Marloo raises £7.4m seed to automate advisers' paperwork and compliance with AI
This article covers Marloo, a SaaS startup that has closed a seed funding round of £7.4m to accelerate its AI assistant for financial advisers. The funding aims to scale a productivity-focused tool that automates paperwork, compliance and client context, supporting financial advisers and small and mid-size advice firms.
Marloo, a SaaS startup, has closed a seed funding round of £7.4m to accelerate its AI assistant for financial advisers — software that its founders say automates paperwork, compliance and client context so advisers can focus on advice. The raise underlines momentum for productivity-focused AI tools in regulated professions.
Why it matters
Marloo says more than 650 firms across six countries are paying customers less than a year after launch, with revenue growing more than 40% month on month and churn close to zero. Those adoption figures suggest the product is solving immediate capacity and compliance pain points for small and mid-size advice firms.
In the announcement, Paul Shorten, Blacktower Financial, said:
Marloo has changed my working world. Since January, my close rate with clients has risen to 90%, my work rate has quadrupled, and I've been actively showing other advisers what it can do.
In the announcement, Max Spurgeon, Legal and Medical, said:
Every advice firm would benefit from a partner like Marloo. We got there early and the advantage is already showing. More capacity, stronger compliance, and advisers who can focus on what they do best. This is what the future of the profession looks like and I am excited to see how it develops further.
Inside the product
Marloo began as an AI notetaker but has expanded to automating tasks around the advice process: producing documents, surfacing client context across conversations, and handling compliance workflows inside a single platform. That is a meaningful shift for advisers who still spend hours on admin and document preparation.
In the announcement, Alexander Rankin CFP, Director, Artisan Wealth, said:
Marloo has not stopped blowing my mind. Work that would have taken thirty minutes in Excel now happens instantly, inside the same platform I use for everything else. It started as a notetaker. It's becoming the way I run my practice, and I think it's going to run the whole profession.
In the announcement, Ashley Pickett, Director, Everest Wealth, said:
Marloo has changed the economics of our practice. Advice documents that took eight hours now take less than half that. We've grown client capacity without hiring, enabling us to focus more on delivering for our clients. Marloo is quickly becoming a significant backbone of our business.
In the announcement, Simon Hepple, Wealth Adviser, said:
In 20 years in this industry, Marloo is the biggest leap in technology I've ever seen. I was sceptical at first. Now I'm saving seven hours a week, I'm fully present with every client, and I'm catching things I used to miss. It's changed how I do the job.
In the announcement, Terry Vogiatzis, Founder, Omura Wealth, said:
Before Marloo, I was turning clients away because I couldn't get the admin done. Now I'm saving ten hours a week and saying yes to every client who walks in. Marloo isn't saving me time; it's growing my business.
Who are the investors?
The seed round was led by Blackbird Ventures, with participation from Icehouse Ventures. Blackbird had invested at pre-seed six months earlier and has increased its stake in this round. The company says the round takes total funding to about £9.4m ($12.7m) raised in the last 12 months.
In the announcement, Samantha Wong, General Partner, Blackbird Ventures, said:
Hardy, Shak and Ben are building with the kind of clarity, velocity, and obsession that defines generational companies. They truly understand this profession from the inside. What they have built is elevating the entire profession and what every adviser is capable of. It reminds us of the early days of Canva.
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Founder perspective
Marloo emphasises that a significant portion of its team come from advisory backgrounds — around a third, it says — which the company presents as a driver of product decisions and workflow design. The startup frames its roadmap around three priorities unlocked by this round: deeper integration with current customers, broader distribution to advisers not yet using the product, and further development of what it calls an AI partner for the profession.
The bigger picture
The raise sits at the intersection of two trends: the rapid uptake of generative AI tools in professional services and continued investor interest in SaaS businesses that can demonstrate clear time-savings and compliance benefits. For the UK advice market — which is heavily regulated and labour intensive — automation that reduces document and admin time is attractive to both customers and investors.
This deal is another signal that European SaaS startups focused on regulated verticals are able to attract follow-on capital once they show early revenue traction and low churn. As Marloo scales its customer base across multiple countries, the outcome will be watched by advisers, regulators and investors testing how AI can be deployed within compliance constraints.
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