After playing tennis for Great Britain at under-16 level, perhaps it was fitting that the Kent-Braham twins started their tech firm from the lobby of their gym. With a membership fee of £50 a month, the Virgin Active they chose served as a cheap first office for their first nine months running Marshmallow. Initially unsure what type of tech firm to launch, the brothers chose insurance because they felt the industry was dominated by low-tech incumbents and ripe for disruption. Marshmallow uses artificial intelligence to identify low-risk motorists who might have been considered a bad risk by other insurers and therefore offered only expensive premiums. A fundraising in late 2021 valued the business at just under £1bn and since then the London firm’s revenues have quadrupled.