Marshmallow
1st Floor, The Featherstone Building, 66 City Road,
London, EC1Y 1BD,
United Kingdom
London, EC1Y 1BD,
United Kingdom
44 800-060-8622
Insurance
Marshmallow Technographics
Marshmallow Software Purchases and Digital Transformation Initiatives
Discover the latest software purchases and digital transformation initiatives being undertaken by Marshmallow and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 700 Marshmallow employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that Marshmallow has purchased the following applications: PayFit Expenses for Expense Management in 2021, PayFit Leave and absences for Absence and Leave Management in 2021, Sierra Platform for Generative AI Platforms in 2025 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems Marshmallow is running and its propensity to invest more and deepen its relationship with PayFit , Sierra , Google or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.
We have been analyzing Marshmallow revenues, which have grown to $245.0 million in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for Marshmallow intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.
Marshmallow Data, Technology Stack, and Enterprise Applications
ERP Financial Management
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| PayFit | Legacy | PayFit Expenses | Expense Management | ERP Financial Management | n/a | 2021 | 2021 |
In 2021, Marshmallow implemented PayFit Expenses as part of a PayFit deployment to run payroll and HR processes for its UK finance team, linking expense management to payroll workflows and employee self-service. The implementation targeted Expense Management use cases and introduced OCR-powered expense upload alongside automated payslips and pension handling within the same vendor environment.
PayFit Expenses was configured to capture employee receipts via OCR, streamline expense submission and approval workflows, and surface expense data to payroll for consolidated processing. Functional capabilities implemented included automated payslip generation, pension contribution handling, OCR receipt extraction for expense items, and employee-facing self-service for both payroll and expenses.
Operational coverage was focused on Marshmallow employees and the finance function in the United Kingdom, with the PayFit Expenses instance operating alongside PayFit payroll and HR processes used by the UK finance team. The deployment centralized expense intake and payroll processing in a single vendor platform, reducing manual handoffs between expense capture and payroll posting.
Governance and rollout emphasized finance team ownership of configuration and user enablement for employee self-service, standardizing approval paths and review checkpoints for expense claims. The implementation outcome reported a halving of time spent on payroll, improved accuracy, and increased employee self-service for payroll and expenses in the UK.
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HCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| PayFit | Legacy | PayFit Leave and absences | Absence and Leave Management | HCM | n/a | 2021 | 2021 |
In 2021 Marshmallow implemented PayFit Leave and absences as part of a broader PayFit HR and payroll adoption across its UK operations. The deployment was driven by a need to automate payroll and HR processes in the United Kingdom, and Marshmallow reported payroll time was cut roughly in half and payroll became more scalable as headcount grew.
The PayFit Leave and absences implementation centralized time-off request management, configurable leave policy enforcement, automated leave balance calculations, and multi-step approval workflows consistent with Absence and Leave Management functionality. The application was configured within PayFit’s HR and payroll suite to maintain native linkage between absence records and payroll calculations, supporting consistent treatment of paid and unpaid absences and reducing manual reconciliation.
Operational ownership resided with HR and payroll teams in the UK, with the solution providing a single source of truth for absence data and standardized request-to-pay workflows. Governance emphasized policy configuration and approval routing inside the PayFit Leave and absences module, enabling Marshmallow to scale absence administration alongside its growing employee base while preserving payroll accuracy.
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Core HR | HCM |
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2022 | 2022 |
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Onboarding | HCM |
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2021 | 2021 |
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AI Development
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Sierra | Legacy | Sierra Platform | Generative AI Platforms | AI Development | n/a | 2025 | 2025 |
In 2025, Marshmallow implemented Sierra Platform, a Generative AI Platforms solution, to operationalize customer-facing conversational agents within its Retention tribe. The Sierra Platform was deployed to support high-stakes journeys such as policy renewals and retention negotiations and is positioned as the core runtime for agentic conversational workflows across product and operations teams.
Implementation focused on conversational AI modules and lifecycle tooling, including prompt design and context management, model evaluation frameworks, and production monitoring systems. The Sierra Platform was used for end-to-end agent deployments, covering model iteration, experiment orchestration, troubleshooting, and ongoing refinement of conversational flows to approach human-equivalent performance in complex customer interactions.
Integrations emphasized cross-functional data and business alignment, with the Sierra Platform linked into Marshmallow’s data science pipelines and operational teams in Product, Operations, and Finance for evaluation, reporting, and decisioning. Operational coverage centered on customer-facing workstreams managed by the Retention tribe, supported by AI Applied Scientists who bridge model development and applied deployment responsibilities.
Governance and process changes included establishing robust evaluation and monitoring standards to meet compliance and regulatory expectations, formalized experimentation cycles, and a lifecycle ownership model for AI agent deployments. Rollout and ongoing operation were structured around iterative improvements, technical oversight from data science, and clear communication channels to senior leadership and business stakeholders.
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Collaboration
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Collaboration | Collaboration |
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2017 | 2017 |
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Collaboration | Collaboration |
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2022 | 2022 |
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CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Customer Data Platform | CRM |
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2018 | 2018 |
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Customer Experience | CRM |
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2019 | 2019 |
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Marketing Analytics | CRM |
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2018 | 2018 |
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Marketing Analytics | CRM |
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2019 | 2019 |
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Marketing Automation | CRM |
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2018 | 2018 |
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Marketing Automation | CRM |
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2019 | 2019 |
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Sales Automation, CRM, Sales Engagement | CRM |
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2021 | 2021 |
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Tag Management | CRM |
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2018 | 2018 |
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IT Asset Management
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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IT Asset Management (ITAM), SaaS Spend Management | IT Asset Management |
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2018 | 2018 |
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PaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Transactional Email | PaaS |
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2019 | 2019 |
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IaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Application Hosting and Computing Services | IaaS |
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2018 | 2018 |
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Content Delivery Network | IaaS |
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2023 | 2023 |
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Content Delivery Network | IaaS |
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2018 | 2018 |
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Content Delivery Network | IaaS |
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2019 | 2019 |
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IT Decision Makers and Key Stakeholders at Marshmallow
| First Name | Last Name | Title | Function | Department | Phone | |
|---|---|---|---|---|---|---|
| No data found | ||||||
Apps Being Evaluated by Marshmallow Executives
| Date | Company | Status | Vendor | Product | Category | Market |
|---|---|---|---|---|---|---|
| No data found | ||||||
FAQ - APPS RUN THE WORLD Marshmallow Technographics
Marshmallow is a Insurance organization based in United Kingdom,
with around 700 employees and annual revenues of $245.0 million.
Marshmallow operates a diverse technology stack with applications such as
PayFit Expenses, PayFit Leave and absences and Sierra Platform,
covering areas like Expense Management, Absence and Leave Management and Generative AI Platforms.
Marshmallow has invested in cloud applications and AI-driven platforms to optimize efficiency and growth,
collaborating with vendors such as PayFit and Sierra.
Marshmallow recently adopted applications including
Sierra Platform in 2025, Amazon CloudFront in 2023 and PayFit HRMS in 2022,
highlighting its ongoing modernization strategy.
APPS RUN THE WORLD maintains an up-to-date database of Marshmallow’s key decision makers and IT executives,
available to Premium subscribers.
Our research team continuously updates Marshmallow’s profile with verified software purchases,
vendor relationships, and digital initiatives identified from public and proprietary sources.
Subscribe to APPS RUN THE WORLD to access the complete Marshmallow technographics profile,
including detailed breakdowns by category, vendor, and IT decision makers.