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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.
Recent coverage
- Bupa Teams Up With YuLife on Urban Regen Projects -insurance-edge.net · 2 Aug 2026
- Bupa and YuLife get 41,000 UK employees moving more, planting nearly 37,000 trees along the wayprnewswire.co.uk · 29 Jul 2026
- YuLife and Bupa Drive 9.2 Billion Steps in UK Workplace Health Challenge to Reforest Urban Areasffnews.com · 29 Jul 2026
FAQs
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No. The HealthTech Index is independent editorial coverage — we track and write up companies we judge genuinely significant in the sector, and inclusion is not for sale. Where shown, coverage of YuLife above is drawn from public reporting, not sponsored content.
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