Driving Systemic Change in Suicide & Bereavement Care.
500+
Total Attendees
20+
inspirational Speakers
28+
stall Sponsers
Our Mission
To help funeral directors, professionals, charities, and communities deliver care that goes beyond the funeral day — care that heals, connects, and sustains.
Through education, consultancy, and collaboration, we aim to redefine aftercare as both a moral responsibility and a business opportunity, ensuring that every family, in every community, feels supported and understood.
.jpg)
Our Impact
Tangible National Impact and Proven Results
Since 2017, White Rose has been a powerful agent of change, evidenced by real results like the introduction of out-of-hours death registration and a new bill allowing faster funerals in murder cases. Our conferences, which grew from 70 to 300 delegates, directly drive this national, progressive change.
.jpg)
Unmatched Influence and Inclusive Advocacy
We serve as a unique voice in the Welsh Government’s Cross-Party Groups and are recognised by coroners, policymakers, and mental health organisations. We actively break down barriers by advocating for new access to coroner's courts for the Deaf and Blind communities and championing suicide intervention training for frontline staff.
Community-Driven Care and Experience-Based Training
Our foundation is built on 25+ years of experience in community engagement, faith-sensitive care, and training rooted in lived experience, not just theory. This allows us to provide practical, compassionate, and inclusive services that continuously set the standard for bereavement care.
Our Pledge
The White Rose Funerals "Pledge of Support" is an urgent national campaign focused on transforming bereavement care and mental well-being across Wales. The campaign, which is backed by numerous charities and community groups, drives momentum for change by taking community needs directly to platforms like the Welsh Assembly.
The campaign's three core pillars demand:
-
Establishing a Public Mortuary in Cardiff with digital MRI facilities to uphold dignity, reduce delays, and achieve financial sustainability.
-
Promoting Suicide Intervention Training (made mandatory) for key front-line professionals, including funeral directors and NHS staff.
-
Creating a More Inclusive Bereavement Support System by standardising services, providing culturally sensitive care, and launching a national care charter to ensure equitable access regardless of postcode.
The pledge underscores the shared community responsibility required to solve persistent issues, such as delays in cultural rituals and the urgent need for suicide prevention given current national statistics.
“Aftercare isn’t just compassion — it’s transformation. It strengthens families, communities, and the profession itself.”
Ahmed Alsisi, Founder of White Rose Funerals
Interviews With Our Past Attendees & Speakers
Our Founder's Story
Ahmed Alsisi is the Chaplain, Author, and Entrepreneur who founded White Rose Funerals and Memorials, one of the UK’s most inclusive funeral services. A survivor of war and trauma born in Gaza, Ahmed made Cardiff his home and built a life dedicated to service and healing.
Key Achievements:
-
Pioneering Service: At 21, he founded the first Muslim funeral home in Wales, later expanding to White Rose Funerals (2016), which grew rapidly by focusing on genuine compassion and unmatched inclusion (serving Muslim, Sikh, Hindu, Traveller, Deaf, Christian, and secular families).
-
Industry Leader: Ahmed is a recognised advocate for change, advising the Welsh Parliament on bereavement and wellbeing. He also founded the Wales Bereavement and Mental Wellbeing Conference, a platform dedicated to transforming aftercare across the UK.
-
Mission: His journey demonstrates how empathy and enterprise can work hand-in-hand to disrupt corporate standards and prioritise personal, community-driven care.
Books by Ahmed Alsisi
As part of his ongoing mission to support the funeral profession and wider community, Ahmed Alsisi is releasing a powerful new series of books in 2025–2026.
Each title is written from lived experience, professional insight, and a passion for transforming the way we care for families and communities.
-
Aftercare for Funeral Directors - A practical and heartfelt guide to building meaningful aftercare systems — balancing compassion with business sustainability. Learn how to maintain family relationships, develop follow-up programs, and offer ongoing emotional support that lasts beyond the service.
-
Growing Your Business Through Community Engagement and Conferences - An essential resource for funeral directors who want to expand their reach, build partnerships, and strengthen their brand through active community presence. Includes case studies, templates, and strategies to host local conferences or collaborate with charities and councils.
-
Mental Health Support for Funeral Directors - A deeply honest and supportive guide designed to help funeral professionals care for themselves as they care for others. Covers burnout, trauma, and coping strategies, alongside tools for staff wellbeing and team resilience.
We unite policymakers and professionals to actively shape the future of compassionate care and well-being in Wales and beyond.