Nearly 50% of the UK population lives with a chronic health condition, posing significant challenges in obtaining life insurance. According to government census data, 45.7% of men and 50.1% of women in the UK report having a long-standing health problem. In response to this reality, Bluezone Insurance has rebranded to Blueberry Life and launched an expanded life insurance solution that aims to close the insurance gap for individuals with chronic health issues. It is estimated that currently, only 30% of the UK public has life insurance, reflecting the obstacles many can face when securing cover due to health conditions.

Blueberry Life’s enhanced offerings cover a broader range of chronic health conditions, such as Type 1 Diabetes, pre-diabetes, high blood pressure, high BMI, and high cholesterol. The company aims to move beyond traditional life insurance by offering innovative tools to help customers improve their health, along with rewards for making healthier lifestyle choices.

The name Blueberry isn’t a coincidence – blueberries are linked to improving health concerns such as blood pressure, blood sugar and gastrointestinal issues. Building on its reputation as a pioneer in offering life insurance for individuals with type 2 diabetes, Blueberry Life is set to significantly broaden its scope and will expand its offerings tailored to individuals with a wide range of chronic health conditions.

Under the new Blueberry Life brand, the company will introduce a personalised underwriting and pricing model that provides fairer and more precise pricing that reflects the individual’s true health.

Beyond just providing cover, Blueberry Life is introducing an insurance lifestyle app dedicated to supporting its customers in living healthier, happier lives. The app will offer clear information, tools, and resources to help individuals understand, track and manage their health, creating a comprehensive ecosystem of support that goes far beyond the traditional insurance model.

Dr. Karan Mehta, CEO of Blueberry Life, commented, “We’re incredibly excited to launch this specialist Blueberry Life product that allows us to protect many more conditions and lives. The new Blueberry Life brand speaks to our mission of improving healthspan by delivering precision healthcare through insurance. Our unique winsurance model means everyone wins. Individuals improve their health whilst saving money, insurers become more profitable as loss ratio improves and society benefits as a whole as the population becomes healthier and more productive.”

The Blueberry Life team comprises a unique blend of doctors, AI scientists, and insurance experts who are passionate about transforming the way life insurance works. Together, they are creating an innovative platform that not only provides coverage but also actively contributes to improving customers’ health and well-being.