YuLife: How wellbeing-first workplace benefits use authentic member voices to drive growth

For many employees, life insurance is a silent benefit, a policy tucked away in a digital folder, rarely thought of until it’s needed. YuLife challenges the traditional group insurance model with a simple belief: Workplace benefits should actively help people live healthier, happier lives every day. 

YuLife prides itself on providing one of the most engaging wellbeing experiences in the market, offering an all-in-one insurance and wellbeing solution. Members are encouraged to build positive habits, like walking and mindfulness, and earn rewards for meeting their goals. 

Yet provider selection is often made at a company level.

YuLife needed a way to connect potential corporate buyers to authentic member voices throughout the buying process, where employer choices are influenced by trust, differentiation, and evidence that benefits truly engage employees. Many buyers start with online research and increasingly use AI to support the discovery stage of their search.

"Workplace health insurance is often seen as complex, reactive, and only relevant when something goes wrong. But it can be the catalyst for building a healthier, happier life. This makes choosing a provider a high-stakes decision for both the employer and the employee," explains Lauren Berkemeyer, CMO of YuLife.

At YuLife, building trust is a daily practice that keeps the team aligned with their mission to inspire members to live happier, healthier lives. By integrating Trustpilot directly into their internal Slack channels, the team can celebrate wins and address challenges together, staying connected to the real-life impact of their work.

Through patterns in member feedback, YuLife gains continuous insight into what drives engagement, trust, and long-term value. This has informed some of its decisions to evolve and invest in its offering, including: 

• Small, achievable challenges: members consistently say smaller challenges are motivating, so the app rewards everyday wellbeing habits, not just hitting big fitness goals

• Choice of rewards: from charity donations to shopping vouchers, members like reward choices which has reinforced focus on offering flexible, personalised options

• Frictionless experiences: a focus on ease of use and fast, human support has informed in-app journeys and response plans for when things go wrong

"Our Slack integration has been a game-changer for our internal culture," says Lauren, CMO of YuLife. "It keeps us human and empathetic in a high-stakes industry. When we respond to a review, we aren't just 'managing a reputation'. We are engaging with a member of our community and using their 'human truth' to improve our business decisions".

The integration also helps power YuLife's proactive response strategy, which it views as an extension of its commitment to excellent customer service. The company responds to all negative reviews as well as selected positive reviews. This means feedback is handled in a timely, friendly, and constructive way.