Operator disclosure and conflict of interest

Jakub Henderson maintains both Kingdom Funerals (this site, consumer-facing) and Plain (operator-facing — selling websites to funeral directors at a fixed monthly price). Both surfaces are kept editorially separate. The disclosure is here, in plain text, because a director discovering Kingdom should be able to read the relationship in the open rather than hear about it later.

The two surfaces

Kingdom Funerals is a free directory of Fife funeral directors with verified prices, written for grieving families and people planning ahead. Plain is a B2B web product: a one-page Standardised Price List website that an individual funeral director can buy and run on their own domain. The audiences do not overlap. The commercial models do not overlap.

Plain pricing transparency

Plain charges £600 to build a director's site and £20 per month to host and maintain it. Both numbers are listed publicly on Plain itself, and listed here, so that no inference of side deals is possible. There is no commission, no performance bonus, no per-call fee, no introduction fee paid by Plain customers in either direction.

The editorial firewall

Kingdom directory ranking is alphabetical within town, or sorted by a user-controlled criterion. The only system-applied sort offered to readers — "Best value" — uses a transparent algorithm that combines published price with user-rated review data. The algorithm is auditable by any reader; it does not look at whether a firm is a Plain customer.

Specifically, on the directory:

• No Plain customer receives a preferential ranking on Kingdom.
• No funeral director can pay to be ranked higher.
• When a Plain customer's published price changes, their Kingdom card updates on the same cycle as every other firm's. No early access.
• Plain customers carry no badge, no logo, no asterisk on their Kingdom card.
• Removal from the Kingdom directory at a funeral director's request is automatic, no questions, the same working day — whether or not they are a Plain customer.

What this means in practice

If a funeral director on the Kingdom directory is also a Plain customer, the only fact a reader could derive from the public record is that the firm chose to commission a one-page price-list site from the same person who runs the directory. The firm's listing on Kingdom is identical to the listing of any other firm in the same town that has nothing to do with Plain. The neutrality of the directory is the entire trust premise of the site; any preferential treatment kills it permanently.

Last updated 9 May 2026.