Update on Covid-19

A message from Bryan Powell, our CEO and Co-founder
As we all begin to deal with the impact of Covid-19 it is vital that the public can access factual, expert advice and support, particularly when facing the loss of a loved one. We hope that the following information is reassuring and helpful.

If you need to arrange a Pure Cremation for a loved one

We will continue to care for the bereaved and the deceased with the kindness, respect and care that we are known for. Our integrated team and facilities mean that we are in the best position to avoid unnecessary delays in providing that care and completing cremations.

The capacity to care

Thanks to excellent forward planning we already have the ability to handle many more funeral instructions and could carry out four times the number of cremations that we currently undertake.

It is possible that prioritising immediate care may require the diversion of staff resources. One impact may be the need to extend the timescale for the safe return of ashes beyond our usual promise of 21 days from the cremation date. We will take all the necessary steps to keep this to a minimum.

Naturally Pure Cremation also stands ready to support funeral professionals and local authorities across the country so that they can make the same commitment to the families they serve.

We’re always here to answer your call

We have carefully considered how to balance the government advice to minimise social contact with the need to maintain a critical service, plus helping more people than ever to put a pre-paid plan in place.

We have used our technological know-how to implement a weekly work-from-home rota that maintains our usual business hours and excellent service levels. From Monday 23rd March half the staff will be in the office to process the substantial quantity of physical documents associated with both pre-paid plans and funerals, while the rest will handle calls and queries from the comfort of home.

Pre-paid Funeral Plans

Our Planning Ahead team is coping well with an unprecedented number of information pack requests and sales, but we know that our plan holders will welcome information about the Trust’s ability to pay for a greatly increased number of plan holder funerals if required.

Your investment is secure today. And for the future.

The safe and sensible spread of investments managed by our Trust has always been planned to minimise the impact of any stock market uncertainty.

The Trust has maintained a substantial cash reserve to ensure it can meet the cost of many more cremations than we would normally anticipate.

If you have purchased a Pure Cremation Trust-based Plan, the funds from this purchase are looked after by a leading UK fund manager whose actions have already helped maintain a ‘better than market’ fund performance under very challenging conditions.
If you have signed up for a Pure Cremation Over 50s Plan, your whole-of-life insurance policy is secured by one of the UK’s largest mutual life companies. We would like to remind you that it is important that you maintain the monthly payments for this style of plan to keep it active.

Remember, we are always here to help and support our clients, colleagues and communities, whatever lies ahead.

Stay well. Stay safe.

Bryan Powell
CEO & Co-Founder