About Aura
Aura is a company based in Godalming (United Kingdom) founded in 2015.. Aura has raised $2.59 million across 4 funding rounds from investors including University of Oxford, Coast to Capital and The FSE Group. Aura offers products and services including Prepaid Funeral Plans, Direct Cremation, and Attended Cremation Plans. Aura operates in a competitive market with competitors including Funeral Services Partnership, Settld, Pure Cremation, Guardian Angel and Dignity Plc, among others.
- Headquarter Godalming, United Kingdom
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Sectors
Business Services
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Email
***********
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Phone
*********
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Website
*********
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Social
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- Legal Name Aura Life Limited
- Date of Incorporation 29 Oct, 2019
- Jurisdiction GODALMING, ENGLAND
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Annual Revenue
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Net Profit
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EBITDA
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Total Equity Funding
$2.59 M (USD)
in 4 rounds
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Latest Funding Round
$946.27 K (USD), Seed
Feb 19, 2025
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Investors
University of Oxford
& 2 more
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Employee Count
Employee Count
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Products & Services of Aura
Aura offers a comprehensive portfolio of products and services, including Prepaid Funeral Plans, Direct Cremation, and Attended Cremation Plans. The company's diverse product and service offerings are designed to meet the evolving needs of its customers, address market demands, and provide comprehensive solutions that drive value creation and customer satisfaction across various segments and use cases.
Allows individuals to prepay for future funeral arrangements and services.
Offers simple cremation without a service for straightforward arrangements.
Provides cremation options with optional services for family attendance.
Funding Insights of Aura
Aura has successfully raised a total of $2.59M across 4 strategic funding rounds. The most recent funding activity was a Seed round of $946.27 thousand completed in February 2025. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding Total Funding
- Total Rounds 4
- Last Round Seed — $946,268
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First Round
First Round
(26 May 2020)
- Investors Count 3
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Feb, 2025 | Amount | Seed - Aura | Valuation |
investors |
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| Sep, 2024 | Amount | Seed - Aura | Valuation | Coast to Capital | |
| Jun, 2021 | Amount | Seed - Aura | Valuation |
investors |
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| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Jul, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Feb, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Jan, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Feb, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
Investors in Aura
Aura has secured backing from 3 investors, including institutional and venture fund investors. Prominent investors backing the company include University of Oxford, Coast to Capital and The FSE Group. This diverse investor base provides strategic capital, industry expertise, and valuable network connections that support the company's growth initiatives, market expansion, and long-term value creation.
| Investor | Description | Founded Year | Domain | Location |
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Funding solutions are provided by The FSE Group for businesses.
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Founded Year | Domain | Location | |
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Provides business support, strategies, investments, and resources for regional economic development.
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Founded Year | Domain | Location | |
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Multiple courses and degrees across various streams are offered.
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Founded Year | Domain | Location |
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
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Single family office of Amitabh Bachchan, founder of Amitabh Bachchan Corporation or AB CORP
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Founded Year | Domain | Location | |
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Startup ecosystems are ignited through strategic investments by Signite Partners.
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Founded Year | Domain | Location | |
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Venture capital is directed toward companies in multiple sectors.
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Founded Year | Domain | Location | |
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Venture capital is invested in cybersecurity, fintech, and AI startups.
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Founded Year | Domain | Location |
Investments & Acquisitions by Aura
| Company Name | Description | Domain | Location | Founded Year | Amount |
|---|---|---|---|---|---|
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Bionic investment advisor platform
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2016 | ||||
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Fine Asian gourmet food is offered by an internet-first restaurant.
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2016 | ||||
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Physical e-commerce kiosks are deployed for rural purchases in Indonesia.
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2014 | ||||
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Fine Asian gourmet food is offered by an internet-first restaurant.
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2016 |
Financial Statements - Aura
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Jul, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Feb, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Jan, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Feb, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
Aura Comparisons
Competitors of Aura
Aura operates in a dynamic and competitive business environment, facing competition from various established players and emerging companies in the market. The competitive landscape includes prominent companies such as Funeral Services Partnership, Settld, Pure Cremation, Guardian Angel and Dignity Plc, among others. This competitive environment drives innovation, market differentiation, and strategic positioning as companies strive to capture market share and deliver value to their customers. Understanding the competitive dynamics is crucial for assessing market positioning, identifying growth opportunities, and navigating the challenges inherent in a competitive marketplace.
| Company Name | Domain | Founded year | HQ Location | Description |
|---|---|---|---|---|
| domain | founded_year | HQ Location |
Funeral services provider
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| domain | founded_year | HQ Location |
Automated death settlement management is facilitated via an online platform.
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| domain | founded_year | HQ Location |
Cremation services are provided across the United Kingdom.
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| domain | founded_year | HQ Location |
Funeral services are planned and booked via an online platform.
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| domain | founded_year | HQ Location |
Dignity Plc is recognized as a leader in UK funeral-related services.
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| Company Name | Domain | Founded year | HQ Location | Description |
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| domain | founded_year | HQ Location |
Multiple services are booked via an app-based platform.
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| domain | founded_year | HQ Location |
On-demand services are booked through an app-based platform.
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| domain | founded_year | HQ Location |
App based platform offering on demand delivery and ride-hailing services
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| domain | founded_year | HQ Location |
Operates an on-demand hyperlocal delivery app for food and groceries.
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Latest news on Aura
Frequently Asked Questions about Aura
When was Aura founded?
Aura was founded in 2015 and raised its 1st funding round 5 years after it was founded.
Where is Aura located?
Aura is headquartered in Godalming, United Kingdom.
Is Aura a funded company?
Aura is a funded company, having raised a total of $2.59M across 4 funding rounds to date. The company's 1st funding round was a Seed of $964.1K, raised on May 26, 2020.
What does Aura do?
Aura was founded in 2015 and is based in Godalming, United Kingdom. Operations focus on the funeral services sector, where traditional arrangements are handled for clients. Services include planning and execution of ceremonies, with emphasis on established practices. The company serves the local and regional market, maintaining a presence through its domain aura.life. Activities are centered on end-of-life support without modern or alternative offerings.
Who are the top competitors of Aura?
Aura's top competitors include Funeral Services Partnership, Pure Cremation and Settld.
What products or services does Aura offer?
Aura offers Prepaid Funeral Plans, Direct Cremation, and Attended Cremation Plans.
Who are Aura's investors?
Aura has 3 investors. Key investors include University of Oxford, Coast to Capital, and The FSE Group.
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