About Us


Pure Life was set up in 2021 with a simple aim – to offer great value services that you and your family can trust. Everything we do stems from our commitment to helping you protect the people you love when it matters most.

When someone dies there is so much to consider and worry about, that’s why we’ve made it easier, simpler and less expensive to take out Life Insurance.

Pure Life is part of the Pure Cremation Group Ltd and we passionately believe in looking after customers and providing the highest level of care. This ethos comes directly from our founders, Bryan and Catherine Powell, who pioneered the concept of direct cremation pre-paid funeral plans, and it has helped us become one of the largest providers of pre-paid plans and independent direct cremation services in the UK.

Founders, Bryan and Catherine Powell*


Financial Services

Over 50s Life Insurance

Our Over 50s Life Insurance policy gives financial support when people need it most. When you die the policy pays out within 10 working days of the completed paperwork being received.

This is great for those immediate out of pocket expenses like travelling to arrange the funeral, the cost of the wake or access to money if your bank accounts are frozen prior to probate.
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Our Insurance Team

We have a dedicated specialist team based in Hampshire who are available to give you a personalised quote and answer any questions or queries you may have.

Pure Life Financial Services Ltd is part of the Pure Cremation Group Ltd.

Pure Life Financial Services Ltd. Company number 13149243. Registered Office: Eagle House, Joule Rd, Andover, SP10 3UX. Pure Life Financial Services Ltd is authorised and regulated by the Financial Conduct Authority. Your policy is issued, underwritten and administered by Scottish Friendly Assurance Society Limited. Scottish Friendly Assurance Society Limited is a friendly society incorporated and registered under the Friendly Societies Act whose registered office is at Galbraith House, 16 Blythswood Square, Glasgow G2 4HJ. They are authorised by Prudential Regulation Authority and regulated by Financial Conduct Authority and Prudential Regulation Authority. Registration number 110002.