SimplyBiz has announced a new partnership with group life, income protection and critical illness provider, YuLife.

As part of SimplyBiz’s range of protection partners, YuLife will work with the firm to deliver messaging on market trends, product development, and technology to SimplyBiz member firms providing protection advice.

Founded in 2016, YuLife is backed by serial investors and VCs including Target Global, Creandum, MMC Ventures, Notion Capital, LocalGlobe, Latitude, Eurazio and Anthemis Exponential Ventures.

SimplyBiz head of protection services, Emma Vaughan, commented: “We’ve seen a lot of great product innovation across the market in recent years, however, as a sector, we also need to constantly revaluate the ways in which we’re supporting advisers to communicate with clients. 

“The development of the YuLife app, the business’s focus on non-traditional areas like meditation to encourage positive maintenance of mental, as well as physical wellbeing, and its integration of gamification methodology, are all really exciting. I believe that YuLife presents some valuable tools in terms of approaching conversations with clients, and engaging previously underserved markets.”

YuLife CEO and founder, Sammy Rubin, added: “We are delighted to work with SimplyBiz as a protection partner, offering insights into market trends and the use of technology and gamification in the protection space.

“Protection advisors play a crucial role in the industry and together with SimplyBiz we hope to be able to assist them in engaging new underserved markets.”

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