Monday, December 22, 2025
Scottish Widows has entered a significant new phase in its digital transformation journey by partnering with Adclear, the UK’s most advanced AI-powered financial promotions review platform. The six-month pilot aims to reshape how the insurer approaches marketing compliance, leveraging artificial intelligence to boost clarity, speed, and transparency across customer-facing communications.
The pensions, insurance, and investment provider—part of Lloyds Banking Group—has been exploring new ways to modernize its marketing operations without compromising on strict regulatory standards. With financial promotions under increasing scrutiny from the Financial Conduct Authority (FCA), the need for compliant, accurate, and easily auditable content has become more vital than ever. The collaboration with Adclear seeks to meet this challenge head-on.
Adclear’s platform uses advanced AI models to review written, visual, and video content against FCA regulatory standards. Its compliance engine is built to identify potential risks, flag issues before publication, and provide teams with clear guidance on how to meet regulatory expectations. The result is a system that significantly reduces traditional review cycles—which can often require extensive back-and-forth between marketing and compliance departments.
According to Adclear, the platform is capable of reducing compliance review time by up to 88%, a transformative shift for organizations accustomed to slow and cumbersome processes. By automating risk assessment and documentation, the technology offers a robust audit trail and ensures full accountability, enabling marketing teams to operate with greater agility.
For Scottish Widows, this means more time to focus on customer value. The firm’s marketing teams will be able to develop and deploy campaigns at scale and speed, while compliance colleagues benefit from reduced workloads and improved accuracy. As customers increasingly turn to digital channels and mobile apps to manage pensions and financial products, Scottish Widows aims to communicate with them in a way that is both timely and fully compliant.
Maria Herrero-Bullich, Chief Customer & Digital Officer at Scottish Widows, emphasized the strategic importance of this pilot. “This new AI technology will support our drive to move at pace and provide clear and relevant communications to our customers,” she said. “As more of our customers engage digitally, ensuring transparency and clarity in everything we communicate has never been more crucial.”
The partnership is not only being closely monitored within Scottish Widows but also across Lloyds Banking Group. As the UK’s largest digital bank, Lloyds continues to explore ways to modernize its operations and embrace responsible innovation. The Group joins a growing list of leading financial institutions—including Plum, Yonder, Trade Nation, FreeTrade, and a major UK neobank—that rely on Adclear to modernize their marketing compliance processes.
Adclear co-founder and CEO Doni Hoti highlighted the need for speed without sacrificing regulatory integrity. “For modern marketeers, speed and iteration are essential,” he said. “But optimizing for pace can sometimes come at the cost of compliance, safety, and accuracy. In finance, that’s simply not an option. That’s why Adclear exists—to make fast, creative marketing fully compatible with compliant, trustworthy content. Lloyds adopting our platform reflects their commitment to innovation and integrity.”
As the financial services sector navigates an increasingly complex regulatory environment, the Scottish Widows–Adclear partnership underscores a broader industry trend: the rise of AI as a key enabler of compliance, efficiency, and customer trust in modern marketing.
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