London-based InsurTech Marrow has raised $2m in pre-seed funding to develop infrastructure that enables artificial intelligence agents to quote, purchase and manage insurance policies within insurers’ regulatory requirements.
The round was led by Insurtech Gateway, with participation from Seed X, Leo Capital, Portfolio Ventures and several angel investors. Marrow will use the funding to expand its engineering and commercial teams, onboard additional product providers and develop its AMI Standards framework.
The raise comes as AI tools begin to influence how consumers research and select 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. While this does not establish how many consumers complete purchases through AI agents, it highlights the emerging role of AI in insurance distribution.
For insurers, the shift presents challenges around customer access, compliance and control. Blocking AI agents could limit access to customers using these tools, while allowing them to navigate existing websites provides less control over the information presented and the records created during a transaction. Building separate integrations for each AI platform could also increase complexity as new channels emerge.
Marrow aims to address these issues by providing a single access point through which insurers can make products available to AI agents under defined rules. Insurers connect their existing pricing and policy infrastructure to the platform, allowing agents from different AI assistants to access products through one protocol without requiring changes to core systems.
The platform also governs the transaction process, including the questions agents can ask, acceptable responses, disclosures customers must see before receiving a quote and the records retained from 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.
In September, Marrow released its AMI Standards, an open, machine-readable framework designed to define how AI agents request, compare, disclose and bind regulated insurance policies. Insurers and brokers are assessing the framework across five product lines, with feedback open until 13 November.
Marrow argues that existing agentic commerce infrastructure developed for payments and retail does not fully address the requirements of regulated insurance sales.
The company 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, expansion of onboarding across retail insurance lines and into commercial insurance, and continued work with the industry group developing the AMI Standards.
Marrow co-founder and CEO Tim Graham said, “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.”
Insurtech Gateway’s Dom Nolan added, “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.”
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