Wysh
“Can life insurance be made frictionless enough to embed directly into bank deposit accounts as a retention tool — with no underwriting, no opt-in, and automatic coverage growth tied to balance size?”
Wysh launched as a direct-to-consumer digital life insurance company under Wysh Life and Health Insurance Company, targeting a modern, app-like experience for term life insurance. The company then pivoted toward an embedded B2B2C model with its 'Life Benefit' product — attaching life insurance coverage directly to deposit account balances at partner banks and fintechs, removing underwriting friction entirely. This positions Wysh as an embedded insurance infrastructure provider rather than a standalone insurer, using balance-linked protection as a deposit retention and acquisition tool for financial institution partners.