marshmallow.com
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Marshmallow: The Insurtech Rebel Rebuilding Trust
How a UK newcomer used driving history to crack the insurance code for immigrants
Insurance giants like Aviva and Direct Line have spent decades building moats around data—yet a startup just 8 years old is tearing them down. Marshmallow doesn't sell policies; it sells fairness to a market everyone else ignored: UK newcomers.
"They didn't disrupt insurance—they simply stopped punishing people for not being born here."
The Invisible Customer Problem
UK newcomers face a brutal paradox: no UK driving history means no affordable insurance, but no affordable insurance means no driving history. Traditional insurers treat this as a risk calculation; Marshmallow treats it as a data problem. By accepting driving records from any country, they've unlocked a market segment worth billions that incumbents deliberately ignore.
The 16K Backlink Engine
Marshmallow's SEO strategy is surgical. While competitors burn cash on generic 'car insurance' keywords (294K monthly searches), they dominate long-tail queries like 'marshmallow insurance' (5.4K searches). With 16,480 backlinks, they've built authority in a space where trust is everything. Their 50% organic traffic share proves they're not buying customers—they're earning them.
The company's $155.4M revenue and 796 employees tell a story of disciplined scaling. Unlike many insurtechs that chase vanity metrics, Marshmallow's 40% direct traffic suggests strong brand recall—customers aren't just clicking ads; they're returning, referring, and staying.
- Tech stack includes PWA and Lazy Loading—optimized for mobile-first acquisition in a desktop-dominated industry
- Trustpilot score of 4.3/5 with 38K+ reviews—exceptional for insurance where complaints are common
- Leadership team includes co-founders Oliver Kent-Braham and Alexander Kent-Braham—founders who still code (David Goate is Chief Architect)
They're Not Selling Insurance—They're Selling Inclusion
Marshmallow's real product is dignity. In an industry built on exclusion, they've turned fairness into a $155M business—and they're just getting started.
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5 keywordsHow is Marshmallow's SEO?
Open Graph Image
https://cdn.prod.website-files.com/64ca30ad4f1f3d0d4bd24943/64e374cda0261c94c56b2f4d_Home.png
Meta Tags
Find Cheap Driving Insurance for UK Newcomers | Marshmallow
Find cheap driving insurance for UK newcomers at Marshmallow. Get fairer prices based on your driving history in any country. Start your quote today!
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Reviews (20)
Brilliant & amazing service very easy…
Brilliant & amazing service very easy and straight forward i would recommend anybody to go with them
Best service so far!
Best service so far!
Billie was a wonderful Agent
Billie was a wonderful Agent, rated 100% for clear explanation, great choice of words, calm and collected
Lovely and helpful
Lovely and helpful
Penelope team member helped me a lot…
Penelope team member helped me a lot today 👍
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About marshmallow.com
Find cheap driving insurance for UK newcomers at Marshmallow. Get fairer prices based on your driving history in any country. Start your quote today!
Company Overview
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Technology Stack
marshmallow.com uses 27 technologies across their website including Font Awesome, Google Fonts, Okta, HSTS, and more.
Fonts
Font Awesome, Google Fonts
Authentication
Okta
Security
HSTS
CMS
Webflow
CDN
unpkg
Cloud & Hosting
Amazon Web Services, AWS CloudFront
Traffic & Audience
marshmallow.com receives approximately 182.1K monthly visitors and ranks #177,455 globally. The website has a bounce rate of 45% with visitors viewing an average of 4.7 pages per visit. Users spend an average of 1:53 on the site.
The majority of marshmallow.com's traffic comes from undefined, undefined, .
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