Marshmallow

Marshmallow is a UK insurtech company that built its car insurance product specifically to serve drivers who are often quoted unfairly high premiums by traditional insurers, particularly newer residents, foreign nationals, and drivers with limited UK credit or driving history that conventional underwriting models penalize heavily despite those factors not necessarily reflecting real driving risk. The company built its own underwriting models using a broader and more nuanced set of data signals than traditional insurers typically rely on, aiming to price policies based on a more accurate picture of actual risk rather than defaulting to high premiums for anyone who doesn't fit a standard, established customer profile. Its fully digital application and claims process lets customers get a quote, purchase a policy, and file a claim entirely through Marshmallow's app and website, without the phone calls and paperwork that have traditionally characterized buying car insurance from legacy providers. Marshmallow's telematics-based products can also use driving behavior data from a customer's phone to offer more personalized pricing based on how someone actually drives, rather than relying solely on demographic proxies for risk. The company positions itself explicitly as building fairer insurance products for underserved customer segments the broader insurance industry has historically been slow, or unwilling, to price accurately, giving those drivers materially better options than the inflated quotes they'd typically receive elsewhere.