Notts funeral industry leader calls for greater scrutiny of direct cremation providers

Mansfield and Ashfield funeral home A.W. Lynn are calling for more regulation of direct cremation providers to be introduced.

They say the legislation is now needed following a major shift in how funerals starting to be organised with more people than ever before in 2026 having opted to arrange their funeral or funeral of a loved one ‘fully remotely’ through online direct cremation providers and face-to-face meetings.

Matthew Lymn Rose, Managing Director of A.W. Lymn, says the changes poses a big challenge for smaller funeral directors who can’t compete with the major online operators.

He added: “It’s something we want to make sure is done right because too many national providers are, in our opinion and something which is shared by many of those in the profession, taking advantage of a lack of public awareness around what exactly direct cremation entails.

“A direct cremation is the simplest of send offs, and we can offer this option if that is what the family wishes. You don’t have to go to a faceless online operator, you can speak to your local funeral director.”

“Making sure A.W. Lymn is not only fit for purpose but goes above and beyond for the families we support is central to all we do. We often quote ‘it will do, will simply not do’ as a guiding principle. Broader choices, conversations and services that reflect environmental and emotional priorities mean there is no time to stand still and while trends come and go, we will always hold our values dear.”

A.W. Lymn operates 36 funeral homes across Nottinghamshire and Derbyshire, with one in Leicestershire.