Leadership isn't just about making strategic decisions. It's about creating an environment where employees thrive professionally, intellectually and personally. This means creating the right culture from the top down, based on authenticity, consistency, and a deep commitment to values.YuLife all started with 5 people: Sammy, Sam, Josh, Jonathan and Jaco. Together, their passion for disruption, diverse expertise across financial services, the gaming industry and wellness, and their shared belief in placing values at the centre of all operations created the employee benefits insurance and wellbeing app we know and love today.Take a seat — it's time to meet the pioneers behind this thriving insurtech business and learn a little more about them.Sammy Rubin, CEO Sammy Rubin is the founder and CEO of YuLife. He holds a degree in computer science, is married with 3 children and is a to-be yogi.Sammy built his first insurance business with his late father after graduating from university, aged 21—the first market maker in traded life policies in the UK. The business grew rapidly and they floated the company on the London Stock Exchange less than 5 years later.This business success came at the expense of his own wellbeing, though, and after realising he was burnt out, Sammy decided he needed a break and took a 6-month sabbatical, spending time in America and Israel. During this time he totally transformed his lifestyle, getting into yoga, meditation, and spirituality. It was then that he decided he wanted to find a way to combine his passions for financial services and wellness.After moving back to the UK, Sammy was offered the opportunity to become the founder and CEO of Vitality Life, the first Group Insurance company in the UK to reward healthy behaviour. However, he was passionate about holistic wellness and wanted to build tech to inspire people to live better lives across all areas of wellbeing, not just physical, but mental, social and financial too. This was the inspiration for YuLife—and in 2016 the idea was officially brought to life. Sam Fromson, COOSam is a co-founder and the Chief Operations Officer of YuLife. He is a qualified rabbi, father of 3 and former hedge fund equity analyst. After a stint on the investment team at a family office he took on the challenge of building the business development and operations functions at Invoice Cycle, a UK SME lender. Sam was introduced to Sammy at a charity event and they bonded over their shared passion for wellness and finance. It so happened he was looking for his next venture at the time and YuLife’s mission was the perfect match. Josh Hart, CTOJosh is a co-founder and the Chief Technology Officer of YuLife. A serial entrepreneur, he has set up numerous businesses across EdTech, Mobile and now the Insurtech world. Prior to YuLife, Josh was a co-founder of Chelsea Apps Factory and key in the development of the organisation, which consulted FTSE 250 companies and grew to well over 100 people, servicing customers such as Google, Standard Life and Waitrose.Josh is an avid gamer and makes it his mission to make all digital interactions fun. One of YuLife’s superpowers is having his relentless focus on user experience—using behavioural science, technology, and game mechanics to build an app with record levels of engagement.Jonathan Roomer, CCOJonathan is a co-founder and the Chief Customer Officer of YuLife. He is a Fellow of the Institute and Faculty of Actuaries and a guest lecturer at Imperial College Business School.He started his career as an entrepreneur and after many “almost successes” and one successful venture, changed course and went back to studying. He completed an MBA, and became an actuary before deciding to re-enter startup life with YuLife and becoming obsessed with all things customer.Prior to YuLife, Jonathan led the early-stage segment of KPMG’s Tech Growth team. He consulted over 200 startups on getting from Seed to Series A and beyond.Jaco Oosthuizen, CIO Jaco is a co-founder and the Chief Insurance Officer of YuLife. He began his career as an actuarial student and swiftly moved on to head up an actuarial valuations team. Jaco then headed up the team that created and developed Multiply, the South African competitor to Vitality, which grew to be that country's second-largest wellness rewards programme. Jaco’s passion goes beyond just crunching numbers. He is most interested in addressing the trust deficit in the insurance industry through client engagement and uncovering meaningful insights—something that YuLife does with its 'win-win' insurance model by inspiring individuals to lead happier and healthier lives.About YuLifeYuLife is working to reimagine the insurance industry by protecting lives, rewarding living and inspiring life. We’re on a mission to transform traditional insurance into a life-enhancing experience each employee will value and use daily. How does it work?Our award-winning app uses behavioural science and game mechanics to reward your people for living well while offering protection in case of crisis. And with our top-rated employee assistance programme, your team gets access to mental, financial and social support, virtual GPs, nutritionists, life coaches and more to help them live their best lives.Because we believe that your employees should benefit from their insurance from day one — and that wellbeing should be accessible every day, for everyone.Request a demo for your team today.