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

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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.

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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

Queensland

  • 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

Tasmania

  • J. A. Dunn Funeral Directors
  • Turnbull Funerals

Victoria

  • 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.

 

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Peter

Peter Erceg is the Founder and Owner of eziFunerals — Australia’s Independent Funeral Planning Authority. With more than 40 years of experience in government and public health, Peter has become one of the country’s leading voices on funeral transparency, consumer rights, and ethical funeral practices. Through eziFunerals, Peter has built a national platform that empowers Australian families to make informed end-of-life decisions — free from pressure, commissions, and confusion. His goal is simple: "to help every Australian plan smarter, save money, and choose funeral services with confidence." 🕊 eziFunerals was founded by Peter in 2011, as an independent funeral comparison and planning platform that allows consumers to: • Compare local funeral directors and transparent quotes, • Understand real funeral costs across Australia, and • Connect with trusted, independent funeral homes that uphold the Fair Funeral Promise. As Australia’s Independent Funeral Planning Authority, eziFunerals is recognised by media, consumers, and funeral professionals for its leadership in price transparency and consumer protection. “We believe every family deserves a fair, dignified, and affordable farewell — without hidden fees or sales pressure.” 📘 Peter is the author of What Kind of Funeral: A Self-Help Guide to Planning a Meaningful Funeral, a practical guide that has helped thousands of Australians understand their options and avoid unnecessary costs. He regularly contributes articles and commentary on: • Funeral cost transparency and industry reform, • Prepaid funerals and consumer protection, • Emerging trends in eco-friendly and digital memorials, and • The role of AI and technology in end-of-life planning. 🎙 Peter and eziFunerals have been featured in major Australian media outlets including ABC News. His insights continue to shape the national conversation on funeral costs, consumer rights, and ethical practices in the funeral industry. ⚖️ Disclaimer: The views and opinions expressed by Peter Erceg are his own and do not necessarily reflect those of eziFunerals or its members. The information provided on this site is general in nature and should not be taken as personal, legal, or financial advice. Consumers are encouraged to conduct their own research and compare funeral services that best meet their needs and circumstances.