Funeral director defends billboard by hospital

A FUNERAL director has defended himself after putting up a massive billboard next to Hull Royal Infirmary advertising cut-price funerals.

Some branded it “grossly insensitive” but Simon Woolston, of Heavenly Services in Hull, says he is tackling funeral poverty.

Mr Woolston says the industry is a rip off with the bereaved routinely overcharged huge amounts. He charges just £1,700 – less than half the national average – and says he still makes £600 net profit.

It comes as the Competition and Markets Authority investigate the £2bn funeral market to ensure people are not getting a bad deal.

The average funeral cost nearly £3,800 last year, before “extras” which the CMA said could add another £2,000 to the final bill.

Mr Woolston said: “I really want to make it clear to people that funerals are not as expensive as they are led to believe.

“All we have to pay out is £710 for cremation, £164 for doctors’ fees and a coffin for £150 – other than that everything else is profit.”

Mr Woolston paid £2,500 for the 40ft by 20ft poster. “I have another one going up in two weeks to apologise in case it caused any distress. I wanted to cause a controversy.

“It was aimed at getting people to speak about it. I don’t want people to be worried when they pass away about finding the money.”

Research carried out for the CMA suggests people do not worry about the cost at the time as long as it fits with “ballpark” estimates. However later a small number asked why it was so expensive and to what extent the cost was justified.

Many did not feel they could negotiate with the funeral director as it would make them feel and seem like a “cheapskate”.

It concluded that consumers would benefit from independent advice and raising awareness of variations in prices may be a way forward.