The National Federation of Funeral Directors, “a professional, self-regulated body, committed to increasing consumer choice and cost transparency within the funeral industry,” has become very active lately.
It has launched Funeral Directors Register, which claims to be “the UK’s only comprehensive funeral care resource … a single point of reference for consumers seeking funeral directors reviews, reputable, qualified, and approved funeral director services.” It has ambitions to be the industry equivalent of TripAdvisor and will be backed by television advertising.
It is also “leading the way in revolutionising the independent funeral industry”. One way in which it is doing this is through its Fair Price Charter, which it invites funeral directors to sign up to. Those who agree to charge “a fee that the NFFD confirms is fair and reasonable” will get “a web-link and enhanced advertising on both the NFFD website and our new Funeral Directors Register stating that your pricing strategy aligns with the principles of the Fair Price Charter, but we will also signpost to you enquiries that come in from members of the public seeking more affordable services in your local area.”