Blueberry Life

What Blueberry Life does

Blueberry Life is a UK-based insurtech founded in 2021 by Dr. Karan Mehta, a clinician whose doctorate research focused on risk prediction for individuals with Type 2 diabetes. The company is headquartered at One Canada Square, London, is authorised and regulated by the Financial Conduct Authority (Firm Reference Number 1016598), and operates as Blueberry Life Ltd (previously Bluezone Insurance). It sells specialised term life insurance — coverage of £20,000 to £500,000 over terms of 5 to 40 years — targeted at consumers with chronic conditions including Type 1 and Type 2 diabetes, pre-diabetes, high cholesterol, high blood pressure and high BMI. The product is delivered through a fully online, mobile-first quote and application experience with no medical tests required, supported by live chat, WhatsApp and phone customer service.

The company's core technology is a proprietary data-led underwriting and pricing model developed by an in-house team of doctors, AI scientists and insurance specialists. The model ingests structured chronic-condition health inputs (HbA1c, BMI, blood pressure, condition type) to generate personalised, more inclusive risk pricing than standard life insurers, and includes a reward-driven mechanism that re-assesses cover and rewards healthy behaviour with lower premiums, larger payouts or marketplace credits. Policies are underwritten by Shepherds Friendly, with reinsurance capacity provided by Covéa and Gen Re, and policyholders receive a bundled 12-month Gro Health premium subscription (valued at over £300) as an integrated health-management add-on.

Blueberry Life generates revenue from fixed monthly subscription premiums on its term life policies. Its go-to-market is direct-to-consumer online distribution, supplemented by advice referrals through LifeSearch, community-marketing ties with Diabetes.co.uk, an embedded arrangement with Shepherds Friendly, and content/SEO, referral incentives (£50 Amazon gift cards) and earned media across insurance and fintech outlets. The company raised £1.5 million in seed funding in May 2022 (led by Insurtech Gateway with Oxford Capital participation), remains privately held, and serves customers exclusively in the United Kingdom.

Name

Blueberry Life

Legal name

Blueberry Life Ltd

Website

https://blueberrylife.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Blueberry Life is a UK insurtech providing specialised term life insurance to individuals with chronic conditions — including Type 1 and Type 2 diabetes, pre-diabetes, high cholesterol, high blood pressure, and high BMI — using a proprietary AI-driven, data-led underwriting model.

Ownership category

akta.pro rank

Product category

Specialty Life Insurance

NAICS

Direct Life Insurance Carriers (524113), Direct Life, Health, and Medical Insurance Carriers (52411), Insurance Agencies and Brokerages (524210)

SIC

Life Insurance (6311), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Simplified Issue (No-Exam) Term Life Insurance (FSAIAAAH)

akta.pro secondary industry

Level Term Life Insurance (FSAIAAAA)

Keywords

• Term life insurance
• Chronic condition insurance
• Diabetes life cover
• Specialty underwriting
• Insurtech life insurance

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Term Life Insurance Premiums: Monthly subscription-based premiums for term life insurance coverage. Coverage amounts range from £20,000 to £500,000 with term lengths between 5 and 40 years. Fixed monthly premiums with options for fixed or decreasing coverage.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Blueberry Life is a UK digital life insurance provider that sells specialised term life insurance to individuals living with chronic health conditions such as Type 1 and Type 2 diabetes, pre-diabetes, high cholesterol, high blood pressure, and high BMI. Coverage ranges from £20,000 to £500,000 over terms of 5 to 40 years with fixed monthly premiums and a fully online, mobile-first application that does not require medical tests. Policies are underwritten by Shepherds Friendly, and the company uses a proprietary AI/data-led pricing model to deliver fairer, more personalised premiums for the chronic-condition population.

Product overview

Blueberry Life offers a unified life insurance platform built around specialised term life insurance for individuals with chronic conditions, supported by integrated health management tools. The core product is their term life insurance (covering Type 1 and Type 2 diabetes, pre-diabetes, high cholesterol, high blood pressure, and high BMI), which connects to the Gro Health App as a bundled health management add-on. The product suite also includes a set of Health Tools & Calculators, a Refer a Friend reward program, and educational guides—all designed to support the mission of helping customers live healthier and longer while providing financial protection.

Differentiator

Problem solved

Functional benefit

Products and services

• Term Life Insurance for Chronic Conditions
• Health Tools & Calculators Suite

Quantifiable outcome

• 32% reduction in depressive symptoms after 12 weeks of Gro Health app usage
• +7 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Four partnerships are on record, tiered major and core.

• LifeSearchmajorChannel Partner/ Reseller/ Distributor · 22 August 2024LifeSearch partnership for advice referrals to help protect more people with chronic conditions. Strategic partnership enabling Blueberry Life to reach customers through LifeSearch's distribution network.
• Shepherds FriendlycoreChannel Partner/ Reseller/ Distributor · 2 October 2023Shepherds Friendly, one of the oldest financial mutuals in the world, provides underwriting support for Blueberry Life's life insurance policies. This partnership enables Blueberry Life to offer affordable, accessible life insurance to individuals with Type 2 diabetes through advanced tech solutions with wider pricing options and a premium adjustment feature.
• Diabetes.co.ukmajorGTM or Marketing Partner · 15 June 2023World's largest and most active peer-to-peer diabetes community providing comprehensive, supportive, and independent experience for individuals impacted by diabetes. Partnership aims to offer support, advice, and raise awareness of the life insurance solution among the diabetes community.
• Gro HealthcoreTechnology or IntegrationAward-winning, evidence-based behaviour change platform that optimizes health across nutrition, sleep, activity, and mental wellbeing. Every Blueberry Life policyholder receives 1 year free premium subscription worth over £300 to help support short and long-term improvements in health and wellbeing.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Ladder: US insurtech offering instant, online term life with flexible coverage adjustments — comparable on digital-first term life and dynamic policy management, though focused on the US market.
• Bought By Many: UK insurtech (now Many Pets) that disrupted traditional insurance via data-driven, customer-centric digital distribution — comparable as a UK insurtech peer that has demonstrated the specialty-insurance digital playbook Blueberry Life is executing.
• Bestow: US digital life insurer offering fully online term life with no medical exams and AI-driven underwriting — directly comparable on the no-exam, AI-underwriting, mobile-first thesis, though operating in the US market.
• Ethos Life: US digital term life insurer using data and AI to underwrite and price policies online in minutes without medical exams — a strong comparability match on tech stack and customer experience even though Ethos is US-based.
• Haven Life: US digital term life insurer (MassMutual subsidiary) offering fully online, no-medical-exam policies with algorithmic underwriting — a structural parallel on simplified-issue digital term life, though operating in the US.

Direct peers

• Vitality: UK life and health insurer famous for reward-driven, wellness-incentivised life cover with activity tracking and premium discounts for healthy behaviour — directly comparable to Blueberry Life's Gro Health-bundled, reward-driven model.
• YuLife: UK insurtech offering group and individual life insurance with a gamified wellness app and rewards for healthy living — a near-direct match to Blueberry Life's digital-first, reward-driven, chronic-condition-inclusive proposition.
• Deadhappy: UK digital-native direct-to-consumer life insurer selling term life fully online with a simplified, mobile-first quote experience — directly comparable to Blueberry Life's no-broker, 5-minute online application model.

Broad incumbents

• Legal & General: One of the UK's largest life insurers and a reference competitor explicitly named in Blueberry Life's customer testimonials; offers broad life and protection products including cover for chronic conditions via its scale advantages.
• Shepherds Friendly: UK mutual insurer that underwrites Blueberry Life's term life policies and also sells its own life and savings products; an incumbent partner-overlap whose distribution and underwriting are tightly coupled to Blueberry Life's book.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Blueberry Life