Two top leaders in the life insurance sector — Mihkel Mandre, who led Swedbank Life Insurance for over twenty years, and Indrek Holst, who did the same at SEB Life and Pension Insurance for two decades — officially launched today a new company, Lyfery Insurance OÜ. The company offers fair-priced life insurance to people with healthy lifestyles, with premiums nearly twice as cheap as those of traditional insurers in the market.

The biggest obstacle to creating new value in the life insurance sector lies in the fact that profits from risks that do not materialize are not shared with the client. Lyfery will, for the first time, transparently show clients the cost of their risk and redirect the savings from improved risk profiles back to customers who contribute to prevention through healthy behavior.

The company has big and ambitious plans. Estonia is the first test market on which the product and service are being developed, after which larger Central and Eastern European countries are in focus. Preparations started already in 2022, and the company is now ready to release the first version of its product to Estonian clients.

“This is not just a cheaper life insurance product. It’s a forward-looking solution designed to recognize and give back to people who already care for themselves and their communities. Beyond better pricing and health dividends, we want to reward them with access to the best preventive health services,” said Lyfery co-founder and CEO, Mihkel Mandre.

“There are currently 150,000 active life insurance contracts in Estonia, and we are convinced that tens of thousands of their owners are responsible Estonians with healthy lifestyles. Our