Bspoke Group has appointed Jim Cadle (pictured, left) as head of distribution and Ryan Biggs (pictured, right) as business development manager, to support growth across its Commercial and Delegated Authority divisions. Both report to Nick Grazier, group customer acquisition and engagement director.
Cadle joins from Eaton Gate, one of the UK's largest independent MGAs by gross written premium, having also previously worked at Geo Underwriting and Dual. He will lead Bspoke's distribution activity, with a focus on building broker relationships, developing new opportunities and bringing a joined-up strategy to how the group's various specialist propositions reach the market. Biggs joins from Geo Underwriting and Glowsure, and will work alongside Cadle to grow broker and partner relationships across Bspoke's specialist lines.
Bspoke operates as a collection of niche and specialist MGAs under one group - spanning commercial, delegated authority and private clients - owned by NFP, an Aon company, and headquartered in Leeds. For brokers, that structure creates a genuine navigation challenge. Multiple brands, multiple product lines, and multiple underwriting authorities sit within a single group, and working out where and how to place different types of risk across Bspoke's portfolio is not always straightforward from the outside.
Cadle's stated priority makes the appointment's purpose explicit. "Bspoke has a strong range of specialist capabilities and real ambition for growth," he said. "The opportunity now is to build a joined-up distribution strategy that brings those capabilities to market effectively." Biggs said his focus will be on being visible and accessible to brokers, understanding what they need and connecting them with the right people and solutions across the group.
The appointments follow a period of significant leadership change at the group. Grazier moved into his current role after previously serving as group sales and marketing director, as Bspoke consolidated its sales and marketing functions at the end of 2025. Wayne Tonge, who leads Bspoke's commercial division, had his remit widened last month to take on additional responsibilities as managing director of Bspoke Underwriting, alongside his existing oversight of commercial and Miramar Underwriting.
Cadle and Biggs arrive into a distribution function that is being rebuilt rather than simply expanded. The combination of Grazier's consolidated leadership role, Tonge's extended commercial remit, and now a dedicated head of distribution with an explicit mandate to simplify how brokers trade across the group suggests the restructuring has a clear direction: fewer internal boundaries, more coherent external access.
The human distribution investment runs alongside a parallel technology push. Bspoke launched a white-labelled scheme trading platform built with SchemeServe that is designed to bring delegated authority business online with faster broker access and reduced manual processing. Taken together, the pattern is a group investing simultaneously in the relationship layer and the technology layer that sits beneath it - a combination that is more likely to produce durable broker engagement than either track would deliver alone.
The arrival of a head of distribution with a remit that spans the whole group is the clearest signal yet that Bspoke intends to make itself easier to trade with as a single entity rather than a collection of separately accessed specialisms.
