Notification of Major Interest in Shares

1. Identity of the issuer or the underlying issuer of existing shares to which voting rights are attached:ii Dignity Plc
2. Reason for notification (please tick the appropriate box or boxes):
An acquisition or disposal of voting rights Yes
An acquisition or disposal of financial instruments which may result in the acquisition of shares already issued to which voting rights are attached No
An acquisition or disposal of instruments with similar economic effect to qualifying financial instruments No
An event changing the breakdown of voting rights No
Other (please specify):  
3. Full name of person(s) subject to the notification obligation:iii AEGON UK Group of Companies
4. Full name of shareholder(s) (if different from 3):iv  
5. Date of the transaction and date on which the threshold is crossed or reached: v 04 November 2010
6. Date on which issuer notified: 08 November 2010
7. Threshold(s) that is/are crossed or reached: 5%
8: Notified Details
A: Voting rights attached to shares
Class/type of shares if possible using the ISIN CODESituation previous to the triggering transactionResulting situation after the triggering transaction
Number of SharesNumber of Voting RightsNumber of sharesNumber of voting rights% of voting rights
Direct xi Indirect xiiDirectIndirect
GB00B4JZFN18 2,749,070 2,749,070 2,342,005 2,342,005 357,066 4.28% 0.65% 
B: Qualifying Financial Instruments
Resulting situation after the triggering transaction
Type of financial instrumentExpiration dateExercise/ Conversion PeriodNumber of voting rights that may be acquired if the instrument is exercised/ converted.% of voting rights
 C: Financial Instruments with similar economic effect to Qualifying Financial
 Resulting situation after the triggering transaction
 Type of financial
 Exercise price  Expiration date xvii  Exercise/
Conversion period
 Number of voting rights instrument refers to



% of voting rights xix, xx

           Nominal Delta
Contract for Difference n/a n/a n/a n/a    n/a
Total (A+B+C)
Number of voting rightsPercentage of voting rights



9. Chain of controlled undertakings through which the voting rights and/or the financial instruments are effectively held, if applicable:xxi

Global AEGON Asset Management group “AAM” –

AEGON Asset Management Holding BV

AEGON Asset Management UK Holdings Ltd

AEGON Asset Management UK plc

AEGON Investment Management UK ltd
Proxy Voting:
10. Name of the proxy holder: Global AEGON Asset Management Group
11. Number of voting rights proxy holder will cease to hold: 49,999
12. Date on which proxy holder will cease to hold voting rights: 04 November 10
13. Additional information:  
14. Contact name:
Ryan Smith
15. Contact telephone number: 0131 549 6275


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