Marrow, a London-based InsurTech startup, has raised $2m in pre-seed financing to establish a common framework for AI assistants to access and transact insurance products, giving insurers greater oversight of how automated sales are conducted.

Insurtech Gateway led the funding round, joined by Seed X, Leo Capital, Portfolio Ventures and angel investors. The investment will support team expansion, the addition of more insurance providers to Marrow’s platform and further development of its AMI Standards for AI-led insurance transactions.

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.

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