Sustainable growth: How to future-proof your funeral business
by Will Ward, Funeral Manager
• Published 25/06/2025
The UK funeral profession is undergoing a period of significant change, but with that change comes opportunity - and the need to act. From meeting evolving client expectations to following the latest regulations, there’s plenty that managers can do to ensure their business remains sustainable and resilient. Here are five key actions funeral directors should be considering today:
According to insurer
Sunlife, direct cremation now accounts for 20% of the funeral market in some parts of the UK. However, research by
SAIF has shown that more families would prefer a natural burial service to an unattended funeral, at 58% versus 52%. Meanwhile, traditional cremations remain far and away the most popular send-off, with 69% of families attaching middle to high importance to this type of funeral.
These shifting preferences highlight a clear opportunity for funeral directors to diversify their service options and capture a greater share of this increasingly fractured market.
Ensure your community is aware that you offer environmentally friendly funerals and direct cremations, emphasising the benefits such as local care and the ability to customise services.
It’s estimated that as many as one in 10 funeral directors in the UK operate without any oversight by the NAFD or SAIF. This potentially means that
10% of providers are not being inspected or abiding by a recognised code of practice.
However, this is set to change with regulation expected after the Fuller Inquiry and Legacy investigation conclude. The trade associations are preparing for a statutory framework that includes a common code of practice, inspections and quality assurance for all businesses.
Funeral directors can get ahead and make the adoption of new rules as seamless as possible by reviewing protocols for mortuary care, deceased handling and record-keeping. If you are unsure where to start or what you should be looking at, speak to the trade associations’ standards teams for advice.
Research has shown that companies with engaged employees are
21% more profitable, tend to experience much lower staff turnover and absenteeism, and have better productivity.
Funeral directors can begin to address employee engagement levels by anonymously surveying colleagues with questions on job satisfaction and feelings about the company. Talk to your hiring manager, or search online for ‘employee survey template’ for ideas.
Insights gleaned should inform an employee engagement strategy that involves regular training in bereavement support, new technologies and evolving compliance requirements. The
IFD College is a good place to start if you’re thinking about staff qualifications.
A consumer survey by digital marketing specialist
HubSpot found that 97% of respondents’ purchasing decisions were influenced by a company website. Additionally, according to their
Consumer Trends Report 2024, 59% of those surveyed said they prefer to gather information themselves rather than speak to a person.
Therefore, a strong online presence and efficient digital tools are essential.
Funeral director websites should be modern, easy to navigate, mobile-friendly and clearly communicate services, values and pricing.
On top of this, you should use Facebook or Instagram to share news and pictures of your team, engage with your community and showcase your compassionate approach.
Back of house, consider using specialist software for digital record-keeping across your mortuary, funeral arrangements, and invoicing to improve operational efficiency, reduce administrative burden, and ensure accuracy.
Companies driven by purpose tend to outperform. B Corp-certified businesses, for example, are growing 28% faster than the UK’s national economic growth rate of 0.5%.
For funeral directors, your local community is your most powerful marketing channel. Collaborating with hospices, care homes, churches, schools, and charities builds trust, strengthens relationships, and raises your profile. Explore their websites for campaigns and causes your team can support.
Encourage volunteering
Giving your team time to volunteer makes a real impact. One study found that 91% of businesses saw a link between volunteering and employee engagement. It’s a simple way to boost motivation, retention, and your community reputation.
Build a future-ready funeral home
There’s no one-size-fits-all solution to long-term success. But by embracing technology, expanding your services, staying compliant, investing in your team, and staying connected with your community, your funeral business can continue to serve with distinction—and thrive—for generations.
Funeral Manager is the UK's leading software for mortuary care, arrangements, invoicing, and more—all in one easy-to-use cloud-based system. 👉
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