Our Heritage: A Legacy Since 1984

Golden Leaves Funeral Plans was founded in 1985 by the Rowland family, drawing on a proud funeral service tradition that dates back to 1875 in Croydon, South London. For nearly a century and a half, the Rowland Brothers name has been synonymous with professionalism, compassion and reliability in supporting families with end-of-life planning.

Recognising the growing desire for greater control over future funeral arrangements, Golden Leaves was established to offer funeral plans, giving individuals peace of mind that their wishes will be honoured and their loved ones protected from future financial burdens.

Since then, we’ve grown into a leading provider of prepaid funeral plans across the UK and internationally. Our services extend into parts of Europe, where we help British expatriates and international communities to access secure, flexible funeral planning solutions tailored to their unique needs. We are the only funeral planning company to provide a repatriation plan, in conjunction with Rowland Brothers International, to British expatriates living abroad and foreign expatriates living in the UK.

Since 2022, Golden Leaves Funeral Plans has been regulated by the Financial Conduct Authority (FCA). Today, a wide network of funeral directors across the UK and Europe offers prepaid funeral plans to their communities.

Our Mission: Empowering You to Plan Ahead

At Golden Leaves Funeral Plans, our mission is simple yet deeply meaningful: to help you take control of tomorrow by planning today.

We understand that thinking about the future isn’t always easy, but planning ahead can make all the difference. By offering flexible, prepaid funeral plans, we aim to ease the emotional and financial strain often placed on families during life’s most difficult moments.

Our commitment is built on three pillars:

1. Transparency: you’ll always know exactly what’s included in your plan, how your money is protected, and what your loved ones can expect.
2. Regulation: as a funeral plan provider authorised and regulated by the FCA, we adhere to strict standards that put your interests first.
3. Compassion: we treat every customer with care, empathy and respect, guiding you through your choices without pressure or jargon.

With Golden Leaves, planning ahead is an empowering step to providing peace of mind for you and those you care most about.

Leadership & Industry Involvement

Golden Leaves is guided by a leadership team with decades of experience and a commitment to shaping the future of ethical, secure funeral planning.

Steve Rowland – Chairman

Chairman Steve Rowland brings generations of industry knowledge and leadership to Golden Leaves. As a respected figure within the sector, he has held prominent positions that reflect his commitment to raising standards across the profession. These include:

• Chairman of the National Association for Prepaid Funeral Plans (NAPFP)
• Director of the Funeral Planning Authority (FPA)
• Committee member on the Joint Steering Group

Steve has been instrumental in advocating for greater transparency and consumer protection in the funeral planning industry. His leadership continues to drive Golden Leaves’ dedication to best practice and regulatory excellence.

Tony Rowland MBE – Founder

Golden Leaves was founded by Tony Rowland, whose lifetime service to bereaved families and his contributions to the community were formally recognised when he was awarded an MBE.

Tony’s legacy of compassion, professionalism and innovation still underpins everything we do today, from the way we design our plans to how we support everyone who entrusts us with their future wishes.

The Golden Leaves Trust: Safeguarding Your Funds

When you take out a prepaid funeral plan with Golden Leaves, your money is placed into the Golden Leaves Trust – a dedicated, independently managed fund created to protect your investment until it’s needed.

Founded in 2001, the Golden Leaves Trust was specifically designed to safeguard the funds entrusted to us. Its sole purpose is to ensure that the funeral services you’ve paid for can be delivered in full, whenever they are required, no matter how far into the future that may be.

The Trust is overseen by an independent board of trustees that operates entirely separate from Golden Leaves Funeral Plans. Their responsibility is to manage the fund in line with:

• The Trustee Act 2000
• FCA regulations for funeral plan providers
• Independent actuarial evaluations to ensure long-term financial viability

These layers of protection mean that your funds are ring-fenced, professionally managed and legally safeguarded. For full transparency, you can learn more about how the Trust operates here.

Plans That Fit Your Life and Your Budget

We believe funeral planning should be as personal as life itself. That’s why our prepaid funeral plans are built around flexibility, choice and peace of mind.

Everyone’s needs are different, which is why we offer a range of carefully structured plans to suit a variety of preferences and financial situations. Our options include:

• Copper Plan: a simple, dignified option that covers the essentials
• Copper Plus: a step up with added features for extra comfort and clarity
• Silver Plan: our most popular plan, offering a balance of service and value
• Gold Plan: a comprehensive plan with enhanced personalisation and care

Each plan can be further tailored to your wishes, whether that’s choosing specific ceremonial details, including operational extras or ensuring your religious or cultural traditions are honoured.

Trusted by Thousands

From the first conversation to the final delivery of your wishes, we are committed to providing service that’s honest, attentive and consistently outstanding.

Our high customer satisfaction ratings reflect the care we take in every interaction. Families trust us because we take the time to listen, offer clear guidance, and deliver on our commitments with no surprises and no hidden costs.

Our service doesn’t end when you buy a plan. We offer ongoing support, whether you have questions, wish to make changes, or need reassurance about your arrangements.

From our beginnings in a small South London community to becoming a respected name in the regulated funeral planning industry, our mission remains the same: to empower people to plan ahead with dignity, clarity and confidence.