Life insurance that inspires life

YuLife transforms traditional insurance and employee benefits into life-enhancing experiences every employee will value and use. The YuLife app uses behavioural science and game mechanics to reward people for living well and provides direct access to virtual GP's and mental health support. The result is a highly engaging proposition that drives lasting healthy habits as well as actionable HR insights for businesses.

For more information on YuLife visit: www.yulife.com

Led by:
Sammy Rubin
CEO & Co-Founder

Sammy Rubin is the founder and CEO of YuLife, a new tech driven start-up that provides life insurance, wellbeing and rewards in one simple app. He originally built Policy Portfolio plc, the first market maker in traded endowments in the UK, and led the flotation of the company on the full London Stock Exchange.

He then went on to become the founding CEO of Pruprotect (now known as VitalityLife) which was the first life insurance company in the UK to reward healthy living. Sammy holds a degree in computer science from Imperial College London. He is married with three children and is a wannabe yogi.

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Sam Fromson
Co-founder and COO

Sam is co-founder and COO of YuLife, the life insurance company that inspires life. Sam is a qualified rabbi, father of two and former hedge fund equity analyst. After a stint on the investment team at a family office he took on the challenge of building the business development and operations functions at Invoice Cycle, an UK SME lender. Sam holds a degree in Natural Science from the University of Cambridge.

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Josh Hart
Co-Founder and CTO

Serial entrepreneur, Josh Hart, has set up numerous businesses across EdTech, Mobile and now the InsureTech world. Having created digital experiences used by millions, Josh’s mission is to make all digital interaction fun.

As co-founder & CTO of YuLife, Josh has been re-imagining the world of insurance, building a company which focuses on helping people to be their best selves; mentally, physically and financially.

Prior to YuLife, Josh was a co-founder of Chelsea Apps Factory and key in the development of the organisation, which consulted FTSE 250 companies and grew to well over 100 people, servicing customers such as Google, Standard Life and Waitrose.

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Jonathan Roomer

Jonathan started his career as an entrepreneur and after many “almost successes” and one successful venture he decided that being an entrepreneur wasn’t exciting enough. So, he completed an MBA, became an Actuary and eventually decided to head back to the entrepreneurial world.

Prior to yu life, Jonathan led the early-stage segment of KPMG’s Tech Growth team. He consulted over 200 startups on getting from Seed to Series A and beyond.

Jonathan is a Fellow of the Instituted and Faculty of Actuaries and a guest lecturer at Imperial College Business School.

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