Marrow Raises £1.5m to Help AI Agents Buy Insurance Safely

London-based insurtech startup Marrow has raised £1.5 million in pre-seed funding to build the infrastructure that allows AI assistants to quote, buy and service insurance while keeping insurers in control of regulated transactions.

The round was led by Insurtech Gateway, with participation from Seed X, Leo Capital, Portfolio Ventures and angel investors. The investment was announced on 22 October 2026.

Founded by Tim Graham and Adam Mesout, Marrow is addressing a growing challenge for the insurance industry as customers increasingly use AI tools to research and compare financial products.

Building the infrastructure for AI-powered insurance

AI assistants are moving beyond answering questions. They are increasingly capable of navigating websites, filling in forms and helping users complete transactions.

For insurers, this creates an opportunity to reach customers through new digital channels. However, insurance is a regulated industry, and companies remain responsible for ensuring that products are presented and sold correctly.

Marrow provides a connection between AI agents and insurers' existing pricing and policy systems. Rather than requiring insurers to rebuild their technology for every new AI platform, the company allows them to connect their systems through a single protocol.

The platform also establishes rules around what an AI agent can ask, which information it can use, what customers must see before receiving a price and how each interaction is recorded.

This gives insurers greater control over how their products are presented and sold, even when the customer is interacting through an external AI assistant.

Already working with Aviva

One of the company's most notable milestones is its production deployment with Aviva, which began in March 2026. Marrow says it completed the insurer's procurement, information security, legal and data protection reviews before going live.

The startup has also published its AMI Standards, an open framework designed to establish how AI agents request, compare, disclose and bind regulated insurance policies. Insurers and brokers are reviewing the standards across five lines of business.

The new funding will support engineering and commercial recruitment in London, onboarding additional insurance providers and developing the standards further.

Why this funding matters

Marrow is entering a market where AI could change how customers discover and purchase financial products. For insurers, the challenge is no longer simply whether customers will use AI, but how to participate in these interactions without losing control of compliance and customer protection.

For founders, the opportunity is particularly interesting. Marrow is not trying to build another consumer-facing chatbot. It is developing the infrastructure that could allow an entire regulated industry to operate through AI-powered channels.

Its early work with Aviva gives it a useful starting point, but wider adoption will depend on convincing more insurers, brokers and AI platforms to use its system and standards.

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Discussion question: As AI assistants become more capable of completing purchases, which industries do you think will need specialised infrastructure like Marrow's firs