> ## Content Index > Fetch the complete content index at: https://entrepreneurplus.co.uk/llms.txt > Use this file to discover other available public pages before exploring further. # DeadHappy - URL: https://entrepreneurplus.co.uk/graveyard/deadhappy/ - Published: 2026-10-21T11:10:17.000Z - Updated: 2026-10-21T11:29:57.000Z - Description: Provocative digital life-insurance agency; administration Jun 2024 after its underwriter withdrew - Author: Editorial Desk - Tags: #ep-grave ✝ Startup · Administration · 24 June 2024 Provocative digital life-insurance agency; administration Jun 2024 after its underwriter withdrew Companies House [08624700](https://find-and-update.company-information.service.gov.uk/company/08624700?ref=entrepreneurplus.co.uk) · Dissolved on 3 October 2026 How it ended Administration Ended 24 June 2024 Founded 2013 Sector Insurtech Based in Elsewhere in the UK Funding raised £4M + $15M Backed by Volution, Octopus, Headline, Verso Capital, Channel 4 Ventures Last known website [deadhappy.com](https://deadhappy.com/?ref=entrepreneurplus.co.uk) Last checked 21 October 2026 ## What happened DeadHappy was a Leicester-based digital life-insurance intermediary, founded in 2013 by Phil Zeidler and Andrew Knott, that sold pay-as-you-go cover and let customers record 'deathwishes' for how payouts should be used. It raised a £4M Series A in 2019 and a $15M round in March 2022 from Octopus, Headline, Volution, Verso Capital and Channel 4 Ventures, reaching more than 25,000 active policies and about £2.5M of revenue. Its marketing repeatedly drew censure, including an advert featuring Harold Shipman that prompted ASA and FCA action, and in March 2024 underwriter Shepherds Friendly stopped backing its policies, closing the firm to new business. Adam Stephens and Kevin Ley of Evelyn Partners were appointed joint administrators on 24 June 2024 to transfer policies back to the insurers. The administration moved directly to dissolution in July 2026 and the company was struck off the register in October 2026. ## Why - Regulatory or counterparty shock - Other / not stated ## What happened to the assets, customers and team Existing policies stayed in force and were transferred back to the underwriting insurers while the business traded on a limited basis with a skeleton staff. Co-founder Andrew Knott gave Gazette notice in May 2025 of his intention to re-use the DeadHappy name; the company itself moved from administration to dissolution in July 2026. ## In their words > We are pleased to be able to assist with ensuring a continuity of insurance provision for all customers > > Adam Stephens, partner at Evelyn Partners and joint administrator · [source](https://claimsmag.co.uk/2024/07/dead-happy-enters-administration-what-happens-now/?ref=entrepreneurplus.co.uk) ## Lessons An intermediary that does not carry its own risk lives or dies by its underwriter. DeadHappy's shock-advertising strategy built awareness but cost it regulatory goodwill and ultimately the capacity partner it depended on, leaving a book of 25,000 policies with no way to write new ones. ## Backed by - [![](https://storage.ghost.io/c/05/a4/05a4a052-18ab-4836-8924-ec8b322c371c/content/images/2026/10/volution-logo.png)Volution](https://entrepreneurplus.co.uk/investors/volution/) ## Sources 1. [find-and-update.company-information.service.gov.uk](https://find-and-update.company-information.service.gov.uk/company/08624700?ref=entrepreneurplus.co.uk) 2. [find-and-update.company-information.service.gov.uk](https://find-and-update.company-information.service.gov.uk/company/08624700/filing-history?ref=entrepreneurplus.co.uk) 3. [thegazette.co.uk](https://www.thegazette.co.uk/notice/4879765?ref=entrepreneurplus.co.uk) 4. [claimsmag.co.uk](https://claimsmag.co.uk/2024/07/dead-happy-enters-administration-what-happens-now/?ref=entrepreneurplus.co.uk) 5. [insurancebusinessmag.com](https://www.insurancebusinessmag.com/uk/news/breaking-news/controversial-insurance-agency-dead-happy-enters-administration-495087.aspx?ref=entrepreneurplus.co.uk) 6. [fintech.global](https://fintech.global/2022/03/04/uk-insurtech-deadhappy-collects-funds/?ref=entrepreneurplus.co.uk) ✓ Verified by EP+ Every Graveyard entry is checked against Companies House and the sources above, and re-checked periodically. Spotted an error or a company that has been rescued? [Tell us](mailto:info@entrepreneurplus.co.uk?subject=Graveyard%20correction%3A%20DeadHappy). [← The Graveyard](https://entrepreneurplus.co.uk/graveyard/)