InsurTech Eleos Life has secured $3m in capital from Mercurius Media Capital (MMC), a US-based media-for-equity venture fund, to accelerate brand awareness and customer acquisition across the United States.
The investment will give Eleos access to national advertising inventory across television, digital and cinema channels, allowing the company to expand its presence without using traditional venture funding to finance marketing campaigns.
MMC operates a media-for-equity model, providing advertising inventory through partners including Sinclair Broadcast Group, TelevisaUnivision and Atmosphere TV in exchange for equity stakes in portfolio companies.
Eleos launched its US business in 2025 and is focused on simplifying life insurance through fully digital applications for term life and disability cover that take minutes to complete and do not require a medical exam.
The InsurTech already operates in the UK, where it embeds insurance into digital journeys offered by banking and FinTech partners. Through more than 10 platform integrations, Eleos currently reaches close to five million consumers.
Piyush Puri, Founding Partner at Mercurius Media Capital, said, “Our investment in Eleos Life represents a perfect alignment of innovative technology and strategic storytelling. By bridging the gap between Eleos’s seamless digital platform and our vast network of national TV and cinema assets, we are creating a fast track for their U.S. expansion. We aren’t just investors; we are partners in scaling their visibility across every screen in America.”
Through the partnership, Eleos will gain access to MMC’s advertising network across media properties including A&E, Univision, Sinclair Broadcast Group and FirstMedia, helping the company build nationwide brand awareness.
In addition to media capital, MMC will also provide operational support through partners specialising in creative production, AI-driven content and go-to-market strategy.
Kiruba Shankar Eswaran, CEO of Eleos Life, said, “This partnership with Mercurius Media Capital isn’t just about funding; it’s about visibility. This investment allows us to tell our story on the biggest screens in the country, ushering in the next era of growth for Eleos in the United States.”
The investment adds InsurTech to MMC’s growing portfolio across sectors including consumer safety, smart home technology, real estate technology, FinTech and hospitality.
Since launching in December 2023, the fund has secured more than $200m in media capital commitments and deployed nearly $30m across portfolio companies.
The partnership also reflects the scale of the opportunity in the US life insurance market, where many Americans remain uninsured or underinsured despite growing demand for financial protection.
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