Life insurance is a bloody grim category that reinforces our ‘don’t think about it’ relationship with death. We helped InsureTech start-up DeadHappy (DH) build its brand around challenging society’s (unhealthy) attitudes to death and create a launch proposition for a younger demographic.

The life insurance market is incredibly staid. It’s operated the same business model for hundreds of years and is filled with grim brands talking about widows and abandoned children. It’s also a category plagued by incredibly low conversion rates due to products requiring hours and hours of form filling, and extremely high monthly payments.

All BIG barriers to younger consumers – a big target audience Sword & Stone defined for DeadHappy as people who ‘know they should have life insurance’.

DH takes a very, very different approach to appeal to this audience:

  1. By flipping the payment model on its head and creating annually renewable policies, DH can offer life insurance at far more accessible £ rates and a form that only takes minutes to fill.

  2. Each policy also engages customers to think positively about ‘post death’ – getting them to create ‘death wishes’ for their policy (Send mates on a crazy ice surfing trip to Norway? Check.)

Over the period of a month we worked with the company’s founders to focus their audience, brand purpose and product’s launch proposition in order to appeal to consumers (and convince 2nd round investors).

Thanks to our work, they’re now on a journey to challenge society’s (unhealthy) attitudes to death, with policies targeted at a younger demographic that make it easy, and bizarrely entertaining, to plan for your own demise.

“I’ve been involved in a number of strategic projects, and have found that the most powerful ones are not always those with the most innovative thinking, but those where the team are enthusiastic about it. With Sword & Stone, we get both. Their approach creates the perfect blend of creativity and engagement, they are my go-to place for anything that’s a little bit difficult.”

Dominic Holton, Chief Operating Officer, DeadHappy

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James Lees