I’m pleased to announce our investment in yulife, a company that is putting wellness at the forefront of life insurance. Through their B2B life insurance product, yulife is rewarding employees for being active and healthy.

Sammy Rubin had the idea for yulife in 2016. Sammy has had a long-standing career building businesses in the insurance space. He started his first insurance business with his father when he was 21, which they floated on the LSE in 1993. More recently Sammy was the founding CEO of VitalityLife (formerly PruProtect). Sam Fromson, co-founder and COO of yulife, joined Sammy early on.. Jonathan Roomer, co-founder and Enterprise Sales and Growth Ops Lead, and Josh Hart, co-founder and CTO, joined soon after. Sammy, Sam, Jonathan and Josh are incredibly passionate about health and wellness, they have relevant experience building tech products and they also have the connections in the industry to make this business a success

In the last few years, insurance has become one of the hottest spaces to invest in with several companies raising multiple billions of dollars. The insurance market is ready for disruption; traditional players are still dominating the space while consumers are looking for personalized insurance plans and transparent prices. Companies like Alan in Europe as well as Lemonade and Oscar in the US are some examples of new players that are rapidly growing and disrupting the industry. I believe it is the right time to invest in a new insurance proposition that puts the employee in the center. yulife is replacing old insurance packages in companies that are making health and wellness a priority for their employees. From Notion, we believe we can help Sammy and his team build a B2B subscription business in the UK, Europe as well as in the US.

yulife has been able to secure a partnership with AIG as a global reinsurer and it is already pricing, selling and on-boarding employees online at a fast pace. According to Sammy “Our vision at yulife is to reimagine life insurance as a force for wellbeing. We were struck by the shared values at Notion around building a world class b2b business with health and wellbeing at its core. We are excited to have Notion as investors.”

We are also incredibly excited to be part of yulife’s journey, it is well positioned to become the leading lifestyle insurance provider globally. I can't think of anyone better than Sammy to build this company and we have a very strong syndicate with Creandum, Anthemis and MMC to support the global expansion of the company.

Why Notion? A note from the Founders

From the outset, we saw that the Notion team intimately understood the challenges founders face growing and scaling a B2B SaaS company. During our meetings with Itxaso and the wider Notion team we experienced a quality of interaction, and insight driven questioning, which showed their deep operational experience, and their ability to push us to excel.

The team at Notion is constantly seeking ways to offer tangible, practical support on issues ranging from hiring, data modeling, sales process and product strategy, and this is supported by high quality, targeted events which offer meaningful help in tackling real issues.

We know that we have a once in a lifetime opportunity to build a massively valuable company that is also a real force for good, and we felt that Notion would be ideal partners to support the execution of that vision.