#8 - Marshmallow: Building the data analytics team at a unicorn

Ina Vaduvescu is director of analytics at Marshmallow, the UK-based unicorn that offers affordable car insurance for newcomers to the UK. The scaleup raised $90 million in 2025 at a $2 billion valuation. She leads a team of 12 analysts and has spent the past few years building and structuring the analytics function. We cover : 🔥 Her journey, from data analyst to director across startups and scale-ups 🔥 How she structured a high-performing and standardized data team 🔥 The KPI tree framework that was transformative to how they operate 🔥 Their AI projects: AI analytics and customer support AI agent 📚 RESOURCES - Ina’s LinkedIn profile - The newsletter TLDR - Lenny's Podcast 🎬 CHAPTERS 00:00 What's Marshmallow ? 00:39 Ina's journey 02:48 #1 - recruitment & stack 10:23 #2 - better prioritization 15:34 #3 - self-service & AI analytics 21:55 #4 - AI project for customer support 27:06 Their main challenges 28:05 Their next steps 30:04 The resources she recommends 30:41 Her career advice 🤩 OTHER EPISODES YOU SHOULD LOVE #7 - Flix: Leveraging data to scale operations #5 - N26: Building and scaling the Data team for Marketing #2 - Deezer: How I restructured the Business Analytics team and made it more Business-Focused 🎙 SUPPORT THE PODCAST FOR FREE 1/ Subscribe 🔔 2/ Leave a 5 stars review on Apple Podcasts here 🥰 Hosted on Acast. See acast.com/privacy for more information.