Bare

What Bare does

Bare is an Australian direct-to-consumer funeral services provider founded in 2019 and headquartered in Melbourne, operating across all Australian states without owning any physical funeral parlours. The core offering consists of four service tiers: Bare Cremation (a direct cremation with fixed transparent pricing and no hidden fees), Bare Funeral (a traditional service with the coffin present before cremation), Bare Memorial (a celebration-of-life service without a coffin present, enabling flexible venues), and Bare Prepaid (a preplanning product that locks today's price, with funds held in an APRA-regulated funeral bond through Lifeplan Australia Friendly Society and monthly instalment options). Two wholly-owned subsidiaries extend the platform into adjacent legal services: Bare Law delivers fixed-fee grant of probate or letters of administration at A$1,999 inc. GST with a 10% price-beat guarantee, and Bare Wills provides an online guided will-writing flow that produces legally binding documents in roughly twenty minutes. Aftercare is bundled, including up to five complimentary grief-counselling sessions, a certified bereavement counsellor, and a partnership with Grief Australia for ongoing referrals.

The technology layer is a digital arrangement platform featuring 24/7 online status tracking of the deceased, fully online paperwork with pause/resume, free post-death admin task routing, and free notification management for key organisations. Customers can self-serve online or speak with a dedicated funeral arranger via a 24/7 phone line (1800 071 176) or video call, and delivery is executed through a network of accredited crematorium partners across Victoria, New South Wales, Queensland, Tasmania, South Australia, ACT, and Western Australia. The GTM motion is direct-to-consumer and inside-sales-led: educational content (a 'Grin + Bare It' podcast, 'The Final Encore' celebrity video series, an extensive blog and resource centre, plus free carer and healthcare workbooks) feeds top-of-funnel demand; the official pricing page delivers immediate quotes; a dedicated sales function converts; and high volumes of 5-star Google reviews reinforce social proof in a category where word-of-mouth dominates.

Monetisation is fundamentally transaction-based (one-time fixed-fee cremations and funeral services plus probate fees and will subscriptions), with prepaid cremation plans introducing a recurring instalment component that creates a small deferred-revenue balance sheet. The customer base is a horizontal long-tail of Australian families - the source material reports more than 50,000 families served and 4,000+ 5-star Google reviews, with selected namable logos (publicly surfaced testimonial families) supporting B2C breadth rather than enterprise concentration. Bare is privately held (no disclosed ticker or institutional recapitalisation), was bootstrapped into early VC funding of approximately A$13.5M across five disclosed rounds from 2020 to 2024 (OIF Ventures, Athletic Ventures, SecondQuarter Ventures, Ord Minnett, Perennial Partners, Larsen Ventures, Scale Up Media Fund), and has been recognised on Deloitte Tech 50 2024, AFR Fast Starters 2024, and multiple customer-experience awards.

Name

Bare

Legal name

Bare Cremation

Website

https://bare.com.au

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

Bare is an Australian direct-to-consumer funeral services provider operating across all states. It delivers cremations, memorials, prepaid plans, probate (Bare Law), and wills (Bare Wills) via phone and online channels, with no physical funeral parlours.

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Direct Cremation Services: Fixed-fee cremation-only services (direct cremations) with no attendance. Core revenue stream. Price varies by location/region with transparent pricing.
2. Funeral Services: Traditional funeral services with coffin present, held before cremation. Includes venue, service coordination, optional extras.
3. Memorial Services: Celebrations of life without coffin present, allowing flexible timing and venue options.
4. Probate/Estate Administration: Fixed-fee legal services for grant of probate or letters of administration through Bare Law. $1,999 inc. GST plus government fees.
5. Will Writing Kit: Online platform allowing customers to create legally binding wills in approximately 20 minutes.
6. Prepaid Cremation Plans: Consumers prepay cremation services at today's prices, locked in for future use. Funds held in regulated funeral bond with Lifeplan Australia Friendly Society. Monthly installment options available.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Bare provides affordable, transparent direct cremation, memorial, and funeral services to Australian families through an online and phone-based arrangement platform with no physical funeral parlours. Core offerings include direct cremation, traditional funeral services, celebrations of life (memorials), prepaid cremation plans held in regulated bonds, and supporting legal services (probate via Bare Law and online wills via Bare Wills) plus grief counselling aftercare. The company serves over 50,000 Australian families with fixed-fee pricing, 24/7 availability, and digital paperwork and tracking.

Product overview

Bare is a full-service funeral services company operating on a direct-to-consumer, online-first model. The core offering consists of four service tiers: Bare Cremation (direct cremation), Bare Memorial (celebration without coffin), Bare Funeral (traditional service with coffin), and Bare Prepaid (pre-planned cremation). These are supported by add-on legal services through Bare Law (probate and estate administration) and Bare Wills (online will creation). The company differentiates through technology-enabled arrangement processes (online tracking, digital paperwork), transparent fixed-fee pricing with no hidden costs, and comprehensive aftercare including grief counselling, children's grief resources, and carer support materials. The product portfolio is unified around simplifying end-of-life arrangements while removing the traditional funeral home model.

Differentiator

Problem solved

Functional benefit

Products and services

• Bare Cremation (Direct Cremation) Bare's flagship direct cremation service offering cremation-only funerals at fixed, transparent prices with no hidden fees. Includes collection of the deceased, private cremation, death registration, and return of ashes, with optional add-ons for memorials or funeral services. Targeted at Australian families seeking an affordable, simple alternative to a traditional funeral.
• Bare Memorial A celebration of life service held without a coffin present, allowing families flexibility in timing and venue. Includes cremation arrangements plus planning and coordination of a personalised memorial service at a location of the family's choosing (clubs, pubs, restaurants, community halls, etc.).
• Bare Funeral Traditional funeral service with the coffin present, held before cremation. Includes everything in Bare Cremation plus a funeral coffin and service at one of Bare's recommended venues, with options for personalisation through optional extras. For families who want a formal farewell in addition to the cremation.
• Bare Prepaid Cremation Prepaid cremation planning service allowing customers to prepay for their cremation at today's prices. Available with upfront payment or monthly installments over 24 months, with funds held in an APRA-regulated funeral bond through Lifeplan Australia Friendly Society. Includes a 30-day cooling-off period. For individuals planning their own end-of-life arrangements to lock in pricing and reduce future family burden.
• Bare Law (Probate & Estate Administration) In-house legal service through Bare Law providing fixed-fee probate and letters of administration, estate administration support, and will-related legal assistance. Grant of probate priced at $1,999 including GST with a 10% price-beat guarantee. For executors and administrators of deceased estates needing legal documentation.
• Bare Wills Online will-making platform enabling customers to create legally binding wills in approximately 20 minutes. Provides a guided process to write, save, download, and sign wills with support from Bare's wills and estates lawyers. For individuals wanting a low-cost, guided alternative to traditional solicitor-drafted wills.
• Bare Grief Support Aftercare service providing complimentary grief counselling sessions (up to 5 per family) delivered by Bare's certified grief counsellor, plus grief resources including writing workbooks, guided meditations, and referrals to grief support organisations. For bereaved families needing post-funeral emotional support.
• Bare Children's Grief Support Specialised grief support resources for children including downloadable workbooks, the 'Remembering Old Wombat' book (co-authored by Co-Founder Sam McConkey), colouring sheets, and guidance for caregivers. For families with grieving children needing age-appropriate support materials.

Quantifiable outcome

• Over 50,000 Australian families served
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• Crematorium PartnerscoreOthersNetwork of accredited crematorium partners across all Australian states where Bare arranges cremations. Includes Geelong Memorial Park & Crematorium, Ballarat General Cemeteries, Macarthur Grange Crematorium, Eco Memorial Park, Coastal Crematorium, Karrakatta Cemetery, Pinnaroo Valley Memorial Park, Fremantle Cemetery, Enfield Memorial Park, and Tasmanian Crematorium Services.
• Grief AustraliasupportingStrategic or Co-development PartnerPartnership providing grief support resources and access to support groups for Bare families. Grief Australia provides guidance through the universal human experience of grief with resources for navigating grief as an individual and supporting children and teens.
• Venue PartnerssupportingOthersWide variety of venues used for memorial and funeral services including cemetery chapels, function centres, sports clubs, community halls, restaurants, pubs, and golf clubs. No coffin present at memorials allows wider venue options.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Simplicity Funerals: Australian direct cremation and simple funeral provider offering low-cost, transparent pricing — operates a comparable asset-light model targeting the same price-sensitive consumer segment as Bare.
• Funera: Australian online-first funeral services provider competing in the direct cremation and prepaid funeral space, with similar digital-led customer acquisition and fixed-fee pricing.
• Pure Cremation: UK-based direct cremation provider offering simple, fixed-fee unattended cremations without a service. Closest international analogue to Bare's core direct cremation proposition and prepaid/plan model.
• Tulip Cremation: US direct cremation provider offering simple, online-arranged unattended cremations with transparent pricing. Comparable to Bare in product offering, digital-led GTM, and target customer (cost-conscious families).

Broad incumbents

• InvoCare: Largest listed funeral operator in Australia (ASX: IVC), operating White Lady Funerals, Simplicity Funerals and other brands. Represents the entrenched incumbent against which Bare is competing, with broader service portfolio and deeper geographic coverage.
• Propel Funeral Partners: ASX-listed funeral operator with a national network of parlours and crematoria across Australia. Comparable to Bare in serving Australian end-of-life needs but with a traditional parlour-based, multi-brand model rather than Bare's digital-first approach.
• White Lady Funerals: Australian premium funeral brand owned by InvoCare, providing traditional funeral services nationwide. Represents the premium incumbent positioning that Bare's value proposition is partially disrupting.

Emerging players

• Lantern: US end-of-life planning platform combining funeral planning, will creation, and bereavement support. Comparable to Bare in addressing the end-to-end end-of-life journey through a digital-first approach.
• Cake: US end-of-life planning technology company providing wills, advance directives, and funeral planning tools online. Comparable to Bare Wills and the broader digital end-of-life platform strategy.
• Empathy: US end-of-life platform combining probate support, funeral planning, and bereavement care. Comparable to Bare's expansion into Bare Law and the integrated end-of-life support model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/barecremation
• Facebookfacebook.com/barecremation
• LinkedInlinkedin.com/company/bare-cremation

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 records

Funding overview

Funding rounds5 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bare