Full Circle, Funerals Your Way

What Full Circle, Funerals Your Way does

Full Circle, Funerals Your Way is an independent, female-led and doctor-led funeral director operating across four Yorkshire locations (Guiseley, Leeds/Bramley, Harrogate, and Ilkley) since its founding in September 2016 by Dr. Sarah Jones. The company provides a full range of funeral services including bespoke funeral direction from £2,350, direct cremation from £1,995, home funeral (DIY) support at £750, and pre-paid funeral plans, alongside eco-friendly merchandise such as biodegradable urns, willow and bamboo ashes caskets, alternative hearses including a VW campervan, and remembrance products. The go-to-market is exclusively direct-to-consumer via four physical branches, 24/7 telephone, and a community-led content strategy spanning a podcast, arranging guide book, and funeral wishes workshops.

There is no proprietary technology platform underlying the business; it operates as a traditional professional services firm augmented by educational content (a podcast, a £10 funeral arranging guide book, free downloadable funeral wishes PDFs, and face-to-face workshops) and a small e-commerce storefront for memorial merchandise. The firm generates revenue primarily through one-time professional service fees for funeral arrangement, transport, and cremation coordination, with secondary recurring revenue from pre-paid funeral plans and merchandise attach (coffins, caskets, urns, keepsakes).

Customer acquisition relies on Trustpilot and Google reviews, recommendations from the Good Funeral Guide and Natural Death Centre, community involvement (bereavement support groups, trustee roles with local charities), and academic research collaborations with the University of York and University of Bradford on validated funeral satisfaction measurement. With 10 employees and no disclosed external funding, the company is bootstrapped and founder-controlled, with a recent track record of B Corp certification (Nov 2021, stepped down Nov 2025) and Silver Carbon Literate Organisation status (Feb 2026) underlining its ESG positioning within the UK independent funeral sector.

Name

Full Circle, Funerals Your Way

Legal name

Full Circle Funerals Limited

Website

https://fullcirclefunerals.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Full Circle, Funerals Your Way is an independent, doctor-led Yorkshire funeral director founded in 2016 by Dr. Sarah Jones, operating four physical branches (Guiseley, Leeds/Bramley, Harrogate, Ilkley) and providing bespoke funeral services, direct cremation, home funeral support, pre-paid plans, and eco-friendly memorial merchandise to individuals and families across Yorkshire.

Ownership category

akta.pro rank

Product category

Funeral Services

NAICS

Funeral Homes and Funeral Services (812210), Funeral Homes and Funeral Services (81221), Death Care Services (8122)

akta.pro primary industry

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

Keywords

• Independent funeral services
• Funeral director services
• Direct cremation services
• Green funeral services
• Prepaid funeral plans

Headquarters

HQ city

Guiseley

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Funeral Director Services: Full-service funeral director fees covering arrangement consultations, care of the deceased, transport, coordination with crematoria/cemeteries, and funeral day management. Pricing starts from £2,350 for bespoke funeral director fees. The company offers traditional, alternative, green/eco-friendly, and direct cremation options.
2. Direct Cremation: Straightforward cremation without a ceremony for local people. Offered at competitive pricing from £1,995, providing a personal compassionate approach from their small dedicated team versus national providers.
3. Pre-Paid Funeral Plans: Advance funeral planning services allowing customers to lock in today's prices for future funerals, providing financial planning and peace of mind. Plan and pay in advance.
4. Funeral Products: Sale of coffins, caskets, urns, memorials, and related funeral merchandise including wicker coffins (£460-£1,135), English Willow caskets (£175), urns (£100-£500+), scattering tubes, paperweights, and remembrance jewellery.
5. Educational Products and Workshops: Sale of the 'Funerals Your Way' funeral arranging guide book for £10, hosting funeral wishes workshops (free), and providing educational resources for families.
6. Home Funeral Support: Guidance and partial support services for families arranging DIY funerals themselves, including help with statutory paperwork, personal care advice, coffin/shroud/transport provision on the day. Priced at £750 for time, expertise and transport support.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels11 records

Core offering

Full Circle Funerals is an independent, female-led funeral director providing bespoke funeral services, direct cremation, prepaid funeral plans, home funeral (DIY) support, and bereavement services across Yorkshire. The company also sells funeral merchandise such as coffins, caskets, urns, and memorial products, and offers educational resources including workshops and a funeral arranging guidebook.

Product overview

Full Circle, Funerals Your Way is an independent, female-led funeral director service operating across Yorkshire with locations in Leeds, Guiseley, Harrogate, and Ilkley since 2016. The company provides a comprehensive suite of funeral services including Bespoke Funeral Services (from £2,350), Direct Cremation (from £1,995), Home Funeral DIY Support (£750), Pre-Paid Funeral Plans, and Funeral Wishes documentation. Beyond core services, the company sells memorial products including Unity Earthurn Floral (£100), English Willow Casket (£175), Rattan/Bamboo Ashes Caskets (£115-£130), Star Chaser Fireworks Rockets (£399), biodegradable scatter tubes, alternative hearses (VW campervan £1,540), cardboard coffins (£460), and cremated remains paperweights (£295). Supporting resources include the 'Funerals Your Way' arranging guide book (£10), funeral arranging podcast, funeral wishes workshops, and academic research publications on funeral care.

Differentiator

Problem solved

Functional benefit

Brands

• Funerals Your Way: Funeral arranging guide book written by founder Sarah Jones, providing step-by-step guidance to create a funeral that reflects the person who has died.

Products and services

• Bespoke Funeral Services Personalised funeral director service supporting families with traditional, alternative, green, and direct cremation funerals, with full arrangement consultations, care of the deceased, transport, and funeral day management. Funeral Director Fees start from £2,350.
• Direct Cremation Unattended cremation service without a ceremony for straightforward cremation needs, offered as a local service with no unnecessary travel and a personal compassionate approach. Pricing starts from £1,995.
• Home Funerals (DIY Support) Support and guidance for families who wish to arrange funerals themselves at home, including help with statutory paperwork, personal care advice, coffin/shroud/transport provision on the day. Priced at £750.
• Pre-Paid Funeral Plans Advance funeral planning service allowing customers to plan and pay for funerals in advance, locking in today's prices for a future funeral to provide peace of mind.
• Funeral Wishes Documentation Free service helping customers outline their preferences for funeral services, available as a downloadable PDF template or through no-cost consultation meetings.
• Bereavement Support Services Monthly peer bereavement support groups and other bereavement resources provided to families after funeral services.
• End-of-Life Admin Support Guidance and resources for families dealing with administrative tasks after a death, including registering the death, managing finances, and notifying organisations. Partners with Life Ledger and Settd for account closures.
• Funeral Arranging Podcast Audio resource providing information and guidance on arranging funerals.
• White VW Hearsby (Campervan Hearse) Alternative hearse in vintage campervan style for unique funeral transport, available as an add-on product for funeral services. Priced at £1,540.
• Unity Earthurn Floral Biodegradable floral urn suitable for burial or as a home container. Heart-shaped, hand-crafted from mulberry tree bark. Priced at £100.
• English Willow Casket Eco-friendly hand-woven willow casket for ashes after cremation. Handcrafted by traditional Somerset methods. Priced at £175.
• Star Chaser Rockets (Ashes Fireworks) Cremation ashes fireworks rockets producing big bursting effects in various shapes (sunflower, ring, flower crown). Priced at £399.
• White Cardboard Coffin Eco-friendly cardboard coffin offered as a green funeral option. Priced at £460.
• Cremated Remains Paperweight Paperweight containing cremated remains, offered as a remembrance keepsake. Priced at £295.

Quantifiable outcome

• First UK funeral director to achieve B Corp certification (November 2021), recertified 2024, stepped down November 2025
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Good Funeral GuidecoreStrategic or Co-development PartnerFull Circle Funerals is recommended by the Good Funeral Guide, meaning the company has been inspected and certified as meeting high standards of care. The Good Funeral Guide is an independent consumer organisation that rigorously tests funeral directors.
• Natural Death CentrecoreStrategic or Co-development PartnerFull Circle Funerals is recommended by the Natural Death Centre, an independent organisation providing information about funerals and end-of-life planning. They share resources on DIY funerals and support the company's approach to choice and flexibility.
• SAIF (National Society of Allied and Independent Funeral Directors)coreStrategic or Co-development PartnerFull Circle Funerals is a member of SAIF, the National Society of Allied and Independent Funeral Directors. Being a member means services have been inspected by independent experts and the company adheres to a code of conduct.
• University of YorkcoreStrategic or Co-development PartnerFull Circle Funerals is co-producing research with University of York (Dr Julie Rugg) to identify what constitutes a 'good' funeral and whether funerals impact long-term wellbeing. The research was endorsed by an advisory committee including university representatives.
• University of BradfordcoreStrategic or Co-development PartnerCollaboration with Dr Pete Branney from University of Bradford on developing a validated funeral satisfaction score questionnaire, testing and mathematical modelling to measure funeral satisfaction.
• Leeds Beckett UniversityminorStrategic or Co-development PartnerRepresentatives from Leeds Beckett University participated in the advisory committee for the research project on what constitutes a 'good' funeral.
• ICCM (Institute of Cemetery and Crematorium Management)minorStrategic or Co-development PartnerRepresentatives from ICCM participated in the advisory committee for the funeral research project, providing industry expertise.
• Bradford Bereavement SupportminorStrategic or Co-development PartnerTeam members serve as trustees of this local charity, demonstrating community commitment and partnership in bereavement support services.
• Harrogate NeighboursminorStrategic or Co-development PartnerTeam members serve as trustees of this local charity providing elderly care and support services in Harrogate and North Yorkshire.
• Carbon Literacy ProjectcoreStrategic or Co-development PartnerFull Circle Funerals achieved Silver Carbon Literate Organisation status with the Carbon Literacy Project in February 2026, the first funeral director to achieve this certification.

Scale indicators3 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• A.W. Lymn: Long-established independent family-run funeral director with branches across Yorkshire and the East Midlands. Closest structural peer to Full Circle — multi-branch independent operator in the same region offering bespoke and traditional funeral services with comparable pricing bands.
• Pure Cremation: UK direct cremation specialist offering unattended cremation from a low fixed price. Direct competitor in Full Circle's direct cremation line (£1,995+), competing on price, simplicity, and national reach versus Full Circle's local, personal proposition.
• J H Kenyon: Long-standing independent funeral director in London with a strong reputation for high-end bespoke funerals. Comparable as an independent, award-oriented operator focused on personalised service rather than scale.
• Simplicity Cremations: National unattended cremation provider positioned on transparent low pricing. Competes head-to-head with Full Circle's direct cremation offering and exemplifies the price-disciplined digital entrant reshaping the category.
• Rowland Brothers Funerals: Independent funeral director serving Yorkshire and the North West with bespoke, alternative and eco funeral services. Highly comparable operating model — independent, multi-branch, family-service ethos competing for similar affluent Yorkshire customers.

Broad incumbents

• Co-op Funeralcare: Co-operative Group's funeral division with national branch network and a strong pre-paid funeral plan product. Broad incumbent competing on trust, membership pricing, and plan-led customer acquisition.
• GreenAcres Group: UK operator of natural burial grounds and crematoria with associated funeral services. Comparable as an eco/green-funeral category incumbent; an acquisition or partnership candidate for Full Circle given overlapping green positioning.
• Dignity Funerals: Largest UK listed funeral services group with ~800 branches. National incumbent providing traditional, pre-paid plans, and cremation services across Full Circle's Yorkshire geography; competes on scale, brand familiarity and pre-paid plan infrastructure.

Others

• Willowbrook Crematorium: Local authority crematoria and cemetery operators that Full Circle coordinates with for cremation services. Included as an ecosystem/partner rather than competitor; relevant to understanding the upstream supply chain Full Circle depends on.

Regional players

• East Riding Funeral Services: Independent regional funeral director serving the East Riding of Yorkshire. Comparable as a neighbouring independent in the broader Yorkshire/Humber catchment; overlapping customer demographics but separate geographic patch.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/fullcirclefunerals
• LinkedInlinkedin.com/company/full-circle-funerals
• Instagraminstagram.com/fullcirclefunerals

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Full Circle, Funerals Your Way