Why we exist
Nothing improves life expectancy more than fitness
Not nutrition. Not sleep. Not supplements. Fitness.
We know this because of one of those dull-sounding numbers the science is quietly excited about. VO₂ Max.Your body’s ability to use oxygen.
Fitness is the single best predictor of how long you’ll live.
This is the truth Kale is built on.
Other insurers ignore this
If you exercise, you can end up paying the same as someone who doesn’t.
Same age.
Same BMI.
Same premium.
Even though you’re likely to live years longer.
Which is a roundabout way of saying you’re subsidising them.
Measuring fitness used to mean a treadmill and an oxygen mask. Hard for the industry to scale. But wearables ended that excuse. Your watch reads your cardio and tracks your strength. VO₂ Max can be estimated from data you already collect.
So we built the world’s first Income Protection policy where your VO₂ Max actually reduces what you pay. And we didn’t stop at cardio. Strength matters too. So does understanding longevity science.
The fitter and the better-informed you are, the longer you’re likely to live, and the lower your premium. Fair is fair.
But the worst can still happen
Here’s the thing.
Doing everything right buys you a better chance. Not a guarantee.
You can be the healthiest person in the world and still be the one who doesn’t make it home.
That’s why life insurance exists in the first place. So that when life goes wrong, the people you matter to most don’t go wrong with it. The bills get paid. The mortgage is covered. The school stays the same.
Nobody wants life insurance. You buy it because someone depends on you.
So if you have to buy it, why not buy it from a company that actively helps you reduce your chance of ever needing it?
That’s why we built Kale.
Kale is fresh. Its foundations aren’t.
We’re a longevity company. Insurance is how we pay for it.
Our app assesses your Longevity Level every three months. It tells you where you stand. And it helps you push it higher.
Underneath, the established machinery of insurance. Regulated underwriting. Actuarial discipline. Policies that pay out when they’re needed.
Your policy is arranged by Best Insurance, a regulated broker with decades on the rails. They handle the underwriting and the regulated bit. We handle the longevity bit.
Fresh thinking, solid foundations.
Kale
Longevity
VO₂ Max tracking · Strength · Knowledge · Longevity Level
Best Insurance
The regulated bit
Underwriting · Actuarial discipline · Policy that pays out
We built Kale on a simple observation: the industry knew fitness predicted lifespan, wearables made it measurable, and nobody had acted on it. We thought someone should.
Ben and Alex
Co-founders, Kale Insurance