At eziFunerals, we’ve always been committed to empowering families with choice, transparency, and affordability when it comes to funeral planning. As Australia’s leading online funeral marketplace, we keep a close eye on industry giants like InvoCare to understand how their actions shape the landscape we operate in.
As of early 2025, InvoCare—known for brands like White Lady Funerals and Simplicity Funerals—has made waves with a digital transformation and its ongoing evolution under TPG Capital’s ownership. Here’s our take on the latest InvoCare news and what it means for families and independent providers like us.
InvoCare’s Digital Push with Jaywing: A Game-Changer?
In January 2025, InvoCare announced a high-profile partnership with Jaywing, a data-driven marketing agency tasked with boosting its digital presence across Australia. This move sees InvoCare leveraging tools like Adobe Experience Manager, web analytics, and paid media to enhance customer acquisition and streamline online experiences.
For a company with a network of over 300 locations and brands catering to diverse needs, this is a bold step toward meeting families where they are: online.
From eziFunerals’ perspective, this is both an opportunity and a challenge. We’ve long championed digital innovation, connecting families directly with independent funeral directors through our platform. InvoCare’s pivot to a stronger online presence—with a focus on seamless funeral planning—mirrors the convenience we’ve offered since day one.
However, their scale and marketing muscle could amplify competition for search terms like “online funeral planning Australia” or “cremation services near me.” For families, this could mean more options, but it also risks overshadowing smaller, community-focused providers who don’t have private equity backing.
TPG Capital’s Influence: Bigger, Bolder InvoCare
Since its $1.8 billion acquisition by TPG Capital in late 2023, InvoCare has been on a transformative path. Delisted from the ASX and now operating as a private entity, the company has introduced new leadership and a streamlined focus on growth.
While exact figures for 2024 aren’t public, whispers in the industry suggest TPG is pushing InvoCare to modernize facilities, expand its footprint, and optimize costs—moves that could solidify its dominance.
At eziFunerals, we see this as a double-edged sword. On one hand, a more efficient InvoCare might raise the bar for service quality across the board, benefiting families who deserve compassionate care.
On the other, its market power could squeeze independent funeral directors—our core partners—who offer personalized, often more affordable alternatives to corporate giants. Searches for “InvoCare vs independent funeral homes” or “affordable funerals Australia” might spike as families weigh their options in this shifting landscape.
What’s Next for InvoCare—and Us?
Looking ahead, InvoCare’s blend of digital savvy and TPG-driven strategy positions it to lead the funeral industry into a tech-forward future. We expect them to roll out enhanced online tools, possibly even eco-friendly or pet cremation services, as consumer demand for sustainability and personalization grows.
Keywords like “green funerals InvoCare” or “pet memorials online” could soon dominate search trends, reflecting their evolving offerings.
For eziFunerals, this is a call to action. We’ll continue advocating for transparency and choice, ensuring families can compare quotes, read reviews, and connect with local directors who prioritize care over corporate scale.
InvoCare’s moves might grab headlines, but our mission remains unchanged: empowering you to make informed decisions without the pressure of a one-size-fits-all approach.
How This Impacts You
If you’re planning a funeral in 2025, InvoCare’s updates matter. Their digital overhaul means easier access to services through their websites, potentially appealing to tech-savvy families. But at eziFunerals, we urge you to explore all your options.
Our platform lets you customize plans, compare costs, and support independent providers who often deliver the same quality—or better—at a fraction of the price. Search “eziFunerals vs InvoCare” or “independent funeral directors Australia” to see the difference for yourself.
Final Thoughts from eziFunerals
As of March 1, 2025, InvoCare is a company on the move, blending tradition with innovation under TPG Capital’s guidance. Their partnership with Jaywing and strategic shifts signal a future where digital tools play a bigger role in funeral planning—a future we’ve been part of since we launched.
While we applaud progress, we’re here to ensure families aren’t lost in the shadow of corporate giants. At eziFunerals, choice is king, and we’ll keep fighting for it.
For more on how we compare to InvoCare or to plan a funeral your way, visit eziFunerals today. Search “trusted funeral directors” or “affordable funeral options” to start your journey with clarity and confidence.
Peter Erceg
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.
