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Death is inevitable for us all, yet talking about it is one of the biggest taboos of our time. Aura is a simple online solution to help people and those closest to them prepare for end of life in a practical & emotional sense. Once launched, the platform will help open up conversations, help manage the death process and provide the space to celebrate life.

  • Aura believes the market is underserved at a time of great relevance
  • 77% of people think death is not discussed enough
  • Aim is to facilitate the global movement in attitudes around death
  • Management team with a track record of success and with vested interest

Idea

The Problem

In 2017, Aura founder Paul Jameson was diagnosed with Motor Neurone Disease. On top of the tidal wave of emotions, it got him thinking. ‘Am I prepared for death? Are those closest to me prepared? How do I approach it?’ Paul was frustrated at the lack of options and help available.

The practical and emotional consequences of not preparing for death are vast. Over 68% of people die with no will, let alone being able to express their wishes, leave important information and say the things that matter most to loved ones.

The Solution

Aura’s mission is to change the way we approach death. Our platform will provide a wealth of features including the ability to document wishes and practical information, collaboratively curate a life story and to leave heartfelt messages to those that matter most. There will also be a knowledge hub with help and expert advice.

The Market

The death market is large, growing and we believe that it is ready to be brought into the digital era. We’re working with a number of charities, organisations and partners to build a network of expertise and commercial opportunities.

Aura plans to generate revenue through affiliate deals with service providers, subscriptions and product sales.

We currently have a promo website, www.aura.page and this investment will help us develop our MVP and allow us to rapidly grow our user base.

Invest today for a better future.

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Risk warning

Investments of this nature carry risks to your capital, including illiquidity, lack of dividends and dilution. Balance risk with a diversified portfolio. Read more. Approved as a financial promotion by Crowdcube Capital Limited, which is authorised and regulated by the Financial Conduct Authority.

Investment opportunities are not offers to the public and investors must be eligible Crowdcube members. Further restrictions and Crowdcube's limitation of liability are set out in the Investor Terms and Conditions. Please seek independent advice as required as Crowdcube does not give investment or tax advice.

Aura has been given advance assurance by HMRC that the proposed share issue is likely to qualify for Enterprise Investment Scheme (EIS) tax relief.

Tax relief is available to individuals only, with income tax relief currently set at 30 per cent of the cost of the shares for the tax year in which the investment was made. The tax reliefs can also reduce your Capital Gains Tax bill. Read More.

Availability of tax relief depends on your individual and the company’s ongoing circumstances and applicable law.