FIRA is an independent formation that seeks the participation of funeral industry role-players of all specialties in an all-inclusive Association for funeral and related services.

We, the members of FIRA (Funeral Industry Reformed Association), have united and established a non-racial and non-sexist association related to the South African Funeral and Financial Services Industry with the vision, mission and objectives that will drive our commitment to FREEDOM, FAIRNESS AND OPPORTUNITY for ALL and by doing that, FIRA as an independent formation will:

• Protect and educate public, as pleaded by the public on national television voting 87% in favour thereof;
• Support the priorities of Government;
• Support changing of laws, hampering economic growth and development;
• Drive transformation, training and skills development;
• Provide members access to information;
• Provide all members access to business opportunities;
• Provide members the opportunity to participate in all its activities;
• Participate in all our engagements with Government;
• Protect and advance funeral industry workers; and
• Promote members in the media and with decision makers.

FIRA believes that a non-exploitative and democratic society depends on the unity of a variety of businesses operating within the funeral and financial services industry, need to add value to members, policyholders and the broader public. As an association we have united, enabling ourselves so that we can control our own destiny and take our historic role as a vanguard of our members and the public.

FIRA strives for a better controlled funeral and financial services industry in general, driven by business within the industry for the constant quest to provide development, education, enable job creation, training, transformation and the provision of better services to the public.