Sammy Rubin is the founder and CEO of yulife, a start-up that provides life insurance, wellbeing and rewards in one simple app to help you live your best life. He originally built Policy Portfolio plc, the first market maker in traded endowments in the UK, and led the flotation of the company on the full London Stock Exchange. He then went on to become the founding CEO of Pruprotect (now known as VitalityLife) which was the first life insurance company in the UK to reward healthy living. Sammy holds a degree in computer science from Imperial College London. He is married with three children and is a wannabe yogi.