Death is life’s ultimate inevitability & will deeply impact us throughout our lives - yet as a society we’re scared to approach it openly. Our innovative offering is empowering 80k+ individuals & their families to deal with death & live fuller lives. Invest so we can continue our mission to help millions of people.

  • We believe the £73B global death service market is underdeveloped and ripe for disruption
  • 80k+ people since December already benefiting from Aura
  • Successful team backed by advisors from Google, Facebook, NHS & more
  • Featured on BBC, Channel 4, Telegraph, Vice, Mirror and more


We live in a society that's scared to talk about death, so we're not able to prepare or deal with it effectively. We believe the archaic £73B global death services industry is not catering for a deeper set of needs that we all face.

We believe in a world where you can approach death openly, we want to become the go-to, one-stop-shop for everything related to end of life:

Tools - Leave important wishes, information, messages, memories and tributes for loved ones.

Content - insight, opinions and stories as well as comprehensive guides & resources.

Community - safe, inclusive spaces for people to ask questions & support each other.

Marketplace - curated end of related services hub via affiliate links, physical & digital products that commemorate loved ones & deal with death.

Since launching in December 2020 - we’re already helping 60k+ users on our website, 20k in our communities and our content has been seen over 1.5m times.

We’ve already partnered with companies such as Dead Happy, Pure Cremation, St James’ Place and MND Association to increase our user base, expand our offering and grow our revenue.

"I think it's an excellent platform - I've done my preparations and I hope they will save my family a lot of hassle and reduce the stress and heartache." John Edwards, UK.

Join the Aura movement to allow us to help millions more people. Invest in the future, invest in Aura.


Paul Jameson, CEO & Founder

Serial entrepreneur with a proven track record including Founder & Managing Director of an electrical component distributor which he took to £8m turnover & 76 staff, Founder of online cosmetics retailer which he successfully exited to the Hut Group in 2010 & co-owner of Capital Play which he has taken from a small local retailer to become a global manufacturer & distributor.

Paul’s MND is progressing slowly & only affects his body, not his mind. He expects to be active in Aura for many years, but there is a succession plan in place.

Dave Jameson, CMO & Co-founder

Marketing specialist with expertise in digital, content & social media. Experience includes working as Senior Strategist at Vice Media Group. Masters degree in Strategic Marketing at Imperial College.

Benedict May, CTO & Co-founder

Entrepreneur with experience in E-commerce businesses. Worked previously as an M&A Investment Banker. Masters in Engineering Science degree from University of Oxford.

Matthew Dunn, Commercial Director (Part-time)

More than a decade experience in business consulting & was a COO in PWC & Capita. Matt’s core focus is helping businesses to grow profitability more efficiently.

Elite Advisors

Advisors with backgrounds at Google, Facebook, Dyson, Vice, Age UK, NHS, Affordable Housing & Healthcare & more as well as a number of death experts.