Controversial insurance broker to be wound up

Controversial Leicester insurance broker, Dead Happy, is set to be wound up, say administrators.

As TheBusinessDesk.com exclusively revealed earlier this week, the firm, known for its provocative advertising campaigns, has called in administrators – with Adam Stephens and Kevin Ley of Evelyn Partners appointed on Monday.

Dead Happy was founded in 2013. The company grew revenue to £2.5m by 2023, with more than 25,000 active customer policies. However, it was hampered by its near-the-knuckle marketing. 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.

The administrators are working with the underwriting insurers to ensure that all customer policies transfer back to the insurers with minimal interruption to customers. As part of this process the business will continue to trade on a limited basis, with certain employees kept on to assist the administrators with their work.

According to its latest available accounts, made up to July 31 2022, the Dead Happy employed 32 people.

Stephens, partner at Evelyn Partners, said: “We are pleased to be able to assist with ensuring a continuity of insurance provision for all customers as the business is wound down. Evelyn Partners has been working with the Dead Happy management team and major stakeholders to enable a smooth transition for customers.

“We thank Dead Happy management for their support in this process and look forward to concluding the process with a positive outcome.”