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Brief Published: 14 Mar 2019

Streamlining Grief: Start-Up Removes Funeral Cost Confusion


New start-up Ever Loved aids bereaved consumers in navigating the confusing and often costly experience of organising a funeral; offering planning services and a platform to keep family members and friends up-to-date on memorial service details.

Ever Loved provides a social-media-like memorial platform for the deceased; friends or family set up a profile, similar to a Facebook page, including photos and an obituary. The bereaved can add their own memories in the form of comments and images, forming a digital space for grief. Details of memorials and funerals can also be added here, which help to normalise the funeral process by integrating planning with modern digital communication methods.

The website also facilitates end-to-end funeral planning via a considerate questionnaire. Planners are gently asked questions such as if religious, cultural or traditional aspects are significant to the funeral, before providing tiered budget choices (open, moderate and tight). Funerary options– including body donation, burial and cremation– are listed with positive explanations for each alternative, which help to de-stigmatise different approaches. Social impact concerns such as being environmentally friendly or altruistic are also queried to align the service with the deceased individual's values, or a traditional service can be followed.

Once these top-level decisions are made, the website provides the planner with a list of local vendors with price comparisons, assisting the management of unexpected or even unknow costs of planning a funeral. Ever Loved also provides a To-Do list, to help friends and families remember all facets of a funerary service. If the process becomes overwhelming Ever Loved has a dedicated call service, and live chat, to guide customers through the logistics of planning a memorial but also to offer emotional support.

As discussed in The Death Positive Movement, taboos around grief and death are diluting as consumers demand a more frank and compassionate approach to this emotional process. Brands which support their customers through difficult life moments by streamlining unavoidable and sensitive events will success in today's increasingly empathetic climate; see our Compassion Culture report for more.