Beagle Street, the protection provider that is part of OneFamily, has appointed Amanda Moore and Zoe Mears to its distribution team as it looks to build scale in the intermediary market following its June 2026 launch of an entry-level critical illness and life proposition. The two hires sit at the heart of what the firm describes as a broader commitment to deepening adviser relationships and evolving its Beagle Street intermediary distribution capability.
What the appointments bring to the distribution team
Moore joins as strategic account manager, where her remit covers Beagle Street’s strategic intermediary partnerships and identifying new distribution channels. Her background spans Vitality, AIG Life and LifeSearch, giving her a broad view of the protection market from both insurer and intermediary perspectives. ‘The organisation has great ambition for growth within the intermediary market and a genuine commitment to building strong partnerships,’ she said.
Mears steps in as strategic development manager. She joins from iPipeline, where she held various sales roles over the last decade. Her role will focus on shaping Beagle Street’s distribution strategy and ensuring the proposition continues to evolve in line with adviser and customer needs. ‘I look forward to playing a part in developing a proposition that reflects how advisers want to work and how customers want to buy protection today,’ she said.
Head of distribution Adam Cubitt described the appointments as ‘an important step in strengthening our proposition for the intermediary market,’ adding that Moore and Mears ‘bring valuable experience and, importantly, a strong understanding of what advisers need from a provider.’ Distribution director Holly Ewing welcomed ‘complementary strengths that will help sharpen our intermediary proposition even further.’
Beagle Street intermediary distribution: the wider context for advisers
To understand the weight behind these hires, it helps to trace the recent trajectory of the business. Healthcare and Protection reports that Beagle Street was acquired by financial mutual OneFamily in 2022, a move that set the foundation for the firm’s pivot from a predominantly direct-to-consumer model towards the adviser channel. That transition involved migrating more than 212,000 existing Beagle Street customers over a 15-month period, a process in which Mears’s former employer, iPipeline, played a central role, according to the same source.
That operational history matters for advisers assessing a new protection provider. A large-scale migration of that kind tests systems, underwriting processes and customer data integrity under real-world conditions, rather than in a controlled pilot. The June 2026 intermediary launch, supported by adviser-focused underwriting and continued investment in automation, is therefore not a cold start: it comes after a period of platform consolidation that has already processed a substantial in-force book.
From a portfolio-planning perspective, protection remains a distinct asset class consideration for clients in accumulation and early drawdown. Critical illness and life cover serve as balance-sheet stabilisers, offsetting the sequence-of-returns risk that a serious health event can impose on a long-term investment plan. For advisers constructing holistic financial plans, the arrival of an additional intermediary-focused provider with genuine scale behind it modestly widens the competitive market and may, over time, exert downward pressure on premiums. That outcome, however, is not assured and depends on how effectively Beagle Street translates its distribution investment into competitive terms.
The Association of British Insurers has consistently noted that the UK protection gap remains a concern, with a material proportion of households underinsured against illness or early death. A provider actively investing in adviser distribution infrastructure is at least aligned with the direction the market needs to travel. Whether the proposition proves durable over a five-to-ten-year horizon will depend on the depth of those adviser relationships, the consistency of underwriting, and how the technology investment matures in practice.
