DeadHappy, a U.K.-based insurtech startup that wants to remove the taboo surrounding death, has raised £4 million in Series A from e.ventures, alongside the company’s seed investor Octopus Ventures.
Founded in 2017, DeadHappy claims to be the U.K.’s “first fully digital pay-as-you-go life insurance provider.” It offers flexible life insurance policies that are designed to be “cheaper, easier and better” than existing traditional providers. This includes pricing insurance based on your current circumstances and the option to add (or remove) further coverage on a rolling basis. More broadly, the startup is developing what it calls its “Deathwish” platform, which is something akin to a will. The idea is that you can specify how you wish any future insurance payout to be used, such as paying off your mortgage. And there are also plans to incorporate other wishes not related to finances.