Yes – that is indeed the case. The Dignity and Co-op products offer the same form of guarantee (paying for everything in advance). I only mentioned Age Concern because it is only them who seem to shout about ‘guarantees’ so much in their communications.

A side point which has just occurred to me: What is perhaps interesting is looking at the entire funeral plan landscape – there are different types of plans and they offer different types of guarantees. An alternative to the ‘payment plan’ (which is what Age Concern, Dignity and the Co-op have) is funeral insurance, where you pay premiums every month. This could be seen as ‘more guaranteed’ in a way, because if you die after 2 years, you guarantee to cover your funeral, whereas with a payment plan if you die mid payment, I don’t think you do. I wonder whether consumers differentiate between levels of guarantee at the moment? My guess is that they do.