Marshmallow unveils Marshmallow Assist for roadside cover

InsurTech firm Marshmallow has launched Marshmallow Assist, an AA-backed program to provide roadside cover for its customers.

According to Marshmallow, through Marshmallow Assist, 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.

The company added that 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 any vehicle issues.

Since its founding in 2017, Marshmallow claims it has seen rapid growth and its recent partnership ‘reflects its continued dedication to delivering the very best customer service’.

Marshmallow CEO and co-founder Oliver Kent-Braham said, “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.”

AA business services director Gavin Franks 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.”

In 2021, Marshmallow raised $85m, valuing it at more than $1.25bn and making it the second British Black-founded unicorn.

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