YuLife offers group life insurance and complementary protection products through a gamified mobile app called the “Yuniverse” that encourages walking, cycling, meditation and other wellness activities. The company sells exclusively to organizations, with more than 500 businesses (including Co-op, Del Monte, Jaguar Land Rover, Santander and CapitalOne) providing YuLife plans to employees; roughly one in three employees engage on the app daily. Group life is the flagship product and accounts for over 80% of revenues; other products (critical illness, income protection and dental) make up the remaining ~20%. YuLife supplements engagement with third-party discounts and a rewards currency (YuCoins) redeemable for vouchers, and it attributes revenues to insurance policy sales. The business has grown rapidly: customers expanded 4x in the past year, revenues rose fivefold, and coverage increased to $50 billion from $15 billion a year earlier. YuLife is expanding its product suite into dental, health and financial services (pensions) and is preparing market expansion to the U.S. and Japan. YuLife is a London startup that sells life insurance directly to organizations, who in turn provide policies to their employees, and it is currently active only in the U.K. Its core product is a gamified mobile app — built by veterans of the gaming industry — that encourages walking, cycling, meditation and other healthy activities across themed "Yuniverse" environments and rewards users with YuCoins redeemable for vouchers. The company also offers income protection and critical illness cover and integrates discounts on third-party products and devices to drive engagement. YuLife operates an affiliate-based business model that benefits when users purchase and redeem offered items, though redemption is not essential to policy use. As of the article, YuLife provides $15 billion of coverage and reported 10x growth in the last year, with customers including Capital One, Co-op, Curve, Havas Media, Severn Trent and Sodexo. The company plans to use new funding to expand its business, build more products on its platform, and continue investing in the technology and risk models that run its service. yulife is a London-based life insurer founded in 2016 by Sammy Rubin that integrates wellbeing into its insurance product. The company offers an end-to-end digital journey aimed at large companies and SMEs to streamline the buying process. It engages members directly via a wellbeing app that encourages simple activities such as walking and meditation. Members are rewarded for completing activities with Avios air miles, vouchers and gift cards from partners including Amazon and ASOS. yulife balances protecting beneficiaries with rewarding members for living well now and plans to use new funds to further develop its product and reach more businesses. yulife provides a game-based wellbeing app that leverages AI and behavioural science to deliver digital life insurance and encourage users to build positive daily habits. Users earn 'yucoin' for small lifestyle changes—walking, meditating via apps like Calm—and progress through levels, company leaderboards and quests. Yucoin can be redeemed for partner rewards such as Avios points, ASOS vouchers and NowTV passes. The company was founded in 2016 and is based in London, UK. Global insurance company AIG underwrites all policies. The team is led by CEO Sammy Rubin and includes COO Sam Fromson, CTO Josh Hart, CFO Jonathan Roomer, CPO Jaco Oosthuizen and Chief Wellbeing Officer Dr Rangan Chatterjee.

Total raised

$207M

Funding rounds

4

Latest round

Series C

Latest activity

Jul 2022