This episode tells the full rise-and-fall story of DeadHappy, the UK insurtech that set out to make life insurance bold, simple, and even fun. Founded in 2017 by Phil Zeidler and Andy Knott—both shaped by personal experiences with mortality—DeadHappy disrupted the market with its “Deathwish” concept, a short four-question application, and cheeky branding.
The company grew quickly, reaching 25,000 active policies and £2.5 million in revenue by 2023, earning praise for its speed, affordability, and irreverent tone. But its boundary-pushing marketing—including a controversial ad featuring serial killer Harold Shipman—sparked regulatory backlash. In 2024, its sole underwriting partner withdrew support, forcing the company into administration.
While the DeadHappy brand died, its tech platform lived on—acquired by Octopus Legacy to power new life and estate-planning products. The story offers a cautionary lesson: innovation can shake up even the oldest industries, but in regulated markets, brand trust is as vital as product design.
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