Aura is a company with a deeply human-centered mission: to help people and their families navigate the often-taboo topic of death with more ease and support. AIN sat down with Ben May, co-founder and COO of a business born from a deeply personal experience. He discussed how this purpose-driven startup is evolving the funeral industry and the factors that attracted recent investment.
Tell us about Aura Funerals and how you came up with the idea?
Paul Jameson, Aura’s Founder, came up with the original idea for Aura following his diagnosis of Motor Neurone Disease in 2017. After numerous bucket list challenges, travel, and charity fundraising following his diagnosis, he wanted to help people and their families prepare for end of life better and realised the current way we did things in the UK had some flaws.