Poppy's | Certified B Corp

What Poppy's | Certified B Corp does

Poppy's Funerals Ltd. is an independent, Certified B Corporation funeral director operating from three London locations: Tooting (headquarters with a converted chapel mortuary at Lambeth Cemetery), Sheen, and Raynes Park. Founded in 2012 by Poppy Mardall, the company serves families and individuals across southwest London boroughs (Wandsworth, Richmond, Merton) with a portfolio that spans direct and attended cremations, traditional and natural burials, religious and non-religious ceremonies, baby and child funerals, repatriation, LGBTQ+-inclusive services, greener funeral options, pre-planning consultations, and bereavement support resources. Its core proposition is a personalised, transparent alternative to traditional funeral direction, anchored by publicly disclosed three-tier pricing (Direct Cremation from £2,150, Simple Cremation at £2,995, Full Flexible Support from £3,995) and a content library (blog, guides, Death Cafes, Open Afternoons) that positions the firm as an educator in end-of-life planning.

The business is service-based and does not rely on proprietary technology; the core platform is human-led arrangement, mortuary care, and ceremony coordination delivered in person, by phone, and via email. AI is disclosed in the privacy policy only at the level of generic operational optimization, and there is no public API, SDK, or digital product surface. Revenue is generated on a one-time transaction basis per funeral, with ancillary income from coffin sales, vehicle hire, celebrant services, flowers, urns, and ceremony accessories; no subscription, retainer, or pre-paid trust product is indicated in the data.

Go-to-market is sales-led and reputation-driven, combining SEO-optimised transparent pricing, Google reviews, listings in the Good Funeral Guide and Natural Death Centre directories, social and email marketing via HubSpot, and a strategic referral partnership with Royal Trinity Hospice that includes induction training for hospice staff. The company is privately held with no disclosed external investors or funding rounds, employs 99 people, and is led operationally by COO Rebecca Tickle alongside founder Poppy Mardall.

Name

Poppy's | Certified B Corp

Legal name

Poppy's Funerals Ltd.

Website

https://poppysfunerals.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Poppy's Funerals Ltd. is an independent, Certified B Corporation funeral director serving London families from three locations (Tooting, Sheen, Raynes Park) with personalised cremations, burials, and specialised services delivered on transparent, tiered pricing starting at £2,150.

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

Ceremony Planning & Officiant Coordination (HSACABAL)

akta.pro secondary industries

Bereavement, Grief & Family Support Services (Hospice-Linked) (HLAFAEAO), Bereavement & Grief Support Services (Family Aftercare) (HSABAFAI)

Keywords

• Funeral services
• Cremation services
• Burial services
• Funeral director
• Bereavement support

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Others

Revenue model

1. Funeral Services: Poppy's generates revenue through providing funeral arrangement services, including cremations, burials, and related ceremonial services. Pricing is tiered with options ranging from direct cremation (unattended) to full flexible support packages. Additional revenue comes from coffin sales, vehicle rentals, celebrant services, and funeral merchandise such as flowers, urns, and orders of service.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Poppy's is an independent funeral director that arranges and conducts funerals for bereaved families across London through three physical locations (Tooting, Sheen, Raynes Park). Services span three core tiers — Direct Cremation or Burial (unattended, from £2,150), Simple Cremation with Service at Lambeth Crematorium (£2,995), and Full Flexible Support for fully personalised attended ceremonies (from £3,995) — plus specialised offerings including baby and child funerals, repatriation, LGBTQ+-inclusive funerals, greener/eco-friendly funerals, and religious and non-religious ceremonies.

Product overview

Poppy's is an independent funeral director company offering a portfolio of funeral services across London with three physical locations (Tooting, Sheen, and Raynes Park). The core service tier consists of three main offerings: Direct Cremation or Burial (unattended, from £2,150), Simple Cremation with Service (£2,995), and Full Flexible Support (£3,995). Beyond these, Poppy's provides specialised services including religious and non-religious ceremonies, baby and child funerals, repatriation, LGBTQ+-inclusive funerals, and greener/eco-friendly funeral options. The company also offers funeral wish consultations for pre-planning, bereavement support resources, and maintains a blog with practical guidance. The business operates from a converted chapel mortuary at Lambeth Cemetery and is recognised as a Certified B Corp.

Differentiator

Problem solved

Functional benefit

Products and services

• Direct Cremation or Burial Unattended cremation or burial service offered from £2,150 to bereaved families in London. Includes simple coffin, hearse, Poppy's professional fees, crematorium fees, collection of the deceased into their mortuary, support with paperwork, and a basic urn provided by the crematorium; a ceremony is not included.
• Simple Cremation with Service Attended cremation service at Lambeth Crematorium in Wandsworth, priced at £2,995, including a 20-minute service, a choice of three coffin styles, Poppy's hearse, and a single photo or digital photo display. Families have the option to visit the person who has died and/or have them dressed before the service.
• Full Flexible Support Fully personalised attended funeral service for bereaved families, from £3,995, where the client chooses the time, date, and location (crematorium, place of worship, or burial ground). Includes Poppy's professional fee, indicative crematorium fee, a cardboard coffin, and Poppy's vehicle; coffin, vehicle, and other choices are priced separately. Includes the option to visit and/or have the person dressed.
• Burials Traditional burial and natural/woodland burial services for bereaved families in London, accommodated as part of Poppy's tiered and bespoke funeral arrangements.
• Baby and Child Funerals Compassionate, specialised funeral services specifically designed for babies and children, supporting bereaved parents and families through tailored arrangements.
• Religious and Non-religious Funeral Services Funeral ceremonies accommodating various religious traditions as well as secular or non-religious celebrations of life, offered to families of any faith or none.
• Repatriation Specialised service for transporting deceased persons across international borders, coordinating cross-border logistics for bereaved families.
• Greener Funerals Eco-friendly funeral options including natural burials, woodland burials, biodegradable coffins, and other sustainable practices for environmentally conscious families.
• LGBTQ+ Inclusive Funerals Inclusive funeral services welcoming all families and relationships, with ceremony and support tailored to LGBTQ+ individuals and their loved ones.
• Visiting Your Person (Chapel of Rest) Chapel of rest facilities housed in Poppy's converted chapel mortuary at Lambeth Cemetery, allowing families to visit and spend time with their loved one before the funeral.
• Funeral Wishes Consultation Pre-planning consultation service that helps individuals document and plan their own funeral wishes in advance, reducing the burden on family members and ensuring personal preferences are honoured.
• Bereavement Support Resources, guidance, and referral information for individuals and families dealing with grief and loss, offered as part of Poppy's ongoing client care beyond the funeral itself.

Quantifiable outcome

• Multiple reviewers explicitly state Poppy's was more affordable than competitors - one mentions saving £1,000 compared to the Co-op
• +1 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Royal Trinity HospicecoreStrategic or Co-development PartnerRoyal Trinity Hospice recommends Poppy's to bereaved families they serve. Several customers discovered Poppy's through this hospice recommendation. Poppy's also provides training sessions at the hospice as part of staff induction programs.
• The OstlerminorOthersHorse and carriage hire service used for funeral transportation. Appeared in Poppy's introductory video for their father's funeral case study.
• Heart of London Threshold SingersminorOthersPart of a global movement of singers who share the healing experience of song with people who are dying or grieving. Featured in Poppy's blog and introductory video. Kish Modasia, a member, is featured in Poppy's promotional materials.
• Trinity HospicecoreChannel Partner/ Reseller/ DistributorOne customer's wife worked at Trinity Hospice managing carers. The family knew immediately to call Poppy's when her husband died. The hospice recommends Poppy's to families.
• Natural Death CentreminorStrategic or Co-development PartnerListed as Supporter of the NDC 2025-26. The Natural Death Centre provides independent advice on death care and maintains a directory of recommended funeral directors.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Distinct Cremations: UK direct cremation provider offering unattended cremation with transparent online pricing. Closely comparable to Poppy's direct cremation service in targeting value-conscious families wanting simple, modern funeral arrangements without traditional ceremony overhead.
• Pure Cremation: UK direct cremation specialist offering unattended cremation at transparent fixed prices. Comparable to Poppy's 'Direct Cremation' tier (£2,150) as a low-friction, price-transparent alternative targeting modern UK consumers seeking simple arrangements.
• Simplicity Cremations: UK budget cremation provider offering direct unattended cremations at low fixed prices. Competes directly with Poppy's entry-level tier by emphasizing simplicity, transparent pricing, and online booking for families seeking no-frills arrangements.
• Co-op Funeralcare: The UK's largest funeral director chain, operating ~1,000 locations across the country with broad cremation and burial services. Directly comparable to Poppy's as a multi-location funeral director serving UK families with similar core offerings; reviewers explicitly compare Poppy's pricing to Co-op.
• Golden Charter: UK funeral plan provider connecting customers with a network of independent funeral directors and offering pre-paid funeral plans. Comparable to Poppy's through funeral directing services and through pre-planning offerings similar to Poppy's Funeral Wishes Consultation.

Others

• The Natural Death Centre: UK charity providing independent advice on family-led, environmentally friendly funerals and maintaining a directory of recommended funeral directors. Poppy's is listed as a 2025-26 supporter; functionally an ecosystem partner rather than a competitor, channeling referrals to aligned independents.

Broad incumbents

• GreenAcres Group: UK operator of natural burial grounds and green funeral sites, offering environmentally focused burial options. Comparable to Poppy's 'Greener Funerals' service line and Natural Death Centre alignment, serving the same eco-conscious consumer segment.
• Dignity PLC: Listed UK funeral services company with ~800 funeral locations and a network of crematoria. Operates broadly in the same funeral services category as Poppy's but at vastly greater scale, offering traditional and personalized funeral arrangements including cremations and burials.
• Westerleigh Group: One of the UK's largest independent crematoria operators, managing dozens of crematorium facilities nationwide. Comparable to Poppy's as a UK death care services provider, though focused on crematoria infrastructure rather than full funeral direction services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/poppysfunerals
• Facebookfacebook.com/poppysfunerals
• LinkedInlinkedin.com/company/poppy-s-funerals
• Instagraminstagram.com/poppysfunerals

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Poppy's | Certified B Corp