Adclear Partners with Scottish Widows for AI compliance trial

By Vriti Gothi

Scottish Widows has started a six-month trial of an AI-driven compliance platform developed by UK-based FinTech Adclear, aiming to streamline the approval of financial promotions and improve transparency in customer communications.

The insurance, pensions and investment provider, part of Lloyds Banking Group, will use Adclear’s software to review written, visual and video-led marketing content. The system assesses material against relevant FCA rules and surfaces any potential compliance issues, with the company stating the technology can reduce review time by as much as 88%.

The initiative comes as financial institutions face sustained regulatory scrutiny over customer communication, particularly regarding clarity, accuracy and suitability of promotions. Faster marketing cycles have increasingly resulted in tension between creative teams seeking agility and compliance departments responsible for oversight.

Scottish Widows said the pilot is expected to help marketing teams deliver campaigns more efficiently, while providing an audit trail to support risk and compliance functions. Other businesses within Lloyds Banking Group are observing the results of the pilot, indicating potential broader deployment.

“For modern marketeers, speed and iteration are essential. But optimising for pace can sometimes come at the cost of compliance, safety and accuracy. In finance, that’s simply not an option,” said Doni Hoti, CEO and co-founder of Adclear. He added that the partnership reflects the Group’s “spirit of innovation and commitment to integrity”.

Maria Herrero-Bullich, Chief Customer & Digital Officer at Scottish Widows, said the technology will support efforts to deliver “clear and relevant communications”, especially as customers increasingly interact with pensions and investment products through digital channels.

Adclear’s platform is already used by several UK financial services firms, including Plum, Yonder, FreeTrade and Trade Nation, as providers seek to align rapid marketing processes with regulatory expectations.