DeadHappy is known for being slightly controversial in its approach with straplines such as: “Life insurance to die for” and “Life insurance for death wishes” across its website.
DeadHappy was founded in 2013 with the aim of providing “more personal, tailored and flexible life insurance” than the ’one-size fits all’ products otherwise available to consumers.
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The company grew to a revenue of £2.5mn by 2023, with more than 25,000 active customer policies.
amy.austin@ft.com
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