Marshmallow launches Marshmallow Assist, powered by the AA

By Joy Dumasia

Marshmallow, the digital insurance provider, has partnered with the AA to deliver award-winning roadside cover for its customers. New and existing customers who choose to add breakdown assistance to their insurance policy will have peace of mind that they are supported whatever happens on their journey, with Marshmallow Assist, powered by the AA. 

The partnership will enable Marshmallow customers who add breakdown cover to their policy to receive Roadside Assistance, Home-Start and National Recovery to support them with vehicle issues. Drivers can also be reassured the AA has them covered if they switch to electric vehicles. The breakdown provider has the highest number of EV trained technicians, and its innovative Freewheeling Hub has transformed the recovery process, enabling its Patrols to tow EVs when others can’t. 

Marshmallow is a transformative force in the insurance market, having approached the industry from a tech-first perspective, paving the way for data-driven cover that’s inclusive, unbiased and affordable. As a result, Marshmallow has seen rapid growth since it was established in 2017, and its partnership with the AA reflects its continued dedication to delivering the very best customer service. 

Oliver Kent-Braham, CEO and Co-Founder at Marshmallow, commented: “Marshmallow was established with customers front of mind and, as we grow, reducing driver stress remains our priority. Partnering with the AA is another key milestone and one which will enable us to ensure our customers get the very best experience at every stage of their journey. The AA has a long-standing, award-winning reputation for customer service, and we know that from the second one of our customers contacts them to register a breakdown, through to a Patrol arriving to support, that they’re in the very best hands.” 

Gavin Franks, director of business services at the AA, added: “Our partnership with Marshmallow is the perfect fit as customer service is so important to both businesses. We’re excited to be working with such a dynamic organisation that’s made such a real difference in making insurance accessible and affordable to so many, and its rapid growth is set to continue. We’ll be giving Marshmallow’s drivers total confidence that they’re supported at every stage of their journey.”

IBS Intelligence reported that Marshmallow, a licensed insurance carrier offering customers fairer, faster and cheaper insurance through its sophisticated use of technology, data, and AI, announces it has raised a further $85m.