A recent NY Times article reported on “direct-to-consumer” cremations. The article focussed on an Ontario company, Eirene, which offers consumers the ability to book and plan a cremation by phone or online. 

According to the NY Times article, within hours of booking the cremation, Eirene will pick up the body and start the paperwork and cremation process. Within about a week, the cremated remains are delivered to your doorstep.  

Eirene is regulated by the Bereavement Authority of Ontario. As such, it has to follow their rules and regulations, which include the need to maintain a small “brick and mortar” office presence. However, Mallory Greene, the CEO of Eirene, has said that the office has never been visited by a customer: all contact has been by phone or on-line. 

The service is said to be attractive to millennials and Gen Xers, who are increasingly making end-of-life decisions for their parents. The cremation-planning process is said to approximate the ease of online ordering. 

In addition to cremation services, Eirene also offers aguamation. 

In order to further the online experience, Eirene offers clear, transparent pricing information, and the absence of price negotiation or upselling. 

Thanks for reading. 

Paul Trudelle