Marrow, a startup that lets AI agents quote, buy and service insurance on insurers’ terms, has raised £1.5 million in a pre-seed round led by Insurtech Gateway, with participation from Seed X, Leo Capital, Portfolio Ventures and angel investors. The funding supports engineering and commercial hires in London, onboarding more product providers and advancing Marrow’s open standards for agent-mediated insurance sales.
AI assistants have moved rapidly from answering insurance questions to purchasing cover. Meta’s Muse, a free agent that opens a browser, fills in forms and negotiates on the user’s behalf, launched in the US on 8 September with insurance bills among its first targets and became the number one app on the US App Store within ten days. OpenAI’s Dots, always-on agents working across more than 4,000 connected apps, followed on 29 September. UK customers were already using AI tools for insurance: 18.7% of UK home insurance shoppers used an AI tool when shopping, compared with 14.5% who used a broker, according to Consumer Intelligence.
Every interaction handled by an AI agent remains a regulated insurance sale, and the rules on how a policy is sold do not change when a customer uses an agent. Insurers today face a choice between blocking agents and risking lost customers, or allowing agents to drive existing websites and losing control over what was asked, what was shown and what can be evidenced afterwards. Market sensitivity to being bypassed is already visible, with Mony Group’s share price falling 13% in a day in February when a US comparison site put motor quotes inside ChatGPT.
Marrow act as a third answer by providing a front door built for agents. Insurers map their existing pricing and policy systems to Marrow once, without changing core systems. From then on, every agent, regardless of the assistant it comes from, accesses products through a single protocol. Marrow governs the sale in the middle, defining what the agent may ask, which answers count, what the customer must see before a price is given, and maintaining a record of the interaction. Product providers retain control of customers, pricing and underwriting, while Marrow focuses on the conduct of the sale rather than acquiring demand or advising between products.
Marrow has been in production with Aviva, the United Kingdom’s largest insurer, since March 2026, after completing procurement, information security, legal and data protection reviews, and has since signed a growing list of carriers, brokers and MGAs. In September Marrow published the AMI Standards, an open, machine-readable contract for how an agent requests, compares, discloses and binds a regulated policy, which insurers and brokers across five lines of business are now reviewing. The new funding will also support work to take the AMI Standards to a first full version with the working group. Marrow aims to provide insurance with shared rails for agents, similar to those that already exist in payments and retail commerce.
You don’t need to look closely to see that agents are driving a rapidly increasing number of insurance purchasing decisions and interactions. We think that’s great, and that can allow a really consumer-centric interaction, whilst creating a massive opportunity for insurers. However, these are still regulated insurance sales: there’s a high bar to clear to be sure that the consumer is safe and these interactions are robust. Marrow’s solving that problem by building the platform that enables insurance product providers to expose their products safely, and we’re working with the most forward-looking operators in the space to make sure they’re set-up to win in the agent economy. What was theory in this space six months ago is now reality, so we’re massively excited to have closed this round and be able to help our partners leap forward and meet their customers where they are.
We’re excited to be supporting Marrow leading their fundraise. As the shift to agentic commerce creates a new infrastructure layer for regulated products, insurance is one of the clearest places where that layer is needed. Marrow has a rare combination of founder-market fit, production proof with a Tier-1 insurer, and a regulatory and protocol head-start that is difficult to replicate through software alone.
AI distribution has moved from a future concern to a board-level priority for insurers, but there is still no regulated way for an agent to quote and bind a policy. Marrow is solving exactly that, and being live in production with the UK’s largest insurer at pre-seed stage is a very high bar. We are delighted to support Tim and Adam on this journey.
PV is delighted to be investing in Marrow’s pre-seed. Agentic commerce is coming and Marrow will be the infrastructure layer for regulated insurance. Tim has already proved so much in such a short space of time; there aren’t many founders that can close a tier-1 insurer so early in their journey and we’re excited for their progress in the next few years.
