Our Mission is to Back the Ones Who Step Outside the Norm: Alexander Kent-Braham, Co-CEO of Marshmallow

Marshmallow is a technology-driven insurance company offering fair and affordable car insurance to people moving to the UK. Traditional insurers often overcharge newcomers due to outdated pricing models, but Marshmallow uses advanced technology to provide policies that reflect each customer’s true risk. Since launching, the company has sold over half a million policies and serves hundreds of thousands of users through its app. Recognized by the Financial Times as Europe’s second fastest-growing company, Marshmallow is committed to making insurance more inclusive and accessible for those who need it most.

In Conversation with Alexander Kent-Braham, CO-CEO of Marshmallow

What inspired you to start Marshmallow?

We saw a huge gap in the insurance industry. People moving to the UK were being charged unfairly high premiums simply because traditional insurers weren’t set up to assess their risk properly. The system wasn’t working for them, and we knew there had to be a better way. That’s why we built Marshmallow—to create fairer insurance pricing and provide better options for people who were previously overlooked.

How does Marshmallow approach pricing differently from traditional insurers?

Unlike legacy insurers that rely on outdated models, we use our own technology to build more accurate pricing models. We analyze a wider range of data points to better understand each customer’s unique background. This allows us to offer fairer prices to those who would otherwise be penalized by a system that doesn’t account for their experiences.

How has Marshmallow grown since its launch?

We’ve helped hundreds of thousands of customers secure fair insurance policies. So far, we’ve sold over half a million policies, and our app is used by hundreds of thousands of people every year. The Financial Times recognized us as the second fastest-growing company in Europe, which is a huge validation of our approach.

What keeps you motivated as a leader?

Seeing the real impact we have on people’s lives. Insurance isn’t just a financial product—it’s peace of mind, and when someone tells us we’ve made a difference for them, that’s what drives us forward. We also have an amazing team, and working with such talented and passionate people makes the journey even more rewarding.

What challenges have you faced along the way?

Building a company that challenges an established industry isn’t easy. There have been regulatory hurdles, technical challenges, and the constant need to prove that a new approach can work. But we’ve stayed committed to our mission, and the success we’ve had so far proves that we’re on the right path.

What advice would you give to aspiring entrepreneurs?

Focus on solving real problems. The most successful companies aren’t just the ones with the best tech or the biggest funding rounds—they’re the ones that actually make life better for people. And don’t be afraid to challenge the status quo. If something isn’t working, fix it.

What’s next for Marshmallow?

Right now, we’re still laser-focused on supporting newcomers to the UK. But we know there are millions of other people who struggle with financial exclusion for different reasons. We want to expand our impact by learning about their experiences and designing solutions that work for them.

Alexander Kent-Braham, Co-Founder & Co-CEO, Marshmallow

We started Marshmallow when we found out how unfair insurance prices are for people who move to the UK. Purely because the industry hasn’t given this huge cohort of people a second thought, and isn’t set up to price them properly.