Golden Leaves: Pioneering expertise and reliability with a human touch

The Euro Weekly News travelled to the company’s modern offices in Javea to meet founder Tony Rowland, chairman Steve Rowland and Chief Executive Officer Barry Floyd, to learn the history of how one of only two regulated companies in Spain came into being and how this historic brand earned its cast‐iron reputation for professionalism, quality and innovation.

FIRST, we met the company’s founder Tony Rowland, an avid fundraiser and bowler. In 1974 (whilst already a highly regarded funeral director in South London) one of his many business ambitions was to build a quality brand that would support and care for the needs of both those who unfortunately passed away whilst abroad and for those who wished to plan their future end of life services in advance. It was no surprise when tour operator Intersun asked Tony to repatriate the body of a holidaymaker who died in Mallorca in 1974. He seized the opportunity, dealing directly with the insurance company, the airline and the other parties involved. So efficient was his service that he was soon responsible bringing all deceased Intersun clients home. His reputation for exemplary and compassionate service soon led to other tour operators like Blue Skies and Saga following suit. Gradually he broadened the company’s area of influence and reputation (inspired by US schemes) by developing and launching a new brand promoting prepaid funeral plans throughout the United Kingdom and abroad.

The humble beginnings of Tony’s creation, Golden Leaves, soon became a thing of the past as it launched itself into the sector. It’s evolution at the vanguard of championing best practice throughout United Kingdom and abroad would see it swiftly grow to be recognised as one of most respected brands in the sector. Its reputation for innovation and ‘client first’ business practices preceded it, as the Golden Leaves brand soon became a symbol of quality, reassurance, and dependable compassionate service to tens of thousands of new customers.

As the decades passed, Golden Leaves secured its place amongst the most respected companies in the United Kingdom and Spain by being the ONLY business to have both its Chairman and Managing Director appointed to serve as directors on the board of the Funeral Planning Authority (the UK regulatory body in place at the time). Eventually, as the Financial Conduct Authority moved to bring Funeral plans under their statutory remit and replace the FPA after instructions from HM Treasury and parliament, Golden Leaves were once again at the forefront of discussion and debate with HM Treasury and the FCA, providing essential detail to assist the creation of the new rule book.

On July 29, 2022, all UK funeral plan providers must be regulated by the Financial Conduct Authority to sell or administer a funeral plan, these also include ANY International funeral plans (those sold in Spain) that can also be utilised in the United Kingdom if desired. Golden Leaves is one of only two companies selling FCA regulated funeral plans across the Spanish mainland and both the Canaries and Balearic Islands.

Next we met Golden Leaves’ Chief Executive Officer, Barry Floyd, who has had a long career with the brand having been managing director for nine years before taking the reigns as Chief Executive Officer. Barry steered the business though its lengthy journey from self‐regulation to gaining full Financial Conduct Authority authorisation.

Barry commented: “The last two years have been a truly gruelling experience. Gaining authorisation from the UK’s statutory regulator is a very long, demanding and often extremely challenging process. Requiring many hundreds of hours hard work from the board, the management team and our regulatory lawyers in addition to a huge number of informational and documentary requirements, even to the point of competence and strategy interviews with the FCA interview panel.

“Consequently, only the best past muster and so when you do eventually emerge on the other side with approval, customers can have concrete trust in the fact that you are a quality professional, financially solid and dependable brand.

“Obviously, this is of paramount importance when a customer is deciding to purchase a funeral plan. Primarily as you need to know the company you are buying from will be around to look after you potentially many years into the future.

“It is common knowledge these days that purchasing a plan from a non FCA regulated planning company, leaves you seriously open to losing all of your money.”

Finally, we were also joined by company Chairman Steve Rowland, who sets the company’s ethos and ensures that the executive board operates correctly. However, like Barry, Steve is passionate about the social aspects of the service and being of assistance to those who have lost loved ones with the Rowland Brothers Foundation, which provides free bereavement counselling. Like his father, who has received an MBE for his incredible work raising funds for good causes, he works diligently to ensure that the Company is always customer focused first and that the quality of support is exemplary.

At the end of the day, what could be more reassuring than knowing that a brand like Golden Leaves and its dedicated staff, with decades of experience, will be there to look after you and your loved ones during the most stressful of times?