Blueberry Life, a UK-based InsurTech company focused on redefining the future of life insurance, has launched a crowdfunding campaign on CrowdCube to support its new longevity subscription.
The initiative supports its wider ambitions to expand across the UK and internationally, reinforcing its position as a market disruptor, according to FF News.
The company launched this product in response to the growing health crisis in the UK, where over one million new chronic illness diagnoses are expected this year. For many individuals suffering from conditions such as Type 2 Diabetes, high BMI, hypertension, and high cholesterol, obtaining life insurance remains difficult. Traditional providers typically impose barriers for these applicants, leaving them without meaningful financial protection.
Blueberry Life operates at the intersection of InsurTech, AI and precision health. Regulated by the Financial Conduct Authority (FCA) and backed by Shepherds Friendly, the company has gained rapid traction, growing its active policyholders by 790% in 2024 alone.
It is the first provider in the UK to offer an online-only sign-up process tailored for chronic illness patients. At the heart of its innovation is a proprietary AI-driven underwriting algorithm, which is redefining how insurers assess and manage risk.
The newly launched product—a longevity subscription—aims to go beyond traditional life insurance models. It is designed to actively support individuals in living longer and healthier lives by combining health support tools, disease prevention strategies, and management assistance for existing conditions. Rather than simply offering a payout upon death, the subscription model promotes ongoing wellness, health-span extension, and financial security.
Additional features include a precision healthcare platform integrated with protection products. This enables customers to take proactive steps in managing their health, potentially improving their life expectancy while also enhancing the product’s value proposition. The AI-powered risk prediction algorithm offers personalised insights for users, helping them to make informed decisions to optimise their wellbeing.
The crowdfunding campaign on CrowdCube provides an opportunity for investors to participate in what Blueberry Life views as a transformative movement in the $5tn global life insurance market. With foundational support already in place, the company is positioning itself for significant expansion and industry disruption.
Blueberry Life CEO Dr. Karan Mehta said, “Imagine life insurance but flipped on its head. Instead of being a product that simply pays out when you die, Blueberry is designed to help you live longer and healthier. Our AI-powered risk prediction algorithm helps identify ways to improve your health over time. This creates a win-win model, transforming life insurance into a longevity subscription—empowering customers to improve their health while we deliver greater value and increase profitability.”
Shepherds Friendly chief innovation officer Daniel Simpson added, “We’re proud to partner with Blueberry Life, who share our commitment to expanding access and delivering meaningful life insurance. Blueberry Life’s fresh approach represents a bold and much-needed step forward for the industry. By harnessing innovation, they’re able to deliver more personalised and forward-looking insurance solutions which help meet the needs of a historically underserved customer base.”
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