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Yulife: Redefining Life Insurance


Management Science and Operations, Strategy and Entrepreneurship

Authors / Editors

Birkinshaw J;Mark K

Publication Year



Yulife is a digital-first life insurance and rewards company that is seeking to disrupt the centuries-old life insurance market. Its founders are a combination of insurance industry veterans and executives in finance, wealth management and gaming. The challenge the company faces is that it cannot go to market alone: it has to work in some capacity with industry incumbents to achieve the growth it seeks.

LBS Case Number


Available on ECCH


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