# YellowMay > Global insurance marketplace and innovation consulting for carriers and technology companies ## At a glance | Field | Value | | --- | --- | | Category | Distribution & Sales | | Type | Solutions Provider | | Headquarters | Helsinki, Finland | | Founded | 2018 | | Stage | Growth | | Employees | 1-10 | | Funding | Bootstrapped | ## Overview YellowMay is a distribution and data analytics platform for the global insurance market, serving carriers and technology companies across more than 45 countries. The company operates the YellowMay Sphere marketplace, which catalogs over 8,000 insurance products evaluated on terms and conditions rather than price, making it one of the few platforms to benchmark products based on coverage quality. Founded in 2018 by Jussi Tommola and Jouni Heinonen, YellowMay is headquartered in Helsinki, Finland with an additional office in Berlin, Germany. The platform is built on the proprietary YM-algorithm, which rates and compares insurance products based on policy terms and conditions across a database covering 43+ countries. YellowMay provides B2B services to technology companies seeking insurance industry entry points and to insurers looking to benchmark or improve their products. The company also operates a B2C comparison channel. Core service lines include solution definition, proof-of-concept development, partner identification, and product redesign for both insurer and technology company clients. With roughly six team members, YellowMay is a small but globally-oriented firm. The company has publicly disclosed customers including Mango Insurance, OmaTurva Oy, Driverly, F-Secure, and Genasys Technologies. In 2024 the company was recognized as a Startup of the Year by HackerNoon for innovation in the insurance industry. ## Products & services ### YellowMay Sphere Marketplace A global insurance comparison platform featuring over 8,000-9,000 products from 45+ countries. Products are evaluated and ranked based on terms and conditions rather than price alone, using the proprietary YM-algorithm. The marketplace supports insurance discovery for consumers and provides market intelligence data for B2B distribution partners. **Key features:** - Terms\-and\-conditions\-based product evaluation across 43\+ countries - Coverage of 8,000\-9,000 insurance products globally - B2B data feeds for embedded insurance and distribution partners *Target users:* Insurance carriers, distribution partners, consumers ### Innovation Consulting for Technology Companies Advisory services helping technology companies identify and pursue insurance market opportunities. Services include solution definition, business value mapping, proof-of-concept development, and insurance partner sourcing and facilitation. **Key features:** - Translation of technology solutions into relevant insurance use cases - Partner identification and engagement with insurers - Proof\-of\-concept design and execution *Target users:* Technology companies entering the insurance market ### Innovation Consulting for Insurance Companies Advisory services for insurers seeking to improve products, processes, or market positioning. Services include product evaluation, improvement recommendations, process optimization, and product redesign. **Key features:** - Data\-driven product benchmarking and gap analysis - Process redesign recommendations - Product development and redesign support *Target users:* Insurance carriers and MGAs ### Data Analytics Services Market intelligence and analytics services providing insights on global insurance product trends, coverage gaps, and distribution opportunities. Supports companies developing embedded insurance strategies. **Key features:** - Global insurance market data derived from the Sphere database - Trend analysis across verticals and geographies - Embedded insurance data services *Target users:* Carriers, technology companies, distribution partners ## Category & focus - Subcategories: Insurance Marketplace, Data Analytics, Innovation Consulting - Insurance verticals: Life & Annuity, P&C Personal, P&C Commercial, Health, Specialty/E&S - Target customers: Carriers, Brokers, MGAs/MGUs, Consumers ## Notable customers - Mango Insurance - OmaTurva Oy - Driverly - F\-Secure - Instaful Solutions - WarrantyExpert - Genasys Technologies - Omsen ## Links - Website: - Directory profile: - Linkedin: - Marketplace: --- *Last updated: 2026\-05\-18*