About TrueLIFE

After a successful career in insurance, our founder, Alex, craved a new challenge. Frustrated by the industry’s focus on pushing unsuitable insurance onto clients for the benefit of salespeople rather than clients themselves, Alex sought a change. With the unwavering support of family and friends, he embarked on a journey of self-discovery. During this time, he crafted a business plan and brainstormed ideas, ultimately deciding to remain in the insurance field, driven by his long-standing passion. After many contemplative nights, the vision for TrueLIFE became a reality.