Category: Insurtech · Reviewed by Taylor Watts, Broker · New Business · Last reviewed 2026-06-05
Marshmallow is a UK motor insurance insurtech founded in 2017 by twin brothers Alexander and Oliver Kent-Braham, with David Goaté co-founding. Marshmallow operates as a PRA-authorised UK insurer (Marshmallow Insurance Limited), specialising in motor insurance for customers with non-standard backgrounds — particularly migrant customers without an established UK credit or insurance history.
Category: Insurtech Also known as: Marshmallow Insurance Established: 2017 Related concepts: Insurtech, Algorithmic underwriting, Telematics insurance
Marshmallow’s commercial proposition is motor insurance for traditionally underserved or mispriced segments of the UK market — newly arrived migrants, drivers with foreign licences, and other groups whose risk is typically loaded by mainstream insurers using legacy variables. Marshmallow uses a combination of alternative data sources and machine learning to underwrite these segments more accurately.
Marshmallow Insurance Limited is a UK insurer authorised by the Prudential Regulation Authority and regulated by the FCA and PRA, with full FCA Register status. The PRA authorisation makes Marshmallow distinct from the many UK insurtech intermediaries that distribute policies underwritten by third parties — Marshmallow is the underwriter on risk. The corporate group has raised multiple rounds of venture funding and has been valued in the hundreds of millions; its current authorisation status and capital position should be verified through PRA and FCA published data.
Marshmallow’s quote-and-bind process is direct-to-consumer through its website and through comparison aggregators. The underwriting model uses traditional variables supplemented by data sources targeted at the underserved segments — for example, foreign no-claims history data, country-of-origin risk factors, alternative credit data. Pricing decisions are subject to UK GDPR Article 22 considerations on automated decision-making and to the Equality Act 2010 prohibition on direct discrimination.
Marshmallow has from time to time launched variant products, including products targeted at gig-economy drivers, foreign-licence drivers, and newer-driver segments. The core product is comprehensive private motor insurance.
A newly arrived UK resident with a 5-year European driving licence and no UK address history: a mainstream insurer might quote £2,400 (or decline); Marshmallow’s underwriting may price the risk at £1,500 by giving credit for the foreign no-claims history and weighting risk variables differently.
This entry is part of the Apex Insurance Wiki. Last reviewed by Matt Bartlett on 2026-06-05. Next review: 2026-12-05.
Apex Insurance Brokers Limited. Authorised and regulated by the Financial Conduct Authority, FRN 724952. Registered in England and Wales, Companies House 07014570. This entry provides general information about UK insurance concepts and is not regulated advice. Consult your insurance broker on your specific position.
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