Why is Marsh trying to squash startup Marshmallow?
David v Goliath legal battle hots up
Marsh, the global insurance broking giant, has become embroiled in a trademark dispute with a promising UK InsurTech startup - Marshmallow.
Marshmallow, a company of 6, has found itself paying £000’s of legal fees fighting a trademark case for the right to protect their name against one of the world’s largest brokers.
This is surprising, not just because Marsh and Marshmallow are two completely different things, visually, orally and conceptually…
- A marsh is an area of low-lying land which is flooded in wet seasons or at high tide, and typically remains waterlogged at all times.
- A marshmallow is soft squidgy sweet made from sugar and gelatin
…but also because Marsh states on their website that they support small businesses and are great supporters of InsurTech.
Large incumbents should be supporting not stifling innovation
Twin Founders, Oliver and Alexander Kent-Braham (pictured) have been quoted saying that large companies should be spending their time supporting innovation rather than stifling it. I tend to agree, maybe you do too.
After all does Marsh, a mega broker employing over 60,000 people in 130 countries, really have anything to fear from a InsurTech start up with a handful of staff, which is not even competing in their space, the UK motor insurance market?
Marshmallow will be launching in 2018 to help people who have moved to the UK, a segment that is underserved and often financially excluded, get insurance they can understand and afford.
Do the right thing Marsh, take your Goliath foot off of Marshmallow, an InsurTech startup with a bright future that you should be supporting not trying to squash before they get started!
What happened next?
Marshmallow appointed NextGen Communications to run a targeted media campaign, aimed at getting Marsh to back down through not wanting the negative publicity of squashing an InsurTech start up, before they'd truly started.
Our client Marshmallow got a ton of media coverage, including in the Times, naming and shaming Marsh, who then backed down before the case went to the IP hearing.
“The great press coverage you got for Marshmallow almost certainly forced Marsh to backdown in the IP case, to avoid more bad publicity.”
Oliver Kent-Braham, Founder, Marshmallow
In the end, it was a sweet victory!
To find out more about Marshmallow and their offering: www.marshmallow.co
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