The Association Of Funeral Directors Singapore

At Harmony Funeral Care, we often receive questions about why we are not affiliated with the Association of Funeral Directors (AFD) in Singapore. While we acknowledge the role such associations may play in the industry, we have thoughtfully chosen not to be a part of it as of now— and we’d like to share why.

1. No Real Benefit to the Families We Serve

Our priority has always been, and will always be, the families we walk alongside during their time of need. Being a member of the AFD does not enhance the quality of service we provide, nor does it offer any additional protection or value to grieving families. From our experience, families do not decide based on association logos — they choose based on genuine care, transparency, and the trust we build.

2. We Uphold Higher Standards – By Choice, Not Obligation

We do not need to be part of an association to offer ethical, dignified, and professional services. Our standards are internally upheld through strict quality control, regular training of our team, and a heartfelt commitment to treat every family as if they were our own. With our in-house facilities — including our own embalming care centre staffed with both male and female embalmers — we maintain full control over service quality without relying on third parties or external contractors.

3. Membership Fees Add Cost Without Adding Value

The AFD charges an annual membership fee. While it may offer networking opportunities within the industry, it does not directly benefit our clients. Rather than paying for membership for the sake of appearances, we choose to reinvest those funds into improving our facilities, expanding support for grieving families, training our team, and keeping our prices reasonable — without compromising on quality.

4. Families Deserve Transparency, Not Just Affiliation

Some companies may display their AFD membership to appear more trustworthy, but at Harmony, we believe trust should be earned — not bought. We are fully transparent with our pricing, our processes, and the way we work. When you walk into our doors, you're not just another case — you're a family we’re here to serve with sincerity, professionalism, and heart.

5. Our Decision May Evolve

That said, we are not closed to the idea of joining in the future. If the structure, benefits, and expectations of AFD membership align more meaningfully with our values and enhance the experience for the families we serve, we will certainly revisit our decision. Ultimately, our commitment is to what best serves the people who place their trust in us.

In short, we don’t rely on memberships or labels to speak for us — our service speaks for itself. If you'd like to find out more about how we work and whether we’re the right fit for your family, we’d be honoured to have a non-obligatory chat with you.

Because at Harmony Funeral Care, it’s not about being part of an association. It’s about being present for you.