Bluezone Insurance
Blueberry Life (formerly Bluezone Insurance) is a London-based insurtech offering AI/ML-priced, direct-to-consumer term life insurance for people with chronic conditions including Type 1 and Type 2 Diabetes, pre-diabetes, high blood pressure, high cholesterol, and high BMI, underwritten by Shepherds Friendly.
- Company typePrivate
- Founded2019
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Bluezone Insurance does
Bluezone Insurance, now operating as Blueberry Life, is a London-based insurtech founded in 2019 that distributes specialised term life insurance to individuals with chronic health conditions — initially Type 2 Diabetes and, following a 2025 rebrand and product expansion, also Type 1 Diabetes, pre-diabetes, high blood pressure, high cholesterol, and high BMI. The company operates a direct-to-consumer, mobile-first distribution model with no brokers, no medical tests, and a five-minute online quote-and-bind flow, addressing the friction and premium loadings that chronically ill applicants typically face from mainstream UK life insurers.
The product is built around an AI/ML underwriting engine and a data-led pricing model that prices each policyholder against their individual health profile rather than applying blanket chronic-condition loadings, and supports continuous re-assessment so healthy behaviour can translate into lower premiums, higher payouts, or marketplace rewards. Coverage is offered from £20,000 to £500,000 over 5–40 year terms, with both fixed and decreasing cover options and fixed monthly premiums. Customer service is delivered via live chat, WhatsApp, and phone, and policyholders receive a one-year free Gro Health premium subscription for diabetes management.
Blueberry Life is FCA-authorised as an Insurance Intermediary (FRN 1016598) but does not underwrite policies itself; all cover is underwritten by Shepherds Friendly, one of the UK's longest-standing mutual insurers, which provides the regulatory and balance-sheet backstop while Blueberry Life owns distribution, pricing, and customer experience. The company raised £1.5M in seed funding in May 2022 from Insurtech Gateway and AV8 Ventures, operates with 1–10 employees, and runs a content-led, referral-driven marketing model.
Bluezone Insurance firmographics
Firmographics- Name
- Bluezone Insurance
- Legal name
- Blueberry Life Ltd
- Website
- https://bluezoneinsurance.co.uk
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Blueberry Life (formerly Bluezone Insurance) is a London-based insurtech offering AI/ML-priced, direct-to-consumer term life insurance for people with chronic conditions including Type 1 and Type 2 Diabetes, pre-diabetes, high blood pressure, high cholesterol, and high BMI, underwritten by Shepherds Friendly.
- Ownership category
- akta.pro rank
Bluezone Insurance industry classification
Industry- Product category
- Consumer Life Insurance
- NAICS
- Insurance Agencies and Brokerages (524210), Direct Life Insurance Carriers (524113)
- SIC
- Life Insurance (6311), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Level Term Life Insurance (FSAIAAAA)
Keywords
Where Bluezone Insurance is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Bluezone Insurance business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Life Insurance Premiums: Bluezone Insurance (now Blueberry Life) generates revenue through term life insurance premiums. Customers choose coverage amounts (£20,000–£500,000), term lengths (5–40 years), and pay fixed monthly premiums. The company offers both fixed and decreasing value cover options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Term life insurance with flexible coverage and term, priced based on individual health profile using AI/ML underwriting |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Bluezone Insurance product offering
Product offeringCore offering
Bluezone Insurance (Blueberry Life) provides specialised term life insurance for individuals living with chronic health conditions including Type 1 and Type 2 diabetes, pre-diabetes, high blood pressure, high cholesterol, and high BMI. Policies are purchased entirely online via a 5-minute mobile-first application without medical tests, with coverage ranging from £20,000 to £500,000 and terms of 5–40 years in fixed or decreasing formats. AI/ML-driven underwriting and a data-led pricing model deliver fairer, more inclusive premiums, with regular reassessment rewarding healthy living.
Product overview
Blueberry Life (formerly Bluezone Insurance) offers a single specialized core product: term life insurance designed specifically for individuals with chronic health conditions. The product portfolio includes a main term life insurance policy with built-in health tools suite. The offering features a data-led pricing model using AI/ML technology for fairer premiums, a fully online mobile-first application process without medical tests, flexible coverage amounts (£20,000-£500,000), term lengths (5-40 years), and a reward-driven premium system that allows regular re-assessment. The company has partnered with Gro Health to provide policyholders with a free premium subscription to diabetes management tools, and policies are underwritten by Shepherds Friendly.
Differentiator
Problem solved
Functional benefit
Products and services
- Blueberry Life Term Life Insurance Specialised term life insurance for individuals living with chronic conditions including Type 1 and Type 2 Diabetes, pre-diabetes, high cholesterol, high blood pressure, and high BMI, featuring a mobile-first online application process with no medical tests, AI/ML-driven pricing, fixed monthly premiums, coverage of £20,000–£500,000, term lengths of 5–40 years, and fixed or decreasing cover options. Policies are underwritten by Shepherds Friendly.
Quantifiable outcome
- 4.6 rating with 2,843 customer reviews on Trustpilot
Companies that use Bluezone Insurance
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
Bluezone Insurance technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
Bluezone Insurance partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and core.
- Shepherds FriendlyflagshipShepherds Friendly, one of the oldest and most trusted UK insurers, underwrites Blueberry Life (formerly Bluezone Insurance) policies. The partnership enables wider and more affordable pricing options using advanced tech solutions, including a new premium adjustment feature and tailored cover based on individual requirements. The partnership has evolved to an upgraded version of the life insurance policy for people with Type 2 Diabetes.
- Gro HealthcoreBlueberry Life has partnered with leading diabetes management app Gro Health to offer all policyholders one year of free premium subscription to the app to track and manage their health. This partnership supports the company's mission of helping customers live longer and healthier lives.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Bluezone Insurance competitors and assessment
Company assessmentDirect peers
- Vitality: UK life and health insurer that rewards healthy living and explicitly cited by Blueberry customers as a comparator. Both target health-conscious and chronic-condition consumers with incentivized life insurance, competing directly for the same primary buyer.
- Deadhappy: UK digital life insurer offering simplified-issue term life online. Directly comparable in product (term life), channel (DTC, mobile-first, no medical tests), and target customer (UK consumers seeking frictionless life cover), though not specifically focused on chronic conditions.
Broad incumbents
- Shepherds Friendly: One of the oldest UK mutual insurers and Blueberry Life's exclusive underwriting partner. Offers life, savings, and investment products across a broader portfolio and shares the same end-customer pool but operates as a balance-sheet carrier rather than a digital intermediary.
- Legal & General: Major UK life insurer cited by Blueberry customers as a comparator. Operates a full portfolio of term life, whole-of-life, and protection products across direct and broker channels and could credibly launch a chronic-condition-friendly product line to defend share.
Emerging players
- YuLife: UK insurtech offering group life insurance with a gamified, wellness-driven engagement model. Comparable to Blueberry in target buyer (health-aware consumers), AI-led underwriting, and product-led GTM, but focused on employer-sponsored group life rather than individual chronic-condition coverage.
- Anorak: UK insurtech using AI to simplify life insurance purchasing. Shares Blueberry's data-led underwriting philosophy and direct-to-consumer digital model but targets the broader UK life market rather than a chronic-condition vertical.
- Bought By Many (now Many Pets): UK insurtech founded on the thesis of fairer pricing for underserved customer segments. Comparable in digital-first distribution and member-centric brand, though now focused on pet insurance after selling its life business to Protective Life in 2021.
Regional players
- Ladder: US-based fully digital term life insurer offering instant decisions online without medical exams. Closest US analogue to Blueberry's no-medical-test, mobile-first life insurance experience; comparable technology stack and PLG motion but operates in a different geography.
- Bestow: US digital life insurance platform offering algorithmic underwriting and instant coverage without medical exams. Highly comparable in technology (algorithmic underwriting) and target buyer (digitally native consumers) but geographically focused on North America.
Others
- Gro Health: Leading UK diabetes management app partnered with Blueberry to provide free premium subscriptions to policyholders. Strategic ecosystem partner rather than competitor, but comparable in addressing the same chronic-condition consumer and a potential distribution channel.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Bluezone Insurance social profiles
Digital presenceBluezone Insurance compliance and trust
Trust signalCompliance1 record
Bluezone Insurance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bluezone Insurance leadership team
Management profileNumber of profiles
Profiles1 record
Bluezone Insurance funding detail
Funding detailFunding overview
Funding rounds1 record
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bluezone Insurance 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 Bluezone Insurance
What does Bluezone Insurance do?
Bluezone Insurance (Blueberry Life) provides specialised term life insurance for individuals living with chronic health conditions including Type 1 and Type 2 diabetes, pre-diabetes, high blood pressure, high cholesterol, and high BMI. Policies are purchased entirely online via a 5-minute mobile-first application without medical tests, with coverage ranging from £20,000 to £500,000 and terms of 5–40 years in fixed or decreasing formats. AI/ML-driven underwriting and a data-led pricing model deliver fairer, more inclusive premiums, with regular reassessment rewarding healthy living.
Is Bluezone Insurance a public or private company?
Bluezone Insurance is a private company. It is classified as venture growth investor backed and is currently operating.
When was Bluezone Insurance founded?
Bluezone Insurance was founded in 2019. It employs 1 to 10 people.
Where is Bluezone Insurance based?
Bluezone Insurance is headquartered in London, United Kingdom, in the Europe region.
How does Bluezone Insurance make money?
One revenue line is on record: life Insurance Premiums.
Who are Bluezone Insurance's main competitors?
Direct peers on record are Vitality and Deadhappy. Broad incumbents are Shepherds Friendly and Legal & General. Emerging players are YuLife, Anorak and Bought By Many (now Many Pets). Regional players are Ladder and Bestow. Gro Health is listed as an others.
Does Bluezone Insurance have an API?
No public API is recorded for Bluezone Insurance.
What industry is Bluezone Insurance in?
Bluezone Insurance's product category is Consumer Life Insurance. Its primary akta.pro industry code is FSAIAAAA, Level Term Life Insurance. Its NAICS code is 524210 and its SIC code is 6311.