strategic viewpoint on IVC, page-31

Invocare don't sell funeral insurance, they sell pre paid funerals and funeral bonds. Completely different products and in fact if funeral insurance is made less appealing to the public it may help IVC as people will be more likely to pre - pay with their chosen funeral director rather than waste money on an insurance product that they will probably cancel before they die. 
I'm not recommending IVC, just saying  you're not correct with that conjecture.