Emma Labs Profile

Emma Labs logo.

Emma Labs is an insurance startup that is geared toward providing young adults and families with life insurance policies.

Founder(s): Félix Deschatelets, Gino-Sebastian Savard, Jacomo Deschatelets, Marc-Antoine Gagnon, Martin Savard

Industry: Healthcare

Website: https://emma.ca/

Founded in: 2017

Location: Canada

Email: jacomo.deschatelets@emma.ca

Interview With Jacomo Deschatelets

Describe your product or service:

“Life insurance.”

Describe your company values and mission:

“Building an incredible insurtech business to help protect families.”

How are you funded? I.e. venture capital, angel investors, etc.

“Angel investors.”

Did you always want to start your own business? What made you want to become an entrepreneur?

“Yes, my father is also an entrepreneur.”

How did you come up with your startup idea? How did you decide to actually act on the idea? What gave you confidence that you were on the right track?

“My brother and I are life insurance advisors.”

How did you come up with your company name? Did you have other names you considered?

“We wanted a women-oriented life insurance company.”

What is the greatest challenge you faced in starting your business, and how did you overcome it?

“Compliance. We have partnered with an insurer.”

Who is your product or service made for? Who is your target market?

“Young families.”

What’s your marketing strategy?

“Digital ads, email marketing, [and] word of mouth.”

How did you acquire your first 100 customers?


What are the key customer metrics / unit economics / KPIs you pay attention to to monitor the health of your business?

“Policies sold per week.”

What’s your favorite book on entrepreneurship?

“[Books by] Seth Godin.”

What is something that surprised you about entrepreneurship?

“It’s hard. Really hard.”

How do you stay motivated?

“Keep pushing. Little wins here and there.”

Did you have to develop any habits that helped lead you to success? If so, what are they?

“Do not work on Sunday.”

What are you most proud of as an entrepreneur?

“Build a great team.”

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