What do you want to happen when you die?

Welcome to a new type of life insurance that’s cheaper, easier, and better. Why not give it a try?


Cheaper life insurance

No more long-term pricing. We price based on who you are today, not who you might be in 20 years.

Easier life insurance

Say goodbye to long and boring application forms. We’ve gone all streamlined so you can buy from us flamingly fast.

Better life insurance

It’s not about how much ‘cover’ you want. We believe it should be about what you want to happen when you die.



That’s why we created these things called ‘deathwishes’ to give you a bit of inspiration. They’re not the desire for self-annihilation, but our way of helping you to express what you want to happen when you die.

Our roadmap

your life.

Our lives are constantly changing and so should your plan. Soon you’ll be able to create your own deathwishes, change them, copy them, share them, and connect them up with your friends. And that’s just the deathwishes…


good things

You don’t have to be a billionaire to leave a charitable legacy. That’s why we give all our customers £5,000 to leave to a charity when they die.

Yes. We’re a

proper company.

We also have proper people, who sometimes work in proper offices. We have a range of insurance partners we annoy work with, including Covéa Life and Gen Re.

We’re authorised and regulated by the Financial Conduct Authority (FCA Number 788583), and we’re also backed by Octopus Ventures, a fund that invests in ground-breaking businesses.

Word to your mother.

Wrapping up

So why DeadHappy?

We’re not here to tell you what you want or what you need. We’re not here to offer you cash backs, gym memberships, or free ball-point pens.

We’ve worked hard at creating a new type of life insurance that we believe is simpler, easier and better. We’re here to offer you an alternative.

Today's prices

Pricing based on who you are today, not who you might be in 20 years, so you never pay more than you should.

Quick and easy

If you have a need for speed, you can get your life insured in under 3 minutes. That’s flamingly fast.

Advice free zone

We don’t do advice, we’re not the experts… you are. Only you know what you want to happen when you die.

No gobbledygook

No technical industry jargon here. We try and tell you as it is in plain english, and if you don’t understand it, we’ll fix it.

Online only

We don’t do advisors that sell. We do techies that want to build you something that’s useful and meaningful.

No ties

No long term commitment: We don’t tie you in for 20+ years, our standard product is 5 years long, you can cancel any time, with no penalty.

Good things

We will always try and do the right thing. It’s all about attitude.

Roadmap to die for

This is just the beginning. We have a lot of funky stuff coming your way, and we’d love you to be part of the journey.

What do you want to happen when you die? 1800 2084 Larry

What do you want to happen when you die?

Meeting your mates and casually talking about death isn’t a conversation that usually crops up. I mean, when does anyone ever start a conversation with,…

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Why do we exist? 1800 1200 Larry

Why do we exist?

I’m not talking about you and me, that’s a bit too deep to tackle for now, I mean why does this new business ‘DeadHappy’ exist?…

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No one wants life insurance 1800 2250 Larry

No one wants life insurance

Life insurance is one simple annoying bet. It’s simple because it’s based on the single result of a single event (your death). It’s annoying because…

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© 2018 DeadHappy. It’s an attitude thing. DeadHappy is a trading style of DeadHappy Ltd (Company No. 08624700), authorised and regulated by the Financial Conduct Authority (No. 788583).

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Live Version 1.0
  • Added
  • App added as closed beta
  • Confirmed cause of death as Tedium Boredomitus
  • New cover photo - Facebook Page View page
  • Site Rules View rules
  • Your Data View page
  • Plan Rules View rules
  • Additional information added to explain
  • New Google Fonts added
  • New Row Separator added (Round Split)
  • Updated
  • Landing/Home page View Page
  • Tag management
  • Improved
  • User Experience
  • Pricing

The Plan

Life insurance that’s simpler, easier, and better.


What do you want to happen when you die?

About us

Who we are, why we’re here, and what we’re trying to do.


News and views on life, death, and everything in between.


If you’ve got the questions, we’ve got the answers.

Get in touch

Want to talk? Let’s have a conversation.

It’s an attitude thing.

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