Lyfery – health behaviour and prevention-driven life insurance Qorus-NTT DATA Innovation in Insurance Awards 2025

Lyfery is a new and innovative health behavior and prevention-driven life insurance company that launched in Estonia in April 2024. We offer term life and disability insurance, uniquely supported by a 360-degree scoring model that evaluates key lifestyle categories. Our fresh approach rewards positive health behaviors with lower premiums and integrates wellness services like health audits, coaching, and educational insights, all grounded in scientific research.

We promote healthier lifestyles that benefit both individuals and society by aligning insurance premiums with personal health behaviors. We also shift the traditional insurance focus from mere financial protection to proactive prevention and enhance overall well-being through integrated wellness services.

Traditional life insurance models often lack personalization, and profits are generated from unrealized risks rather than shared with customers. Healthy behaviors that reduce risks are often not reflected in pricing. By linking premiums to health behaviors, Lyfery encourages proactive health management, benefiting both individuals and the broader healthcare system.

While some insurers have begun integrating wellness programs, Lyfery's comprehensive approach—combining personalized premiums with extensive wellness services—is unique in the regional market. Our collaboration with Compensa Life Insurance (Vienna Insurance Group) as our risk carrier under a custom-made agreement fully supports Lyfery’s digital business model.

The growing global focus on preventive healthcare and the demand for more personalized insurance solutions inspired Lyfery's creation. Our founders, with decades of experience in the life insurance industry at market-leading companies, saw the need for building more impactful solutions. Main Results Achieved:

1. Built a growing customer base in Estonia since our launch. 2. Forged innovative distribution partnerships, including B2B2C digital collaborations, B2C digital sales, and ambassador/influencer channels. 3. Secured funding from Tenity VC and a group of angel investors during a successful pre-seed funding round. 4. Recognized among Latitude59’s Top 10 Startups, EBAN Top 50, Best Startup by Impact Valley Accelerator, and awarded the Insurance Award of the Year 2024 in Estonia. 5. Planning expansion within the Central and Eastern Europe (CEE) region.

Lyfery is redefining life insurance by combining financial security with proactive health management, helping to reshape the value life insurance provides.