Aura Funerals, a London-based digital end-of-life planning and funeral service, has announced a successful €905k funding round through Angel Investment Network in order to develop digital pre-planning technology and eco-friendly funerals.
This marks Aura’s third successful raise through the network. The funds were raised as part of a larger €3.8 million growth funding round.
According to Benedict May, Chief Operating Officer from Aura Funerals: “AIN’s continued support speaks volumes about their confidence in our vision to modernise funeral care with compassion and technology. We’ve been at the forefront of innovation in the sector, enabling individuals to personalise final farewells online or by phone, saving thousands and easing the emotional and administrative burden. This funding will be instrumental in expanding our services and strengthening our commitment to innovative, sustainable end-of-life solutions.”
Aura Funerals, founded in 2019 by David Jameson and Benedict May, is innovating the funeral care process by digitising and simplifying arrangements, making them more affordable and flexible for their users.
The company “prioritises compassionate support” and offers comprehensive planning resources to assist families during challenging times, including features such as funeral plan comparisons.
According to Aura, following recent market changes, it is one of fewer than 30 FCA-regulated funeral providers.
Staff at the company are referred to as ‘Aura Angels’, offering personalised services to their customers. According to Aura, the Aura Angels “listen, help and guide you along the journey. With an Aura Angel, it’s personal. They’ll get to know you and your family, helping you arrange a funeral that truly reflects the person you love. Your Angel will be there to support you every step of the way. They’ll arrange the cremation, handle any paperwork or simply sit and listen.”
Also included is the ‘Aura Circle’, a free membership that gives you access to their planning and legacy tools, workshops and exclusive content. Features offered included registering the user’s funeral wishes, creating a digital life story with their family members, and even leaving a message to be delivered in the future.
According to the company, there are currently 30k members in the Aura Circle, where they share stories and engage in community discussions.
Matthew Louis, senior broker from Angel Investment Network, added: “Aura provides a heartfelt and dignified farewell, ensuring every goodbye is filled with compassion, respect, and simplicity. Angel Investors have truly embraced their vision of disrupting an archaic and confusing market and modernising it with a compassionate approach to supporting those in need. Aura has some great partners for the next stage of its journey.”
This latest investment will fuel several key initiatives including digital pre-planning technology, eco-friendly funerals and imbedding AI into their operations. The business will also continue growing their end-of-life hub and owned media to drive down acquisition costs and drive brand awareness into the wider market.
