Dignity invests £50m to modernise its business

One of the biggest funeral directors in the UK has unveiled a £50 million investment plan that will see it offer more competitive funeral prices.

Dignity Funerals, the UK’s only publicly listed funeral director, has unveiled a turnaround plan to modernise its business, as the firm adapts to changing customer demand around price and choice. The three-year restructuring plan includes cost savings across the board, as well as more money for digital marketing as the public increasingly shops for funeral directors online.

“Our focus remains on building a new lower-cost model in our funeral business which will provide more competitive prices and a superior, future-ready proposition. We have made good progress, but it is still early days,” said Dignity’s chief executive Mike McCollum.

Dignity’s move follows a decision earlier this year to significantly reduce the cost of its basic funeral, in order to meet demand from a growing number of Brits who choose no-frills funerals.

Funeral Guide’s head of digital marketing Gary Moyle said: “The funeral profession is modernising as we speak, which is great news for consumers. The more price points that funeral directors can offer, the better they are meeting the needs of the bereaved.”