Marrow gets $2m to give AI agents rules for insurance sales

Marrow, a startup in London, got $2m in pre-seed money from investors, with Insurtech Gateway as one investor. Marrow makes one access point where insurers give their products to AI agents, with rules for each sale. The insurer Aviva started to use it in March 2026. Marrow says the money is for more insurers and more work on its open standards.

How it works

Insurers connect their policy systems one time. Agents from different AI assistants then use one protocol (a set of rules for messages). The platform controls the questions for agents. It also controls the information that customers see before a price, and the records it keeps. Marrow does not recommend one product.

The numbers

Consumer Intelligence found that 18.7% of UK home insurance shoppers used AI tools. 14.5% used a broker. The research does not show how many persons buy with AI agents. Marrow gave no sales numbers.

What is not known

Marrow released its AMI Standards in September. This open framework tells agents how to find, compare and buy regulated insurance policies. Insurers and brokers test it for 5 product lines, and the feedback period ends on 13 November. Marrow says payment and retail systems for agents do not fit regulated insurance. It gave no test results.

Insight: Rules for agents are becoming gates

Stripe lets AI assistants pay invoices, and a person can make an approval necessary. Marrow sets the questions, the information and the records for insurance sales. This reads as a race to control the gate. The first rules that insurers use can set the terms. The owner of the gate also sees the records. Regulated firms must find out who writes the rules.