Bspoke Group has strengthened its distribution team with the appointments of Jim Cadle as head of distribution and Ryan Biggs as business development manager, as the group looks to support growth across its Commercial and Delegated Authority divisions. Both will report to Nick Grazier, group customer acquisition and engagement director.
Cadle joins Bspoke from Eaton Gate, one of the UK’s largest independent MGAs by gross written premium. He has also held roles at Geo Underwriting and Dual. In his new position, Cadle will lead Bspoke’s distribution activities, focusing on strengthening broker relationships, identifying new business opportunities and creating a more coordinated approach to bringing the group’s specialist propositions to market.
Biggs joins from Geo Underwriting and Glowsure. Working alongside Cadle, he will focus on developing broker and partner relationships across Bspoke’s specialist lines.
Addressing a More Complex Distribution Structure
Bspoke operates a portfolio of niche and specialist MGAs under a single group, covering commercial, delegated authority and private client business. The group is owned by NFP, an Aon company, and is headquartered in Leeds.
For brokers, the group’s multi-brand structure can make it more challenging to determine where different types of risks should be placed. With several brands, product lines and underwriting authorities operating within the wider group, creating a more straightforward route for brokers to access Bspoke’s specialist capabilities is an important part of the distribution strategy.
Appointments Follow Wider Leadership Changes
The appointments come after a period of broader leadership changes at Bspoke.
Grazier moved into his current role after previously serving as group sales and marketing director, following the consolidation of Bspoke’s sales and marketing functions at the end of 2025.
Meanwhile, Wayne Tonge, who leads Bspoke’s commercial division, had his responsibilities expanded last month. He took on the additional role of managing director of Bspoke Underwriting while retaining responsibility for the commercial division and Miramar Underwriting.
Cadle and Biggs therefore join a distribution function undergoing a broader rebuild rather than simply an expansion. Grazier’s consolidated leadership role, Tonge’s wider remit and the creation of a dedicated head of distribution point towards a strategy focused on reducing internal barriers and making Bspoke’s specialist offerings easier for brokers to access.
Distribution Strategy Supported by Technology Investment
Bspoke’s investment in its distribution capabilities is also being accompanied by developments in technology.
The group has launched a white-labelled scheme trading platform developed with SchemeServe, aimed at bringing delegated authority business online while providing brokers with faster access and reducing manual processing.
Together, the distribution appointments and technology investment demonstrate Bspoke’s focus on strengthening both its broker relationships and the technology supporting those relationships.
The appointment of a group-wide head of distribution represents a significant step in Bspoke’s efforts to create a more coordinated approach to market access, enabling brokers to engage with the group’s specialist capabilities more easily rather than navigating them as separate areas of expertise.
