compassion in dying
Compassion in Dying is a UK charity that helps individuals plan and document end-of-life care through a free online advance decision platform, nurse-led helpline, in-depth family advocacy service, and will-writing partnership, serving primarily over-60 individuals, family carers, and NHS partner organizations across England and Wales.
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What compassion in dying does
Compassion in Dying is a UK-registered charity (charity no. 1120203) and company limited by guarantee, headquartered at 181 Oxford Street, London, that supports individuals to make and document informed choices about end-of-life care. It provides four core services: a free online advance decision service that enables users to create, store, and manage legally binding living wills; a free nurse-led information line (0800 999 2434) providing guidance on advance care planning and Mental Capacity Act rights; an in-depth phone-based support service coaching families whose relatives' wishes are not being respected; and a free will-writing service delivered in partnership with Farewill. The digital advance decision platform, built with clinicians and legal professionals and used by over 45,000 people, is white-labeled for NHS Trusts, Primary Care Networks, hospices, and national charities, and is the largest free service of its kind in the UK. The organization's commercial model is non-transactional: all services are free to end users, with income derived from public donations, legacy gifts in wills, and processing partnerships (FundraiseUp, Farewill). It operates a sister-organization relationship with Dignity in Dying on assisted dying advocacy and has cumulatively supported over 70,000 people, with helpline contacts rising 48% year-on-year to 4,007 in 2023.
compassion in dying firmographics
Firmographics- Name
- compassion in dying
- Legal name
- Compassion in Dying
- Website
- https://compassionindying.org.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Compassion in Dying is a UK charity that helps individuals plan and document end-of-life care through a free online advance decision platform, nurse-led helpline, in-depth family advocacy service, and will-writing partnership, serving primarily over-60 individuals, family carers, and NHS partner organizations across England and Wales.
- Ownership category
- akta.pro rank
compassion in dying industry classification
Industry- Product category
- End-of-life care advocacy and advance decision services
- NAICS
- Other Individual and Family Services (624190)
- SIC
- Services-Social Services (8300), Services-Misc Health & Allied Services, Nec (8090)
- akta.pro primary industry
- End-of-Life Planning & Hospice/Palliative Care Coordination (HLADALAL)
- akta.pro secondary industries
- Bereavement, Grief & Family Support Services (Hospice-Linked) (HLAFAEAO), Bereavement & Grief Support Services (Family Aftercare) (HSABAFAI)
Keywords
Where compassion in dying is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
compassion in dying business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Donations and Charitable Giving: Compassion in Dying is a registered charity (no. 1120203) that relies on donations from the public to fund its operations. The organization actively encourages donations and has partnered with FundraiseUp for processing.
- Legacies and Gifts in Wills: The organization receives gifts in wills from supporters who leave bequests. They've partnered with Farewill to offer a free will writing service, which encourages supporters to consider leaving a legacy gift to the charity.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free service for all users |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
compassion in dying product offering
Product offeringCore offering
Compassion in Dying is a UK charity that helps individuals make and document informed decisions about end-of-life care for free. Its core offerings are a pioneering Online Advance Decision Service (living will platform), a nurse-led Information Line, in-depth support for families whose relatives' wishes are not being respected, and guidance on lasting power of attorney, complemented by research and policy work to drive systemic change in healthcare practice.
Product overview
Compassion in Dying operates primarily as a charity offering human-delivered support services rather than a software platform. Their core digital product is a free Online Advance Decision Service enabling people to create living wills online. This is complemented by an In-Depth Support Service providing specialist phone-based assistance for people fighting to have their loved ones' wishes respected, and a Nurse-Led Information Line offering guidance on end-of-life planning. They also partner with Farewill to offer free will writing services. The organization focuses on empowering people to make and document informed decisions about their end-of-life care.
Differentiator
Problem solved
Functional benefit
Products and services
- Online Advance Decision Service
- In-Depth Support Service
- Nurse-Led Information Line
- Free Will Writing Service (via Farewill Partnership)
Quantifiable outcome
- 88% of people felt better informed about their end-of-life rights and choices after contacting the service
- +3 more outcomes
Companies that use compassion in dying
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
compassion in dying technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
compassion in dying partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, major and minor.
- Dignity in DyingcoreDignity in Dying is Compassion in Dying's sister organisation. They share history and work alongside each other to improve dying in the UK by putting people in charge of decisions about the end of their life. Together they run the Campaign for Dignity in Dying focused on improving end-of-life care and advancing assisted dying legislation.
- FarewillcorePartnership with Farewill, the UK's number one will writer, to offer a free will writing service. This allows people to write their will for free with no obligation to leave a gift to Compassion in Dying. Farewill's team is available 5 days a week (9-6pm) to help answer questions over phone or email.
- NHS TrustscoreNHS Trusts white-label Compassion in Dying's online advance decision service for use with their patients, making the service accessible through the NHS ecosystem.
- Primary Care NetworksmajorPrimary care networks across the UK link to Compassion in Dying's advance decision service from their platforms, extending reach to GP patients.
- HospicesmajorHospice organisations use the white-labeled version of Compassion in Dying's online advance decision service to support their patients with end-of-life planning.
- National CharitiesmajorNational charities link to and promote Compassion in Dying's advance decision service, white-labeled for their platforms.
- YouGovminorYouGov conducts polling and research on behalf of Compassion in Dying to gather public opinion data on end-of-life care preferences and experiences.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
compassion in dying competitors and assessment
Company assessmentDirect peers
- Dignity in Dying: Compassion in Dying's sister organisation, running the joint Campaign for Dignity in Dying and sharing history, trustees and end-of-life rights advocacy. The closest peer in mission and policy positioning, with a complementary focus on legislative change rather than direct service delivery.
- Marie Curie: Major UK charity providing hospice care and support for people with terminal illness and their families. Comparable in supporting end-of-life decision-making and serving a similar user demographic, with overlapping NHS and hospice partnerships.
- Sue Ryder: UK charity running hospices, neurological care centres and bereavement support. Comparable target audience and end-of-life support remit, with similar reliance on donations and hospice network distribution.
- Hospice UK: National charity supporting hospice and end-of-life care across the UK. Overlapping in advocacy for end-of-life rights and partnerships with the hospice network that Compassion in Dying white-labels into.
Broad incumbents
- Macmillan Cancer Support: Large UK charity supporting people with cancer, including end-of-life and advance care planning support. Comparable in addressing end-of-life decisions for seriously ill users, though operating at much greater scale across a broader condition set.
- Age UK: UK's largest charity for older people, offering advice on later-life planning including wills, powers of attorney and care choices. Overlaps with Compassion in Dying's audience (88% over 60) and on lasting power of attorney services.
- Respecting Choices: US-based advance care planning programme widely adopted by health systems. Comparable advance-decision / advance care planning focus and similar positioning around clinical integration and white-label deployment.
Others
- Citizens Advice: UK charity providing free, confidential advice on legal, financial and healthcare issues. Comparable service-delivery model (free information line, broad public reach) and overlaps with lasting power of attorney guidance.
- Alzheimer's Society: Major UK charity focused on dementia, with overlapping end-of-life planning needs (lasting power of attorney, mental capacity). Comparable audience of older adults and families navigating healthcare decisions, and a potential partner for Compassion in Dying's mental capacity resources.
Emerging players
- MyDirectives: Digital advance care planning platform allowing users to create and store advance directives and medical goals. Comparable digital self-serve advance decision functionality and similar end-user value proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
compassion in dying social profiles
Digital presencecompassion in dying financial estimates
Financial estimateRevenue estimate
Valuation estimate
compassion in dying leadership team
Management profileNumber of profiles
Profiles2 records
compassion in dying funding detail
Funding detailFunding overview
Funding rounds
Investors
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compassion in dying M&A and investment
M&A and investmentM&A
Investments
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Frequently asked questions about compassion in dying
What does compassion in dying do?
Compassion in Dying is a UK charity that helps individuals make and document informed decisions about end-of-life care for free. Its core offerings are a pioneering Online Advance Decision Service (living will platform), a nurse-led Information Line, in-depth support for families whose relatives' wishes are not being respected, and guidance on lasting power of attorney, complemented by research and policy work to drive systemic change in healthcare practice.
Is compassion in dying a public or private company?
compassion in dying is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was compassion in dying founded?
compassion in dying was founded in -1. It employs 11 to 50 people.
Where is compassion in dying based?
compassion in dying is headquartered in London, United Kingdom, in the Europe region.
How does compassion in dying make money?
Two revenue lines are on record. Donations and Charitable Giving is the primary driver. The others are legacies and Gifts in Wills.
Who are compassion in dying's main competitors?
Direct peers on record are Dignity in Dying, Marie Curie, Sue Ryder and Hospice UK. Broad incumbents are Macmillan Cancer Support, Age UK and Respecting Choices. Others are Citizens Advice and Alzheimer's Society. MyDirectives is listed as an emerging player.
Does compassion in dying have an API?
No public API is recorded for compassion in dying.
What industry is compassion in dying in?
compassion in dying's product category is End-of-life care advocacy and advance decision services. Its primary akta.pro industry code is HLADALAL, End-of-Life Planning & Hospice/Palliative Care Coordination, with a secondary code of HLAFAEAO, Bereavement, Grief & Family Support Services (Hospice-Linked). Its NAICS code is 624190 and its SIC code is 8300.