LifeCheq
LifeCheq is a South African B2B2C fintech that sells an AI-augmented financial planning platform to insurers and advisory networks, embedding its proprietary Financial Roadmap Methodology into partner ecosystems to serve over 8,000 advisors and process more than 1 million policies annually.
- Company typePrivate
- Founded2015
- HeadquartersCape Town, South Africa
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What LifeCheq does
LifeCheq is a South African B2B2C fintech founded in 2015 that sells an AI-augmented financial planning platform to financial institutions — primarily insurers and advisory networks — who in turn serve end consumers. The platform combines a proprietary Financial Roadmap Methodology with cloud-native technology, processing over 1 million policies annually across 8,000+ advisors, with documented productivity gains of up to 80% in flagship deployments such as Sanlam Retail Mass. The company operates exclusively as a business-to-business-to-consumer platform, embedding its methodology and workflows into partner ecosystems rather than selling directly to consumers.
The underlying technology stack centers on AI-augmented workflows, targeted automation, and a recommendation engine that enables advisors to deliver holistic financial planning across debt, savings, and product selection. The platform is positioned as enterprise-scale, with real-time analytics, management dashboards, and compliance tracking built in. The company was founded by actuaries and former insurance executives, lending domain credibility in a market where incumbents have struggled to digitize distribution.
LifeCheq generates revenue through a value-based partnership model in which fees are tied to partner outcomes — typically structured as multi-year contracts with performance-linked pricing — supplemented by technology licensing and distribution enablement. Customer concentration is anchored on major South African insurers including Sanlam (flagship), MTN aYo Insurance, and an endorsed relationship with Prudential Growth Markets, with broader outreach to Hollard, Discovery, Old Mutual, Liberty, and Santam. The company has raised approximately R213 million cumulatively across a 2020 seed, a 2022 Series A led by Naspers Foundry, and a 2024 growth-equity round from Summit Africa.
LifeCheq firmographics
Firmographics- Name
- LifeCheq
- Legal name
- Lifecheq (Pty) Ltd
- Website
- https://lifecheq.co.za
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- LifeCheq is a South African B2B2C fintech that sells an AI-augmented financial planning platform to insurers and advisory networks, embedding its proprietary Financial Roadmap Methodology into partner ecosystems to serve over 8,000 advisors and process more than 1 million policies annually.
- Ownership category
- akta.pro rank
LifeCheq industry classification
Industry- Product category
- Financial Advice Distribution Software
- NAICS
- Portfolio Management and Investment Advice (52394), Finance and Insurance (52), Computer Systems Design and Related Services (54151)
- SIC
- Investment Advice (6282), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)
- akta.pro secondary industries
- Retirement Plan Participant Advice & Managed Accounts (FSAEABAF), Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)
Keywords
Where LifeCheq is headquartered
LocationHeadquarters
- HQ city
- Cape Town
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
LifeCheq business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Value-Based Partnership Fees: Fees are tied to results - when partners grow, LifeCheq grows. This performance-based model suggests outcome-oriented pricing where revenue is aligned with client success metrics.
- Distribution and Technology Licensing: Partnership model providing technology, processes, and human expertise to financial institutions to revolutionise their advice delivery and expand distribution.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Outcome Based/ Performance | Multi-year contract | Value-based partnership with results-linked fees |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
LifeCheq product offering
Product offeringCore offering
LifeCheq provides a cloud-native, AI-powered financial advice and distribution platform that partners with financial institutions to transform advice delivery. The platform integrates proprietary financial planning methodology, AI-augmented advisor workflows, real-time analytics, and compliance tools to help insurers and advisory networks improve advisor productivity (up to 80%), expand product baskets (5X), and reach millions of consumers historically excluded from holistic financial advice.
Product overview
LifeCheq is a unified financial advice and distribution platform combining a cloud-native technology platform with a proprietary financial roadmap methodology. The core LifeCheq Platform integrates with financial institutions to deliver AI-augmented advisor workflows and a comprehensive financial planning solution. The platform serves over 8,000 advisors and processes over 1 million policies annually, enabling partners like Sanlam, MTN aYo, and other insurers to transform their distribution networks with measurable productivity gains.
Differentiator
Problem solved
Functional benefit
Products and services
- LifeCheq Platform
Quantifiable outcome
- 80% improvement in advisor productivity
- +4 more outcomes
Companies that use LifeCheq
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
LifeCheq technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature3 records
LifeCheq partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship, core and minor.
- SanlamflagshipLifeCheq partnered with Sanlam Retail Mass to transform their entire distribution network across thousands of advisors and millions of customers. The 3-year partnership drove tangible outcomes: 80% productivity improvement, 80% increase in gross written premium, 40% increase in advisor earnings, and 5X product basket expansion.
- MTN aYo Insurance South AfricacoreLifeCheq enabled MTN aYo Insurance South Africa to launch insurance distribution in a matter of months. Their iterative process allowed for quick learning and rapid scaling, transforming their go-to-market approach.
- Prudential (Growth Markets)minorWilf Blackburn, ex CEO Growth Markets at Prudential, endorsed LifeCheq as 'the leading platform on the market for retail distribution' with results few can match globally.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
LifeCheq competitors and assessment
Company assessmentRegional players
- Naked Insurance: South African insurtech using AI and a direct-to-consumer model to sell cover in minutes. Operates in the same South African insurance-distribution market as LifeCheq, although it is consumer-facing rather than B2B2C, making it a relevant regional reference point for the underlying market dynamics.
- Pineapple (Pineapple Tech): South African insurtech offering digital, on-demand insurance products. Competes for the same financial-institution and consumer mindshare in South Africa, providing a regional benchmark for AI-led distribution innovation in insurance.
- 22seven (Old Mutual): South African personal finance and budgeting app owned by Old Mutual, providing holistic financial planning, budgeting and goal-tracking for consumers. Closest South African competitor on the consumer-facing personal financial management dimension.
Direct peers
- Wealthfront: US-headquartered digital wealth management and financial planning platform offering automated, goals-based advice to mass-affluent consumers. Closely comparable to LifeCheq's holistic financial planning and advice methodology, scaled through technology rather than traditional advisors.
- Betterment: US digital wealth manager and robo-advisor offering goals-based financial planning, portfolio management and cash management. Direct global peer in delivering technology-enabled, holistic financial planning at scale to a mass-market customer base.
- Moneyfarm: UK and Italy-headquartered digital wealth manager combining human advice with automated portfolio management. Closely comparable to LifeCheq's hybrid model of technology plus human expertise and its goals-based financial planning positioning.
- Addepar: US wealth management technology platform serving financial institutions, advisors and family offices with portfolio analytics, reporting and data infrastructure. Highly relevant B2B2C peer given LifeCheq's enterprise SaaS distribution model into insurers and advisory networks.
Emerging players
- StashAway: Asia-headquartered digital wealth manager offering goals-based, algorithm-driven financial planning to mass-affluent and emerging-affluent customers. Comparable emerging-market wealthtech peer with a similar financial-planning and customer-inclusion thesis.
Broad incumbents
- Orion Advisor Solutions: US-headquartered enterprise wealthtech platform offering advisor productivity, portfolio analytics, CRM and practice management tools to financial institutions. Comparable as a large incumbent serving the same advisor-productivity and distribution-transformation problem LifeCheq addresses for insurers.
- Salesforce Financial Services Cloud: Global enterprise SaaS platform with a dedicated financial services offering that supports advisor workflows, client management and distribution transformation. A broad incumbent alternative that large insurers could in-source or partner with in place of LifeCheq.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
LifeCheq social profiles
Digital presenceLifeCheq financial estimates
Financial estimateRevenue estimate
Valuation estimate
LifeCheq leadership team
Management profileNumber of profiles
Profiles3 records
LifeCheq funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LifeCheq 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 LifeCheq
What does LifeCheq do?
LifeCheq provides a cloud-native, AI-powered financial advice and distribution platform that partners with financial institutions to transform advice delivery. The platform integrates proprietary financial planning methodology, AI-augmented advisor workflows, real-time analytics, and compliance tools to help insurers and advisory networks improve advisor productivity (up to 80%), expand product baskets (5X), and reach millions of consumers historically excluded from holistic financial advice.
Is LifeCheq a public or private company?
LifeCheq is a private company. It is classified as venture growth investor backed and is currently operating.
When was LifeCheq founded?
LifeCheq was founded in 2015. It employs 51 to 100 people.
Where is LifeCheq based?
LifeCheq is headquartered in Cape Town, South Africa, in the Africa region.
How does LifeCheq make money?
Two revenue lines are on record. Value-Based Partnership Fees are the primary driver. The others are distribution and Technology Licensing.
Who are LifeCheq's main competitors?
Regional players on record are Naked Insurance, Pineapple (Pineapple Tech) and 22seven (Old Mutual). Direct peers are Wealthfront, Betterment, Moneyfarm and Addepar. StashAway is listed as an emerging player. Broad incumbents are Orion Advisor Solutions and Salesforce Financial Services Cloud.
Does LifeCheq have an API?
No public API is recorded for LifeCheq.
What industry is LifeCheq in?
LifeCheq's product category is Financial Advice Distribution Software. Its primary akta.pro industry code is FSAAAAAF, Financial Planning & Goals-Based Advice (Mass Affluent), with a secondary code of FSAEABAF, Retirement Plan Participant Advice & Managed Accounts. Its NAICS code is 52394 and its SIC code is 6282.