DeadHappy Believes Traditional Life Insurance is Dead

UK-based life insurance startup DeadHappy has officially launched to offer pay-as-you-go life insurance underwritten by Covea.

Established in 2013, the Octopus Ventures-backed company allows users to select life insurance based on their death wish, be it – taking out the garbage (aka making sure those left behind have enough money to have their basic chores done), donating to charity (“Happiness is found in helping others”), and/or paying for someone’s education (“According to the Institute of the Future 85% of jobs that will exist in 2030 haven’t been invented yet. So covering school/university fees for someone might be a pretty smart thing to do. How much to educate for the future?”); to name a few.

“On average DeadHappy’s life 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 life 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.”

Get a feel for its UI below:

Bottom Line: Someone may have read Avi’s post.