Life insurtech DeadHappy announces triple-digit growth rate

No-nonsense life insurance insurtech DeadHappy says consumers prefer their practical approach to cover

The UK life insurance insurtech DeadHappy has announced triple-digit growth over the past 12 months.

The no-nonsense startup that offers customers flexible policies and a Deathwish option where people can choose alternative, inventive ways to bequeath their cover payouts to loved ones, saw its revenue grow by 120% in the first half of 2021.

The company says its clients are attracted to the straight-talking approach to planning for death. As a result, DeadHappy has seen a meteoric 87% year-on-year rise in consumers searching for ‘Deathwishes.

The innovative insurtech provides life insurance, near-death insurance, and deathwishes for anyone aged 18-60 years old. DeadHappy also provides consumers suffering from mental health issues life insurance, something that traditionally is not accepted by many providers, as well as pay-as-you-go life insurance for as little as 63p per month. 

The platform also operates via a simple four-question application to get signed up and flexible cover options.  

Popular life insurance options

Speaking about the company’s growth, Andy Knott, co-founder of DeadHappy, explained, “Deathwishes is by far our most popular service and has really helped drive our growth forward in the past year. 

“A Deathwish is quite simply what you want to happen with your life insurance payout when you die – send your ashes to the edge of space, pay off your mortgage, gift your mates with a trip to Vegas, give someone a tattoo – whatever it is we can weave it into your life insurance policy.”

“Unless you have significant money in the bank, making your final wishes a reality might not be an option. The deathwish feature allows you to document those wishes and tie them in with life insurance, so you can actually put in place the plans you really want.”  

Interest from older consumers

According to its data, DeadHappy has seen the strongest growth from consumers aged 55-60 years old, followed closely by 25-29-year-olds, revealing customers both young and old are seeking a more straightforward, fully digital pay-as-you-go life insurance provider.  

Knott says, “Death is one of the few certainties in life; no one is immortal. And we’re here to help people think – really think – about how they want to be remembered. We encourage our customers to be honest with themselves and create a legacy that will bring a wry smile, a tear to the eye, or a gut-busting belly laugh to those that love them.  

“Increasingly people are becoming more comfortable talking about and planning for their death. The traditional life insurance providers, which are steeped in dull and long-winded application processes and outdated approaches, are just not appealing to consumers these days. People want to be able to set up their life insurance easily, affordably and in a way they understand – and maybe even enjoy the process along the way.”



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