More than $6000 has been raised for the "beautiful young family" of a Hastings man killed in a two-car crash on a rural road outside the city on Friday night.

Both Wiremu Armitage, 31, and Kirsty Michelle Parsons, 26, were killed when the cars they were driving collided on Taihape Rd, Omahu about 10.20pm on Friday evening.

Parsons' family has asked for privacy.

Since the fatal crash, members of the Hastings community have rallied to help Armitage's partner, Jessica, along with his two-year-old daughter, Amari, and seven month old son, Corbin.

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A Givealittle page for his family had raised $6620 by Tuesday afternoon.

Friend Ashlee Nicholson said on the page that Armitage's family had "lost a part of each of their hearts on Friday evening in a very sudden and tragic way".

"We all lost a dear friend and all-round very top guy who loved his family and who would want the very best for them.

"We cannot bring back or change what happened but if we can take just a little bit of the stress away for this beautiful, young family then every little bit helps."

A death notice for Armitage said he was "tragically taken too soon".

As well as being a partner and father, he was a "treasured son of Suzanne and the late Neil, and respected stepson of Stu Treloar, brother and 'best mate' of Ryan, Michael, Jack and Max".

A funeral service for Armitage will be held at the Napier Sailing Club in Ahuriri, Napier on Friday, May 17 at 11am.

Parsons has been remembered as the loved daughter of Garry and Betty, much-loved little sister of Rebecca and Monique and loving partner to David O'Sullivan.

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She was an aunty, niece, sister-in-law, and was "cherished by so many more".

A service will be held for Parsons on Thursday, May 16 at Equippers Church, Hapuku St, in Hastings at 11am.

Investigations into the crash are ongoing.

The crash has been added to a number of fatal road crashes in Hawke's Bay during the past few months.

Floyd Tuitonga Tiepa, 56 of Hastings died when the car he was driving hit a tree on SH2 in Napier on April 24.

Jane Hunter of Porangahau was critically injured and later died when two vehicles collided at the intersection of Pourerere and River Rds near Waipawa in April.

Quentin Robert Terure, 30 of Napier, was also killed in early April after his car struck the Manga-O-Nuku Bridge on State Highway 50 in Tikokino.