insurance buyer behaviour with our algorithm-based platform. Having met 2016 during a mutual Executive MBA journey, founding partners Jussi Tommola and Jouni Heinonen had the idea of bringing insurance back into the hands of the premium payers - back from boring to loving. YellowMay started in 2018 creating an easy to use marketplace, focusing on making insurances trustworthy again, Since than YellowMay developed an unique own Ym-algorythm that is currantly already rating more than 8000 insurance products worldwide based on their terms and conditions. With our vast data of buyers and insurance products from more than 43 countries, we support businesses that operate or seek for opportunities in the insurance industry with inside marketing, product innovations and embedded insurance models.