Adclear, the UK's leading compliance platform for financial marketing and communications, has today announced a partnership with car insurance provider Marshmallow to transform how the insurtech keeps marketing materials compliant. Marshmallow will integrate Adclear's cutting-edge compliance technology into its existing approvals workflow to ensure all website, social media, marketing and advertising content adheres to the latest FCA Consumer Duty requirements.
Marshmallow is rolling out Adclear's AI across its Marketing, Product and Compliance teams. The tech will analyse marketing output and flag any changes required to bring promotions in line with relevant regulations, with compliance retaining final sign off on all content. This includes content and assets created to promote Marshmallow's Motor Insurance, Motor Finance and Home Insurance products.
By enhancing the traditional manual review process, Adclear's technology increases the robustness and consistency of Marshmallow’s compliance reviews, enabling teams to maintain high-quality and clear communication in line with FCA Consumer Duty. This ensures that Marshmallow can have absolute confidence that every piece of content meets the organisation's rigorous internal standards.
Its review process is specifically designed to ensure all messaging is accessible, fair, and avoids complicated jargon, prioritising customer understanding and fair outcomes over the speed of publication.
Adclear's AI is relied on by marketers from across the financial sector to ensure that financial promotions adhere to relevant regulations, whilst providing an in-depth audit trail for compliance teams. Its technology is already used by Lloyds Banking Group, PensionBee, IG Group, Freetrade, Yonder, Trade Nation, ActivTrades, Ocean Finance and Flagstone, as well as one of the world's largest crypto exchanges and the UK's largest neobank.
This technology supports, but does not replace, human oversight for Marshmallow, which remains critical for the identification of vulnerable customers and the fair assessment of Marshmallow’s financial products, as required by the firm’s internal conduct risk and Consumer Duty frameworks.
A spokesperson at Marshmallow, 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 fair, clear and not misleading. 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 at Adclear, 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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