Former Vitality boss picks up £3m from Zoopla backer Localglobe

Emily Nicolle
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Founder Sammy Rubin and his team want to gamify life insurance
Founder Sammy Rubin and his team want to gamify life insurance (Source: Yucoin)

Transferwise, Citymapper and Zoopla backer Localglobe will today reveal its latest investment into Yulife, a lifestyle insurance and rewards startup founded by Sammy Rubin, the former chief executive of insurance giant Vitality Life.

Fintech investor Anthemis and Ourcrowd also joined the round, with AIG coming on board to underwrite all policies.

Launching today in the UK, Yulife rewards members with its own yucoin token for small lifestyle changes such as walking to work or meditation. Users progress through levels and compete on company leaderboards, and can redeem yucoin for rewards such as Avios points or Asos vouchers.

Yulife also offers employee life insurance policies to businesses, which come with wellness perks such as fresh fruit deliveries and yoga classes.

Localglobe partner Tara Reeves said: "Yulife is reimagining life insurance in a compelling way. Focused on wellness, rewards and gamification, Yulife brings a whole new generation to life insurance and to a product that is designed with their needs in mind."