Blueberry Life seeks backing for AI-driven longevity insurance

Blueberry Life has launched a crowdfunding campaign with the aim of transforming life insurance provision for individuals with chronic health conditions.

The company states its efforts come amid a backdrop of growing prevalence of chronic illnesses in the UK, where securing life insurance for conditions such as Type 2 Diabetes, hypertension, high BMI, and high cholesterol remains a significant challenge.

According to Blueberry Life, traditional life insurance providers create obstacles for individuals with pre-existing conditions, often resulting in limited access to essential financial protection. The company's new campaign aims to address these barriers by raising funds to introduce a longevity subscription product designed to help people live healthier, longer lives, and to support Blueberry Life's expansion within the UK and internationally.

Blueberry Life has reported gaining Financial Conduct Authority (FCA) approval and support from Shepherds Friendly. The company has noted that it has seen a 790% growth in active policyholders during 2024, which it attributes to innovations such as the UK's first online-only sign-up form for people with chronic conditions and a proprietary AI-driven underwriting algorithm that it claims sets a new standard within the sector.

The company emphasises that its approach combines precision healthcare with traditional protection products. Through this model, policyholders are offered tools to support healthier living, disease prevention and management of existing chronic conditions. Blueberry Life describes its offering not as a typical insurance product, but as a 'longevity subscription' aimed at extending both lifespan and health span while also providing financial security for families.

Dr. Karan Mehta, Chief Executive Officer of Blueberry Life, commented on the launch, "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 a longer and healthier life. 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."

Daniel Simpson, Chief Innovation Officer at Shepherd's Friendly, provided further perspective on the partnership, "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."

The global life insurance market is estimated to be worth around USD $5 trillion, and Blueberry Life asserts that there is a significant opportunity for change within traditional models through technology and personalised healthcare integration. The company views its crowdfunding campaign as a means to attract investors as it seeks to expand its footprint and impact in the industry.

With its stated goal of making life insurance more accessible and equitable for people with chronic health conditions, Blueberry Life has positioned itself at the intersection of health technology, artificial intelligence and insurance. Its campaign highlights a shift towards models that reward proactive health management alongside traditional financial risk protection.