Our Story

We believe that all of us on Planet Earth deserve a fulfilling life to enjoy every day. This starts with taking care of yourself, then your loved ones and, finally, the Earth. We also believe that all of this should be as easy as switching on your TV. That’s why we’re determined to put the protection of your finances and your health into one product, and to do so in a way that you get the added value as soon as the next day, not at some undetermined time in the future. We empower your life’s journey with a wellness roadmap and reward you with additional healthcare services and a life with less noise.

Meet the Team



Mihkel has been in the life insurance industry for more than 25 years, driving business strategy, innovation, and building cross-border teams at Swedbank Life Insurance. Hailing from the most digitally advanced society in the world, and having renewed the product portfolio, transformed the sales and after service of life insurance entirely to digital channels while launching a successful tele-underwriting concept in the Baltics, Mihkel became 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 to 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 behavior has on their lives and on 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 my vision attracted your attention.


Piret has led Marketing and Communications efforts at many outstanding banking industry brands like Swedbank and Nordea. She also drove Estonia’s country brand project which was launched in 2017 and, after that, was in charge of global Marcom for the e-Residency program. She is a true believer in technology and knows that all aspects of our lives should become more enjoyable and easier due to the technological revolution. She is grateful for the opportunity to now also make this change happen in the life insurance industry and to finally be able to make an even bigger impact as a Co-founder, which means not only taking care of the visible part of the iceberg that is a business – the brand. Her mission is to make it possible to track and measure how our behaviour influences the health of planet Earth, besides that of our own.


Madis has extensive experience leading IT and technology teams within the banking and media industries over a prolonged period. He has been a key player since the inception of electronic banking in Estonia and played a pivotal role in initiating Swedbank’s internet banking product. Madis has effectively managed multiple facets of technology and its deployment, ranging from spearheading large-scale infrastructure projects and directing the Swedbank Group’s IT strategy and architecture area, to holding the position of CTO in several other companies. Prior to joining Lyfery, Madis assumed responsibility for managing infrastructure at Veriff, one of Estonia’s unicorns, ensuring the smooth functioning of its daily operations and optimizing the cost of its cloud technology.

Be among the first to join the future of life insurance!

This is your chance to build and develop a new generation of life services according to your needs.

You’ll get monthly updates on our progress and receive special early adopter offers.