Swallow
Swallow is a UK-based no-code SaaS platform founded in 2022 that enables insurance carriers, MGAs, and pricing teams to build, test, govern, and deploy pricing models across APIs, forms, chatbots, and voice AI without developer involvement. Founded by Callum Rimmer (ex-By Miles), it raised a $1M pre-seed round in 2023.
- Company typePrivate
- Founded2022
- HeadquartersSaint Albans, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Swallow does
Swallow (legal entity: Llow Group Ltd) is a UK-based software company founded in 2022 by Callum Rimmer that operates a no-code, cloud-native pricing operations platform targeted at insurance carriers, managing general agents (MGAs), program managers, and pricing professionals. The platform enables actuaries, pricing managers, and underwriters to design, test, govern, and deploy pricing models — including multi-factor GLM models, rate tables, and rating rules — without developer involvement, with each published model exposed as a versioned REST API and distributed simultaneously through embeddable forms, chatbots, and voice AI agents.
The platform is organized into six integrated modules — Studio (visual model design), Data (quote data management and versioning), Build (rules and calculations engine), Tests (scenario and AI-driven automated testing), Process (governance, approvals, audit trails), and Publish (multi-channel deployment) — running on AWS serverless infrastructure scaled to millions of quotes per day. AI capabilities are integrated throughout: AI Model Creation generates pricing models from natural language prompts in roughly 30 seconds, AI Test Creation produces hundreds of validation cases automatically, SERFF AI converts 25 years of US regulatory filings into executable rating models, and Herbie AI is a voice agent that automates renewal calls at scale. An MCP server exposes the platform to ChatGPT, Claude, and Cursor for conversational model building.
Revenue is generated primarily through SaaS subscriptions starting at £2,500 per month (including 100,000 free quotes), scaling by quote volume and gross written premium (GWP), with a discounted Startup Package for sub-£10M GWP insurers and separately priced US SERFF services rated per state and per filing. The go-to-market combines product-led growth (free trial, self-serve signup) with a sales-led enterprise motion targeting larger carriers and MGAs. Distribution includes the Swallow web application, REST APIs, embedded forms, conversational AI agents, and AWS Marketplace. As of the available data, Swallow remains privately held at pre-seed stage with $1M raised in September 2023 from Connect Ventures and Jigsaw VC.
Swallow firmographics
Firmographics- Name
- Swallow
- Legal name
- Llow Group Ltd
- Website
- https://swallow.app
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Swallow is a UK-based no-code SaaS platform founded in 2022 that enables insurance carriers, MGAs, and pricing teams to build, test, govern, and deploy pricing models across APIs, forms, chatbots, and voice AI without developer involvement. Founded by Callum Rimmer (ex-By Miles), it raised a $1M pre-seed round in 2023.
- Ownership category
- akta.pro rank
Swallow industry classification
Industry- Product category
- Insurance Pricing Operations Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Intelligent Document Processing (IDP) & OCR Automation (HDAEAHAC)
Keywords
Where Swallow is headquartered
LocationHeadquarters
- HQ city
- Saint Albans
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Swallow business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription - Core Platform: SaaS subscription model scaled by quote volume and gross written premium. Base pricing starts at £2,500 per month with 100,000 free quotes included, scaling as quote volumes exceed the baseline.
- Startup Package: Discounted subscription plan for insurers with under £10 million in gross written premium, providing an affordable entry point for new market entrants.
- US SERFF Services: Rating priced per state and per product rater with lower rates on additional states; Filing Assistance priced per filing with fixed fees for new products and lighter fees for additional states; Monitoring and Market Pricing Analytics as annual subscriptions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard plan starting at £2,500/month |
| Subscription | Monthly | Startup package for insurers under £10M GWP |
| Freemium | Pay-as-you-go | Free trial available |
| Subscription | Multi-year contract | Enterprise with custom SLAs |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Swallow product offering
Product offeringCore offering
Swallow provides a no-code SaaS platform that enables insurance and finance teams to design, test, deploy, and govern pricing models without developer involvement. Pricing models built in the platform are distributed simultaneously via REST APIs, embedded forms, chatbots, and voice AI agents, with built-in version control, audit trails, and automated testing. The platform includes dedicated US SERFF filing conversion, an AI renewal assistant (Herbie), and integration with ChatGPT, Claude, and Cursor through an MCP server.
Product overview
Swallow is a unified no-code pricing operations platform for insurance and financial products. The platform consists of a core engine (Swallow Platform) with integrated modules: Data for data management, Build for model design, Tests for validation, Process for governance, and Publish for deployment. Sub-products include Herbie (AI renewal assistant), SERFF AI (US filings analysis), and Chat/Voice AI for multi-channel distribution. The platform enables pricing teams to own the complete build-test-publish cycle without developer input, distributing via APIs, embedded forms, chatbots, and voice agents.
Differentiator
Problem solved
Functional benefit
Products and services
- Swallow Platform No-code cloud-based pricing operations platform for insurance and financial products. Enables actuaries, pricing teams, and product owners to design, test, and launch pricing models without developer input, with multi-channel distribution via APIs, embedded forms, chat AI, and voice AI.
- Herbie AI renewal assistant that automates inbound and outbound insurance renewal calls at scale. Handles quoting, negotiating, and confirming renewals with real-time transcripts and performance dashboards. Reported up to 25% retention improvement.
- SERFF AI Transforms US insurance SERFF filings into structured, executable pricing models. Indexes 25 years of filings to enable instant analysis, benchmarking, and filing generation including actuarial memo, rate manual, exhibits, and side-by-sides.
Quantifiable outcome
- Pricing model changes go live in minutes instead of weeks
- +7 more outcomes
Companies that use Swallow
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
Swallow technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
AI capability9 records
Feature11 records
Swallow partnerships and signals
Strategic signalScale indicators9 records
Recent moves6 records
Expansion highlights6 records
Swallow competitors and assessment
Company assessmentDirect peers
- Earnix: Provides AI-based rating engines and pricing analytics for insurance and banking. Direct competitor to Swallow's pricing engine and decision rules functionality, with deeper enterprise penetration but less emphasis on no-code/AI-first authoring.
- Taktile: Decision rules platform for financial services including insurance underwriting and pricing. Comparable to Swallow on the decision-rules side, with overlapping customer segments among insurers and fintechs.
- Akur8: Transparent AI-powered insurance pricing platform used by carriers globally. Closely comparable to Swallow on actuarial model building and rate deployment, with a similar AI-native value proposition.
- Shift Technology: AI-native decisioning platform for insurance, focused on fraud, claims, and underwriting. Comparable to Swallow as an AI-first insurtech targeting insurer decision workflows, though with different use cases.
- Hyperexponential (hx): AI-powered pricing decision platform for specialty and commercial insurers. Direct competitor to Swallow on the actuarial/pricing side with established enterprise carrier customers.
Broad incumbents
- Guidewire Software: Established insurance core platform vendor (policy, billing, claims) that integrates with Swallow. Comparable as the broader incumbent that Swallow's pricing engine often layers on top of, but covers a much wider insurance software portfolio.
- Duck Creek Technologies: Core insurance suite provider offering rating and policy administration. Competes with Swallow in pricing/rating and is a likely competitor for carrier modernization budgets.
- Socotra: Cloud-native core insurance platform integrating with Swallow. Comparable as a modern insurance software vendor that pricing engines like Swallow connect into for policy administration.
- WTW (Willis Towers Watson) Insurance Technology: Pricing software (e.g., ResQ, Radar Live, Emblem) for life and P&C insurers from actuarial consultancy WTW. Comparable as an established pricing-engine vendor whose Radar Live product directly overlaps with Swallow's rating engine.
Emerging players
- Cytora: AI decisioning platform for commercial insurance underwriting. Comparable to Swallow as a London-based insurtech applying AI to insurer decision workflows, though focused on commercial underwriting rather than pricing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Swallow social profiles
Digital presenceSwallow compliance and trust
Trust signalCompliance3 records
Swallow financial estimates
Financial estimateRevenue estimate
Valuation estimate
Swallow leadership team
Management profileNumber of profiles
Profiles1 record
Swallow funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Swallow M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Swallow
What does Swallow do?
Swallow provides a no-code SaaS platform that enables insurance and finance teams to design, test, deploy, and govern pricing models without developer involvement. Pricing models built in the platform are distributed simultaneously via REST APIs, embedded forms, chatbots, and voice AI agents, with built-in version control, audit trails, and automated testing. The platform includes dedicated US SERFF filing conversion, an AI renewal assistant (Herbie), and integration with ChatGPT, Claude, and Cursor through an MCP server.
Is Swallow a public or private company?
Swallow is a private company. It is classified as venture growth investor backed and is currently operating.
When was Swallow founded?
Swallow was founded in 2022. It employs 1 to 10 people.
Where is Swallow based?
Swallow is headquartered in Saint Albans, United Kingdom, in the Europe region.
How does Swallow make money?
Three revenue lines are on record. Subscription - Core Platform is the primary driver. The others are startup Package and US SERFF Services.
Who are Swallow's main competitors?
Direct peers on record are Earnix, Taktile, Akur8, Shift Technology and Hyperexponential (hx). Broad incumbents are Guidewire Software, Duck Creek Technologies, Socotra and WTW (Willis Towers Watson) Insurance Technology. Cytora is listed as an emerging player.
Does Swallow have an API?
Yes. Swallow exposes pricing models as secure, high-performance REST APIs. Developers can call APIs directly from apps, websites, or backend systems. Webhooks are supported for real-time notifications and batch endpoints are available for large data loads. Each pricing model published creates a versioned API. Changes made in Swallow are instantly live through the API. MCP server is available at https://api.llow.io/ai/mcp for AI integration with ChatGPT, Claude, and Cursor. Developer documentation is at swa.llow.io/login.
What industry is Swallow in?
Swallow's product category is Insurance Pricing Operations Software. Its primary akta.pro industry code is HDAEAHAC, Intelligent Document Processing (IDP) & OCR Automation. Its NAICS code is 5132 and its SIC code is 7372.