As the FCA increases its focus on Consumer Duty compliance, UK InsurTech Marshmallow has partnered with communications compliance platform Adclear to strengthen oversight of its financial promotions.
The London-based insurer will integrate Adclear’s AI-powered compliance technology into its existing approvals process to help ensure marketing content complies with the latest FCA requirements. The rollout will cover website content, social media, advertising and other customer communications across Marshmallow’s Motor Insurance, Motor Finance and Home Insurance products.
The partnership comes as firms across financial services face greater regulatory scrutiny over Consumer Duty and financial promotions. Rather than replacing manual compliance reviews, Adclear’s technology is designed to strengthen existing processes by improving consistency and helping firms identify language that could undermine customer understanding or fair outcomes.
The focus on clear communications is particularly relevant for Marshmallow, which provides insurance products for people who are new to the UK and may be unfamiliar with the domestic insurance market.
Human oversight will remain central to the process. Marshmallow said AI will support, rather than replace, the judgement needed to identify vulnerable customers and assess financial promotions within its existing Consumer Duty and conduct risk frameworks.
The platform will be used across Marshmallow’s Marketing, Product and Compliance teams, automatically reviewing content and flagging potential compliance issues before publication. While AI supports the review process, Marshmallow’s compliance team will retain responsibility for final approval.
Adclear’s platform is already used by financial institutions including Lloyds Banking Group, PensionBee, IG Group, Freetrade, Yonder, Trade Nation, ActivTrades, Ocean Finance and Flagstone. The company said its technology reviews financial promotions against regulatory requirements while creating an audit trail 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 said, “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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