Eirene disrupts funeral industry with online cremation arrangement service

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Toronto startup brings industry into the 21st century, helps Canadians easily navigate through the complexities of end-of-life services

Mallory Greene, CEO, Eirene.ca

Families need peace-of-mind that their loved ones will be treated with dignity. Our Care Team and licensed funeral directors provide concierge-level support so that our clients have peace of mind during a difficult time in their family.

Eirene.ca, an online cremation and end-of-life technology platform, today announced its availability to customers in the Greater Toronto Area. The online service makes cremation more affordable, efficient and transparent for people wanting alternatives to traditional funeral and burial services. The first of its kind in Canada, Eirene helps Canadians navigate through the complexities of end-of-life planning at half the cost offered at traditional funeral homes. Eirene is licensed by the Bereavement Authority of Ontario (BAO).

“There is nothing more emotional, or deeply touching, than arranging the details of a loved one’s passing,” said Mallory Greene, CEO of Eirene. “We founded Eirene to create a compassionate, forward-thinking, convenient and affordable online service that would give Canadians confidence in the end-of-life industry at one of the most difficult times in their lives.”

Eirene clients use the platform to arrange cremation services at the time of passing. Eirene works with local crematorium and transfer partners across the Greater Toronto Area to ensure the deceased are safely transported from their place of passing, cremated, and returned to their families.

According to Statistics Canada, 72 percent of Canadians opted for cremation services in 2019. Eirene commissioned a study with Angus-Reid and discovered that more than one-third of Canadians feel unprepared to arrange a funeral service for their loved one and that a staggering 62 percent of Canadians are not confident they can afford funeral services in the event of a loved one’s passing. With COVID19 and the restrictions placed on traditional funeral services, the need for an online platform managing the arrangement process increasingly became a much-needed service.

At less than half the cost of a traditional funeral home, Eirene’s comprehensive services are available for a flat-fee of $2,500 CAD. The arrangement process, guided by Eirene’s licensed funeral directors, takes less than 20 minutes, and Eirene arranges the entire cremation process: collecting the deceased from their place of passing, performing the cremation, and arranging pick-up or delivery of the ashes to the family. Additionally, Eirene provides complimentary access to an estate administration tool for families to close accounts and notify the government along with unlimited death certificates.

“Our study showed that at least half of Canadians would be comfortable arranging funeral services online, and that the COVID19 pandemic has influenced their preparedness planning for end-of-life services,” said Greene. “Families need peace-of-mind that their loved ones will be treated with dignity. Our Care Team and licensed funeral directors provide concierge-level support so that our clients have peace of mind during a difficult time in their family.”

Eirene currently offers its services in the Greater Toronto Area and aims to expand across Canada. Founded by Mallory Greene, CEO, and Faisal Abid, CTO, two experienced startup entrepreneurs formerly of Wealthsimple, LEAGUE, and Kobo, their mission is to unpack difficult conversations around end-of-life arrangements and help families navigate the complexities of death care.

About Eirene
Founded in 2019, Eirene is Canada’s first direct cremation technology platform making cremation easier and more affordable for clients. Eirene provides end-to-end services from pick-up to cremation to delivery of the ashes. Eirene is currently serving the Greater Toronto Area and is expanding across Canada. For more information, please visit eirene.ca

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Mallory Greene
Eirene.ca
+1 905-751-6532
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@Eirene
since: 10/2018
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