Kunder (Acquired by Betterfly)

What Kunder (Acquired by Betterfly) does

Betterfly, the parent entity that acquired Kunder, operates an AI-powered health and insurance operating system delivered as a multi-sided platform across LATAM (Chile, Mexico, Brazil), Europe (Spain), and the United States. The platform combines voluntary insurance (Group Life, Individual Life, Critical Illness, Accident, Hospital Indemnity), a Preventive Health module built on 68+ biomarker inputs, a gamified engagement layer (missions, rewards, marketplace), telemedicine, and country-specific compliance modules (NOM-035 in Mexico; Retribución Flexible in Spain). Its technical foundation is a cloud-native stack on AWS that ingests behavioral, wearable, and biomarker data and applies predictive and generative AI to personalize missions, score health risk, and inform underwriting economics.

The company serves four interrelated customer groups: enterprise employers (HR and People teams) purchasing the platform as a benefits and engagement layer; insurance brokers and agents who distribute Betterfly's voluntary insurance through a dedicated broker portal; employees and end-users who interact with the Betterfly mobile app; and insurance carriers (notably Icatu Seguros in Brazil) that underwrite policies activated on the platform. Revenue is generated through five mechanics: enterprise SaaS subscriptions on an annual contract basis, insurance premiums and carrier commissions on policies activated through the platform, broker channel commissions, marketplace take-rates on redeemed rewards, and social-impact partnership economics tied to the WATERisLIFE program. Pricing is quote-based for enterprise customers; no public price points or self-serve individual pricing are disclosed.

Name

Kunder (Acquired by Betterfly)

Website

https://betterfly.com

Company type

Private

Founded year

2013

Operating status

Acquired

Short description

Betterfly is an AI-powered health and insurance platform serving enterprise employers, brokers, and insurance carriers across LATAM, Europe, and the U.S., combining voluntary insurance, daily wellness engagement, and a biomarker-driven preventive health module for employees.

Ownership category

akta.pro rank

Product category

Custom Software Development Services

NAICS

Other Computer Related Services (541519)

SIC

Services-Computer Programming Services (7371)

akta.pro primary industry

Systems Engineering & Technical Program Management (BPAHAIAI)

Keywords

• Custom software development
• Software engineering services
• Enterprise software solutions
• Application development
• Software consulting

Headquarters

HQ city

Santiago

HQ country

Chile

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Enterprise SaaS subscription: Recurring per-employee/per-seat subscription paid by employer clients for access to the engagement, wellness, and risk-analytics platform. Recurring revenue base.
2. Insurance premiums and carrier commissions: Embedded group and individual life-insurance premiums underwritten with partner carriers (e.g., Icatu Seguros); Betterfly earns commission/placement fees on every policy activated. Recurring, tied to policy persistency.
3. Broker channel commissions: Commission paid by insurance carriers to Betterfly (and shared with brokers) when policies are sold through the broker channel.
4. Rewards marketplace take-rate: Marketplace commissions on third-party rewards (gift cards, products, donations) redeemed by users; transaction-based revenue.
5. Social-impact partnerships (WATERisLIFE): Co-branded impact initiatives where partner brands (e.g., Icatu Seguros) fund clean-water projects tied to user engagement milestones.

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels9 records

Core offering

Kunder worked hand in hand with companies to enter any stage of development, whether it was to improve, build, or create custom software. The firm provided custom software development and engineering services, acting as an embedded software partner for client companies across the development lifecycle.

Product overview

Betterfly operates a unified, AI-powered health and insurance operating system delivered as a multi-sided platform: the employee-facing Betterfly App, the employer-facing Betterfly Employer Platform, and the broker-facing Betterfly Broker Portal. Around this core, it sells a modular portfolio including a Voluntary Insurance Suite (Group Life, Individual Life, Critical Illness, Accident, Hospital Indemnity), a Preventive Health module with 68+ biomarker analysis, gamified engagement (Missions, Rewards, Marketplace), Telemedicine, and country-specific add-ons (NOM-035 in México; Flexible Compensation/Retribución Flexible products in España). The platform layers predictive AI and generative personalization on top of structured health/biomarker data to drive engagement and risk reduction for enterprise clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Software Development Services

Quantifiable outcome

• 1M+ engaged users across employer customer base
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature6 records

Partnerships

Four partnerships are on record, tiered flagship and core.

• Icatu SegurosflagshipStrategic or Co-development PartnerBrazilian insurance carrier partnering with Betterfly to embed group life-insurance coverage in the engagement platform and to co-fund social-impact initiatives through the WATERisLIFE program. Deep co-development relationship underwriting policies activated via Betterfly in Brazil.
• WATERisLIFEcoreStrategic or Co-development PartnerSocial-impact partner that translates Betterfly user engagement milestones into clean-water delivery for underserved communities. Co-branded campaigns run with corporate partners such as Icatu Seguros.
• HUAWEI HealthcoreTechnology or IntegrationWearable/health-platform integration that ingests biometric data (steps, heart rate, activity) from HUAWEI Health devices to power Betterfly's engagement and risk-scoring engine.
• Amazon Web Services (AWS)coreTechnology or IntegrationCloud infrastructure provider hosting Betterfly's platform, data, and storage workloads.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• YuLife: UK-based insurtech that combines group life insurance with a gamified wellness app and rewards marketplace — almost identical product architecture to Betterfly, making it the closest international peer.
• Limeade: Enterprise employee well-being and engagement platform serving large US employers; closest direct competitor to Betterfly's employer engagement layer, though without the embedded life insurance product.
• Vitality Group: Global behavior-linked wellness and life insurance platform partnering with carriers (e.g., Generali, Manulife, John Hancock) to incentivize healthy behaviors with policy benefits — a near-direct analog to Betterfly's carrier-partnered model.

Others

• Icatu Seguros: Brazilian insurance carrier and Betterfly's flagship underwriting partner; included as a peer to highlight the partner-economics dependency and the parallel carrier-side insurtech models in LATAM.

Emerging players

• Wellthy: Care concierge and family-care benefits platform sold to large employers; partial overlap with Betterfly's employee-benefits stack as both compete for the same HR decision-maker and benefits budget.
• Dacadoo: Swiss health-score and engagement platform used by insurers and employers; overlaps with Betterfly's biomarker/risk-scoring engine and is sold through similar carrier channels in Europe and LATAM.
• Wellable: Corporate wellness platform with a rewards marketplace and integration with wearables; comparable to the engagement and rewards layer of Betterfly, though it does not underwrite or distribute insurance.

Broad incumbents

• Personify Health (formerly Virgin Pulse): Largest US-headquartered corporate wellness and benefits navigation platform; competes with Betterfly for HR/People team budgets and offers a comparable engagement-plus-benefits stack, though without Betterfly's embedded insurance underwriting.
• MetLife (Voluntary Benefits): One of the largest US group life and voluntary benefits carriers, with its own digital engagement efforts; represents the incumbent carrier model that Betterfly is attempting to disintermediate via embedded insurance.
• Headspace Health (Ginger + Headspace for Work): Mental-health-focused employee benefits platform serving large US employers; competes for the same HR benefits wallet and increasingly bundles with insurance and care navigation, making it a partial substitute for Betterfly.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments1 record

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

Frequently asked questions about Kunder (Acquired by Betterfly)