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YuLife
Life & health insurance benefits platform
Health insurtech & benefitsCorporate wellness & workplace health
YuLife is a UK insurtech that bundles group life, income protection and health insurance with a gamified wellbeing app that rewards employees for healthy behaviour.
The read
YuLife sells group life, income protection, lump-sum disability and funeral cover to UK employers, wrapping the policy in an app that uses behavioural-science and game mechanics to nudge policyholders toward healthier habits. In January 2026 the company announced a leadership change: founder and CEO Sammy Rubin moved to executive chairman, handing the CEO role to Tal Gilbert, former CEO of Vitality US and acting CEO of AIA Vitality Hong Kong.
The company frames the move as sharpening its focus on AI-driven engagement and international growth for employers, advisers and insurer partners.
The Bridgehead view
Bringing in a career Vitality executive as CEO right as YuLife pushes internationally suggests the founder-led "gamified group life" pitch is being handed to an operator whose job is to convert wellbeing engagement into insurer distribution deals — the classic insurtech-to-incumbent-partnership pivot.
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