Fintech insurer to enter adviser market but warns on commission

Deadhappy's process includes "deathwishes" which allow its clients to decide what they would like to happen on their death, inform their friends and family about it, and get life insurance to pay for it.

The company, which is backed by Octopus Ventures and Channel 4’s 4Ventures, is currently in talks with various traditional insurers to help them develop their insurance products through a white-label service.

It also keeps its average customer acquisition cost down “way below industry average”, according to Ziedler, coming in at around £250 versus the £500 he estimates other insurers are spending.

The fintech closed another round of crowdfunding last month on Seedrs, raising £6m from around 1,000 professional investors - nearly £1m more than it set out to raise.