Aura Life, a digital end-of-life preparation platform has secured backing from YFM Equity Partners as looks to its next phase of growth.
Founded in 2019 by Paul Jameson, David Jameson and Ben May, Aura Life was launched following the diagnosis of a motor neurone disease in the former.
His experience navigating end-of-life planning inspired the team to create what they describe as a compassionate, transparent and digitally-enabled alternative.
“Our mission has always been to bring greater transparency, compassion and simplicity to end-of-life planning,” said chief executive David Jameson.
“The market is changing rapidly, and we believe customers increasingly expect a more modern, digitally enabled experience.”
YFM has backed the company in support of its plans to grow its marketing and distribution, expand into adjacent end-of-life services and bolster its senior team.
“Aura is well positioned at a point of structural change in the funeral services market. The team has built a differentiated, digital-first proposition that combines strong regulatory foundations with a high-quality customer experience,” said YFM partner Adam Hart.
“Importantly, they are doing so with a clear sense of purpose – helping to modernise and improve an industry that has historically underserved consumers. We were particularly impressed by the strength and ambition of the team, and their vision to build a broader end-of-life planning platform.”