Meet Sammy Rubin, CEO and Co-Founder at Insurance Company: YuLife

Tell us about YuLife

YuLife is all about reimagining insurance to be inspiring, engaging, and life-enhancing. Traditional insurance has always been focused on what happens when things go wrong. We wanted to flip that on its head, to build a company that focuses on helping people live well every day.

We provide group life insurance and wellbeing benefits that encourage people to look after their mental, physical, and financial health through small, consistent actions. Our app rewards healthy habits, like walking, cycling, or meditating, with something we call YuCoin, which can be redeemed with brands people love. It’s a way to make wellbeing engaging and meaningful.

How did you come up with the idea for the company?

I’ve spent most of my career in insurance, and I always felt there was something missing, a sense of purpose. After leaving my previous business, I took time to reflect on how to create a company built around wellbeing and positive behaviour.

That reflection led to YuLife. I wanted to build an insurer that doesn’t just provide financial security but actively helps people improve their quality of life. Insurance shouldn’t just protect you when something bad happens; it should help you live a healthier, happier, longer life.

Tell us about your core product or service

Our core product is YuLife for Business, it’s a group insurance policy combined with a wellbeing app. Employees earn YuCoin by completing healthy activities, and we use behavioural science and gamification to make it fun and habit-forming.

Behind the scenes, our platform provides employers with insights that help them understand engagement and wellbeing trends across their teams. It’s about using data in a positive, preventative way, helping companies support their people before health issues arise.

What most excites you about the insurance industry?

The potential for change. For the first time, technology allows us to make insurance truly proactive. We can move from being a reactive industry to one that predicts and prevents.

Insurance has such a unique opportunity to touch people’s lives in a meaningful way. We can use it as a platform for improving wellbeing, not just for paying out claims. That’s what really excites me, transforming something seen as transactional into something human and uplifting.

What has been the biggest challenge you’ve had to overcome along the way?

The hardest part has been convincing people that insurance can be different. When you tell people you’re making life insurance engaging and rewarding, they look at you like it’s impossible.

But once they see the data, the engagement, the health improvements, the reduction in burnout, the penny drops. We’re proving that when you make wellbeing rewarding and simple, people genuinely change their behaviour. That’s the moment everything clicks.

What is your number one piece of advice to aspiring entrepreneurs?

Start with purpose. If your business is rooted in something meaningful, it becomes your North Star. For us, that purpose is helping people live better lives.

It’s easy to get caught up in product and growth, but if you stay connected to why you’re doing it, you’ll always find your way through the challenges.

What can we hope to see from YuLife in the future?

We’re continuing to grow internationally and expand what we call our Preventative AI,  technology that helps identify and reduce health risks before they become serious.

The goal is simple: to create a world where every interaction with your insurer makes you healthier, happier, and more supported. That’s the future of insurance as we see it,  and it’s what keeps me inspired every day.