Name

Kings Funerals

Legal name

Kings Funeral Services Pty Ltd

Website

https://kingsfunerals.com.au

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Newcomb, VIC

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Funeral Arrangement Services: Core revenue from arranging and conducting funerals including professional fees, coordination, and conduct of services. Fees cover arrangement meetings, paperwork completion, death registration, 24-hour availability, and bereavement support referral.
2. Transport Services: Fees for transferring deceased persons to burial or cremation locations, including initial transfer and liaising with Coroner if required. Maximum 60km travel per day included, additional travel at $5 per kilometre.
3. Mortuary Care: Standard mortuary care including washing, dressing, placing deceased into coffin, and complimentary refrigerated storage for up to 21 days.
4. Venue and Service Coordination: Fees for coordinating bookings with venues and suppliers, funeral conduct, and additional team members.
5. Prepaid Funeral Plans: Prepaid funeral contracts allowing advance arrangement and payment. Funds invested with registered friendly society in Victoria; cannot be accessed until funeral occurs.
6. Funeral Products: Sale of coffins, caskets, urns, order of service booklets, stationery, and memorial jewellery.
7. Third-Party Cost Management: Coordination and management of third-party costs including cemetery/cremation fees, death certificates, doctor's certificates, flowers, newspaper notices, catering, clergy/celebrant fees, and printed materials.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Kings Funerals is a third-generation, family-owned funeral home that arranges and conducts funerals, cremations, burials, and memorials for families across the Greater Geelong, Bellarine Peninsula, Surf Coast, and Golden Plains regions of Victoria, Australia. The business sells coffins, caskets, urns, and order-of-service stationery, offers prepaid funeral contracts funded via friendly society funeral bonds, and provides ancillary services including funeral webcasting, online tribute pages, cooling blanket hire, and a comfort dog. Revenue is generated primarily from professional service fees for arrangement, transport, mortuary care, and service coordination.

Product overview

Kings Funerals is a third-generation family funeral home (founded 1955) operating as a unified service provider across the Geelong, Bellarine Peninsula, and Surf Coast regions. The core offering is full-service funeral arrangement and conduct, encompassing traditional ceremonies, cremations, burials, and memorials. This is supplemented by specialized service modules including prepaid funeral planning (Prepaid Funerals), live streaming (Funeral Webcasting), online memorial platforms (eTributes), environmental options (Eco-Friendly Funerals), and comfort services (Cooling Blanket Hire, Funeral Comfort Dog). Venues span multiple chapels in Newcomb, Torquay, and Ocean Grove. The company also operates a women-only service line (Funerals by Women) and provides ancillary products including coffins, caskets, urns, and memorial vessels. Support services include complimentary bereavement counseling and community resources. The portfolio operates as an integrated service model where multiple components (arrangements, transport, mortuary care, venues, personalization) are bundled under professional fee structures.

Differentiator

Problem solved

Functional benefit

Products and services

• Funeral Services Full-service funeral arrangements including traditional ceremonies, private family gatherings, memorials, and direct cremations. Services are tailored to religious, cultural, or personal preferences and include coordination with venues, suppliers, and ceremonial conducting for bereaved families.
• Prepaid Funerals Legally binding prepaid funeral contracts that lock in selected services at today's prices. Funded through funeral bonds held by registered friendly societies in Victoria, with documentation of wishes, potential Centrelink asset test exemptions, and flexible payment options for individuals planning ahead.
• Cremation Services Complete cremation services including direct cremation (without formal ceremony) and attended cremation with ceremony. Options include witnessed cremation and various memorial vessel choices for families choosing cremation.
• Venue Hire (Chapels) Multiple venue locations across the Geelong region: Newcomb chapel (head office), Torquay chapel (coastal-inspired), and Ocean Grove arrangement office. Venues include chapels with audio-visual facilities, courtyards, and refreshment rooms for funeral services.
• Funerals by Women A dedicated service staffed entirely by women, offering funeral arrangements for families who prefer female-only funeral directors, led by Louise King.
• Coffins and Caskets Range of coffins and caskets including traditional, biodegradable, and eco-friendly options such as wicker, wool, and cardboard. Available for viewing online or in person at venues.
• Dignified Urns Memorial vessels and urns for cremated remains, including decorative options for home display, keepsake jewellery, and scattering containers.
• Eco-Friendly Funerals Sustainable funeral options including biodegradable coffins and caskets (wicker, wool, cardboard), shrouded burials/cremations, hybrid/electric hearses, and low-impact mortuary care, positioned for environmentally conscious families.
• Cooling Blanket Hire Service Thermoelectric cooling blanket hire service enabling families to keep deceased loved ones at home for extended periods (up to 3 days), supporting family involvement in end-of-life care.
• Electric Hearse (Ford Mustang Mach-E) Fully electric hearse (Ford Mustang Mach-E based) used for funeral transport, manufactured in Germany and converted in the UK by Coleman Milne. One of Australia's first fully electric hearses for funeral services.
• Hybrid Hearses Hybrid hearse vehicles used for funeral transport, with Kings Funerals introducing Australia's first hybrid hearses in 2021 to reduce emissions in funeral transport.
• Shrouded Cremations and Burials Shrouded cremations or burials using natural fabric shrouds instead of traditional coffins. Kings Funerals is the first and only Geelong funeral home to offer this service, providing a lower-impact alternative to conventional coffin-based cremations and burials.
• Bereavement Support Service Complimentary bereavement support services for Kings families, including grief counselling referrals and The Grief Centre telephone support (contacted at 6 weeks and throughout the first year post-funeral), plus community support resources.

Quantifiable outcome

• Majority of hearse fleet is now hybrid or electric vehicles, significantly reducing emissions
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core, major and minor.

• FeefocoreGTM or Marketing PartnerFeefo provides independent review and feedback collection services for Kings Funerals. Customer reviews are displayed on the website and used for service improvement. Feefo awards Trusted Service Awards based on verified customer feedback.
• Geelong Regional LibrariesmajorStrategic or Co-development PartnerKings Funerals sponsors the 'Saving Family Stories' program which provides free equipment and support for digitising old negatives, slides, photographs, and video footage. Kings provided sponsorship enabling extension of services to Leopold and Newcomb libraries, purchase of additional equipment including film scanners and Super 8 converters, and donation of USB drives.
• Barwon Health Palliative CaremajorStrategic or Co-development PartnerLong-standing partnership with Barwon Health's palliative care and advance care planning teams. Collaborate on community events including Dying to Know Day activities, Death Cafes, and educational panels about death and dying.
• The Grief CentrecoreOthersThe Grief Centre provides complimentary telephone bereavement support to Kings Funerals families. They contact families 6 weeks after funeral and throughout the first year offering counseling sessions.
• Cherished PetsminorStrategic or Co-development PartnerKings Funerals supported the creation of The Calm Room for pet bereavement at Cherished Pets, a veterinary social enterprise in Ocean Grove. This space serves for pet bereavement and creates a sensory-safe environment for autistic clients.
• Geelong MumsminorGTM or Marketing PartnerAnnual charity partner for Caring at Christmas memorial event. Encourages guests to donate children's books or make financial donations to support local families in need.
• Muirfield Financial ServicesminorGTM or Marketing PartnerCo-hosted aged care expo events together, with Kings Funerals providing information about pre-planning funeral arrangements.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• White Lady Funerals: Australian female-focused funeral service brand. Closely comparable to Kings' 'Funerals by Women' sub-brand, addressing the same customer preference for women-led funeral arrangements.
• Tobin Brothers Funerals: Major Melbourne-headquartered family funeral home with multi-generational heritage. Directly comparable to Kings Funerals as a long-established, full-service funeral provider in Victoria offering traditional, cremation, and prepaid services.

Emerging players

• Simplicity Funerals: Australian low-cost, unattended cremation specialist. Operates as a partial competitor to Kings' traditional service model, capturing price-sensitive customers who may otherwise choose direct cremation.
• Bare Funerals: Australian modern, minimalist funeral service brand. Comparable to Kings in offering contemporary funeral alternatives and overlap with eco-friendly and simple-service customer segments.
• Just Cremations Australia: Australian direct cremation provider focused on simple, unattended services. Comparable to Kings' cremation offering but positioned at the lower-cost end of the market.

Broad incumbents

• Propel Funeral Partners: ASX-listed funeral services operator with a portfolio of regional and metropolitan funeral homes across Australia and New Zealand. Comparable to Kings as a multi-site funeral operator with regional acquisition strategy.
• Le Pine Funerals: Australian funeral home chain with a long history and multiple locations. Comparable to Kings Funerals across the full funeral service offering including arrangements, chapel venues, and cremation coordination, with broader geographic reach.
• InvoCare: Australia's largest funeral operator, owning multiple brands across funeral services, cemeteries, and crematoria. Comparable as a direct competitor to Kings Funerals in the broader Australian death-care market, though at national scale with significantly greater resources.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/KingsFunerals
• LinkedInlinkedin.com/company/kings-funerals

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Kings Funerals