DeadHappy, the UK pay-as-you-go life insurance provider, raises £4M Series A

DeadHappy, a U.K.-based insurtech startup that wants to offer more flexible life insurance and remove the taboo surrounding death, has raised £4 million in Series A funding. Backing comes from e.ventures, alongside the company’s seed investor Octopus Ventures.

Founded in 2017, DeadHappy claims to be the UK’s “first fully digital pay-as-you-go life insurance provider”. It offers flexible life insurance policies that are designed to be “cheaper, easier and better” than existing traditional providers. This including pricing insurance based on your current circumstances and the option to add (or remove) further coverage on a rolling basis.

More broadly, the startup is developing what it calls its “Deathwish” platform, which is something akin to a will. The idea is that you can specify how you wish any future insurance payout to be used, such as paying off your mortgage. And there are also plans to incorporate other wishes not related to finances.

“Our vision is to change attitudes to death and we are tackling that in a number of ways,” DeadHappy co-founder Phil Zeidler tells me. “Despite death being the one certainty humans face, it remains for many a taboo subject, and the failure to talk about it and plan for it

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