• 8.1 million Brits do not have a life insurance policy (1).
  • DeadHappy’s PAYL death insurance is designed to be cheaper, easier and better than existing traditional life insurance.
  • Pay-as-you-live prices are based on a customer’s current age and risk level – not a prediction about their risk of dying across the next 20 years.
  • For the majority of people there are just 4 simple application questions which enable approvals to take just a few minutes.
  • DeadHappy’s death insurance is fully integrated into their ‘deathwish’ platform, which helps customers express what they want to happen when they die – from being able to pay off their mortgage to funding a wake party in Ibiza for their friends.
  • Backed by a £1.5m seed funding from Octopus Ventures.

Leicester – 14th February 2019

Insurtech start-up DeadHappy officially launches today, bringing the UK’s first fully digital pay-as-you-live death insurance to consumers. The company is on a mission to make it simpler for everyone, particularly the 8.1 million Brits who don’t have life insurance, to get protection that meets their needs at the right price.

On average DeadHappy’s death insurance costs just £14.78 per month across ten years, compared to the existing industry average of £23.25 per month (2). This is because DeadHappy’s death insurance is priced annually based on a customer’s current age and risk level – not a prediction about their risk of dying across the next 20 years.

Not only do customers benefit from paying the right price, but applications also take just a few minutes, not hours (or days), right through to completion. DeadHappy has managed to rethink, redesign, and distill the underwriting process into 4 simple questions. When then combined with a technology platform that focuses on personalising the payout, it’s now quicker and easier for people to get the protection they want, all online.

Many people in the UK find thinking about and planning for death unappealing. To address this, the company is introducing what it calls ‘deathwishes’. These are not the desire for self-annihilation, but DeadHappy’s way of helping customers express what they want to happen when they die. So rather than simply offering a cash payout, deathwishes can be financially led, such as paying off a mortgage, or more personal, such as buying someone an annual season ticket for their football team or arranging someone to take the bins out for their partner. Personalised death insurance is proving particularly popular with hundreds of deathwishes created every day on the platform.

DeadHappy is led by an experienced team with a broad range of digital and insurtech experience :

  • Co-founder Phil Zeidler founded Junction, part of BGL, and was chair at Simply Business among others.
  • Co-founder Andy Knott, co-founded gaming company Pure, and digital agency Dare.
  • COO Dominic Holton, ex-Compare the Market and Beagle Street.
  • CTO Nick Meredith, ex-Compare the Market and Beagle Street

Traditional life insurance is overpriced, complex and dull. People are paying over the odds as a result. Our philosophy is different – you’re far less likely to die when you’re younger, this means you should pay less. It’s pretty simple. We’re making this possible for the first time in the UK. We’re also trying to break new ground in how death is talked about, to help people plan for what happens when they die – without resorting to ‘project fear’. Death is never going to be the top of anyone’s list of favourite pub conversations, but we hope to at least make it a more approachable, less daunting conversation to have.

— Phil Zeidler, DeadHappy Co-Founder

DeadHappy is one of the hottest insurtech start-ups out there and is uniquely positioned to transform the life insurance market. The sector is currently overly complicated and reliant on financial advisors to sell policies. By simplifying the process and allowing consumers to buy direct, I’m excited to see DeadHappy grow by helping people get the death insurance they need.

— Malcolm Ferguson, Principal at Octopus Ventures

DeadHappy is authorised and regulated by the Financial Conduct Authority (FCA) – the independent body which regulates firms working in financial services. It’s backed with £1.5m seed investment led by Octopus Ventures. The company is also supported by strategic partnerships with industry heavyweights including Covéa and GenRe.

To find out more about DeadHappy and their personalised death insurance and deathwishes, check out deadhappy.com.


  1. Research by Compare the Market, published by YourMoney, July’18
  2. ABI 2017