The rebranding and expansion of services mark a significant step towards closing the life insurance gap for individuals living with conditions such as Type 1 diabetes, pre-diabetes, high blood pressure, high BMI, and high cholesterol.
Nearly 50% of the UK population lives with a chronic health condition, according to government census data, with 45.7% of men and 50.1% of women reporting long-standing health issues. Despite the prevalence of these conditions, only 30% of the public currently holds life insurance, largely due to the difficulties of securing affordable coverage with pre-existing health issues.
Blueberry Life aims to change this with a personalised underwriting and pricing model that offers fairer, more precise premiums based on an individual’s actual health status. The company’s mission extends beyond traditional life insurance, offering innovative tools that encourage customers to adopt healthier lifestyles, with rewards for making positive health choices.
“The Blueberry Life brand is about more than just insurance—it’s about improving healthspan,” said Dr. Karan Mehta, CEO of Blueberry Life. “Our specialist product enables us to cover a wider range of chronic conditions, while also helping individuals improve their health. This ‘winsurance’ model benefits everyone: individuals save money while improving their health, insurers benefit from improved loss ratios, and society as a whole becomes healthier and more productive.”
Blueberry Life also introduces a lifestyle app as part of its offering, designed to help customers manage their health more effectively. The app provides information, tools, and resources to track and improve key health indicators, creating a holistic support system that goes beyond the traditional insurance model.
The company’s name, Blueberry Life, is inspired by the health benefits of blueberries, which have been shown to improve conditions like blood pressure and blood sugar. Building on its strong foundation of providing life insurance for individuals with type 2 diabetes, Blueberry Life is poised to broaden its scope, offering more comprehensive coverage to those with chronic health conditions.
The Blueberry Life team brings together a diverse group of doctors, AI scientists, and insurance experts, all united by a passion for transforming the life insurance industry. Their goal is to create a platform that not only provides coverage but actively contributes to improving customers’ overall health and well-being.