Time blazes by when you are doing something you love. For our managing director Jenny Tay, that ‘something’ is none other than Direct Funeral Services. Nine years have passed since Jenny was named Her World Young Woman Achiever 2016 for igniting a change in the death care industry, but her passion for her work burns as bright as ever.
The pursuit of progress
Even after the birth of her three children, Jenny remains focused on leading Team Direct with equal dedication. Balancing motherhood and her professional calling, she—along with our CEO Darren Cheng—has continued to grow the company. From a group of 20 employees aged 40 and above, we have expanded into a younger, more dynamic team of 80, spanning various areas of expertise, including operations, logistics, embalming, funeral directing, and floristry.
It is not just our hardware that has progressed over the years. Jenny explains, “Beyond ensuring meaningful farewells, we’ve shifted our focus towards helping families celebrate the lives of their loved ones and navigate grief more holistically.”
A recent example of their renewed commitment is a collaboration with The TENG Ensemble to explore how monaural beats can help alleviate grief. Backed by positive research findings, TENG and Direct are currently working on creating Music for Comfort, a soothing auditory experience designed to support healing.
Jenny is determined to maintain the pro bono sea burial ritual that our founder has faithfully practised for over 45 years.
A breath of fresh air
As she transforms the company from a traditional undertaker business into a modern funeral home, Jenny has also unintentionally sparked a shift in how the industry is perceived. Only a decade ago, the funeral industry was an unlikely career path for women. You need to be strong, they said. Thankfully, Jenny was never one to follow convention. She showed us that strength comes in many different forms—empathy, compassion, and emotional intelligence, to name a few. These qualities, which many women naturally bring to this line of work, are now recognised as essential in guiding families through loss. “Women have become an integral part of the profession,” Jenny affirms.
Sowing the seeds of compassion
Despite the difference she has made, some things do not change—like her promise to uphold our founding belief. Jenny’s father, Roland Tay, started the company with the mission of providing affordable, dignified farewells for all. He has personally funded countless funerals for the underprivileged. Wanting to do even more for those often forgotten in our society, Roland established a quarterly pro bono mass sea burial. Till today, Jenny maintains this commitment with the utmost respect for the departed whom we have the honour of helping.
Inspired by Roland’s benevolence, Jenny and Darren introduced a corporate social responsibility initiative to give back to seniors in need.
Then, in 2015, Jenny and Darren co-founded Direct Life Foundation (DLF). Their vision? To further reach out to vulnerable seniors, particularly those living alone or estranged from their families. For the past 10 years, DLF has worked with multiple non-profit organisations, most recently with Metta Day Rehabilitation Centre for the Elderly and AWWA Senior Community Home.
Through events and activities like outings, festive celebrations, and free haircuts, DLF has touched the hearts of more than 800 seniors to date. But apart from spreading smiles and warmth to seniors, the foundation has also brought together some 600 individuals from all walks of life to contribute purposefully as volunteers. The message Jenny wants to bring across through DLF is clear: no elderly should be left behind, and as a community, we can make an impact on their lives, no matter how big or small.
Now and beyond
While her conviction in her work remains steadfast, parenthood has reinforced in her the importance of cherishing relationships and prioritising what matters most. “Parenthood has pushed me to be more intentional—running the company efficiently with a strong team, striving to help families commemorate their loved ones meaningfully, and at the same time, being present as a mother, wife, sister, and friend,” she shares.
However, Jenny acknowledges that balancing all these roles is not always easy, as priorities shift daily. One thing is certain though: her loved ones will always come first. She highlights, “I’m still a work in progress, and I always will be, as I continue learning how to be a better version of myself every day.”
We are excited to see what Jenny will accomplish in time to come as she continues to evolve both personally and professionally.