Sun Life - funerals

From The Telegraph, carehome.co.uk, marketwatch, and other media outlets, we have some 'research' into funeral costs in the UK co-conducted by the University of Bath and another partner:

• Almost half of 69,000 applications for a Funeral Payment (FP) rejected(2) 
• So-called "pauper's funerals" (Public Health Funerals) expected to rise as it becomes "too expensive for poor people to die" 
• Funeral Payment applicants forced into debt by committing to funeral cost of GBP 1,000s prior to finding out if they will receive state support

Gosh. What a sorry state of affairs. Who helped the University of Bath conduct their research? Another impartial group of people?

From MarketWatch:

A new Cost of Dying Special Report into Social Fund Funeral Payments from Sun Life Direct and the University of Bath reveals that the Funeral Payment scheme, intended to contribute to the cost of funerals for the most vulnerable in society, is failing to meet mounting demand.

[...]

Simon Cox, head of life planning at Sun Life Direct, says: "We have to ask ourselves whether the current infrastructure for end of life support is fit for purpose. Something must be done, and quickly.

Ah. Company that sells funeral plans seemingly encourages public, through scare tactics, to buy funeral plans. Or this is possibly a run-up to suggesting that the government use a private company (can you think of one?) to take over the Funeral Payments system in order to get their hands on tax-payers' money.

In no way is this an advertisement. Not at all.