Did you know that the funeral industry in Australia is a multibillion dollar business controlled by only a few major players, such as InvoCare?

There are approximately 900 funeral homes in Australia generating approximately $1.5bn revenues each year. Though there may appear to be a range of funeral providers in your state, most are owned by only a few companies – leaving consumers with limited options, despite the illusion of choice (much like the retail groups who own many major chain stores you see in shopping malls).

According to eziFunerals Founder, Peter Erceg, ‘when a loved one dies, it’s not only expensive but highly emotional and stressful. The commercialism and monopolisation of death overtook a previously community and religious service, leaving many of us organising a funeral vulnerable to price gouging or misleading practices, he says.

InvoCare owns the majority of funeral homes in Australia?

Consumers need to be aware that the majority of funeral homes in Australia are owned by a single corporation called InvoCare.

InvoCare, who own well known funeral home brands such as White Lady Funerals, Guardian Funerals and Simplicity Funerals, is a public listed company on the ASX, and has more than 34% overall share of funeral markets in which it operates – which means that if you’ve ever searched for a funeral director, you’ve probably come across one of their funeral brands. Although the names on signs outside funeral homes are well known, the revenues and profits from them flow to corporate shareholders.

Update: Acquisition of InvoCare now complete

On 9 August, InvoCare announced that it had entered into a Scheme Implementation Deed with TPG to acquire 100% of InvoCare shares via a Scheme of Arrangement. This Scheme completed on the 24 November 2023 and InvoCare has now been de-listed from the ASX.

Who are InvoCare Brands?

InvoCare is the largest funeral operator in Australia and New Zealand and currently operate over 290 locations and 16 cemeteries and crematoria. InvoCare has 3 national funeral brands in Australia (White Lady Funerals; Simplicity Funerals; and Value Funerals) and over 33 regional funeral home brands in different states across Australia.

 White Lady Funerals | A Woman's Understanding

Invocare: White Lady Funerals


InvoCare Brands by State

New South Wales & Australian Capital Territory

  • Allan Drew Funerals
  • Ann Wilson Funerals
  • Boland Funerals a Guardian Funeral Provider
  • David Lloyd a Guardian Funeral Provider
  • Grafton & District Funerals
  • Guardian Funerals
  • Hansen & Cole a Guardian Funeral Provider
  • Hastings District Funeral & Cremation Service
  • Lester & Son Funeral Directors
  • Liberty Funerals
  • Southern Highlands Funerals
  • Tobin Brothers a Guardian Funeral Provider
  • Universal Chung Wah Funeral Directors
  • WN Bull Funerals


  • Burkin Svendsens Funerals
  • City Funerals
  • Drysdale Funerals
  • Gatton Laidley Lowood Funeral Services
  • George Hartnett Metropolitan Funerals
  • Hiram Philp Funerals
  • Mackay Funerals
  • Somerville Funerals

South Australia

  • Blackwell Funerals
  • English Rose Funerals


  • J. A. Dunn Funeral Directors
  • Turnbull Funerals


  • Charles Crawford & Sons
  • Le Pine Funerals
  • Lester & Son Funeral Directors
  • Southern Cross Funerals
  • Tuckers Funeral & Bereavement Service
  • W.D. Rose & Joseph Allison Funerals

Western Australia

  • Archer & Sons Funeral Homes
  • Christian Funerals
  • Green Endings by Oakwood Funerals
  • Mareena Purslowe Funerals
  • Oakwood Funerals
  • Purslowe & Chipper Funeral

Independent Funeral Homes v Corporate Funeral Brands

Although most consumers will pick a funeral home brand based on expensive marketing campaigns, it pays to shop around. We wouldn’t consider buying a car or paying for a wedding without learning everything we can about the product or service. The same decision making process should also apply to funerals!

Choosing between a large corporate funeral brand or smaller independent funeral home is a personal question. Large corporate funeral homes owned by InvoCare are often able to charge a premium due to brand recognition and the belief that their services will be of a higher professional quality. On the other hand, smaller independent funeral homes in Australia are often more connected with the communities they serve and their staff have more freedom to tailor funerals to reflect the wishes of the family.

Make informed funeral choices

If a more personalised service and a fair funeral price is important to you, you should ask who owns and operates the funeral home you are considering. By choosing to use the services of a smaller independent funeral director, you are selecting the help of a locally owned and trusted professional – who can help you anywhere, anytime. Independent funeral homes are not distracted or bound by large company rules handed down from head office and can be flexible and responsive to individual needs, providing a highly personal and compassionate service, at a fair price.

Funeral Directors and Cremation Service


About eziFunerals

eziFunerals is a free consumer advocacy and funeral planning platform that supports individuals and families cope with end of life decisions, death and funerals. We are an independent, Australian-owned and operated company, and are not a subsidiary of any other corporation. We are not part of any other funeral company. Founded by consumers frustrated by how difficult it was to get independent information, eziFunerals supports consumers plan a funeral, compare prices and select the right funeral director anywhere, anytime.

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Peter Erceg is the Owner and Founder of eziFunerals. He has had a long history within the funeral industry, and is a published author of ‘What Kind Of Funeral: A self help guide to planning a meaningful funeral’. Prior to eziFunerals, Peter worked in the public sector and health industry for more than 30 years. The views and opinions expressed on posts are those of the author and do not necessarily reflect the opinions of eziFunerals and members.