Lyfery’s Life Insurance Story

Mihkel has been in the life insurance industry for more than 25 years, driving business strategy, and innovation while building cross-border teams at Swedbank Life Insurance. He hails from the most digitally advanced society in the world, having renewed the product portfolio, and transformed the sales and after-service of life insurance entirely to digital channels while launching a successful tele-underwriting concept in the Baltics. Mihkel is determined to revamp the industry on a broader scale and take advantage of the technological revolution across Europe. He believes that true innovation lies in connecting different industries. Life insurance, which has a longer history than Christianity, can make a difference in our lives and the environment as well. Mihkel is convinced that, when people are provided with the tools to live a healthier life, along with full insight and understanding of the influence their behaviour has on their lives and society in general, they grasp the true essence of life insurance. There is only one life and one planet. Feel free to get in touch if his vision attracts your attention.

Veikko has more than thirty years of experience as an insurance mathematician. His career path started as the first-ever actuary at Estonian Governmental Insurance during the years of Estonia’s re-independence when hardly anyone knew what being an actuary meant or what it was they did. Veikko took the lead in the development of the first truly successful investment solutions at Hansabank Insurance. He built several highly functioning, successful systems and models in the actuarial field that are still in use and serving the needs of his previous employers. He’s been fascinated by the idea of lifestyle-based pricing ever since gender-based pricing was forbidden by the EU regulations. Veikko firmly believes that lifestyle-based, individual risk evaluation will not only change the whole life insurance industry but also the general area of augmented health behaviour. The future most definitely belongs to ones who take responsibility for their health and are role models for others.

Taavi’s passion for knowledge led him to study at many of the world’s best universities. He has bachelor’s degrees in both medicine and psychology, a master’s degree in public health, and a PhD in epidemiology. While working as a hospital doctor, Taavi was frustrated by how patients would often leave the hospital only to come back a few weeks later with the same problem. This led him to study, understand and develop mathematical models that predict which individuals have a higher risk of developing heart disease in the future, such as the famous SCORE2 algorithm that is recommended by the European Society of Cardiologists. He is passionate about inspiring various stakeholders across the public and private sectors to collaborate and innovate to bring forth a better world where healthy choices are effectively promoted, marketed, supported and enabled, as prevention is always better than cure. Lyfery is a perfect manifestation of that vision, and he is delighted to integrate the best science into Lyfery’s product, making it as evidence-based and effective as currently possible.

Kadri’s journey has always been driven by a desire to unite medical science and data analytics to create health solutions that truly work and improve people’s lives. As both a physician and a researcher, she combines clinical experience with a PhD in molecular translational medicine, complemented by deep expertise in data science and analytics. For over 15 years, she has studied immunology, gynecology, and health data, published more than 40 scientific articles, and contributed to the development of new diagnostic and treatment methods. At Lyfery, Kadri sees a natural continuation of her mission – bringing science and innovation into people’s everyday lives. For her, insurance is a way to build systems that recognize people’s efforts and provide security even in challenging times. Kadri’s goal is to help Lyfery shape future solutions that are evidence-based, technologically smart, and humanly honest.

Kai is an experienced insurance professional who supports Lyfery’s client communication with precision and a strong sense of responsibility. She is used to analysing complex cases, making well-considered decisions, and ensuring that every step is clear and fair for the client. Kai supports contract creation in matters related to risk assessment and policy administration, and plays an important role in communication between the client, Lyfery, and our insurance partner. Thanks to her background in banking and insurance, she combines structured thinking, legal accuracy, and the ability to explain things in a human and accessible way – the foundations on which Lyfery builds a fair and transparent life insurance experience.

Gregor is driven by the company’s mission — not only to provide families with lasting financial security in the event of unforeseen circumstances, but also to promote healthier, more balanced lifestyles that allow people to enjoy more quality time with their loved ones. He is passionate about helping people join a lifestyle that values well-being, family, and growth. Before joining Lyfery, Gregor gained valuable experience in sales with Southwestern Advantage, where he worked in Canada helping families access educational systems that support the next generation’s learning. This experience strengthened his ability to connect with people, understand their needs, and communicate solutions that create lasting value. Currently studying Psychology at Tallinn University, Gregor brings a people-centered perspective to every conversation. This helps him guide clients with empathy and clarity. His calm, thoughtful presence and curiosity make him a natural fit for Lyfery’s mission of helping people live longer, healthier lives — while having Lyfery by their side, even if something goes wrong.

Aune enjoys working with people and supporting them in making important life decisions. She believes that insurance is more than just a policy – it’s a way to provide peace of mind for yourself and your loved ones. With nearly ten years of experience in customer relationships and sales, Aune has learned that every person’s situation is unique. That’s why she always starts by listening to each client’s needs and goals before helping them find the solution that suits them best. What inspires Aune most about Lyfery is the opportunity to do more than offer insurance – to help people live healthier lives and prevent problems before they arise. Aune wants every client to feel supported, understood and confident throughout the advisory process, knowing that both they and their loved ones are better protected for the future.

Silver is Lyfery’s website development and maintenance partner. He keeps the site running smoothly day to day, continuously builds new features, improves what’s already there, and polishes the details that make the experience clearer and easier for visitors. Silver also creates campaign pages, calculators, and automations, while monitoring performance and technical health — so Lyfery’s website stays stable, fast, and ready to support the business at all times.

New ideas, a healthy lifestyle, and financial literacy make Merilin’s eyes light up. Her extensive experience in banking and insurance marketing has given her a strong foundation to bring Lyfery’s message and service to a wider audience. Before joining Lyfery, she worked at Luminor Bank for 8.5 years, the last four of which she led marketing in Estonia, managed her team, and ran Baltic-wide projects. During that time, her passion for financial literacy continued to grow. Merilin truly believes that everyone has the power to shape their own quality of life – by moving more, eating more consciously, communicating with kindness, and taking care of their health, whether mental, physical, or financial. What resonated with her most about Lyfery was its clear mission. “Finally, a start-up whose service genuinely benefits people’s lives,” Merilin says about Lyfery.