Choosing a funeral director is one of the most important decisions you'll make at an already difficult time. Price matters — but it's not the only thing. A funeral director who is cheap but unresponsive, disorganised, or dismissive can make an already painful experience significantly worse.
This guide explains what to look at when comparing funeral directors, beyond the headline price.
Start with price — but understand what you're comparing
All funeral directors in England and Wales must publish a Standardised Price List (SPL) for their core services. This makes comparison possible — but only if you're comparing like for like.
When looking at prices, check: • Does the price include a coffin? • Does it include a hearse? • What third-party costs (crematorium, celebrant) are excluded? • Are there out-of-hours collection surcharges?
A lower headline price can sometimes cost more once extras are added. Always ask for a total estimated cost — a good director will be transparent about this.
What do NAFD and SAIF membership mean?
NAFD (National Association of Funeral Directors) and SAIF (Society of Allied and Independent Funeral Directors) are the two main professional bodies for funeral directors in the UK.
Both require members to: • Follow a code of practice • Have adequate facilities • Handle complaints through a formal process • Carry appropriate insurance
NAFD membership tends to include larger and corporate funeral directors; SAIF is more focused on independent firms. Neither is a guarantee of quality, but membership does mean some basic standards apply.
If a funeral director isn't a member of either, they can still be excellent — it simply means there's no external professional body overseeing them.
Questions to ask before booking
Call two or three local directors before deciding. Key questions:
- •What's included in the price you've quoted?
- •What are the third-party costs I'll need to pay on top?
- •How quickly can you collect? (Urgent if the person died at home)
- •Can we have a viewing/time with the deceased before the funeral?
- •Have you handled [specific religious or cultural requirements] before?
- •Who will be our main point of contact?
- •What happens if you're ill or unavailable on the day?
The answers will tell you as much about the firm as the price does.
Watch out for pressure and vague pricing
Some warning signs to watch for:
- •Reluctance to give a written quote — a good director should always confirm costs in writing
- •Pushing upgrades at an emotionally vulnerable moment ("don't you want the best for them?")
- •Vague answers about what's included
- •No published prices online (all funeral directors are legally required to have them)
- •Very long delays returning calls in the first 24 hours
The funeral industry has a patchy history with consumer protection. The Competition and Markets Authority reviewed it in 2020 and found widespread overcharging and lack of transparency. Regulation has improved since, but there are still firms that take advantage.
Consider reviews — with a caveat
Google reviews for funeral directors are worth reading but should be taken in context. Most people only leave a review at an already emotionally charged time, and a small number of reviews (say, under 20) may not be representative.
Look for patterns: do reviews consistently mention a specific person at the firm? Are there recurring complaints about communication? Are the negative reviews recent?
High ratings with few reviews tell you less than moderate ratings with many detailed reviews.
Proximity matters more than you might expect
The nearest funeral director isn't always the best or cheapest — but proximity has practical advantages. They're more likely to know local crematoria and their staff, and if you want a viewing, visiting is easier.
For direct cremation, proximity matters less because there's no service or viewing involved. For an attended funeral, being local can matter.