Cremation Startup Expands Deathcare Tech to BC

Grief, an inherent part of the human experience, often arrives with the burden of logistic challenges.

With Eirene Cremations, a Canadian deathcare startup, British Columbians may have an easier time managing such difficult periods.

After successfully launching in Alberta earlier this year, Eirene is expanding its operations to British Columbia, marking the fifth province to welcome its compassionate and convenient services.

BC has the highest cremation rates in Canada. According to the 2021 CANA Statistical Report, cremation rates in British Columbia have grown 85%, up over the last decade with predictions suggesting a further rise to 87% in 2025.

Launched in Ontario in 2020, Eirene provides online arrangements for cremation services, taking a high-tech approach to a traditionally low-tech industry. Their mission is to normalize grief and provide families with a simple, affordable, and stress-free way to memorialize their loved ones.

Eirene’s services provide an opportunity for families to arrange a cremation without an in-person visit to a funeral home. All arrangements can be made online or over the phone.

Jodi Labun, an experienced pastoral worker and graduate of the Canadian College of Funeral Service, will spearhead Eirene’s operations in British Columbia. Labun emphasizes the rising trend toward the request of direct cremation, often accompanied by a celebration of life at a later date, in a personalized way.

“At a time of increasing uncertainty, more and more families are wanting simplicity,” says Labun. “It is a privilege to know that we will be meeting a critical need in British Columbia, providing what Eirene offers: quality, affordable and necessary care at the end of life.”

Eirene is the brainchild of Mallory Greene, a tech innovator with a unique familial connection to the funeral industry. Greene’s father is a funeral director, and her mother is a hospice nurse, giving her perspective on the industry. She sought to leverage her tech skills to innovate an industry she felt was not aligning its services with the needs of grieving families.

“We make the funeral planning process simple, affordable and flexible for families during a really difficult time,” Greene told the Toronto Star in 2022. Her approach with Eirene was to focus on the needs of families and provide them with the necessary support during their grieving period.

A cremation in Canada can cost $5,000, the startup warns, adding that its own packages are cheaper and promise no surprises or hidden fees. Eirene offers transparency in pricing to reduce financial stress during a time of bereavement, according to the company.