Aura Reviews 1,355

TrustScore 5 out of 5

4.9

While we don't verify specific claims because reviewers' opinions are their own, we may label reviews as "Verified" when we can confirm a business interaction took place. Read more

To protect platform integrity, every review on our platform—verified or not—is screened by our 24/7 automated software. This technology is designed to identify and remove content that breaches our guidelines, including reviews that are not based on a genuine experience. We recognise we may not catch everything, and you can flag anything you think we may have missed. Read more

Review summary

Created with AI, based on recent reviews

Considering 604 reviews, reviewers overwhelmingly had a great experience with this company. Customers consistently praise the staff for their professionalism, friendliness, and compassionate approach, especially during difficult times. The service is frequently described as excellent, with many highlighting the efficiency and ease of the overall process. People appreciate the clear communication and the absence of high-pressure sales tactics. The customer service is often noted for being first-class, with quick response times and helpful, understanding agents who make the user experience smooth and reassuring. Many people also appreciate the respectful and non-intrusive contact methods, contrasting positively with other companies.

What people talk about most

Staff

Consumers consistently report positive experiences with staff, highlighting their helpfulness,... See more

Service

Reviewers mention positive feedback about service. Customers consistently praise the professional,... See more

Customer service

Reviewers highlight positive aspects of customer service, praising the helpful, professional, and... See more

User experience

Clients share positive opinions on user experience, consistently describing the process as easy,... See more

Customer communications

Customers had positive experiences with contact. Many reviewers appreciated the personal contact and helpful... See more

Reviews shaping this summary

Rated 5 out of 5 stars

My initial contact was for their brochure. This was mailed to me & required a signature. A follow up phone call was made to me asking if I'd recived it. I said yes but it was also emailed. I info... See more

Company replied

Rated 5 out of 5 stars

Jimmy was so helpful, professional but shared my sense of humour which certainly made the process very easy. I guess my only question would be is why the advertisements for Aura say funerals from £... See more

Company replied

Rated 5 out of 5 stars

I chose Aura for my funeral plan because of the ratings and its no-pester promise. Delighted to have done so. I never felt under pressure to make a decision, and wasn't subject to constant calls or e... See more

Company replied

Rated 5 out of 5 stars

Aura has made this as simple and easy as could be. It felt like a personal experience being customer focused. No pressure sales just precise explanations and advice. I didn't believe setting this up w... See more

Company replied


Company details

  1. Cremation Service
  2. Funeral Director

Written by the company

Aura is a family-run, five-star-rated provider of direct cremation plans, helping families across mainland Britain secure peace of mind for their future. We offer affordable, prepaid funeral plans with no hidden fees, ensuring everything is taken care of when the time comes. Our mission is to make end-of-life planning simple, clear, and approachable. With a focus on trust, transparency, and compassion, we guide our customers through the process, providing all the details they need to make an informed decision that they're comfortable with. At Aura, we believe that planning ahead shouldn’t be overwhelming or expensive. That’s why we include all essential services in one low price, offering financial security and reassurance for you and your loved ones. We also provide time-of-need services for families who require immediate assistance, offering dignified and affordable direct cremations without compromise. Our caring team is here to guide you every step of the way, ensuring everything is handled with care and sensitivity during a difficult time. Rated highly for our caring approach and exceptional service, we are proud to be trusted by thousands of families to deliver affordable, dignified, and stress-free funeral arrangements.


Contact info

4.9

Excellent

TrustScore 5 out of 5

1K reviews

5-star
4-star
3-star
2-star
1-star

Asks customers to review

This company invites their customers to review, whether positive or negative

Replied to 100% of negative reviews

Typically replies within 1 week

How this company uses Trustpilot

See how their reviews and ratings are sourced, scored, and moderated.

Companies on Trustpilot aren't allowed to offer incentives or pay to hide reviews. Reviews are the opinions of individual users and not of Trustpilot. Read more

Rated 5 out of 5 stars

Family run

Looked at many direct cremation companies but as this was family run it persuaded my decision.
The setting up was very straight forward and spoke to a very nice gentleman.

23 February 2026
Aura logo

Reply from Aura

Hello Christine,

Thank you so much for taking the time to leave this review. I’m really glad that our being a family-run company gave you that extra reassurance, that means a great deal to us.

Best wishes,
Matthew

Rated 5 out of 5 stars
Aura logo

Reply from Aura

Hello Claire,

Thank you so much for your kind words. It really means a lot to hear that you found our approach lovely and our team helpful.

Best wishes,
The Aura Team

Rated 4 out of 5 stars

Very good no pressure discussed all…

Very good no pressure discussed all options fully and left it with me to decide on the options until I had made a decision

22 February 2026
Aura logo

Reply from Aura

Hello Christopher,
Thank you so much for your kind review. I’m really glad you felt there was no pressure and that we were able to talk through all the options clearly. It’s so important to us that you feel comfortable taking the time you need to make the right decision for you. Best wishes, The Aura Team

Rated 5 out of 5 stars

Very lovely company

Very lovely company, helpful and understanding and helped me all the way with complications from no internet during bad weather while living in France and trying to book a funeral for my mother in the uk. Also refunded me without being asked, the difference,for booking the dearer package funeral 2 days before she died. I highly recommend! First class.

11 February 2026
Aura logo

Reply from Aura

Hi Julie,
Thank you very much for sharing your experience. We so appreciate the kind words. Please take care, Caoimhe

Rated 5 out of 5 stars

great service , fully covered , no unexpected extras .

Great customer service , lovely people , easy to arrange , great price , cheaper than pure cremations , plus more features . Plus no extra charges if you wish to pay over 12 / 24 months . We took out 2 plans in the end , so the children werent left with a huge bill , as a lot of family members are . Also fully covered by FCA AND FSCS , so fantastic peace of mind , so all excellent , we were very pleased , plus as an added bonus , £50 off , and we werent bombarded by sales people , like pure cremations do . Thank you , much appreciated . So all in all a 100 per cent great experience , from start to finish . Nigel Hall .

22 February 2026
Aura logo

Reply from Aura

Nigel,
Thank you so much for this lovely review, and for trusting Aura with your funeral plans. We will be here to chat, should you need any support in the future. Please take care, Anne-Sophie

Rated 5 out of 5 stars

The lady i talked to on the phone was…

The lady i talked to on the phone was very knowledgeable on the product, and more importantly I wasn't pushed into taking up a policy.

15 February 2026
Aura logo

Reply from Aura

Margaret,
Thank you for taking the time to leave this kind review. Wishing you all the best, Jimmy

Rated 5 out of 5 stars

Everyone I spoke to was very…

Everyone I spoke to was very professional and considerate. Explained how everything works, and open to questions. Very happy with a positive outcome. Thanks all.

22 February 2026
Aura logo

Reply from Aura

Hi Stuart,
We really appreciate your lovely review. It's so nice to know you found our team professional and considerate. Wishing you all the very best, Debs

Rated 5 out of 5 stars

Would recommend

After a not so good experience with another company, we called Aura. Fantastic from the start ! Very kind and considerate and would definitely recommend.

15 February 2026
Aura logo

Reply from Aura

Lesley,
I'm so glad that we could help. Thank you for leaving a kind review...wishing you all the best. Caoimhe

Rated 5 out of 5 stars

I was an indivual not just another enquirer…

I felt I was being treated as an individual not just another client. I did not feel rushed in making any decisions I explained my next of kin would need help and was assured it woul be given so felt my responsibilities would be taken up by "the Angels" so reassuring
When raising a question I was told it would be looked into. Promptly an email and phone call came back within 24 hrs so again a company that stands by its word "that it is there to help"

Thank you.

19 February 2026
Aura logo

Reply from Aura

Hi Mrs. F
What kind and thoughtful words..thank you so much. It's lovely to know you felt reassured, and that you had space to make decisions in your own time. We will always be here to help, should you have any other questions down the line. All the very best, Zoe

Rated 5 out of 5 stars

Easy to understand information

Easy to understand information, simple form to complete, and very helpful customer service staff.

12 February 2026
Aura logo

Reply from Aura

Jim,
This is exactly the feedback we love to read. Thank you for taking the time to leave this lovely review. Please take care, Caoimhe

Rated 5 out of 5 stars

Peace of mind

Very friendly and professional made me feel very comfortable Nat was such a lovely man .

19 February 2026
Aura logo

Reply from Aura

Hi Janet,
thank you so much for this kind review. It was a pleasure chatting with you. Please take care, Matthew

Rated 5 out of 5 stars

Peace of mind for the future

We have just bought two cremation plans with Aura we spoke with a young man called Jimmy he was patient and explained everything that we asked he was informative and in no way pushy he made our experience easy so glad to have made our decision to make our plans with Aura we can now get on with our lives knowing we're in safe hands when we need them .

18 February 2026
Unprompted review
Aura logo

Reply from Aura

Paula,
Thank you very much for such a positive and kind review. It's great to know that you found the experience clear, and not pushy. Please take care, and all the best, Jimmy

Rated 5 out of 5 stars

Applying for the Aura Funeral Plan was…

Applying for the Aura Funeral Plan was very easy. We were even informed about an offer for two policies, which was helpful. Email responses were quick and everything was explained clearly in a way that was easy to understand. The follow up emails to check how we were doing were a really nice touch. I would certainly recommend them to others.

10 February 2026
Aura logo

Reply from Aura

Lisa,
What a lovely review, thank you so much. I'm glad you found our chats helpful and reassuring. Wishing you all the very best, Caoimhe

Rated 5 out of 5 stars

I thoroughly recommend Aura

I thoroughly recommend Aura.

They are really easy to deal with and couldn’t have been more helpful. A pleasure to do business with and cheaper than the market leader. Interest free credit and you can cancel anytime with full refund.

23 January 2026
Aura logo

Reply from Aura

Hello Christina,
Thank you very much for taking the time to relay these kind words. We will be here to chat, should any questions come up for you. Wishing you all the best, Matthew

Rated 5 out of 5 stars

The entire process was so easy to carry out.

The entire process was so easy to carry out. There were clear and concise details in easy to understand format. The documentation was superb and sent out to me swiftly. Very efficient. Thank you.
GWB.

15 February 2026
Aura logo

Reply from Aura

Gordon,
Thank you for taking the time to leave this kind review. We appreciate this feedback, and will be here if you need anything going forward. All the best, Caoimhe

Rated 5 out of 5 stars

Definitely the one to go with.Such a lovely lady answered my phone…

Such a lovely lady answered my phone call and all my questions. I explained that I was planning for my future and I wanted a direct cremation as I have no family or religion. She was wonderful, explained everything, sent me an email with the details and they were completely transparent about costs. I knew that they were the company for me after speaking to other companies. Even buying the funeral was easy and straightforward.

16 February 2026
Aura logo

Reply from Aura

Adele,
Thank you for the incredibly kind words. I'm so glad that I was able to answer your questions. I appreciate you putting your trust in us, and we will be here whenever you need us. All the best, Zoe

Rated 5 out of 5 stars

Easy and straightforward

All the information is very easy to follow and is very thorough
People I spoke to were all very helpful and knowledgeable
I did not feel pressurised at any point
Good price
I feel my family will be in good hands when the time comes

6 February 2026
Aura logo

Reply from Aura

Hello,
I so appreciate you taking the time to leave this lovely review, thank you. It's great to know you didn't feel pressured, and that you felt comfortable speaking to the team. All the best, Rowena

Rated 5 out of 5 stars

cremation …

After reading other company services and actual reviews, I decided to go with Aura. They get what is important to families after you lose a loved one. While you are grieving you don't need to be worried about sorting out arrangements, which can be very stressful and overwhelming at a very sad time. With this funeral plan it takes all that away and let's family grieve without any worries, and more important no extra cost to them, it is all paid for. The experience was very straight forward, a few relevant questions over the phone with a very nice employee. Then a brochure and form to fill in including your personal plan and wishes. Pay in one lump or over 12months /24 months, which can help make things easier.

8 February 2026
Aura logo

Reply from Aura

Dawn,
Your thoughtful words mean so much to us here at Aura. It's nice to know that you found the process straightforward and our team friendly. We will be here for you should you ever have any questions or concerns. All the best, Matthew

Rated 5 out of 5 stars

I Put it off for two and a half years…

I Put it off for two and a half years to get a funeral plan in the end I chose Aura gentleman I spoke to was very pleasant and calm explained all the details and basically our assigned up pay for it that's the best thing I've ever did I wrote 10 out of 10

7 February 2026
Aura logo

Reply from Aura

Kevin,
What a lovely review, thank you. I'm really happy to know you found the process calm, and our interaction pleasant. Wishing you all the best, Jimmy

The Trustpilot Experience

Anyone can write a Trustpilot review. People who write reviews have ownership to edit or delete them at any time, and they’ll be displayed as long as an account is active.

Companies can ask for reviews via automatic invitations. Labeled Verified, they’re about genuine experiences.

Learn more about other kinds of reviews.

We use dedicated people and clever technology to safeguard our platform. Find out how we combat fake reviews.

Learn about Trustpilot’s review process.

Here are 8 tips for writing great reviews.

Verification can help ensure real people are writing the reviews you read on Trustpilot.

Offering incentives for reviews or asking for them selectively can bias the TrustScore, which goes against our guidelines.

Take a closer look