Eleos Life

What Eleos Life does

Eleos Life Limited is a UK-regulated InsurTech founded in 2022 that distributes income protection and term life insurance entirely through digital self-serve channels. The company's core products are monthly-subscription income protection policies (paying up to 65% of pre-tax income or £2,000/month, whichever is lower, with customisable waiting and benefit periods) and term life policies, both underwritten by Shepherds Friendly. The platform runs a fully online quote-to-claims workflow with no phone contact required, augmented by Theea, an AI assistant that provides 24/7 guidance on coverage design and policy terms.

Revenue is generated from recurring monthly premiums collected via continuous payment authority, with pricing fully individualised by age, occupation, salary, health, lifestyle, and chosen waiting/benefit periods. Eleos monetises through two channels: a direct-to-consumer website and app, and an embedded/B2B2C channel that white-labels Eleos insurance into partner digital banking and FinTech platforms (10+ integrations reaching close to 5 million consumers). In 2025 the company launched a US business and a term life product line, and in April 2026 closed a $3 million media-for-equity investment from Mercurius Media Capital to fund US customer acquisition through national TV, digital and cinema advertising. Eleos is authorised and regulated by the Financial Conduct Authority (FRN: 998550) and headquartered in Richmond, England.

Name

Eleos Life

Legal name

Eleos Life Limited

Website

https://eleos.co.uk

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Eleos Life is a UK FCA-authorised InsurTech offering fully digital income protection and term life insurance to consumers directly and via embedded distribution through 10+ FinTech platforms, having launched in the UK in 2022 and expanded to the US in 2025.

Ownership category

akta.pro rank

Product category

Digital Life and Income Protection Insurance

NAICS

Direct Life Insurance Carriers (524113), Direct Health and Medical Insurance Carriers (524114), Direct Life, Health, and Medical Insurance Carriers (52411), Insurance Agencies and Brokerages (524210)

SIC

Life Insurance (6311), Accident & Health Insurance (6321), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

akta.pro secondary industry

Level Term Life Insurance (FSAIAAAA)

Keywords

• Digital life insurance
• Income protection insurance
• Embedded insurance platform
• Insurtech solutions
• Term life coverage

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Insurance Premiums: Eleos earns revenue through monthly insurance premiums paid by customers for income protection and term life insurance policies. Customers choose a coverage level, waiting period, and benefit period, paying a monthly premium that increases annually on the policy anniversary. Premiums are collected via continuous payment authority (CPA). The underwriter is Shepherds Friendly.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Eleos Life sells fully digital income protection and term life insurance to individual consumers through its website and app, with the entire journey from quote to claims completed online in minutes. The same products are also offered as embeddable insurance solutions to digital banking and FinTech partner platforms via a separate partner portal. Policies are underwritten by Shepherds Friendly, with monthly premiums collected via continuous payment authority.

Product overview

Eleos Life is an InsurTech company offering fully digital life and income protection insurance products. The product portfolio consists of two core insurance products (Income Protection Insurance and Term Life Insurance) that can be purchased directly by consumers through the Eleos website/app, or embedded into partner platforms through B2B solutions. Additional features include Theea AI assistant for 24/7 customer support and coverage guidance, a Coverage Calculator tool for personalized recommendations, and discretionary perks including 24/7 remote GP access. The company serves the UK market (where it was founded in 2022) and expanded to the US in 2025, reaching close to five million consumers through more than 10 platform integrations.

Differentiator

Problem solved

Functional benefit

Products and services

• Income Protection Insurance Fully digital income protection insurance that pays up to 65% of pre-tax income (capped at £2,000/month) in regular monthly payments if the policyholder is unable to work due to illness or injury, covering physical and mental health conditions. Features customisable waiting periods (1 week to 52 weeks) and benefit periods (1 or 2 years per claim), with claims allowed as many times as needed while the policy is active, and coverage available until age 70. For UK consumers, both employed and self-employed.
• Term Life Insurance Fully digital term life insurance that pays out a lump sum or regular payments to named beneficiaries in the event of death or terminal illness. Application can be completed in approximately 15 minutes with most approvals within 24 hours. Features customisable term length and payout amounts. For UK consumers with dependants or financial obligations who want straightforward digital cover.
• Embedded Income Protection Insurance An embedded insurance solution for B2B partners allowing digital banking and FinTech platforms to integrate Eleos income protection insurance into their own customer journeys. Existing distribution partners include Loqbox, Creditspring, Updraft, CreditLadder, Wollit, and SuperFi. For UK digital banks and FinTech platforms seeking to add insurance revenue and customer value without building their own underwriting capability.
• Embedded Life Insurance An embedded insurance solution for B2B partners allowing digital banking and FinTech platforms to integrate Eleos term life insurance into their own customer journeys. For UK digital banks and FinTech platforms seeking to add term life cover to their product suite without building their own underwriting capability.

Quantifiable outcome

• Policyholders can get approved in minutes — most approvals are instant
• +4 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Six partnerships are on record, tiered minor.

• LoqboxminorChannel Partner/ Reseller/ DistributorLoqbox is a UK digital financial platform that embeds Eleos insurance products into its customer financial journey. Eleos lists Loqbox among its partner ecosystem on its About Us page.
• CreditspringminorChannel Partner/ Reseller/ DistributorCreditspring is a UK fintech platform that embeds Eleos insurance products into its customer financial journey. Eleos lists Creditspring among its partner ecosystem on its About Us page.
• UpdraftminorChannel Partner/ Reseller/ DistributorUpdraft is a UK digital financial platform that embeds Eleos insurance products into its customer financial journey. Eleos lists Updraft among its partner ecosystem on its About Us page.
• CreditLadderminorChannel Partner/ Reseller/ DistributorCreditLadder is a UK fintech platform that embeds Eleos insurance products into its customer financial journey. Eleos lists CreditLadder among its partner ecosystem on its About Us page.
• WollitminorChannel Partner/ Reseller/ DistributorWollit is a UK digital financial platform that embeds Eleos insurance products into its customer financial journey. Eleos lists Wollit among its partner ecosystem on its About Us page.
• SuperFiminorChannel Partner/ Reseller/ DistributorSuperFi is a UK digital financial platform that embeds Eleos insurance products into its customer financial journey. Eleos lists SuperFi among its partner ecosystem on its About Us page.

Scale indicators5 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Ladder Financial: US digital term life insurer with fully online instant underwriting and adjustable coverage. Comparable to Eleos on the digital term life product and instant online purchase UX.
• ManyPets (formerly Bought By Many): UK digital insurance brand built on embedded distribution and a frictionless online purchase experience. Comparable to Eleos on geography, insurtech orientation, and digital-first customer journey.
• Haven Life: US digital term life insurer (MassMutual-backed) offering fully online application. Comparable to Eleos on digital life product, US market, and technology-led underwriting experience.
• Anorak: UK insurtech focused on embedded life and income protection distribution through digital platforms. Direct comparable to Eleos's embedded B2B2C partner channel and product mix.
• Bestow: US digital term life insurance platform with API-based embedded distribution into partners. Comparable to Eleos on digital term life product, embedded offering, and US market focus.
• YuLife: UK-based digital life insurance and employee benefits insurtech using gamification and embedded distribution through employer benefit platforms. Direct comparable to Eleos on geography, product (life + protection), and digital-first embedded GTM.
• Ethos Life: US digital term life insurance platform offering fully online application and instant underwriting. Closely comparable to Eleos on the US term life product following Eleos's 2025 US launch.
• Deadhappy: UK digital-first life insurance provider selling term life online with no phone calls. Closely comparable to Eleos's life insurance product and fully digital UX in the same UK market.

Broad incumbents

• Legal & General: Large UK-established life and protection insurer with broad product portfolio and embedded distribution via workplace and partner channels. Comparable to Eleos as a UK life insurance market incumbent against which Eleos is positioning its digital-first, embedded alternative.

Emerging players

• Marshmallow: UK insurtech using AI and embedded finance approaches in personal lines. Comparable to Eleos on UK digital insurtech positioning, though focused on auto rather than life and protection.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/witheleos
• LinkedInlinkedin.com/company/witheleos

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

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 Eleos Life