DeadHappy, one of the UK’s fastest-growing life insurance providers, has announced that revenues soared 120% in the first half of 2021, reportedly fuelled by consumers seeking an “easy, no-nonsense approach to life insurance”.
DeadHappy witnessed the strongest growth from consumers aged 55-60 years old, followed closely by 25-29 year olds. It said this reflects that customers of all ages are “seeking a more straightforward, fully digital pay-as-you-go life insurance provider”.
The group also welcomed an 87% year-on-year rise in consumers searching for ‘deathwishes’, which the group claims is its USP.
Andy Knott, founder of DeadHappy, said: “Deathwishes is by far our most popular service and has really helped drive our growth forward in the past year. A Deathwish is quite simply what you want to happen with your life insurance pay out when you die – send your ashes to the edge of space, pay off your mortgage, gift your mates with a trip to Vegas, give someone a tattoo – whatever it is we can weave it into your life insurance policy.
“Unless you have significant money in the bank, making your final wishes a reality might not be an option. The deathwish feature allows you to document those wishes and tie them in with life insurance, so you can actually put in place the plans you really want.”
He added: “Death is one of the few certainties in life; no one is immortal. And we’re here to help people think – really think – about how they want to be remembered. We encourage our customers to be honest with themselves and create a legacy that will bring a wry smile, a tear to the eye, or a gut-busting belly laugh to those that love them.
“Increasingly people are becoming more comfortable talking about and planning for their death. The traditional life insurance providers, which are steeped in dull and longwinded application processes and outdated approaches, are just not appealing to consumers these days. People want to be able to set up their life insurance easily, affordably and in a way they understand – and maybe even enjoy the process along the way.”
DeadHappy provides life insurance, near-death insurance and deathwishes for those aged 18-60 years old.
In addition, it also provides consumers suffering with mental health issues life insurance, something that “traditionally is not accepted by many providers”, as well as pay-as-you go life insurance for a minimum of 63p per month, a four-question application to get signed up and flexible cover options.