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Beagle Street underwrites happiness deal with Guardian Labs

Online life insurance company Beagle Street has launched the ‘Happy for Life Project’ – a major branded content partnership with Guardian Labs.

The project will run for four months and aims to measure, inform and help people across the UK to lead happier, healthier and more active lives.

Hosted on the Guardian’s Life & Style section, the ‘Happy for Life Project’ features a range of insightful and practical articles based around the subject of happiness. All content is editorially independent and labelled as ‘Sponsored by Beagle Street’, says Beagle Steet. Leading partnership and content agency MEC Access is behind the deal.

The project will be supported by a bespoke app which will provide daily suggestions on simple steps readers can take to make their day a happier one, with the results feeding into an anonymous live data visualisation showing the current mood of the nation. The app will be free to download and available on iOS and Android in late November.

In addition, a dedicated ‘Partner Zone’ of commercial content provided by Beagle Street will provide Guardian readers with more information on life insurance and further detail on the brand and products it provides. All content in this section is labelled ‘brought to you by Beagle Street’ in line with the Guardian’s sponsorship guidelines.

The collaboration adds to the Beagle Street offering, which has been developed to make life insurance more accessible. This is following 55 per cent of adults admitting that when they feel certain about their future they enjoy life more now and over half of those with existing life insurance (56 per cent) claiming to feel happier since securing their policy.

Matthew Gledhill, Managing Director at Beagle Street, said: “As the life insurance provider for the online generation this partnership with Guardian Labs – and all the insightful digital content – is absolutely perfect for Beagle Street and its customers. We pride ourselves in providing a simple, friendly and affordable service that is different from the confusing, intimidating and expensive out-dated way of buying life insurance. So we hope that this partnership goes some way to showing prospective customers that and what we stand for – we want people to enjoy life and ‘get happy’.”

Anna Watkins, Managing Director at Guardian Labs, said: “This has been a fantastic collaboration, which really delves into an important issue and provides our readers with practical tools and insight to help them become happier. This is creative branded content at its best.”

Kristina McGuirk, Account Director at MEC Access, said: “We are thrilled to be working with Beagle Street to deliver an innovative partnership with Guardian Labs and showcase Beagle Street Life Insurance as distinct from other insurance firms. The partnership aims to provide fresh and informative content aimed at young people who are looking for an insurance company that can provide speed, transparency and convenience.”