The UK's largest independent funeral plan provider, Golden Charter is owned by an association of UK independent funeral directors. The principal business of the company is selling pre-paid funeral plans. Ensuring that all plans are fulfilled by the independent funeral directors who are members of the association, the business does not require to deliver a profit, but rather uses all surpluses to improve payments for funeral directors at the time of need. The principal market is people over 55 years old, which the company sold 32,000 plans to in the year 2011. Buyers are either those who are seeking financial security or who have a specific idea of what they want for their funeral, for example, coffin style and choice of music. All proceeds of plan sales are either secured through an insurance based investment vehicle or lodged with the Golden Charter Trust. This Trust is a completely separate entity from the company and will continue until all the plans are paid out. While initially relying only on funeral director sales, Golden Charter now offer plans through expanded channels. This has resulted in a variety of choice of plan type, thus catering from the very simple funeral to the most elaborate, with the plan holder’s choices being a key component. This expansion has included alliances with AXA, advant~Age, Scottish Friendly, CUNA and other financial service companies. Our sister company Golden Charter Select offers legal and financial services for mature consumers.