Banks aren’t just adopting a product—they’re joining a new category of embedded protection. One that rewards loyalty, builds trust, and reshapes how consumers experience financial safety. Take UNest, for example—in less than 60 days, the family investment platform embedded Wysh’s Life Benefit into its offering—delivering seamless, automatic life insurance to over 300,000 families. Peoples Bank followed, and within 90 days, saw a 2.5% increase in deposits, a 3.8% lift among millennial clients, and a 25% reduction in marketing costs.

That’s not a future promise. That’s today’s performance.

At Wysh, we’re not just offering a product—we’re redefining how protection is delivered in the age of embedded finance. Life Benefit turns everyday deposits into a source of emotional utility—rewarding loyalty, enhancing trust, and transforming financial accounts into vehicles of purpose-driven value. No paperwork. No medical exams. Just automatic life protection, built into the banking experience. Wysh was built to close that gap by making life insurance effortless, accessible, and deeply human.

We at Business Honor had the opportunity to speak with Alex Matjanec about the mission behind Wysh, how Life Benefit works, and why it’s more than a product—it's a signal of what’s next for both fintech and life insurance.

Interview with Alex Matjanec, Founder & CEO of Wysh

Can you provide a brief overview of Wysh’s main services/products and how they meet the needs of customers?

Wysh provides a suite of life insurance products centered around accessibility, personalization, and embedded experiences. Our lead product, Life Benefit, embeds micro life insurance coverage within checking and savings accounts, with no sign-up procedure, underwriting, or fee to the consumer—it turns on automatically depending on their account balance. This makes protection effortless and immediate, especially for younger and underserved populations who have historically been left out of the life insurance system. It also gives our partners—banks and fintechs—a powerful tool for building long-term trust, driving deposit growth, and differentiating in a highly competitive market.

We also offer Wysh Term Life, a customizable policy that lets customers define their goals or “wyshes”—whether it’s paying off student loans or launching their ashes into space—and build coverage around those aspirations. These solutions meet customers where they are, especially younger and underserved audiences who have been excluded from traditional life insurance systems.

Many consumers view life insurance as complex and unnecessary. What strategies has Wysh implemented to shift this perception and make life insurance a natural part of financial planning?

We have made life insurance simple and portrayed it as something to give rather than do as a chore. Our communication is straightforward, empathetic, and centered on emotionally meaningful objectives. By integrating coverage into normal banking, Life Benefit reframes insurance as a passive asset that builds trust and loyalty. We also employ our Wysh Builder to assist users in planning in an open, even fun manner. Ultimately, what we aim to do is make protection —a quiet but powerful layer of financial wellness that comes standard, not extra.

Wysh’s Life Benefit product embeds micro life insurance into deposit accounts without requiring underwriting or sign-ups. What sets this solution apart and how has it been received by your partners and their customers?

Life Benefit is one of the broadest insurance solutions available today, with automatic coverage, no medical underwriting, opt-ins, or customer action required. For our banking and fintech partners, it is a differentiator driving deposit growth, lowering acquisition expense, and raising retention. Customers respond to protection that feels personal and effortless—making Life Benefit a trust-building tool, not just a perk.

With financial wellness becoming a priority for consumers, how does Wysh educate and empower users to make informed insurance decisions like determining the right amount of life insurance coverage with Wysh’s tools, like the Wysh Builder?

Financial wellness starts with simplicity and relevance. The Wysh Builder assists users in gauging their personal and financial goals—like paying off a mortgage, pet care, or childcare—and calculates how much they need to be covered in order to achieve those goals. We also lean into education through content, partnerships, and claims storytelling. Every interaction is designed to reinforce a clear message: this protection is for you, and it’s built around what you value.

Embedded finance is gaining momentum, with financial institutions seeking value-added services. How does Wysh differentiate itself in the fintech ecosystem to attract and retain partners?

We offer what many embedded solutions don’t: emotional utility. Others center on rates or automation, whereas Wysh brings peace of mind—a differentiator that resonates in a noisy market. Our seamless integration needs minimal effort and generates no interruption to current systems. We also assist partners in building stronger customer relationships as well as new streams of revenue through upselling opportunities. With Wysh, deposits become drivers of long-term retention—not just short-term wins.

As a company operating at the intersection of insurance and fintech, what challenges have you encountered in regulatory compliance, and how does Wysh ensure a balance between innovation and industry standards?

Insurance is one of the most regulated sectors in finance, and rightfully so. Wysh was built as a licensed carrier, not simply an intermediary, we control compliance, data integrity, and the end-to-end claims experience. We're AM Best A-rated and SOC 2 certified. Innovation at Wysh is never at the expense of regulatory rigor—it’s built in.

In an era where trust in financial institutions is critical, how does Wysh build credibility with both partners and end-users?

We build trust through through transparency, simplicity, and consistency. Our Wysh Granter Team offers white-glove concierge service to beneficiaries at the time of claims. For our partners, we deliver tried-and-tested results, secure infrastructure, and a flexible implementation process. Trust isn’t just built—it’s earned through every experience, and we take that responsibility seriously. Every interaction with Wysh is designed to deliver peace of mind—quietly, but meaningfully.

Looking ahead, how do you see Wysh evolving in the next five years, especially with the rapid growth of embedded finance and digital banking solutions?

In five years, Wysh aims to be the default embedded protection partner for financial institutions across the U.S. and beyond. Life Benefit is just the beginning start—we’re exploring ways to expand our platform with embedded disability coverage, digital will creation, and other personalized protection layers.

Our vision is simple: make financial protection invisible, seamless, and ever-present. The next generation doesn’t want to think about life insurance. With Wysh, they won’t have to—it’ll already be there. With Wysh, customers don’t need to seek out protection—it’s already built in.

Alex Matjanec: Visionary Entrepreneur and Founder of Wysh

Alex Matjanec, Founder and CEO of Wysh, is a visionary entrepreneur driven by a strong commitment to financial accessibility. Established from Founder and CEO, Alex Matjanec’s frustration with the outdated life insurance market—outdated, complex, and emotionally detached—Wysh was designed to meet modern consumers where they are. Previously the creator of MyBankTracker, Alex saw firsthand how people were optimizing their finances but had no easy access to meaningful financial protection. His leadership combines product empathy, technical innovation, and operational excellence. Alex is a passionate advocate for inclusive financial protection and continues to push Wysh to lead with purpose and impact.

“We didn’t set out to sell life insurance. We set out to make it disappear—by integrating it into the everyday financial tools people already use. Simple, Instant, And Life-Changing. That’s what real protection looks like for the next generation.”