Controversial insurance broker collapses into administration

The firm has become known for its provocative marketing

DeadHappy, the controversial insurance brokerage firm, is set to slip into administration.

The Leicester firm, which was known for provocative adverts, has filed for administration through law firm Gunnercooke.

DeadHappy shut its doors to new customers in March after its insurance partners lost patience with its edgy advertising campaigns.

The firm, which said it offered “life insurance without the bullshit” had been branded “beyond despicable” for using a photo of serial killer Harold Shipman in its advertising.

DeadHappy, which called itself “the home of the deathwish” used a photo of Shipman, who is thought to have murdered up to 250 people during his time as a GP in the north-west, using the strapline “Life Insurance. Because you never know who your doctor might be.”

DeadHappy said it “wanted to make people stop and think” by using the image.

DeadHappy’s founder Andy Knott said at the time: “Being provocative is different to being offensive and it is of course never our intention to offend or upset people. It is our intention to make people stop and think. If however you have been personally distressed by this advert we do sincerely apologise.”