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§ Private Profile · London, United Kingdom
YuLife is a technology company.
YuLife delivers a group life insurance product integrated with a gamified wellbeing application. This platform uses behavioural science and game mechanics, rewarding employees for healthy choices across physical, mental, social, and financial dimensions. It transforms traditional insurance into an engaging daily experience, promoting holistic wellbeing and providing access to mental health and digital healthcare.
Sammy Rubin, Sam Fromson, Josh Hart, Jonathan Roomer, and Jaco Oosthuizen co-founded YuLife, launching the concept in 2016. Rubin, leveraging insurance background and wellness focus, envisioned an insurance model inspiring improved living. This diverse team brought expertise from financial services, technology, and actuarial science to build their innovative solution.
YuLife's offering serves businesses seeking to enhance employee benefits and cultivate healthier workforces. Its vision is to redefine the insurance sector, moving beyond protection to reward and inspire journeys towards enhanced living. It aims to transform financial products into a force for good, fostering daily wellbeing and continuous value.
YuLife has raised $210.9M across 5 funding rounds.
YuLife has raised $210.9M in total across 5 funding rounds.
YuLife is a tech-driven insurtech company that provides group life insurance, workplace wellness solutions, and rewards programs to promote employee wellbeing through healthy behaviors.[1][2][3] It serves employers in the UK, US, South Africa, and Japan, solving the problem of traditional insurance's focus on claims by shifting to risk prevention via gamification, behavioral science, and rewards for activities like physical exercise and mental health support, fostering healthier, more engaged teams.[1][2][4] Certified as a B Corporation since May 2023, YuLife has demonstrated strong growth, including 10x expansion during the COVID-19 era to insure over 400,000 lives in the UK alone, with recent entry into Japan backed by $100 million from Dai-ichi Life.[1][3][4]
Founded in 2016 (with some sources noting 2017) and headquartered in London, UK, YuLife emerged from a vision to transform financial products into tools for good by integrating technology, lifestyle medicine, and behavioral science into insurance.[1][2][3] Key figures include Founder & CTO Josh Hart, who has been highlighted in Japanese media for the company's expansion.[4] Backed by prominent investors like Target Global, Creandum, MMC Ventures, Notion Capital, LocalGlobe, Latitude, Eurazio, Anthemis Exponential Ventures, and Dai-ichi Life, YuLife gained early traction amid the COVID-19 crisis, which elevated employee wellbeing priorities, leading to rapid scaling and its first-mover B Corp certification in group risk insurance in 2023.[1][3][4]
YuLife rides the insurtech wave and rising corporate focus on employee wellbeing, amplified by post-COVID priorities and trends in preventive health tech.[1][2] Its timing aligns with market forces like gamification in fintech, demand for purpose-driven businesses (as a B Corp pioneer in insurance), and global expansion into high-productivity markets like Japan amid aging populations and health mandates.[3][4] By influencing the employee benefits ecosystem, YuLife pushes insurers toward wellness ecosystems, enhancing retention and productivity for employers while setting standards for tech-enabled, impact-focused financial services.[1][2]
YuLife is poised for continued global scaling, leveraging its Dai-ichi Life partnership for Asia growth and wellness tech to capture more of the $100+ billion employee benefits market.[4] Trends like AI-driven personalization, hybrid work wellbeing demands, and regulatory pushes for health productivity will shape its path, potentially evolving it into a full-spectrum wellbeing platform.[2][4] As insurtech matures, YuLife's prevention-first model could redefine industry norms, amplifying its influence from niche innovator to ecosystem leader, tying back to its core mission of turning insurance into a force for inspired, healthier lives.[1][3]
YuLife has raised $210.9M across 5 funding rounds. Most recently, it raised $120.0M Series C in July 2022.
YuLife has raised $210.9M in total across 5 funding rounds.
YuLife's investors include Toshiaki Sumino, Aurum Ventures MKI, Finch Capital, Global Founders Capital, Inovo VC, Market One Capital, MMC Ventures, OurCrowd, Partech Ventures, Plug & Play Ventures, Elan Zivotofsky, Prescott Watson.