Our Mission
An independent directory helping UK families find trusted funeral directors with clear, honest pricing.
"Every family deserves clarity, dignity, and choice"
When a loved one dies, families face one of the most difficult and time-sensitive decisions of their lives: arranging a funeral. Yet for too long, the funeral industry has operated without the transparency that families deserve. Pricing is often unclear, options are poorly explained, and many people feel pressured into choices they don't fully understand.
In 2019, the Competition and Markets Authority (CMA) published its landmark investigation into the funerals market. The findings were stark: most funeral directors did not display prices clearly, families were rarely given itemised quotes, and the lack of transparency made it nearly impossible to compare services or make informed decisions during an already overwhelming time.
Willow was created to address exactly this problem. We are an independent directory of UK funeral directors, built to give families a single, trustworthy place to search, compare, and contact funeral service providers. Every listing on Willow includes clear pricing information, services offered, and genuine reviews from families.
We believe that access to clear information should not be a luxury. Whether a family is looking for a simple, affordable cremation or a bespoke traditional funeral, Willow helps them find the right funeral director for their needs and budget, with no hidden costs and no surprises.
What Guides Us
The principles behind everything we build at Willow.
Funeral pricing should be clear and accessible to every family, before they ever pick up the phone. We require listed funeral directors to share their pricing openly, so families can compare and choose with confidence.
We design every part of Willow with care and respect. Families visiting our site are often grieving, and every interaction should feel thoughtful, unhurried, and supportive. We never use manipulative design patterns or pressure tactics.
Willow is not owned by, affiliated with, or funded by any funeral provider group, industry body, or insurance company. Our recommendations are never influenced by commercial relationships. We exist to serve families, not funeral businesses.
Why This Matters
Understanding the landscape families face today.
More than 600,000 people die in the UK each year, meaning hundreds of thousands of families must navigate funeral arrangements, often for the first time, under enormous emotional pressure.
The average UK funeral now costs between £4,000 and £5,000, with significant variation by region and provider. Without clear pricing, many families pay more than they need to, or take on debt to cover unexpected costs.
The UK funeral market is made up of thousands of independent firms alongside a small number of large corporate groups. This fragmentation makes it genuinely difficult for families to research options, compare prices, or know who to trust.
Join Willow and reach families in your area who are actively searching for transparent, trusted funeral services. Listing is straightforward, and we offer plans to suit every practice.
List Your Business on Willow