InvoCare Australia Pty Ltd

What InvoCare Australia Pty Ltd does

InvoCare Australia Pty Ltd is the Australian operating entity of the InvoCare Group, the largest provider of funeral, cemetery, cremation, and pet cremation services across Australia, New Zealand, and Singapore. The company operates more than 290 funeral home locations, 17 cemeteries, and 29 crematoria through a portfolio of 60+ brands — including national flagships White Lady Funerals, Simplicity Funerals, and Value Cremations in Australia, Singapore Casket and Simplicity Casket in Singapore, and 25 funeral and memorial brands in New Zealand — and runs five pet cremation brands (Patch & Purr, Pets at Peace Central West, Pets in Peace, Lawnswood, Edenhills) across NSW, Queensland, Victoria, Western Australia, and South Australia.

The business monetises across four main streams: at-need funeral services (one-off packages covering arranging, conduct, transport, mortuary, and ceremony), pre-need prepaid funeral plans via the APRA-registered Guardian Plan (Over 50s Friendly Society), cemetery and crematorium sales (burial plots, internment and inurnment rights, cremations, and memorialisation), and pet cremation. Digital and brand infrastructure includes the Funeral Planner planning tool, MyMemorial memorial options portal, MyGriefAssist online grief resource, the Pet Tracker mobile app for staff workflow and customer updates, and LifeArt eco-friendly coffins. The company's stated annual turnover is $476 million AUD, served by approximately 1,855 employees globally with a Support Office in North Sydney of 200+ staff spanning finance, IT, procurement, people and culture, marketing, health safety and sustainability, strategy, stakeholder engagement, and legal. Distribution is overwhelmingly direct-to-consumer through owned physical locations, augmented by digital self-service, community engagement (sponsorships, free memorial services, cultural and religious event participation), referral partnerships with RSL Queensland for veteran services, and veterinary clinic referrals for pet cremation.

Name

InvoCare Australia Pty Ltd

Legal name

InvoCare Australia Pty Ltd

Website

https://invocare.com.au

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

InvoCare is the APAC market leader in funeral, cemetery, cremation, and pet cremation services, operating 290+ funeral homes, 17 cemeteries, 29 crematoria and 60+ brands across Australia, New Zealand and Singapore, serving families at-need and pre-need via prepaid plans and digital tools.

Ownership category

akta.pro rank

Headquarters

HQ city

North Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. At-Need Funeral Services: Funeral packages and services purchased at the time of need when a family has a deceased loved one. Includes funeral arranging, conduct, transport, mortuary services, and ceremony. One-time transaction per service.
2. Pre-Need (Prepaid) Funeral Plans: Funeral plans purchased in advance by living individuals, with funds held in an APRA-regulated fund until redemption at the time of passing. Guardian Plan is the APRA-registered prepaid plan brand. Provides revenue visibility and pre-funding.
3. Cemetery and Crematorium Services: Burial plots, internment rights, inurnment rights, cremations, and memorial park services. Includes the sale of burial plots (which regulators require purchaser personal details for), cremation permits, and ongoing memorialisation options.
4. Pet Cremation Services: Pet cremation services provided through Patch & Purr, Pets at Peace Central West, Pets in Peace, Lawnswood and Edenhills brands across NSW, Queensland, Victoria, Western Australia and South Australia.
5. Memorial Products and Related Services: Sale of memorial products including LifeArt coffins, urns, burial vaults, crypts, family mausoleums, natural burial options, and memorialisation services such as memory books, memorialisation videos, and Memories Timeline pages.
6. Digital Services and Online Platforms: Online grief resource (MyGriefAssist), online memorial options portal (MyMemorial), and digital funeral planning tool (Funeral Planner) — primarily used to support and drive sales of core services rather than as standalone revenue generators.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

InvoCare Australia Pty Ltd is described as a leading provider of funeral services operating across Australia, New Zealand, and Singapore. The company also operates private memorial parks, crematoria, and pet cremation services as core lines of business.

Product overview

InvoCare Australia Pty Ltd operates a diversified funeral services and memorialisation business offering funeral homes, cemeteries & crematoria, pet cremations, and related service offerings across Australia, New Zealand, and Singapore. The company's product portfolio includes three national funeral home brands (White Lady Funerals, Simplicity Funerals, Value Cremations), over 40 regional funeral home brands, 14 cemeteries and crematoria in NSW and Queensland, 2 cemeteries in New Zealand, and five pet cremation brands (Patch & Purr, Pets at Peace Central West, Pets in Peace, Lawnswood, Edenhills). Additionally, InvoCare provides digital and service offerings including MyGriefAssist (online grief resource), MyMemorial (memorial options website), Funeral Planner (digital planning tool), Guardian Plan (prepaid funeral plan), and LifeArt (eco-friendly coffins). InvoCare's international footprint includes Singapore Casket Company and Simplicity Casket in Singapore, and 24 funeral/crematorium brands in New Zealand.

Differentiator

Problem solved

Functional benefit

Brands

• MyGriefAssist: Online grief resource website providing high-quality information on coping with grief, convened by Australian author and speaker Doris Zagdanski.
• MyMemorial
• Funeral Planner
• Guardian Plan
• LifeArt

Products and services

• Funeral services Funeral service line operating across Australia, New Zealand, and Singapore for bereaved families arranging end-of-life services.
• Private memorial parks and crematoria Company-owned private memorial parks and crematoria facilities operating as part of the group's infrastructure.
• Pet cremation services Pet cremation services offered as part of the group's end-of-life and afterlife care portfolio.

Quantifiable outcome

• InvoCare outperforms client expectations in both service and price according to its client satisfaction surveys.

Named customers2 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• KPMGcoreOthers · 1 May 2025KPMG was appointed as InvoCare's auditor effective 1 May 2025, following the resignation of Deloitte Touche Tohmatsu. ASIC provided consent to the auditor change under the Corporations Act 2001.
• RSL QueenslandcoreStrategic or Co-development PartnerInvoCare works in partnership with RSL Queensland to provide funerals and memorials honouring Australian Defence Force veterans across Queensland. Over 50 InvoCare funeral homes in Queensland collaborate with RSL sub-branches to offer RSL Poppy Service, personalised tributes, DVA funeral assistance navigation, and commemorations at dedicated veteran cemetery sections.
• TELUS HealthcoreOthersTELUS Health provides InvoCare's comprehensive Employee Assistance Program (EAP) and global health and wellbeing support to InvoCare employees. Services include 24/7 mental health support (virtual, phone, in-person), legal and financial assistance, child and elder care, career services, nutrition support, and access to the TELUS Health One platform.
• Conexum Data Management Services Pty Ltd (Australian Bereavement Register)minorStrategic or Co-development PartnerInvoCare shares personal information with Conexum Data Management Services which manages the Australian Bereavement Register — a register of Australians who have passed away, created to remove deceased people from direct mailing lists. InvoCare encourages families to read the register's privacy policy.
• Veterinary ClinicsminorChannel Partner/ Reseller/ DistributorInvoCare collects pet owner information indirectly from veterinary clinics they partner with for pet cremation referrals. Pet owners are referred to InvoCare's pet cremation brands (Patch & Purr, Pets at Peace Central West, Pets in Peace, Lawnswood, Edenhills) when their pets pass away.
• Australian Funeral Directors Association (AFDA)coreOthersInvoCare is a member, participant and leader in the Australian Funeral Directors Association. InvoCare adheres to AFDA's Code of Conduct related to service to families, legislative compliance, professional standards, care of the deceased and members' obligations to the public.
• Funeral Directors Association of New Zealand (FDA NZ)coreOthersInvoCare is a member of the Funeral Directors Association of New Zealand and abides by its Code of Conduct.
• National Funeral Directors Association (Singapore) and The Association of Funeral Directors (Singapore)coreOthersInvoCare Singapore brands (Singapore Casket and Simplicity Casket) are members of Singapore's National Funeral Directors Association and The Association of Funeral Directors, adhering to their Codes of Conduct.
• LifeArtminorOEM/ Whitelabel/ Licensing PartnerInvoCare extends its service offerings to families through LifeArt, an innovative company offering beautiful, personal, emotional and environmentally-friendly coffins. LifeArt coffins are available through InvoCare's funeral brands in Australia, New Zealand and Singapore.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Dignity plc: Dignity is the UK's largest publicly listed funeral services operator with ~800 locations under the Dignity and Simplicity (UK) brands. Highly comparable to InvoCare in ownership of funeral homes, brand portfolio structure, and pre-need plan offerings (Dignity's "Dignity Pre-Arrangement Plan" parallels Guardian Plan). Geographic difference (UK vs. APAC) but near-identical operating model.
• NorthStar Memorial Group: NorthStar Memorial Group operates a network of funeral homes and cemeteries in the US, owned by Centerbridge Partners. Closely parallel PE-backed multi-brand death care roll-up strategy to TPG-owned InvoCare, with similar focus on underpenetrated regional markets and diversified service offerings including cremation and memorialization.
• Carriage Services: Carriage Services operates ~170 funeral homes and 30+ cemeteries across the US, employing a decentralized operating model with locally branded businesses. Comparable to InvoCare's decentralized 60-brand structure. Both have shifted toward high-margin pre-need and proprietary products (Carriage's "Cemetery Properties" parallels InvoCare's memorial park business).
• StoneMor Partners: StoneMor operates ~300 funeral homes and cemeteries across the US, with a pre-need cemetery/funeral sales model similar to InvoCare's Guardian Plan. Comparable revenue mix between at-need funeral services, pre-need sales, and cemetery/cremation operations. Both face demographic tailwinds and cremation-rate shifts in their respective markets.
• Propel Funeral Partners: Propel is ASX-listed and operates ~100 funeral locations across Australia and New Zealand, the most direct in-country competitor to InvoCare. Both pursue a multi-brand, multi-region consolidation strategy in fragmented Australian funeral markets, with Propel focused on regional/rural operators where InvoCare is also present (e.g., Hunter Valley, Southern Highlands). Closest pure-play comparable by geography and business model.
• Foundation Partners Group: Foundation Partners is a US-based private funeral and cemetery operator owned by Access Holdings, with 100+ locations across 20+ states. Comparable private-equity-backed roll-up model similar to InvoCare under TPG, with focus on regional consolidation and brand autonomy. Similar mix of at-need and pre-need services.
• Service Corporation International: SCI is the largest publicly listed funeral, cemetery, and cremation services company in North America, operating Dignity Memorial, Neptune Society, and other brands across 1,500+ locations. Closest global comparable to InvoCare by business model: owned network of funeral homes and cemeteries, pre-need sales, multi-brand portfolio strategy, and direct-to-consumer acquisition via brand reputation.
• Park Lawn Corporation: Park Lawn is a TSX-listed funeral, cemetery, and cremation operator with 200+ locations across Canada and the US, having grown rapidly via serial acquisitions. Highly comparable roll-up strategy and brand portfolio approach to InvoCare, with similar mix of urban and regional locations and growing cremation share.

Regional players

• Funecap: Funecap is a French private funeral services operator (~600 locations across Europe) owned by private equity (Chequers Capital). Comparable PE-backed roll-up model and multi-brand portfolio approach to TPG-owned InvoCare. Geographic separation (Europe vs. APAC) makes it a regional rather than direct competitor, but business model and ownership structure are highly aligned.
• Co-op Funeralcare: Co-op Funeralcare is the UK's largest funeral director with ~1,000 locations, operated by the Co-operative Group as a mutual/consumer-owned business. Comparable scale and service breadth to InvoCare's UK-listed competitor Dignity, with focus on affordable funeral services and pre-paid plans. Operates only in the UK so is a regional rather than direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/invocareau
• LinkedInlinkedin.com/company/invocare
• Xx.com/invocareau

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments1 record

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

Frequently asked questions about InvoCare Australia Pty Ltd