InsurTech DeadHappy has announced triple-digit growth in the last 12 months.

The first half of 2021 saw revenues at the firm – which adopts a straight-talking approach to planning for death – grow by over 120% compared to the same period last year. 

The business has seen a whopping 87% year-on-year rise in consumers searching for ‘Deathwishes’ – the brand’s USP.  

“Deathwishes is by far our most popular service and has really helped drive our growth forward in the past year,” said founder Andy Knott. 

“A Deathwish is quite simply what you want to happen with your life insurance pay out when you die – send your ashes to the edge of space, pay off your mortgage, gift your mates with a trip to Vegas, give someone a tattoo – whatever it is, we can weave it into your life insurance policy.  

“Unless you have significant money in the bank, making your final wishes a reality might not be an option. The deathwish feature allows you to document those wishes and tie them in with life insurance, so you can actually put in place the plans you really want.”

DeadHappy has seen the strongest growth from consumers aged 55-60 years old, followed closely by 25-29 year olds, revealing customers both young and old are seeking a more straightforward, fully digital pay-as-you-go life insurance provider.  

Knott continued: “Death is one of the few certainties in life; no one is immortal. And we’re here to help people think – really think – about how they want to be remembered. 

“We encourage our customers to be honest with themselves and create a legacy that will bring a wry smile, a tear to the eye, or a gut-busting belly laugh to those that love them.  

“Increasingly people are becoming more comfortable talking about and planning for their death. The traditional life insurance providers, which are steeped in dull and long-winded application processes and outdated approaches, are just not appealing to consumers these days. 

“People want to be able to set up their life insurance easily, affordably and in a way they understand – and maybe even enjoy the process along the way.”