Blueberry Life

Life insurance built for people with chronic conditions, priced by AI.

Underwriting & Risk

Overview

Blueberry Life is a direct-to-consumer term life insurance carrier serving UK adults with chronic health conditions, including Type 1 and Type 2 diabetes, pre-diabetes, high blood pressure, high cholesterol, and high BMI. Founded in 2019 and originally operating as Bluezone Insurance, the company rebranded to Blueberry Life in September 2024 following an expansion of covered conditions. It is registered in England and Wales (Company No. 11468537) and authorized by the FCA as an insurance intermediary (Reference: 1016598). Policies are underwritten by Shepherds Friendly, a UK mutual insurer.

The company uses a proprietary AI-driven underwriting algorithm to assess applicants with chronic conditions more precisely than traditional actuarial models, with the goal of providing fairer pricing to a segment typically declined or overpriced by standard carriers. Applications are fully digital, take approximately five minutes, and require no medical tests. Coverage ranges from GBP 20,000 to GBP 500,000 for terms of five to forty years, with fixed or decreasing options available. Blueberry Life was co-founded by Dr. Karan Mehta -- a medical doctor, NHS clinical entrepreneur fellow, and UCT PhD candidate in AI in Healthcare -- alongside specialists in insurance, AI, and behavioural science.

The company grew its active policyholder base by 790% in 2024. In 2025, it launched a Crowdcube crowdfunding campaign raising GBP 521,882 from 112 investors, exceeding its GBP 500,000 target. Funds are being used to develop an AI-driven longevity subscription product and expand onto price comparison websites. US market entry is targeted for late 2027 or early 2028.

Products & Services

Term Life Insurance

Customizable term life coverage for individuals with chronic health conditions. Coverage amounts range from GBP 20,000 to GBP 500,000, with terms of five to forty years. Fixed and decreasing cover options are available. The fully digital application takes approximately five minutes with no medical tests required. Policies are underwritten by Shepherds Friendly. Covered conditions: Type 1 Diabetes, Type 2 Diabetes, Pre-diabetes, High cholesterol, High blood pressure, High BMI.

Longevity Subscription (In Development)

An AI-driven health coaching product combining insurance with personalized health guidance. The AI coach integrates with wearables, glucose monitors, and smartphones to provide recommendations on diet, exercise, and stress management. Policyholders can earn lower premiums, larger payouts, or health rewards based on measurable health improvements.

Gro Health Integration

All policyholders receive a one-year free premium subscription to Gro Health, a diabetes management application, included with every policy.

Health Marketplace

A rewards program offering policyholders incentives for healthy behaviours, including premium adjustments and health-related rewards tied to lifestyle improvements.