The business of death is lucrative in a country such as South Africa, where funerals are elaborate celebrations and little expense is spared. The funeral credit industry is booming, with undertakers offering a variety of policies starting at R50 a month to help fund lavish ceremonies that would otherwise be impossible to afford.

Undertakers often come under fire for their high costs, especially when it comes to communities that can ill afford such expense, but the reality is that burying the dead is profitable. One company that’s tapping into this is RubiBlue, which was started in 2005 as a computer and network sales business.