Millennials, What Will It Take for You to Buy Life Insurance?

YuLife is something of a cross between Fortnite and a Fitbit. In the mobile game, players compete against one another to rack up bike miles and meditation hours. They can access hundreds of virtual worlds—collectively known as the “Yuniverse”—each of which represents a level with its own set of real-life tasks. They can challenge friends to a duel, and place bets on who will take the most steps each day. As they go, they earn an in-game currency called YuCoin, which players can then convert into Amazon gift cards, clothing discounts, and airline miles.

But YuLife isn’t some “freemium” game and microtransactions. The ultimate goal is to ... sell life insurance. Sammy Rubin, YuLife’s CEO, told me that he founded the London-based start-up in 2016 after noticing that most life insurers faded into the background after they sold a plan. The effect was leading people to lose sight of why they bought insurance and abandon their plans prematurely. So he King Digital Entertainment, the makers of Candy Crush Saga, to turn his life-insurance product into a game—and