Marrow, a London-based InsurTech startup, has secured $2 million in pre-seed funding to develop a common framework that enables AI assistants to access and transact insurance products while giving insurers greater oversight of automated sales.
The funding round was led by Insurtech Gateway, with participation from Seed X, Leo Capital, Portfolio Ventures and angel investors. The investment will help Marrow expand its team, onboard additional insurance providers and advance its AMI Standards for AI-led insurance transactions.
The funding comes as AI tools increasingly influence how consumers research and choose insurance products. Research from Consumer Intelligence found that 18.7% of UK home insurance shoppers had used AI tools, compared with 14.5% who had used a broker. Although these figures do not indicate how many consumers complete purchases through AI agents, they point to the growing role of AI in insurance distribution.
For insurers, this development raises questions about customer access, regulatory compliance and control over the sales process. Blocking AI agents could restrict access to customers who rely on these tools, while allowing agents to navigate existing websites offers insurers less control over the information presented and the transaction records generated. Developing separate integrations for individual AI platforms could also add complexity as new distribution channels emerge.
Marrow aims to address these challenges through a single access point that allows insurers to make their products available to AI agents under defined rules. Insurers connect their existing pricing and policy infrastructure to the platform, enabling agents operating across different AI assistants to access insurance products through one protocol without requiring changes to insurers’ core systems.
The platform also provides oversight of the transaction process. This includes controlling the questions AI agents can ask, defining acceptable responses, specifying the disclosures customers must receive before obtaining a quote, and determining which records are retained for each interaction. Marrow does not generate demand or recommend one insurance product over another.
The company has been live with Aviva since March 2026, following the insurer’s procurement, information security, legal and data protection reviews. Other insurers, brokers and managing general agents (MGAs) have also signed up to the platform.
In September, Marrow released its AMI Standards, an open, machine-readable framework designed to establish how AI agents request, compare, disclose and bind regulated insurance policies. Insurers and brokers are evaluating the framework across five product lines, with feedback open until 13 November.
According to Marrow, existing agentic commerce infrastructure developed for payments and retail does not fully address the requirements of regulated insurance sales.
Marrow was founded by Tim Graham, formerly head of product at Ki, where he worked on small business insurance products, and Adam Mesout, a qualified actuary and founding engineer at Ki.
The new funding will support further hiring in London, broader onboarding across retail insurance lines, expansion into commercial insurance and continued collaboration with the industry group developing the AMI Standards.
