Bluezone Insurance, a trailblazer in the life insurance industry, is proud to announce its rebranding to Blueberry Life, accompanied by the launch of its expanded life insurance solution that supports more chronic health conditions such as Type 1 Diabetes, pre-diabetes, high blood pressure, high BMI and high cholesterol. This strategic relaunch aims to go beyond traditional insurance by providing innovative tools that help customers improve their health and receive rewards for doing so.

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The name Blueberry isn’t a coincidence - blueberries are linked to improving health concerns such as blood pressure, blood sugar and gastrointestinal issues. The firm was formerly called Bluezone, a term coined by Dan Buettner, as a nod to the lifestyles carried out in the Blue Zone areas that produce some of the longest and healthiest living humans in the world.

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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. With the support of leading insurer Shepherds Friendly, the insurtech will introduce expanded offerings tailored to individuals with a wide range of chronic health conditions, a move that recognises the reality that 1 in 2 people in the UK currently live with a chronic condition that may impact their ability to secure life insurance.

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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.

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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."

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Daniel Simpson, Chief Innovation Officer at Shepherds Friendly, added: “We are so pleased to be working with the innovative team at Blueberry Life and support with the launch of their expanded life insurance product. The new solution will benefit so many individuals in the UK who struggle to gain cover due to chronic health issues allowing them to gain a sense of financial security for themselves and their families.”

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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.

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