Andy Knott

Andy Knott is an entrepreneur and the founder of DeadHappy, a controversial life insurance company based in Leicester, England. He created DeadHappy after experiencing personal challenges obtaining life insurance due to a long-term mental health condition.1

Professional Background:

• Co-founder of Dare, an award-winning digital experience agency
• Co-founder of Pure, a console and online gaming company
• Founder of DeadHappy, a life insurance startup that aimed to disrupt traditional insurance models3

DeadHappy Journey: Knott founded DeadHappy out of frustration with existing life insurance products. His personal experience of being repeatedly rejected for life insurance due to a mental health condition motivated him to create a more flexible insurance approach. As he described it, his choice was to be "one of many who are depressed without life insurance, or be the first of many to be depressed with life insurance" - and he chose the latter.1

The company became known for its provocative marketing, including a controversial advertisement featuring serial killer Harold Shipman, which drew significant criticism and was ultimately banned by the Advertising Standards Authority.45

In June 2024, DeadHappy entered administration, with Knott himself submitting a claim of £144,166.58 against the business.2