Golden Charter builds on market share

With Dignity releasing its annual report last month, it has emerged that Golden Charter was the only major funeral plan provider to grow its market share in 2015.

Golden Charter’s 2015 market share came in at the 40% level, the equivalent of Dignity and Co-operative Funeralcare’s combined share, according to Funeral Planning Authority (FPA) figures.

The Co-op’s attempts to build on its position meant it sold nearly 35,000 plans, up from 28,000 the previous year; that was only enough to sustain its market share at 2014 levels, however, remaining flat at 19%. Meanwhile, Dignity actually sold fewer plans in 2015 than in 2014. Its market share dropped from 28% (40,000 plans) to 21% (38,000 plans).

Malcolm Flanders, Golden Charter’s Director of Funeral Director Sales, said: “These figures confirm that much of the change between 2014 and 2015 was the result of smaller planning companies joining the FPA. Golden Charter was the only major company to noticeably grow its market share under those conditions, and we now have a stake of the market that is not just better than our competitors’, but is equal to that of the Co-op and Dignity put together.”

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