Eleos Life Secures $3M Media-for-Equity Investment from Mercurius Media Capital to Accelerate U.S. Growth

Eleos Life, the innovative insurtech company redefining modern life insurance, today announced it has secured $3 million in capital from Mercurius Media Capital (MMC), the first U.S.-based media-for-equity venture fund. This strategic investment is designed to accelerate Eleos’s brand awareness and customer acquisition across the United States through MMC’s portfolio of national television, digital, and cinema advertising. 

MMC’s model works differently from traditional venture funding. Rather than writing a check, the fund provides advertising inventory – across partners including Sinclair Broadcast Group, TelevisaUnivision, and Atmosphere TV – in exchange for equity. For a company building consumer awareness from the ground up, that structure means national-scale media reach without burning through cash reserves.

Having launched in the U.S. in 2025, Eleos has been expanding its reach, fulfilling its mission of making personal protection accessible through easy-to-use, jargon-free term life and disability insurance. Applications are fully digital, take minutes, and require no medical exam. The company already operates in the UK, where it embeds coverage into the digital journeys of banking and fintech partners, reaching close to 5 million consumers through more than 10 platform integrations. 

“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,” said Piyush Puri, Founding Partner at MMC. “We aren’t just investors; we are partners in scaling their visibility across every screen in America.”

Through the partnership, Eleos Life gains access to MMC’s premium advertising inventory across national television, digital platforms, and cinema. This enables Eleos to scale its brand through a powerhouse roster of media properties, including A&E, Univision, Sinclair Broadcast Group, and FirstMedia, among others. 

In addition to media capital, MMC will provide operational support through its ecosystem of partners across creative, AI-driven content, and go-to-market execution, enabling Eleos to scale efficiently while building a category-defining brand in insurance.

The Eleos investment adds insurtech to MMC’s growing portfolio, which now spans consumer safety, personal security, smart home, real estate technology, fintech, and hospitality. Since launching in December 2023 with over $200 million in media capital commitments, MMC has deployed nearly $30 million across its portfolio companies. The fund was co-founded by Satyan Gajwani and Piyush Puri, who bring a combined $3 billion track record in media investments through The Times of India Group. 

“This partnership with Mercurius Media Capital isn’t just about funding; it’s about visibility,” said Kiruba Shankar Eswaran, CEO of Eleos Life. “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 U.S. life insurance market remains significantly underpenetrated, with industry data consistently showing that a majority of Americans are either uninsured or underinsured. Eleos and MMC see that gap as a distribution problem, not a demand problem – and believe that sustained national media presence is the lever that closes it.

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