by providing funerals at a fraction of the cost of traditional services. Their pre-paid funeral plans start at £1095 compared to traditional funerals, which can cost up to £6,000.  

Jonathan Day, FSE Investment Manager, commented: "Aura Life’s innovative approach to funeral planning is combined with an impressive management team and strong market potential. They have successfully navigated FCA registration and, in just over a year, driven sales of over £2m of funeral plans alone. We believe Aura Life is well-positioned to revolutionise the funeral care industry and provide significant benefits to families across the UK."

The direct cremation market, currently valued at around £700m, is growing rapidly with a 600% increase since 2020. With its strong sector partnerships, robust cremation network, and market disrupting funeral solutions for the tech age, Aura Life is poised to succeed in this expanding market.

Coast to Capital Growth Fund is part of Coast to Capital Funding Escalator, which provides eligible companies with loans and equity funding between £50,000 and £500,000 for activities that will deliver high-growth and employment opportunities.