Insurance is often seen as a product designed to protect against loss—but it can be much more. At its core, it holds the potential to promote daily well-being and inspire people to live with greater purpose. When combined with simple, consistent habits like walking, mindful breathing, and better sleep practices, insurance can become a platform for physical, mental, social, and financial wellness.

Sammy Rubin, a co-Founder and CEO of YuLife, is reimagining what insurance can be—not just a safety net for life’s worst moments, but a platform to inspire people to live their best lives every day. Drawing from his personal journey through burnout and renewal, Sammy and the team have built YuLife around the belief that well-being should be accessible to everyone. 

Rather than promoting extreme fitness or luxury retreats, YuLife encourages simple, daily habits—like walking, breathing exercises, and mindfulness—that are gamified and rewarded, creating a sense of fun, engagement, and community among employees.

Building a company around this vision requires more than innovation; it demands purpose, culture, and empathy. A mission-driven approach that prioritizes values such as kindness, curiosity, and spiritual depth fosters not only strong internal teams, but also deep engagement with users.