Marshmallow Move and Go telematics

Marshmallow is using telematics to widen the top of its funnel, not just to price risk better. Move gives Marshmallow a cheaper entry product for drivers willing to install a tag, while Go removes the hardware step and lets the company layer driving data onto any core plan. In practice this means Marshmallow can collect speed, braking, phone use, and trip data across more customer types, then use that data to sharpen pricing and claims handling over time.1 2 3 4 5

• Move is the more controlled setup. A tag is mailed to the customer, stuck behind the rearview mirror, and paired to the app over Bluetooth. Trips where the phone does not connect to the tag give limited data and do not count toward the driving score, which shows Marshmallow is prioritizing cleaner data capture over pure convenience.2 4 5
• Go is the lighter weight version. It runs through the phone alone, sits on top of Lightest, Essential, Original, or Plus, and gives an upfront discount for opting in. The app tracks speed limit adherence, phone handling, and braking and acceleration, making it a way to add behavior based pricing without changing the underlying insurance plan.3 6
• This fits Marshmallow's broader model. The company built its core underwriting around customers whose UK driving history is thin, especially immigrants, so international records and telematics help replace missing legacy data. That matters because Marshmallow is a full stack insurer and broker, so better scoring can improve both loss ratios and distribution economics at the same time.7 8

The next step is likely more of Marshmallow's book moving from one size fits all pricing toward behavior based pricing. As Go lowers friction and Move captures higher quality trip data, telematics can become a bigger part of how Marshmallow acquires lower risk drivers, keeps premiums competitive, and cross sells adjacent products like finance and van insurance.1 3 7 8