The perfect send-off

OUT of bad can sometimes come much good, and so it is for family-run funeral business Aura Life and its customers who can choose simpler send-offs suited to modern living and funeral plans they can trust.

- Maisha Frost

"We take a holistic approach to end-of-life planning with digital tools and AI technology. A space where people are supported, not sold to," says co-founder Dave Jameson.

After receiving a terminal diagnosis for motor neurone disease, it was his father and entrepreneur Paul who was spurred into forming the company six years ago with Dave and business partner Benedict May.

Today Paul maintains an active role as executive chairman with tech expert Dave as Aura's chief executive. From an end-of-life digital planning platform the company has expanded to offering at need and pre-need services, becoming a UK leader in direct cremations and now prepaid plans.