YuLife
YuLife is a London-based insurtech (founded 2016) that combines group life, health, income protection, and dental insurance with a gamified wellbeing app (YuCoin rewards, virtual GP, EAP) for employers from two-person SMEs to large enterprises across the UK, US, South Africa, and Japan, underwriting via MetLife and Bupa.
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingServices
What YuLife does
YuLife is a London-based insurtech founded in 2016 that sells group risk insurance (group life, group health, group income protection, and group dental) wrapped around a gamified employee wellbeing app. The company does not underwrite risk itself; instead, it partners with MetLife (life and income protection) and Bupa (health and dental) for underwriting while owning the customer-facing engagement layer, which is delivered through the YuLife app featuring the YuCoin virtual currency, daily activity tracking (walking, cycling, meditation, brain training), wearable integrations (Fitbit, Garmin, Apple Health), a Wellbeing Hub, 24/7 virtual GP services via CareFirst (YuDoctor), an Employee Assistance Programme (YuMatter), social-impact reward redemption, and an HR analytics dashboard. In October 2023 YuLife added YuScore (a behavioral-forecasting risk metric) and in January 2026 launched Yunity, an AI-powered intelligence layer delivering predictive insights into employee health trends.
Revenue is generated primarily through subscription-style group insurance premiums per employee per month, with a separate app-only subscription tier for employers wanting engagement tooling without coverage. The go-to-market is dual-pronged: a direct enterprise and mid-market sales motion (with 'Get a quote' and 'Speak to our team' CTAs and dedicated account management for large deployments), complemented by a broker/adviser channel that YuLife claims achieves a 300% higher close rate than traditional insurance products. Target customers range from two-person SMEs to large enterprises, with named logos including Tesco, Vodafone, Fujitsu, Capital One, Santander, Paramount, Sodexo, Rightmove, and Fladgate. The company is FCA-authorised (Firm reference No. 783352), B-Corp certified, and operates in the UK, US, South Africa, and Japan, having raised $206 million in total funding including a $120 million Series C in July 2022 led by Dai-ichi Life at an $800 million post-money valuation.
In January 2026 the company installed Tal Gilbert (formerly of Vitality US and AIA Vitality) as CEO, with founder Sammy Rubin moving to Executive Chair, signaling a transition from founder-led UK startup to globally scaling benefits platform. YuLife reports 86 NPS (2.5x industry average), 181% ROI on benefits spend (Forrester TEI), 1M+ employees covered across thousands of companies, $50B+ in coverage as of mid-2022, and a 4,832% four-year growth rate that ranked it 8th in the Deloitte UK Tech Fast 50 (2023).
YuLife firmographics
Firmographics- Name
- YuLife
- Legal name
- Yu Life Ltd
- Website
- https://yulife.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- YuLife is a London-based insurtech (founded 2016) that combines group life, health, income protection, and dental insurance with a gamified wellbeing app (YuCoin rewards, virtual GP, EAP) for employers from two-person SMEs to large enterprises across the UK, US, South Africa, and Japan, underwriting via MetLife and Bupa.
- Ownership category
- akta.pro rank
YuLife industry classification
Industry- Product category
- Employee Benefits Insurance
- NAICS
- Direct Life, Health, and Medical Insurance Carriers (52411), Health and Welfare Funds (52512)
- SIC
- Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321), Life Insurance (6311)
- akta.pro primary industry
- Care Navigation, Advocacy & Benefits Guidance Platforms (HLALADAJ)
- akta.pro secondary industries
- Group HMO Plans (FSAIAFAK), Group AD&D (Standalone or Bundled with Life) (FSAIADAG)
Keywords
Where YuLife is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
YuLife business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Group Insurance Premiums: YuLife generates revenue primarily through group insurance policies (group life, health, income protection, dental) underwritten by partners like MetLife and Bupa. Employers pay premiums per employee per month based on coverage levels selected.
- App-Only Subscription: YuLife offers an app-only option without insurance, providing all wellbeing app benefits for employers who want engagement tools without insurance coverage.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom group insurance packages with multiple coverage levels |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
YuLife product offering
Product offeringCore offering
YuLife combines group insurance products (group life, health, income protection, and dental) underwritten by partners Bupa and MetLife with a gamified wellbeing platform accessed through the YuLife mobile app. Employees earn YuCoin virtual currency for healthy activities such as walking, cycling, meditation, and brain training, redeemable for vouchers, retail discounts, and ESG/charitable donations. The platform also provides a Wellbeing Hub, 24/7 Virtual GP, an Employee Assistance Programme, and AI-powered analytics (Yunity and YuScore), and is sold to employers via direct sales, an insurance adviser/broker channel, and an app-only subscription option.
Product overview
YuLife is a tech-driven insurance company offering an integrated employee benefits platform that combines group insurance products with gamified wellbeing engagement. The core portfolio includes four insurance products underwritten by partners: Group Health Insurance (provided by Bupa), Group Life Insurance (underwritten by MetLife), Group Income Protection (MetLife x YuLife), and Group Dental Insurance (provided by Bupa). These are unified through the YuLife Employee App platform featuring YuCoin rewards, the Wellbeing Hub for consolidated benefit access, Virtual GP services (YuDoctor), Employee Assistance Programme (YuMatter), Social Impact Benefits, and Employee Rewards & Perks. The platform also includes AI-powered intelligence layers: Yunity for predictive insights and YuScore for risk profiling. An app-only option provides the engagement layer without insurance for companies seeking only wellbeing tools. The architecture combines insurance protection with daily engagement to reduce claims risk and improve health outcomes.
Differentiator
Problem solved
Functional benefit
Brands
- Yunity: AI-powered intelligence layer for YuLife's employee benefits platform, providing predictive insights into employee health trends and enabling proactive, data-driven strategies to mitigate health and business risk.
- YuMatter
- YuDoctor
Products and services
- Group Health Insurance Comprehensive private medical insurance underwritten by Bupa that provides fast access to healthcare including inpatient and outpatient treatment, cancer cover, mental health support, and 24/7 virtual GP services, combined with YuLife's gamified engagement layer. Designed for employers seeking to offer modern, engagement-rich health benefits.
- Group Life Insurance Life insurance coverage underwritten by MetLife that pays a tax-free lump sum to employees' beneficiaries upon death, offering cover up to 12x base salary with no medical underwriting required, integrated with YuLife's wellbeing app.
- Group Income Protection Income protection insurance underwritten by MetLife that covers up to 80% of employees' monthly salary if they cannot work due to long-term illness or injury, featuring a prevention-first approach with YuLife's daily engagement and early intervention support.
- Group Dental Insurance Dental insurance underwritten by Bupa providing flexible coverage for dental check-ups, preventative and restorative treatment, emergency care, and unlimited oral cancer treatment, with options to add partners and children.
- YuLife Employee App Gamified mobile application that incentivizes healthy habits through YuCoin rewards for walking, workouts, cycling, brain training, and meditation. Features wellbeing challenges, leaderboards, social impact donations, and integrations with Fitbit, Garmin, and Apple Health. Available to employees covered under YuLife policies and via the app-only option.
- App-Only Option Standalone access to the YuLife app without insurance products, providing all the benefits of the gamified wellbeing platform, YuCoin rewards, and social impact features for companies seeking only the engagement layer.
- Virtual GP Services (YuDoctor) 24/7 unlimited access to GPs by video, phone, and message consultation powered by CareFirst, providing private prescriptions, open referrals, and fit notes with fast access to care without requiring GP referral for certain conditions.
- Employee Assistance Programme (YuMatter) 24/7 mental health support offering access to qualified mental health experts, structured clinical counselling, bereavement counselling, and meditation resources with complete confidentiality for employees and their families.
Quantifiable outcome
- 181% increase in ROI on benefits spend (Forrester Consulting TEI Study)
- +9 more outcomes
Companies that use YuLife
Customer profileNamed customers15 records
Segments3 records
Ideal customer profiles3 records
YuLife technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability5 records
Feature7 records
YuLife partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor, core and flagship.
- Old MutualminorStrategic partner as YuLife expands globally, mentioned alongside Bupa, MetLife as global expansion partners.
- HCB GroupminorProvides proactive absence management support for YuLife's group income protection, offering clinical rehabilitation and recovery services to support return-to-work for unwell employees.
- Mercer Marsh BenefitsminorInsurance adviser partner that helps clients like Culture Shift improve employee engagement through YuLife.
- Partners&minorDevelopment Director Leighton Churchill noted that YuLife's app builds community in companies, with great support for advisers.
- CareFirst (YuDoctor)corePowers YuLife's virtual GP services, providing 24/7 unlimited access to GPs by video, phone, and message consultation including private prescriptions and fit notes.
- BupaflagshipStrategic partnership where Bupa provides underwriting for group health and dental insurance while YuLife delivers the engagement layer. Bupa Select offers comprehensive health coverage with mental health support, cancer cover, and virtual GP services.
- MetLife UKflagshipPartnership where MetLife underwrites group life insurance and income protection while YuLife provides the gamified engagement platform. MetLife added YuLife app to GIP schemes in October 2024.
- EarthlyminorESG partner for tree planting initiatives. Employees can donate YuCoin to plant trees through Earthly.
- Big Blue Ocean CleanupminorESG partner for ocean cleanup initiatives. Employees can use YuCoin to support ocean plastic removal.
- ShareTheMealminorESG partner for charitable meal donations. Employees can exchange YuCoin for meals to feed the hungry.
- charity: waterminorESG partner for clean water initiatives. Employees can donate YuCoin to provide families with safe drinking water.
Scale indicators13 records
Recent moves8 records
Expansion highlights5 records
YuLife competitors and assessment
Company assessmentDirect peers
- Vitality Health: Vitality is the closest direct peer: a UK-headquartered insurer that combines life and health insurance with a gamified, activity-based rewards and wellbeing platform. Competes head-to-head in employer-sponsored group insurance with the same engagement-led model.
- Discovery Limited: Parent of Vitality Group; South African-headquartered insurer operating the same shared-value, behaviorally incentivized insurance model globally. Directly comparable in product architecture (insurance + engagement + rewards) and international expansion playbook.
Broad incumbents
- Bupa: Global health insurer that underwrites YuLife's group health and dental products, making it both partner and competitor. Comparable in employer-sponsored health insurance distribution but lacks YuLife's gamified engagement layer.
- MetLife: Underwrites YuLife's group life and income protection; one of the world's largest group benefits carriers with overlapping customer base (employers, advisers). Incumbent at scale with broad portfolio versus YuLife's engagement-led niche.
- Unum Group: Major group disability, life, and benefits insurer with deep US/UK broker distribution. Comparable customer base (employers, advisers) and product portfolio but traditional, claims-focused rather than engagement-led.
- Aetna (CVS Health): Large US health and group benefits carrier owned by CVS Health. Overlaps with YuLife on employer-sponsored health and benefits but operates at vastly greater scale across a broader portfolio including pharmacy and clinical care.
Emerging players
- Limeade: Employee wellbeing and engagement platform targeting enterprise HR. Comparable in serving employer wellbeing buyers with a tech-led engagement layer, but does not underwrite insurance — a complementary rather than directly competing offering.
- Modern Health: Global mental health and wellbeing platform for employers; partial overlap with YuLife's EAP (YuMatter) and wellbeing hub offerings. Differentiates on clinical mental health depth rather than gamified insurance.
- Wellable: Employee wellness platform with rewards and challenges that mirror YuLife's gamified engagement mechanics. Competes for the same HR buyer but without integrated insurance products.
- Wellthy: Care navigation and family-care concierge platform for employers and health plans. Adjacent in the care navigation/benefits guidance category where YuLife's wellbeing hub competes for HR buyer mindshare.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
YuLife social profiles
Digital presenceYuLife compliance and trust
Trust signalCompliance2 records
YuLife financial estimates
Financial estimateRevenue estimate
Valuation estimate
YuLife leadership team
Management profileNumber of profiles
Profiles8 records
YuLife funding detail
Funding detailFunding overview
Funding rounds6 records
Investors17 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
YuLife M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about YuLife
What does YuLife do?
YuLife combines group insurance products (group life, health, income protection, and dental) underwritten by partners Bupa and MetLife with a gamified wellbeing platform accessed through the YuLife mobile app. Employees earn YuCoin virtual currency for healthy activities such as walking, cycling, meditation, and brain training, redeemable for vouchers, retail discounts, and ESG/charitable donations. The platform also provides a Wellbeing Hub, 24/7 Virtual GP, an Employee Assistance Programme, and AI-powered analytics (Yunity and YuScore), and is sold to employers via direct sales, an insurance adviser/broker channel, and an app-only subscription option.
Is YuLife a public or private company?
YuLife is a private company. It is classified as venture growth investor backed and is currently operating.
When was YuLife founded?
YuLife was founded in 2016. It employs 101 to 250 people.
Where is YuLife based?
YuLife is headquartered in London, United Kingdom, in the Europe region.
How does YuLife make money?
Two revenue lines are on record. Group Insurance Premiums are the primary driver. The others are app-Only Subscription.
Who are YuLife's main competitors?
Direct peers on record are Vitality Health and Discovery Limited. Broad incumbents are Bupa, MetLife, Unum Group and Aetna (CVS Health). Emerging players are Limeade, Modern Health, Wellable and Wellthy.
Does YuLife have an API?
No public API is recorded for YuLife.
What industry is YuLife in?
YuLife's product category is Employee Benefits Insurance. Its primary akta.pro industry code is HLALADAJ, Care Navigation, Advocacy & Benefits Guidance Platforms, with a secondary code of FSAIAFAK, Group HMO Plans. Its NAICS code is 52411 and its SIC code is 6411.