A new website comparing the cost of funerals in an effort to bring more transparency to the industry has been peppered with legal threats.

Key points: Gathered Here compares funeral homes and costs for bereaved families

Gathered Here compares funeral homes and costs for bereaved families Website covers 600 funeral homes in Australia, founder estimates total market size is closer to 900

Website covers 600 funeral homes in Australia, founder estimates total market size is closer to 900 Funeral homes are worried about where the price estimates come from

The website Gathered Here was started earlier this year so customers could weigh up funeral homes.

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But it has since received cease-and-desist letters from lawyers representing funeral homes, demanding their listings be taken down.

The website's founder, Colin Wong, said he was inspired to start the site after the death of his great-aunt.

He said the options afforded loved ones during the grieving process could be complex and confronting.

But according to him, bereaved families could often also face undue pressures.

"It can even just be an offhand statement like, 'oh you might want to choose this more expensive coffin, because I'm sure you want the best for your loved one'," Mr Wong said.

"The last thing that someone wants to feel like, speaking to someone, is that they're being cheap.

"Or that they don't want to pay much, and they're bargaining and negotiating on the memory of a loved one."

The website works by asking people to type in basic details, like whether they would like a burial or a cremation, or if they want a viewing.

It then gives them options of the closest funeral homes within a certain radius, and most importantly a ball-park cost.

"My approach was really simple, [I] basically just picked up the phone and called funeral homes," Mr Wong said.

"We cover about 600 funeral homes in Australia now. We think the total market size is closer to about 900."

Mr Wong said they called up the different funeral homes as a "mystery shopper".

"We get all the pricing information and then we put that online where consumers can just click a button and compare all the prices around them," he said.

The website is free to use for customers, but funeral homes wanting a priority listing have to pay a monthly fee.

'Where are they getting the quoted costs?'

While it was not the first website of its kind, Gathered Here's data collection methods riled up the industry.

The past president of the Australian Funeral Directors Association, Darren Eddy, said it was concerning.

"Our issue is that sometimes those listings are done without the knowledge or permission of the funeral director," he said.

"And therefore we can't verify even the indicative costs that they quote, because we don't know where the pricing actually came from.

"I've spoken to colleagues in Sydney who are listed on their particular website … the indicative prices they've got are way different than what they are and they haven't been contacted at all."

But Mr Wong stood by the information available on the website.

"We're really clear on our website that the prices we obtained are from calling and speaking to funeral directors, directly," he said.

"We're pretty confident in what we're doing and our mission, and I'm pretty sure that the Australian public is behind us."