Marshmallow has partnered with communications compliance platform Adclear to strengthen oversight of its financial promotions as UK financial services firms face increasing regulatory scrutiny under the Financial Conduct Authority’s Consumer Duty framework.

The London-based insurtech will integrate Adclear’s AI-powered compliance technology into its existing approval process to support the review of marketing materials across its Motor Insurance, Motor Finance and Home Insuranceproducts.

Supporting marketing compliance

The platform will review website content, social media posts, advertising and other customer communications, identifying potential compliance issues before content is published.

Adclear’s technology is designed to complement existing compliance processes rather than replace manual reviews, helping firms improve consistency while identifying language that could affect customer understanding or fair outcomes.

Marshmallow said human oversight will remain central to the approval process, with its compliance team retaining responsibility for final sign-off on all financial promotions.

The platform will be used across the insurer’s Marketing, Product and Compliance teams.

Focus on customer understanding

The partnership is particularly relevant for Marshmallow’s customer base, which includes people who are new to the UK and may have limited familiarity with the country’s insurance market.

The company said AI will support, rather than replace, the judgement required to identify vulnerable customers and assess communications within its existing Consumer Duty and conduct risk frameworks.

Executive comments

A Marshmallow spokesperson said the company wanted to maintain the speed of its marketing activities while ensuring customer communications remain clear and compliant.

“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.”

Joe Jordan, co-founder of Adclear, said clear customer communications are becoming increasingly important as regulatory expectations evolve.

“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.”

Expanding compliance technology

Adclear’s platform is already used by several financial services firms, 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 to support compliance and governance processes.