YellowMay

Global insurance marketplace and innovation consulting for carriers and technology companies

Distribution & Sales Growth 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

At a Glance

Founded: 2018
Headquarters: Helsinki, Finland
Employees: 1-10
Funding: Bootstrapped

Category & Focus

Category: Distribution & Sales
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