"From increasing instablity to new reinvented insurance"

Industry knowhow and best practices are now transformed into simple subscription

The problem

Insecurity in our lives

The world around us is filled with uncertainty. Things we often take for granted might suddenly vanish or undergo significant changes– our future plans, our income, our quality of life, even our good health and existence. While some risks are beyond our control, there are others we can manage. Especially if we identify and acknowledge them early.

Growing up and maturing as an individual, planning and taking a mortgage, saving for retirement are all long-term journeys. The same principle applies to looking after yourself and your loved ones. By taking a proactive role in planning for your future you can find peace of mind, enjoy a more fulfilling life and increase resilience.

Life insurance

"Lyfery was founded on the belief that life insurance should do more – protect and improve people's lives in meaningful ways. Despite insurance having a long history, many insurance companies can get lost in internal bureaucracy and complexity, losing touch with customers. When combined with standard 'one size fits all' products that primarily offer cash payouts, this approach lacks purpose and appeal in today's world. Our goal is to connect more closely with our clients, creating partnerships and solutions that set us apart from traditional insurers,"

Mihkel Mandre
Mihkel Mandre

The solution

We are reinventing life insurance for You

The gaps in our lives

An income gap

An income gap

When the loss of your income affects your close ones.

A quality of life gap

A quality of life gap

A gap between the quality of life one leads- and for how long- vs what it could be.

By addressing the quality of life gap you also minimize the income gap

We recognize that approximately half of mortality cases can be attributed to lifestyle choices. We understand that you don't want to be taught how to live your life and that you may be overwhelmed by the multitude of wellness advice offered by the media. We respect that and our mission is to provide you with the tools, services and insights needed- in a format preferred by you- to manage risks in your own way. This empowers you to lead a healthier, more fulfilling, and longer-protected life.

Life insurance
Life insurance

We fill the gaps

By combining life insurance with wellness services and addressing these gaps, we're introducing a new form of life insurance – one that rewards a healthy lifestyle.

Traditional insurance often lacks personalization. Prices are typically based on broad risk models and averages. However, when we understand your commitment to a healthy lifestyle, we can offer you a substantially improved solution. For a cost similar to what you'd typically pay for standard life insurance alone, you'll receive both financial coverage and tools and services to support your well-being.

Our roadmap

Lyfery's Development and Growth Roadmap

A sneak peak what kind of ambition we have and which kind of journey you can join

  • Q4 2023

    Packages become available

    We begin by offering a package that combines life insurance with wellness services, giving you useful tools from the start at a lower cost.

  • Q1 2024

    Personal wellness plan release

    In the next steps, we introduce a personalized wellness plan, a "maintenance book" for your life. This guide will suggest what steps and checks you need to stay ahead of risks

  • Q1 2024

    "Lyfery score" as a basis for fairer pricing

    We roll out a "Lyfery score" to optimize your overall experience and costs.

  • Q2 2024

    Lyfery wellness hub 1.0

    At the same time, we're adding more wellness services and building a Lyfery Wellness Hub for you to shop around in.

  • Q3 2024

    User data dashboard

    We believe knowledge is valuable, so we'll provide info and data to help you make smart choices for your life.

  • Q2 2024

    New markets

    Our plan includes growing across countries, starting in central and eastern Europe.

  • Q3 2024

    New partnerships

    We rely on diverse partnerships. So, if our vision resonates with you, please feel free to get in touch.


Don't take our word for it. See what others are saying about us.

“In times when people call health the new wealth, it is important to develop new concepts of life insurance. Concepts that actively support staying healthy are exactly the right answer to this trend.”

Bernd M. Müller SCOR
Bernd M. Müller

COO PIB Europe

Ex-Global Head of Business Model Development at SCOR

“Smart & Beneficial: Lyfery unique value proposition provides a “2 for 1” win for the consumer that is looking to purchase Life Insurance. It covers the Life Insurance need while motivating healthy choices.”

Jim Langenwalter Oracle
Jim Langenwalter

Global Head, Business Technology Strategy

Oracle Financial Services

“Health is something that cannot be overestimated. Any solution in this area that helps people to be more proactive, and is more efficient and convenient from the user’s point of view, is very welcome.”

Külliki Tafel-Viia Tallinn University
Külliki Tafel-Viia, PhD

Global Head of Business Model Development

Tallinn University

“Technological revolution and a deep knowledge of the finance industry have rewarded me with a number of successful start-ups and companies in the field. But thus far, no one has managed to really make a real breakthrough in life insurance.”

Priit Põldoja Inbank
Priit Põldoja

Founder & CEO


“Standard, non-life insurance has been digitized for a while now. Yet life insurance lags behind is now on the verge of a breakthrough. Healthy lifestyle awareness has increased substantially.”

Veiko Hintsov Deloitte
Veiko Hintsov

Deloitte Central Europe ex-partner

Põhjala tehas developer

“Lyfery's concept of life insurance combined with the extension of healthy life years is 100% in line with HeBA Clinic’s future vision. Likewise, we see great potential for innovation in the synergy of health and insurance services.”

Ain Aaviksoo HeBa
Ain Aaviksoo, MD MPH

HeBA Clinic Development Manager

Health innovator

“Insurance is a low innovation domain where breakthrough is difficult to achieve. Lyfery's concept is interesting and it addresses risks relevant to customers. The passion of the founders and the experience of the team are the reason why I believe Lyfery will succeed. This is why Compensa Life is helping them to achieve it.”

Merko Kimso Compensa Life Vienna Insurance Group SE
Merko Kimso

Compensa Life Vienna Insurance Group SE

Head of Compensa Life Estonia

“Lyfer's mission to combine life insurance with health behavior is a modern and refreshing approach to an otherwise traditionally boring product. Aside from offering long term peace of mind, finding the personalized solution has now been made very easy and cost efficient.”

Tarmo Pihl Minudoc.ee
Tarmo Pihl




Our partners and friends