TL;DR
- Insurtech Gateway led Marrow’s $2m pre-seed round, with participation from Seed X, Leo Capital, Portfolio Ventures and angel investors.
- Marrow is building infrastructure that lets AI agents quote, buy and service insurance on the insurer’s terms.
- The company has been in production with Aviva since March 2026 and has published open standards for agent-led insurance transactions.
Marrow has raised $2m in a pre-seed round led by Insurtech Gateway, with participation from Seed X, Leo Capital, Portfolio Ventures and a group of angel investors. The funding will support engineering and commercial hires, bring more product providers onto the platform and help take the AMI Standards to their first full version.
Marrow is building infrastructure that lets AI agents quote, buy and service insurance on the insurer’s terms. As more customers use AI to research and shop for products, insurers face a new distribution question: how to make their products accessible through agents while retaining control over how a regulated sale is conducted.
Making insurance accessible to AI agents
AI tools are already part of some customers’ insurance shopping. Consumer Intelligence found that 18.7% of UK home insurance shoppers had used them, compared with 14.5% who had used a broker. That does not mean an AI agent completed the sale. It does show that customers are bringing AI into the purchase process.
“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.”
Tim Graham, co-founder and CEO of Marrow
For insurers, the challenge is how to respond. Block agents and risk losing access to customers using them. Let them navigate an existing website and the insurer may have little control over what is asked, what is shown or what can be evidenced afterwards. Build a separate integration for every AI platform and the work may need to be repeated each time a new channel emerges.
Marrow’s approach is to provide a front door built for agents, on the insurer’s own terms.
One connection, with checks in the middle
An insurer maps its existing pricing and policy systems to Marrow once, with no change to its core systems. From then on, every agent, whichever assistant it comes from, reaches those products through one protocol.
Marrow governs the sale in the middle: what the agent may ask, which answers count, what the customer must see before a price, and the record of the interaction.
Marrow does not acquire demand or advise between products. Its focus is the conduct of the sale itself, in a setting where the insurer does not control the agent on the other side.
Production experience and open standards
Marrow has been in production with Aviva since March 2026, after clearing the insurer’s procurement, information security, legal and data protection reviews. It 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 AI agents request, compare, disclose and bind a regulated policy. Insurers and brokers are reviewing the standards across five lines of business, with the comment window open until 13 November.
Payments and retail commerce already have shared rails agents can use. Insurance needs its own, because protocols built for goods do not address the requirements of a regulated insurance sale. Marrow is building that infrastructure and bringing market participants into the standards process.
Why Insurtech Gateway invested
At Insurtech Gateway, we invest in early-stage ventures using technology to transform how risk is measured, mitigated and managed. Marrow is working on a new route for insurance distribution, where the opportunity depends on solving the practical questions of control, visibility and evidence.
The team brings strong experience from within insurance. Co-founder Tim Graham has spent his career in insurtech, most recently as Head of Product at Ki and previously building products for small business insurance. Co-founder Adam Mesout was a founding engineer at Ki, where he built core tooling, and is a qualified actuary.
“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.”
Dom Nolan, Insurtech Gateway
The new funding will help Marrow expand its engineering and commercial teams in London, onboard more product providers across every retail line and into the commercial market, and take the AMI Standards to a first full version with the industry working group.
Get in touch
If you are building a business using technology to solve a difficult problem in insurance, learn more about Insurtech Gateway.