Case Studies - Dignity

Pre-arranged funeral plans are inevitably a sensitive product to sell to people. Straddling a no-man’s land between financial and undertakers’ services makes them a difficult product to categorise.

Dignity Pre-Arrangement launched funeral plans into the UK market and remains the UK’s largest provider of funeral plans. Working for the last ten years with Millennium, Dignity has sought to normalise the product as their key to success. There is a key rational benefit that all consumers can equate with: buying now will save you money: the cost of funerals has, and continues to, rise rapidly, above the rate of inflation - and with a funeral plan you pay for the majority of your funeral costs fixed at today’s prices.

However, death is still a largely taboo subject, but Dignity and Millennium have found success through developing a customer journey that seeks to inform, educate and normalise the product and its rational and emotional benefits to both the mature consumer and their loved ones. Having done this by leveraging affinity relationships, Millennium is helping Dignity launch as a customer-facing brand in its own right. Tone of voice is central to Dignity’s success, where financial good sense is leavened by empathy to sell a unique product.