Section 22A. No society shall by its by-laws or by any contract or policy made or issued by it in the commonwealth restrict the payment of benefits or any part thereof accruing under such by-laws, contract or policy upon the death of a member or of the person insured, as the case may be, to a designated funeral director or group of funeral directors. No society shall in any way deprive the personal representative or family of the deceased of freedom of choice in procuring and purchasing supplies and services in connection with the burial of the deceased. Such benefits or any part thereof shall be paid to such funeral director as the person or persons entitled to such benefits or the personal representative of the deceased shall direct. Every limited society shall be subject to this section notwithstanding any special law to the contrary.