The home insurance brand founded by Peter Goodman in 2017 is now part of Freedom Services Group.
Homelyfe, which was built on proprietary operating system Aventus, has been acquired by Freedom – the enterprise owned by chief executive Sam White (pictured), who is the name behind Action 365 and Pukka Insure.
“I started Homelyfe to reinvent the purchase of home insurance,” noted Goodman, CEO of Homelyfe and Aventus. “By building our Aventus operating system, we have been able to achieve our aim of making the purchase of insurance fair and straightforward for customers. It’s now time to expand the Aventus customer base, and the sale of Homelyfe to Freedom will allow us to focus on strengthening and expanding the Aventus offering.
“There are many synergies between Homelyfe and the Freedom Group’s other brands, not least of which the fact that both businesses were formed with a customer-centric vision. Sam is a true visionary in the insurance market, and I have no doubt that in her hands Homelyfe will thrive and continue to deliver on its promises.”
Read more: Aventus in £2.6 million funding raise
According to the acquisition announcement, White has been involved in the development of Homelyfe and Aventus since they came to life. Commenting on the transaction, she said: “Homelyfe is a fantastic addition for our business, allowing us to move into the home insurance space using best of breed, not antiquated, technology.
“Homelyfe is a tried and tested brand and thanks to Aventus we can demonstrate a seamless buying experience that drives a competitive edge in today’s market. I have long been a supporter of Homelyfe and Aventus, and look forward to strengthening my partnership with Peter as we work to revolutionise the insurance customer journey.”
Financial terms of the deal were not disclosed.
