We are DeadHappy

We're a new business with a rather grand master plan.

Who we are

We’re a team of misfits and mavericks.

Our team is made up of seasoned insurance specialists, digital marketers, tech savvy entrepreneurs all driven by a desire to make our customers lives better while they’re here, and their friends and families lives better when they’re not.

The master plan

Our ultimate vision is to change attitudes to death. Currently the very word is taboo, we don’t talk about death, let alone plan for it and we think that is unhealthy and unhelpful.

We think in part this is because death related products are complicated and not built with the customer in mind, making a difficult topic even more inaccessible. We believe we can both simplify these products, and through good design facilitate conversations around death.


There are worse things in life than death. Have you ever spent an evening with an insurance salesman?

Partners & regulators

Octopus Ventures

We are backed by Octopus Ventures, a fund that invests in ground-breaking businesses.

Covéa & GenRe

We have a range of insurance partners, including Covéa, GenRe, and more in the pipe line.

Financial Conduct Authority

We are authorised and regulated by the Financial Conduct Authority (FCA), reference number 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.

What's in the cookie jar?

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Decisions. Decisions.

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