D3 startup Emma



Felix Deschatelets

Jacomo Deschatelets

Guillaume Plante





Protecting families with life insurance.

Buying life insurance is painful⁠—it requires going through paperwork and long waiting times to receive an estimate and a final decision from an insurance carrier. As a result, parents end up delaying life insurance.

The Solution

Emma offers a personalized, simplified and 100% online process to cover families without the hassle and at a cheaper cost than other solutions. They also provide insurance coverage to underserved populations, most notably pregnant women. 

The Journey

Earlier on, pitching to venture capitalists was difficult, with the consensus being that Emma wouldn’t be profitable. Felix, Co-founder and CEO of Emma, started working with District 3’s fintech stream lead JD Begin as a coach to support them in an OKR process review and revamp their revenue model. 

Felix and his team soon began to make significant progress in October 2020: “We learned the ins and outs of how to structure and get prepared for our next financing round. Our sales considerably increased from the quality and personalization of the coaching we received.” 

Shortly after, the startup launched a new life insurance service.

“We struggled a bit at the beginning to increase the number of sales, but we remembered what JD told us about digging into data and doing A/B testing. So, we really dug into that product. And, we went from a 10% conversion rate to a 70% conversion rate. We now feel like we’re ready to implement a new product,”  shares Felix.

Emma has now discovered their “real secret sauce”: the customer experience, not the online component of their life insurance business. “We now understand the process of not doing everything at the same time; nail the thing you’re already doing right, and keep pushing.”