The Luton-based family business, Neville Funerals, has seen an increase in requests for more funeral options amid wider industry shifts in consumer priorities.
Families are increasingly exploring direct cremations, unattended funerals and pre-paid funeral plans as attitudes towards funeral planning continue to evolve but local funeral directors are warning against viewing funerals as simply an online transaction.
Neville Funerals says growing awareness of lower-cost and unattended funeral options has helped open up important conversations around choice, affordability and planning ahead. However, the business says many families remain unaware that independent local funeral providers can offer the same services promoted by large national direct cremation companies — while also delivering personal guidance, local understanding and compassionate face-to-face support.
Neville Funerals, part of Neville Trust Group of Companies, has a heritage spanning more than 150 years, operating nine branches across Bedfordshire, Hertfordshire and Buckinghamshire. Having built a reputation on trust, compassion and professional care, the business has noted a shift in consumer expectations as the rise of direct cremations, green funerals and pre-paid plans come to the fore.
Following its highest recorded month for pre-paid funeral plan sales in April, Neville Funerals has experienced a notable increase in the role of funeral plans and the increasing number of direct cremations.
Lӧis Aspinall, Neville Funerals’ Pre-Need Manager commented: “Now more than ever before the funeral industry is experiencing a notable shift in commentary, accessibility and societal awareness. Despite death, dying and bereavement remaining rather taboo discussions, there has been a shift in understanding across the industry as more people are exposed to the options available for funeral plans. Whether that is a lavish celebration of life, a very simple service or no service at all, we’re finding families are more aware of the options they have.
“Recent years have seen a rise in greener alternatives and the important role of personalisation throughout the memorial process. Funerals used to be a very closed discussion, but now there are more wide-spread discussions, particularly with dedicated radio discussions and numerous specialist podcasts – all lifting the lid on the possibilities of funeral choices.
“Through many conversations with families, we’re finding there is a sharper focus and understanding, making it our role to guide them through this process with care, empathy and professionalism.”
According to the Sunlife Cost of Dying Report 2026, of those who have set aside funds for their own funeral, 33% of those are through a pre-paid funeral plan. The research also found that of those who were looking to cut costs on a funeral, 13% chose a direct cremation. Sources: Sunlife Cost of Dying 2026 Report.
Lӧis added: “We’re entering a very interesting time in the funeral industry, as information becomes more accessible and choice becomes greater, it is important local funeral directors are continuing to provide the guidance and support required. As online services continue to spark conversation, the role of a local, independent provider mustn’t be overlooked. It’s important that as families face such an emotional time in their lives that they have all the information and guidance required to make an informed decision. With local understanding, knowledge and connections, local funeral providers are key through the whole funeral process. Ensuring families are able to grieve and commemorate their loved one in a way that is unique and appropriate for them, is a vital element of a funeral provider’s role.
“Whether it’s a pre-paid funeral plan, a green funeral or a direct cremation, having professional guidance and support on hand can ensure that every stage of the process runs seamlessly. Every person deserves a dignified final journey, and every family deserves confidence that their loved one is receiving the very highest standard of care, regardless of the funeral choice.”
