Lovethorn is an insurtech company launched in 2023, aiming to revolutionize risk in the insurance industry. It focuses on making insurance fair, efficient, and sustainable by using advanced analytics and AI to personalize cover, reduce claims, and fraud[3][4]. Lovethorn targets health-impaired lives, offering customer-first, AI-driven insurance solutions[5]. Their unique selling proposition is aligning insurer and customer interests through technology, prioritizing people-centric approaches[4]. The company is based in London and operates under Lovethorn Ventures Limited, registered in St. Albans[1][2].