Marshmallow vs Openly
Marshmallow vs Openly, compared side by side on 15 data points: what each one does, how big it is, what it has raised, the tech running each site, and what users report. We score both out of 100 on traction, team and visibility: Marshmallow is on 66/100 and Openly on 11/100.
Where each one leads
Marshmallow
- our overall score: 66/100 against 11/100
Openly
- domain rating: 70/100 against 56/100
At a glance
| Measure | Marshmallow | Openly |
|---|---|---|
| What it is | A UK-based fintech company providing insurance and financial services to newcomers and underserved communities. | A modern homeowners insurance company. |
| Category | InsurTech, Fintech, Insurance Broker, Embedded Finance | InsurTech, Fintech, Real Estate |
| Sells toBusiness model | B2C | B2C |
| Offering | Software | platform | services | Platform |
| Founded | 2017 | 2017 |
| Headquarters | London, United Kingdom | Boston, USA |
| Status | Active | Active |
Size, funding and growth
| Measure | Marshmallow | Openly |
|---|---|---|
| Employees | 669 | Not published |
| Total funding | $195M | Not published |
| Latest round | Series C | Growth |
| Valuation | $2.0B | $1.1B |
| LinkedIn followers | 35,308 | Not published |
StartupHub scores
Our own 0-100 ratings. They measure company strength and site quality, not which product suits you.
| Measure | Marshmallow | Openly |
|---|---|---|
| StartupHub scoreOur 0-100 rating | 66/100 | 11/100 |
| Traction | 60/100 | Not published |
| Team | 70/100 | Not published |
| Search visibility | 33/100 | 14/100 |
| Quality | 78/100 | Not published |
| Agent readinessHow well an AI agent can read and act on the site | D (40/100) | D (40/100) |
| Domain ratingLink authority, 0-100 | 56/100 | 70/100 |
Technology
Detected on each public site, so it reflects the marketing stack as well as the product.
| Measure | Marshmallow | Openly |
|---|---|---|
| Hosting | AWS | Not detected |
| CDN | CloudFront | Cloudflare |
| Frameworks | Next.js | Not detected |
| Analytics | Google Analytics 4 | Google Analytics 4, Google Tag Manager, Segment, Hotjar |
| Support stack | Not detected | Zendesk |
Marshmallow vs Openly: common questions
Which is better, Marshmallow or Openly?
On our 0-100 score Marshmallow rates higher (66/100 against 11/100). The score weights traction, team, visibility and profile completeness, so it reflects company strength rather than which product suits you. We compare the two on 15 data points above: read the rows that match what you are buying for.
How do Marshmallow and Openly compare on the numbers?
Marshmallow leads on our overall score (66/100 against 11/100). Openly leads on domain rating (70/100 against 56/100).
Read the full Marshmallow review and pricing or the Openly review and pricing. You can also browse other Marshmallow alternatives we track.