UrLife
UrLife is a privately held, Central Bank of Ireland-regulated financial advisory firm operating from Limerick with 11 employees, providing one-to-one retirement, pension, investment, and protection advice to individuals and business owners since 1964 under the Robert Ryan Insurances (Limerick) Ltd legal entity.
- Company typePrivate
- Founded1964
- HeadquartersLimerick, Ireland
- Headcount11–50
- GTM typeB2C
- OfferingServices
What UrLife does
UrLife is the consumer-facing trading name of Robert Ryan Insurances (Limerick) Ltd, a privately held Irish financial advisory firm founded in 1964 and regulated by the Central Bank of Ireland. The company operates from a single office in Limerick city centre with approximately 11 employees and provides one-to-one personalised financial advice to individuals and business owners across retirement, pension, investment, and protection products. Its service portfolio spans five retirement lines (Approved Retirement Funds, Personal Pensions/PRSAs, Personal Retirement Bonds, Company/Directors' Pensions, and Self-Administered Pensions), general savings and investment products, and three protection lines (Life Cover/Mortgage Protection, Specified Illness, and Permanent Health Insurance/Income Protection).
The firm's operational technology is built on a core strategic partnership with Irish Life, which underwrites the underlying insurance and investment products and provides clients with 24/7 access to policy information, fund values, and investment performance through a secure app and online portal. UrLife itself does not appear to have proprietary technology, AI capabilities, or mobile applications; customer engagement is conducted through phone, WhatsApp, and email, with appointments booked directly rather than via digital self-service.
UrLife's revenue model is a hybrid of professional hourly fees and commission income. Professional fees are tiered by staff seniority — €200/hr for Directors, €150/hr for Senior Advisors, €100/hr for Associates, and €60/hr for Support Staff — while commissions are negotiated in advance with clients per placement. The go-to-market motion is sales-led and relationship-driven, relying on local reputation and the Limerick brand presence built over six decades rather than digital marketing or inbound demand generation. The company also lacks disclosed funding, acquisitions, or subsidiary operations, and appears to operate as a family-controlled advisory practice.
UrLife firmographics
Firmographics- Name
- UrLife
- Legal name
- Robert Ryan Insurances (Limerick) Ltd
- Website
- https://urlife.ie
- Company type
- Private
- Founded year
- 1964
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- UrLife is a privately held, Central Bank of Ireland-regulated financial advisory firm operating from Limerick with 11 employees, providing one-to-one retirement, pension, investment, and protection advice to individuals and business owners since 1964 under the Robert Ryan Insurances (Limerick) Ltd legal entity.
- Ownership category
- akta.pro rank
UrLife industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)
- akta.pro secondary industry
- Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers) (FSAAACAE)
Keywords
Where UrLife is headquartered
LocationHeadquarters
- HQ city
- Limerick
- HQ country
- Ireland
- HQ region
- Europe
Offices1 record
Markets served
UrLife business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Professional Advisory Fees: Hourly-based professional fees for financial advisory services, with tiered rates based on staff seniority. Directors charge €200/hr, Senior Advisors €150/hr, Associates €100/hr, and Support Staff €60/hr.
- Commission Income: Fees may be paid through commission arrangements in combination with or instead of professional fees. Commission rates are discussed and agreed with clients in advance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Directors: €200.00 per hour |
| Other | Pay-as-you-go | Senior Advisors: €150.00 per hour |
| Other | Pay-as-you-go | Associates: €100.00 per hour |
| Other | Pay-as-you-go | Support Staff: €60.00 per hour |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
UrLife product offering
Product offeringCore offering
UrLife is a Limerick-based financial advisory firm that provides personalized one-to-one advice and product placement across retirement, pension, life protection, and investment products. Its offering spans Approved Retirement Funds, Personal Pensions/PRSAs, Personal Retirement Bonds, Company/Directors' Pensions, Self-Administered Pensions, Savings & Investments, Life Cover/Mortgage Protection, Specified Illness cover, and Permanent Health Insurance/Income Protection, delivered through in-person consultations and supported by 24/7 policy access via the Irish Life online and app platform.
Product overview
UrLife offers a comprehensive suite of financial advisory services centered on retirement planning and wealth protection. The company provides pension products (ARF, Personal Pensions/PRSA, Personal Retirement Bonds, Company/Directors' Pensions, Self Administered Pensions), investment products (Savings & Investments), and protection products (Life Cover/Mortgage Protection, Specified Illness, Permanent Health Insurance/Income Protection). Their offering is delivered through personalized one-to-one advisory services, with clients gaining 24/7 access to policy information via the Irish Life secure app and online system.
Differentiator
Problem solved
Functional benefit
Products and services
- Approved Retirement Funds (ARF)
Companies that use UrLife
Customer profileSegments2 records
Ideal customer profiles2 records
UrLife technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
UrLife partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Irish LifecoreIrish Life is a key partner providing the underlying insurance and investment products that UrLife advisors recommend to clients. UrLife clients receive 24/7 access to their Irish Life policies through the secure app and online system, allowing them to view policy details, fund values and investment performance. This partnership enables UrLife to offer comprehensive pension, retirement and investment products to their advisory clients.
Scale indicators1 record
Recent moves4 records
Expansion highlights2 records
UrLife competitors and assessment
Company assessmentBroad incumbents
- Royal London Ireland: Mutual life and pensions provider in Ireland offering life cover, income protection and pension products via advisers. Comparable as a potential product-partner competitor in UrLife's distribution universe.
- New Ireland Assurance: Irish life and pension insurer offering pensions, life cover and savings products through intermediary channels. Material overlap in pensions and protection products underpinning UrLife's advice offering.
- Aviva Ireland: Diversified insurer in Ireland with life, pension and investment offerings distributed through financial advisers. Directly comparable in the life and pensions product category UrLife's partners provide.
- Irish Life: Ireland's largest life and pension provider and UrLife's core product partner. Overlapping product universe (pensions, life cover, investment) but operates at vastly larger scale as a manufacturer; relevant as both competitor and counterparty.
- Zurich Life Ireland: Major life and pension provider in Ireland offering pensions, protection and investment products through adviser channels. Comparable product universe to UrLife; competes for shelf space on broker product lists.
Direct peers
- Moneycube: Ireland-focused online financial advice and investment platform offering pension advice and managed portfolios. Comparable to UrLife in target market (Irish retail savers) and pension advisory focus, though with a more digital delivery model.
- Cornmarket Group: Irish financial services group specializing in pension, group life and savings advice, particularly for public sector and corporate clients. Highly comparable to UrLife in product mix (pensions, life cover, savings) and Irish regulatory/retail advisory model.
Market position
Strengths3 records
Weaknesses3 records
Competitive moat3 records
Key risks4 records
Key highlights5 records
Customer concentration
UrLife social profiles
Digital presenceUrLife financial estimates
Financial estimateRevenue estimate
Valuation estimate
UrLife leadership team
Management profileNumber of profiles
UrLife funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
UrLife 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 UrLife
What does UrLife do?
UrLife is a Limerick-based financial advisory firm that provides personalized one-to-one advice and product placement across retirement, pension, life protection, and investment products. Its offering spans Approved Retirement Funds, Personal Pensions/PRSAs, Personal Retirement Bonds, Company/Directors' Pensions, Self-Administered Pensions, Savings & Investments, Life Cover/Mortgage Protection, Specified Illness cover, and Permanent Health Insurance/Income Protection, delivered through in-person consultations and supported by 24/7 policy access via the Irish Life online and app platform.
Is UrLife a public or private company?
UrLife is a private company. It is classified as family owned and is currently operating.
When was UrLife founded?
UrLife was founded in 1964. It employs 11 to 50 people.
Where is UrLife based?
UrLife is headquartered in Limerick, Ireland, in the Europe region.
How does UrLife make money?
Two revenue lines are on record. Professional Advisory Fees are the primary driver. The others are commission Income.
Who are UrLife's main competitors?
Broad incumbents on record are Royal London Ireland, New Ireland Assurance, Aviva Ireland, Irish Life and Zurich Life Ireland. Direct peers are Moneycube and Cornmarket Group.
Does UrLife have an API?
No public API is recorded for UrLife.
What industry is UrLife in?
UrLife's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAEABAH, Annuity & Insurance-Based Retirement Solutions Advisory, with a secondary code of FSAAACAE, Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers). Its NAICS code is 523940 and its SIC code is 6282.