Marshmallow has partnered with compliance technology provider Adclear to strengthen oversight of its financial promotions, as insurers face growing regulatory scrutiny under the FCA’s Consumer Duty regime.
The UK InsurTech will integrate Adclear’s AI-powered compliance platform into its existing approval workflow, allowing its marketing, product and compliance teams to assess website, social media and advertising content against the latest FCA requirements before it is published.
The partnership comes as insurers continue to invest in technology that can support compliance without slowing product development and customer communications. It also reflects the growing adoption of AI across regulatory workflows, with firms seeking to improve consistency while maintaining human oversight of financial promotions.
Adclear’s platform scans content for potential compliance issues and recommends amendments to align promotions with regulatory requirements covering Marshmallow’s motor insurance, motor finance and home insurance products. While the technology automates much of the initial review process, Marshmallow’s compliance team retains responsibility for final approval.
The move is particularly relevant given Marshmallow’s focus on providing insurance for newcomers to the UK, many of whom may be navigating the domestic insurance market for the first time and therefore rely on clear, accessible customer communications.
Rather than replacing manual compliance reviews, the platform is designed to strengthen existing processes by improving consistency and helping teams identify potential Consumer Duty risks before content reaches customers.
Adclear’s platform is already used by financial services firms including Lloyds Banking Group, PensionBee, IG Group, Freetrade, Yonder, Trade Nation, ActivTrades, Ocean Finance and Flagstone to review financial promotions and maintain audit trails for compliance teams.
A Marshmallow spokesperson said, “Marshmallow specialises in car insurance designed for newcomers to the UK. That means it’s critical that our marketing content, aimed at customers who may be navigating UK insurance for the first time, is clear. We wanted a way to continue working at pace without ever cutting corners on clarity, accuracy or compliance. Adclear gives our team the confidence to publish efficiently, knowing every piece of content has been checked against the latest regulatory standards before it reaches a customer.”
Adclear co-founder Joe Jordan added, “Trust is everything in insurance, and that starts with how clearly and fairly brands communicate with customers. Financial promotions are evolving rapidly, and our AI gives Marshmallow a way to move quickly, whilst being certain that they’re complying with the latest rules and regulations. With the FCA starting to scrutinise breaches of Consumer Duty, it’s never been more critical that brands adhere to the rules.”
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