About us

What we do


Consultancy, including independent research and thought leadership

Working with businesses and other organisations who share our values, in pursuit of better customer outcomes. We work with a range of funeral related businesses and also provide help to other later life service providers including will writers. We are expert in providing sector and consumer insight and have a special focus on how the funeral industry can become more environmentally efficient.

Helping make sense of funeral planning, helping save money

From what to do when someone dies, to planning ahead for a funeral. Simple expert guidance. What are the options, and what are the best value solutions? Our independent and unbiased research work will inform consumers on making a will, choosing a funeral plan, and what to consider with Over 50s plans. These consumer guides will be added to our website in the coming months.

Who we are


Simon Cox


A genuine funeral sector expert. Has spent 35 years in funeral planning and later life sectors, responsible for managing and launching Over 50 and Funeral Plan products working for and with leading players Dignity, Royal London, Sun Life, Golden Charter, Perfect Choice and Co-Op.

Regular contributor in national media appearing on BBC Breakfast, BBC Radio 4 and 5, Sky News, LBC and extensively in the national press.

Driven by achieving better outcomes for consumers has worked with English and Scottish Governments, appeared at Parliamentary Select Committees on bereavement benefits and contributed to CMA and FCA sector consultations.

A champion for end-of-life regulatory change. His research and campaigning work has helped lead to FCA regulation of the funeral plan market and improvements to the Funeral Expenses/Support Payment.

Phil Bidwell


Highly experienced marketer, with over 30 years-experience in the financial services industry working across most sectors. Has led multi-channel marketing teams for leading brands including Prudential, Citibank, Egg, Markel and Royal London.

Expert in using consumer insight and analytics to develop  marketing strategies and initiatives that drive effective and efficient response and ensure measurable return on investment.

In recent years, as an independent consultant, has worked with companies of all sizes on a range of marketing and business challenges including; launching new start-ups, rebranding existing businesses, improving marketing capability and marketing performance improvement projects.

Proud to be working with Simon and our expert partners to support other service providers and to help consumers get better and fairer outcomes.

Find out more


Working with us

Find out more about working with us and our trusted partners.

In the media

Find out more about media appearances and mentions here.

How we make money

How we make money, use money and our 10%+ charity promise.

Blogs and research

Read articles, expert opinion and summaries of our latest research.

Buy research reports

Our latest expert, independent research reports available to buy.

Contact us

For information, consultancy, research reports or media support.

The expert's view

Between Simon and I we have seen pretty much every corner of the financial services industry, including the later life and funeral planning sectors. We understand what is good value and fair, and also what is not. We are passionate about using our combined experience to help consumers get a better, fairer deal. And working with other organisations who share our aims.

— Phil Bidwell, Funeral Solution Expert Co-Founder