Marshmallow

The firm was co-founded by Alexander Marshmallow, who launched it after observing that UK motor insurers systematically overpriced people who moved to the country by ignoring their overseas driving history. The firm refers to itself as purpose-led from the start. No other named principals or C-suite executives were identified in the available source material.

Marshmallow builds its own pricing and fraud models that accept driving experience from any country without requiring a translated claims history. It converts foreign no-claims records into UK No Claims Discount years immediately, which can reduce premiums by up to 40%. Most legacy insurers either disregard non-UK experience entirely or apply minimal credit, effectively pricing newcomers as new drivers.

Marshmallow sells only fully comprehensive motor insurance. It does not offer third-party only or third-party fire and theft cover, which are the minimum statutory requirements in the UK. Policies are split into four tiers — Lightest, Essential, Original, and Plus — each adding bundles such as breakdown cover, legal expenses, and windscreen protection.

The firm reports it has sold over half a million policies and now helps hundreds of thousands of UK newcomers each year. Policyholders access the product through the Marshmallow app, direct website, and UK price comparison websites such as Confused.com. The firm states that 79% of its active policyholders are new to the UK, and it operates exclusively within the United Kingdom.

According to the Financial Times, Marshmallow was the second fastest-growing company in Europe. Its own 2025 pricing data, based on policies sold through Confused.com, shows a £392 average saving for UK newcomers against the next cheapest quote, with the largest differentials observed for drivers from Pakistan and the smallest for those from Zimbabwe. The firm continues to recruit as it scales its London-based operations.