Published: March 30, 2026 at 4:08 pm
YFM Equity Partners has invested in Aura Life, a digital provider of funeral plans and end-of-life planning services.
Aura was co-founded by serial entrepreneur Paul Jameson alongside his son Dave Jameson and Ben May following Paul’s diagnosis with motor neurone disease and his experience navigating end-of-life planning.
The business was established to address the lack of compassionate, transparent and digitally-enabled options available to consumers.
In 2017, Paul was given six months to live after he was diagnosed with MND. His wife Jess, a GP, had urged him to seek medical advice after he began experiencing slurred speech.
He wrote a bucket list which saw him climb Mont Blanc in the Alps; play the world’s highest game of tennis after climbing Mount Kilimanjaro in Africa; and ride 110 miles in a day around Lake Geneva.
Almost nine years after his diagnosis, the father-of-three from Godalming, Surrey is still with us, although he is wheelchair-bound and has been unable to speak for the past six years.
In 2019 he founded Aura, which operates a digital-first, asset-light model, combining a specialist support team with proprietary technology to help customers plan and arrange funerals with clarity and ease.