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DeadHappy is Finally Gone for Good June 2024

DeadHappy sadly enters in to administration in June 2024. In this article we explore the final demise of the revolutionary life insurance brand, DeadHappy, and what that now means for existing customers and policyholders.

A photo of Daniel Sharpe-Szunko, the author

By Daniel Sharpe-Szunko

Published on: 25 June 2024

4 min read

DeadHappy is Finally Gone for Good June 2024

The controversial life insurance company, DeadHappy, who became well-known for its quirky and close to the bone (no pun intended) advertising. We watched the insuretech business rise to fame in 2015 with the new and humorous approach to life insurance marketing.

DeadHappy website screenshot

Firstly, I must admit that I am a fan of DeadHappy and what they tried to do to revolutionise the life insurance industry. Anything that helps consumers to get their head around the need for financial protection is good, regardless of how whacky it is.

Unfortunately, in the latter years the DeadHappy brand was tarnished by some less than tasteful adverts involving Dr Harold Shipman, the high profile serial killer. This appears to be where things started to go seriously wrong for the innovative life insurance brand and it marked the beginning of the end.

We reported in March 2024 that its insurance arm, Shepherds Friendly Society had ordered it to stop accepting new life insurance applications. This morning (24th June 2024) it was reported that the company had entered in to administration according to a source inside the business.

Finally, we are sad to report that DeadHappy will finally close for business once and for all which is one less life insurance brand in the UK. We’re all about choice and diversity which is why it’s sad to see this happening and it does mean that there are a whole host of questions about what happens to existing policyholders.

Most DeadHappy customers will have or should be receiving some communication soon from Shepherds Friendly Society, who is the insurer behind the brand. If you bought your policy before December 2022, you should be contacted by Covea who were providing DeadHappy’s policies up until this point.

Policyholders should still be covered for a period of time up to their renewal or review date on their policy.

If you have a DeadHappy life insurance policy then you should contact Shepherds Friendly Society or Covea for more information about what happens next. Any claims should still be paid under the Financial Services Compensation Scheme, however they will be dealt with by the insurer rather than by DeadHappy.

We previously believed that there would not be an option to renew DeadHappy policies, due to the company going into administration. Shepherds Friendly has since contacted our MPO experts to let us know that renewals or ‘resets’ for DeadHappy customers will be offered by Shepherds Friendly later this year.

We know that the DeadHappy life insurance policies were reviewable and therefore had a limit of 10 years, and after this you can reset your policy term back to the full 10 years. To do this you will need to answer some simple health and lifestyle questions, so that Shepherds Friendly can assess if you are still eligible for the cover.

We recommend that you review your cover with either Shepherds Friendly or an alternative insurer sooner than later to save cost further down the line when you’re older. You should make sure that you’ve got the right amount of cover and that you’re happy with it.

If you need to speak to an expert about your options then you can contact 0800 009 6559 or CLICK HERE for more information.

You should still be able to claim on your policy, even though the company (DeadHappy Limited) has entered in to administration. For further information about this you should contact Shepherds Friendly or Covea (see below) in the first instance, who are your insurer.

We understand that this is a very difficult situation and it is recommended that you contact your insurer in the first instance to discuss your options.

Shepherds Friendly is a trading name of Shepherds Friendly Society Limited authorised and regulated by the Financial Conduct Authority (FRN. 109997). For contact details please see below:

Telephone: 0800 526 249



Address: Haw bank House, High Street, Cheadle, Cheshire, SK8 1AL.


How do I contact Covea?

If you bought your DeadHappy policy before December 2022, your loved ones will need to call Covea Insurance to make a claim.

Telephone: 0330 134 8500

How to make a complaint

If you have already raised a complaint and you are still not happy with the outcome then you can contact the Financial Ombudsman Service (FOS). Under normal rules, you will be protected and you should be able to raise a complaint against financial loss and bad advice.

FSCS block

You can contact one of our team of friendly experts to get free and impartial advice about any existing or new DeadHappy life insurance policy.

We understand that this is a very difficult situation and you want to make sure that your family is properly protected. Obviously, you took out your policy in good faith and it is understandable that you might be concerned about what happens in the future.

To speak to one of our friendly life insurance experts you can contact 0800 009 6559 or CLICK HERE for more information.

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