Tobin Brothers

Name

Tobin Brothers

Legal name

Tobin Brothers Pty Ltd

Website

https://tobinbrothers.com.au

Company type

Private

Founded year

1934

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Funeral Services

NAICS

Funeral Homes and Funeral Services (812210), Cemeteries and Crematories (812220)

akta.pro primary industry

Bereavement & Grief Support Services (Hospice-Affiliated/Independent) (HLADAHAL)

akta.pro secondary industry

Bereavement & Grief Support Services (Family Aftercare) (HSABAFAI)

Keywords

• Funeral services
• Cremation services
• Prepaid funeral plans
• Memorial services
• Multicultural funerals

Headquarters

HQ city

North Melbourne

HQ country

Australia

HQ region

Oceania

Offices27 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Funeral Service Fees: Professional service fees for arranging, planning and conducting funerals including transfer of deceased, mortuary care, chapel availability, staff, hearse, and death registration. Services range from basic ($3,492.50) to extended chapel services ($8,662.50).
2. Fixed Price Funeral Plans: Pre-paid funeral plans where customers lock in today's prices for future funerals. Payments are invested in third-party funds and only released at time of death. Allows instalment payments up to 3 years.
3. Merchandise Sales: Sale of coffins, caskets, urns, keepsakes, memorial books, floral tributes, and printed stationery as add-on products to funeral services.
4. Webcasting Services: Live streaming and replay of funerals and memorial services for remote family and friends.
5. Third Party Services: Facilitation and coordination of cemetery/crematorium, clergy/celebrant, musicians, venue hire, catering, and newspaper notices on behalf of families.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Tobin Brothers Funerals provides full-service funeral arranging, conducting, and memorial services across Victoria and New South Wales, including transfer of the deceased, mortuary care, chapel services, burial, cremation (through its owned Murray Valley Cremations facility), pre-paid Fixed Price Funeral Plans, and cultural/specialist services for diverse communities. Digital offerings include the Memory Maker mobile app, online tribute pages, and live webcasting of services. The company also generates ancillary revenue through coffin, casket, urn, and merchandise sales, and operates FIDA, a registered training organisation for the funeral industry.

Product overview

Tobin Brothers Funerals operates as a comprehensive funeral service provider offering a unified suite of funeral directing services. The core offering includes traditional and personalized funeral ceremonies, cremation services (through owned Murray Valley Cremations facility), and pre-paid funeral planning. Digital products include the Memory Maker App for funeral planning and Tribute Pages with webcasting capabilities. The company serves diverse cultural communities through specialized services (Italian Ottimo Service, Greek, Chinese, Jewish, and more) and operates sub-brands including Frances Tobin Funerals by Women. Additional offerings encompass coffins, caskets, urns, vehicles, catering, memorial books, and audio-visual tributes. FIDA provides industry training services.

Differentiator

Problem solved

Functional benefit

Products and services

• Tobin Brothers Funerals Full-service funeral directing providing personalised funeral arrangements, ceremonies, and memorial services across Victoria and NSW through 26 branches.
• Murray Valley Cremations Modern cremation facility in Moama owned and operated by Tobin Brothers, staffed by their own experienced personnel with over 20 years industry experience, ensuring complete care continuity from first call to final farewell.
• Frances Tobin Funerals by Women First company in Melbourne to offer funeral services provided exclusively by women, providing personalised care and understanding for families who prefer this option.
• Fixed Price Funeral Plan Pre-paid funeral plan where price is locked in at today's rates, protecting against inflation. Funds are invested in a third-party fund regulated under the Funeral Act 2006, with instalment payments up to 3 years.
• Memory Maker App Exclusive mobile app designed to guide families through the funeral planning process, allowing personalisation of funeral arrangements, available on iOS and Android.
• Cultural Specialist Services (including Ottimo Service) Specialised funeral services for diverse communities including Italian (Ottimo Service), Greek, Cantonese, Mandarin, Vietnamese, Indian, Sri Lankan, Spanish, Polish, Jewish, Eastern Orthodox, and Auslan-speaking clients.
• Tribute Pages and Webcasting Online memorial pages with live streaming webcasts allowing family and friends worldwide to view services, light virtual candles, share photos, and leave condolences.
• Coffins and Caskets Range of coffins and caskets from solid timber to environmentally friendly options, including solid timber caskets, timber veneer, composite board, and Celebrated Moments customisable vinyl wrap coffins, priced from $1,089 to $22,330.
• Urns and Keepsakes Cremation urns, scattering tubes, and keepsakes in various materials and styles including classic bronze, onyx, earth pillows, modUrn series with app integration, and biodegradable options, from $61 to $770.
• Audio Visual Tributes Professional montage of photographic moments and videos created by Tributes Consultants to celebrate the deceased's life, including the Celebrated Moments 40-photograph AV presentation with music and text.
• Funeral Vehicles Modern fleet including state-of-the-art hearses, premium coaches, and specialty vehicles like a Harley Davidson Fat Boy for unique funeral requests.
• Funeral Catering Catering options offering appetisers, sandwiches, hot and cold fare, sweet treats and share plates, arranged through Diamond Celebrations.
• FIDA (Funeral Industry Development Australia) Registered Training Organisation (RTO code 20806) providing training and consulting services to funeral industry professionals throughout Australia.
• Funeral Service Options Various funeral types including Single Service, Dual Service, Memorial Service, Basic Service, Essential Chapel Service, Twilight Service, and Celebration of Life Memorial, ranging from $3,492.50 to $8,662.50.

Quantifiable outcome

• Over 90 years of continuous family ownership and operation
• +2 more outcomes

Named customers12 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Funeral Industry Development Australia (FIDA)coreStrategic or Co-development Partner · 1 January 2002Established in 2002 as Tobin Brothers' external training arm (RTO code 20806). FIDA is a Registered Training Organisation providing training and consulting services to Tobin Brothers staff and other funeral directors throughout Australia.
• Tobin Brothers FoundationcoreOthers · 1 January 1984Established in 1984 to commemorate 50 years of service. The Foundation makes annual grants to organisations and individuals whose work demonstrates meaningful community benefit. By 2024, had made over 397 separate monetary awards totalling approximately $918,000 to community groups.
• Funerals AustraliaminorOthersProud member of Funerals Australia, providing guarantee of highest standards of quality, care and expertise. Industry association for funeral directors.
• Family Business AustraliaminorOthersMember of Family Business Australia. Tobin Brothers inducted into Family Business Australia Victoria Hall of Fame in 2013.
• Diamond CelebrationsminorOthersExternal catering partner providing 'comfort food' deliveries to nominated addresses. Offered to bereaved families as an option to send comfort food to loved ones.

Scale indicators7 records

Recent moves24 records

Expansion highlights5 records

Direct peers

• White Lady Funerals: Operated by InvoCare, White Lady Funerals is a premium female-led funeral brand offering personalised services across Australia. Comparable to Tobin Brothers' Frances Tobin Funerals by Women sub-brand and premium positioning strategy.
• Simplicity Funerals: InvoCare's value-oriented funeral brand offering affordable, no-frills funerals including direct cremation. Comparable to Tobin Brothers' Basic Service tier ($3,492.50) and represents the low-cost competitive threat to traditional funeral pricing.
• Dove Family Funerals: Australian family-owned funeral brand offering personalised funeral services. Comparable to Tobin Brothers' family-owned positioning, multi-branch network model, and emphasis on personalised care.
• T. Payne & Co Funeral Directors: Australian family funeral director with long history of personalised service. Comparable as a multi-generational family funeral business with similar service offerings and customer positioning.
• Walter Carter Funerals: Australian family-owned funeral director with multiple branches. Comparable as a multi-branch Australian family funeral operator with similar service portfolio including pre-paid plans.
• InvoCare: Australia's largest funeral services company, operating brands including White Lady Funerals, Simplicity Funerals, and George Hartnett Metropolitan Funerals. Direct competitor with comparable full-service funeral directing, cremation, and pre-paid funeral plan offerings across Australia.

Others

• Funeral Directors Australia (FDA): National industry association for Australian funeral directors of which Tobin Brothers is a member. Relevant as the industry body providing standards, advocacy, and networking that frames Tobin Brothers' competitive environment.
• Funerals Australia: Australian funeral industry association of which Tobin Brothers is a proud member. Relevant as the industry umbrella organization providing quality standards and consumer guarantees that shape competitive dynamics.

Emerging players

• Fenix Funerals: Australian modern, online-enabled funeral provider offering transparent pricing and digital-first service. Comparable digital tooling (online quotes, tribute pages) and represents the emerging digital-native threat to traditional funeral homes like Tobin Brothers.

Regional players

• Kelso Family Funerals: Australian family-run funeral business serving regional communities. Comparable as a family-operated, multi-branch funeral provider with similar community engagement model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/tobinbrothers
• YouTubeyoutube.com/user/TobinBrothersFuneral
• Facebookfacebook.com/TobinBrothersFunerals
• LinkedInau.linkedin.com/company/tobin-brothers-funerals
• Instagraminstagram.com/tobinbrothers
• Pinterestpinterest.com.au/tobinbrothers
• TikToktiktok.com/@tobinbrothers

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

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 Tobin Brothers