15. YuLife

YuLife is a life insurance provider-cum-wellbeing platform, designed to improve the lives of its policyholders, not just monetise them.

About us

Startups was founded over 20 years ago by a multi-time entrepreneur. Today, our expert team of writers, researchers, and editors work to provide our 4 million readers with useful tips and information, as well as running award-winning campaigns. This article was authored by:

Founder(s): Sammy Rubin, Sam Fromson, Josh Hart, Jonathan Roomer, Jaco Oosthuizen
Founded: 2016
Website: https://yulife.com/

Post-Covid, the recruitment game has changed. Health and wellbeing are at the centre of employee concerns, with workers looking for innovative and unique incentives to keep them engaged in a remote-working world.
London-based insurtech startup YuLife certainly fits that bill, with its five founders having done what seemed impossible – made insurance an exciting space to watch.

Policyholders interact with a game-like YuLife app, which uses 21st century data science trends like gamification and AI to ensure a customer-focused approach to life insurance. Providing wellness activities like walking, cycling, meditation and mindfulness, the platform offers rewards and discounts from major UK partners and is designed to improve user livelihoods.

YuLife's five founders having done what seemed impossible – made insurance an exciting space to watch.

This isn’t just an advertising slogan – YuLife’s high-performance data and analytics tools measure the number of ‘wellness quests’ that are completed by employees (almost one million by the platform’s latest count).

Plus, while it’s notoriously difficult to get millennials to buy life insurance, YuLife’s user base proves it’s the exception to the rule. 62% of YuLife members regularly use the app – even a year after having signed up – and almost 40% of members log on to use the app every day.

62% of YuLife members regularly use the app - even a year after having signed up.

So far, the firm’s largest B2B customers include Co-Op, Sodexo, and What 3 Words – but that doesn’t mean it’s a monopoly. The onboarding process is designed to be quick, simple and entirely-online, so employers of any size can make use of YuLife’s excellent wellbeing functions and improve their employee retention.

We’re excited by YuLife’s success and its ambitions to lead the insurance market one a new path of wellbeing – we’ll be following closely behind!

What Does Your Business Need Help With?
Startups.co.uk can help your business succeed

At Startups.co.uk, we're here to help small UK businesses to get started, grow and succeed. As well as rounding up some of the biggest success stories in our annual Startups 100 list, we have resources to help new businesses get off the ground.

Helena Young Senior Writer

Helena "Len" Young is from Yorkshire and joined Startups in 2021 from a background in B2B communications. She has also previously written for a popular fintech startup.

Included in her topics of interest and expertise are tax legislation, the levelling up agenda, and organisational software including CRM and project management systems. As well as this, she is a big fan of the films of Peter Jackson.

Back to Top