Everybody’s different. It’s what makes us human. So why should being different make insurance difficult and expensive to get?

Bought By Many is a free, members-only service that helps you find insurance for the things in your life that you care about or are out of the ordinary.

It’s easier than using a comparison website or trying insurance companies one at a time.

We designed our own unique pet insurance policies based on more than 40,000 comments from members. Their input highlighted how pet cover could be improved.

And, because we also negotiate discounts and cash back from other companies on all kinds of insurance, it’s often cheaper too. In fact, our members save an average of 18.6%.

Better still, joining Bought By Many sends a powerful message to the insurance industry about treating people as individuals.

  • Better Society 2016 Awards Shortlisted logo
  • Fintech Innovation Awards Winner 2015 logo
  • The British Insurance Awards 2015 Winner logo
  • Insurance Technology Awards 2014 Winner logo
  • The Fintech 50 2016 logo
  • Fintech Innovation Awards Winner 2016 logo
  • Financial World Innovation Awards 2014 Commended logo

Meet the team

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David Woodfield

Head of Partnerships

David joined Bought by Many in 2013. He has an analytical, logical and structured approach, with a deep knowledge of insurance strategy and operations. He began his career as a consultant at Oliver Wyman where he advised executive boards in five continents on topics from market entry to capital allocation and organisational effectiveness. He went on to industry roles through two subsequent Chief of Staff positions at Oliver Wyman and Barclays Wealth, delivering departmental strategy, business management and organisational mergers for a 1,000 FTE business unit. He also joined the CEO's office at the FSA in the aftermath of the 2010 Mansion House speech to work on the new regulatory and operational set up for the PRA and FCA. David values clarity of thought and believes in the benefits of an entrepreneurial and diverse working environment.

David has a first in Manufacturing Engineering from the University of Cambridge; he has previously worked as a chef in the Fat Duck and as a prop-maker for the Royal Institution's Christmas Lectures. He enjoys cycling, skiing and speaks Japanese.

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Derek Livingstone

Finance Manager

Derek brings a wealth of commercial, strategy and digital experience gained at Ernst & Young, easyJet, Ladbrokes and Reed Elsevier. With a strategic mind-set and strong finance and analytical skills, Derek enjoys high growth environments and is passionate about innovating and challenging the status-quo.

Derek has a love of travel and adventure and a yearning to scale more of the mountains of his native Scotland. He is married and proud father to 3 great kids.

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Guy Farley

CTO & Co-founder

Guy has worked in software development for 20 years. He joined ICL after university, managing the development of the UK's first online bank for First Direct. He then spent a year in Bangalore, India running an off-shore development center, and from there moved to San Francisco to help inflate (and burst) the dot com bubble. After a year off skiing and sailing, he returned to the UK to software consulting in financial services. Guy founded Bought By Many with Steven after they worked together at Close Brothers and discovered a shared belief in the need for more transparency and innovation in the financial services industry.

Guy loves mountains, oceans and finding simple solutions to seemingly complex problems.

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Heidi Abela

Social Media Operations Manager

Heidi joined Bought By Many in 2014 and has worked in Customer Services for 8 years. She joined Santander from school, working on the front line Complaints Contact Centre to help resolve customers’ complaints. She moved to the Santander Media & Executive complaints team managing high profile complaints in attempts to repair relationships with customers. From 2012, Heidi managed complaints that were referred to the Financial Ombudsman Service building relationships with Adjudicators to maintain a suitable solution for customers and the bank. Heidi has a passion for customer service and loves engaging with people to understand how they are feeling. Heidi is responsible for on line Customer Service at Bought By Many.

Heidi loves dogs, especially her ‘Lottie’, beach holidays and spending time with friends and family.

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Helen Bentham

Head of Marketing

Helen is Head of Marketing at Bought By Many. She spends her time helping members find insurance deals and information when they want it; whether that's by email, on Facebook or on Twitter.

After nearly a decade in digital marketing, Helen has particular expertise in customer communications, social media advertising and analytics. When she's not in the office, you'll find Helen in her hammock in South London.

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Lyes Benouniche

Marketing Executive

Lyes joined Bought By Many in 2014. He makes sure our paid marketing on Facebook helps people with their insurance needs. Originally from France, Lyes was born in Orleans and lived in Paris before moving to London in 2006.

In his spare time, he enjoys exercising, going to concerts and playing records for his friends

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Sam Gilbert


Sam joined Bought By Many in 2012. A strategic thinker and serial intrapreneur, Sam has been innovating in financial services for over 10 years. Back in 2001, at HBOS, he launched the first bancassurance e-commerce site. At Abbey, he drove a step-change in the financial performance of the consumer lending business by combining pricing optimisation and web analytics. And at Experian, he led the UK start-up of LowerMyBills, creating the first price-comparison service to match customers to appropriate loans, credit cards, and mortgages using live credit bureau information. He is passionate about the power of data and technology to make society better.

Sam has a first in Modern History & English from Merton College, Oxford; loves Scottish mountains, slow food, and big ideas; and lives in East London.

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Steven Mendel

CEO & Co-founder

Steven has over 20 years’ diverse experience in the financial services industry - as a qualified actuary at AON, as a strategy consultant at McKinsey, and as a business leader at Barclays Wealth and Close Brothers. Driven by a desire to change financial services for the better, he has previously set up an art finance business for Christies, and founded an investment consultancy to make asset-based advice available to all pension funds. Steven founded Bought By Many with Guy to shift the balance of power in insurance. He feels strongly that the insurance industry treats corporates better than individuals, and that it’s time for that to change.

He is married with three kids, and has a passion for cycling, his sax, and for the charities he’s involved with.

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Anzel Lai


Anzel is a veteran software and web application programmer. He grew up and was educated in Hong Kong, emigrating to the UK with his family in 2007. He joined Bought By Many in 2015.

Anzel taught himself computer programming at just 13, has a measured IQ of 149 and is able to learn new technologies fast and solve algorithmic and logistics problems. With a background in logistics, he has written a handful of commercial applications and also contributed his technical skills to the mind sports community.

Anzel regularly plays car simulator game Gran Turismo® and became a Nissan PlatStation GT Academy UK & Ireland finalist in 2010 and 2011. He is a keen singer, poetry writer and physiognomist, inheriting skills from his family.

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Gordon Chi

Digital Strategy Manager

Gordon joined Bought By Many in June 2015. He helps customers who are using digital channels such as Google and Bing find our websites so they can get the insurance they need. He is a Google-certified paid search and display advertising specialist and has experience working in EMEA and APAC markets. He has worked with multi-national brands such as Unilever, Electrolux and RS Components in market intelligence, branding, digital strategy and online acquisition.

Gordon is originally from Taiwan so he speaks fluent Mandarin and Taiwanese. He wrote a book on Chinese grammar and researched on bilingual lexical processing as a graduate student at the University of Cambridge. He enjoys cooking, travelling and taking photographs and also helps with fundraising for an animal charity in London, where both his cats – Noodle and Toby – were adopted from.

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Nick Snell

Head of Software Development

Nick joined Bought By Many in 2015 and has been working in software development 14 years. He graduated from the University of Worcester in 2004, before joining a UK based software development company, focused on building Content Management Systems for the Financial, Tourism & Hospitality sectors. Leaving to work as a independent consultant, he spent his time developing bespoke online software for a variety of clients in the UK, EU and US.

Nick is a passionate user and contributer to open source software and has been working with Python, Bought By Many's core technology, for the last 10 years.

Nick enjoys long distance running and is a avid (but long-suffering) Swindon Town fan.

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Digby Bodenham

Content Marketing Manager

Digby worked on the sharp end of content production in the newsrooms of a range of magazines and publishers, before joining Bought By Many in 2015.

He has a degree in journalism, which is now being put to use creating content to help Bought By Many’s members find the right insurance policies and fairer deals.

When he’s not writing articles or working on SEO in the office, Digby can be found in the depths of South London.

More about Digby
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Timothy O'Boyle

Commercial at Brooks Braithwaite

Tim has worked for Brooks Braithwaite since 2015, which he started as an apprentice. He worked in every department to get a feel for the business, and now works full time in the Commercial Department. Tim has worked in a customer serving environment since finishing full time education.

On the weekends, Tim enjoys eating all types of pizza and fast food.

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Alison Garrod

Insurance Administrator ExoticDirect

Alison started her life in insurance at the tender age of 17 at Eagle Star Insurance in the claims administration department, went on to be a claims handler before having her 2 children. Whilst bringing up her children she continued to work part time moving to twilight hours for Zenith Insurance, then to Cassidy Davis for unemployment & sickness benefit insurance, also moved to dealing with Uninsured Loss Recovery for a small family run business, before ending up with ExoticDirect full time again.

Spare time, if she has any, is usually spent enjoying food & drink with friends and family.

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Tamara Labelle thumbnail

Tamara Labelle

Product Marketing Manager for ExoticDirect

Tamara designs and manages the marketing strategy for ExoticDirect, our exotic pet insurance business! She has experience in strategy development; Google adwords; social media; conversion rate optimisation; content writing and SEO. She works with our Bought By Many team in order to ensure the ExoticDirect strategy is delivered.

Previously she worked for a software company that produced software for wealth management. She has also worked in retail.

Tamara boasts a First Class degree in Business Studies with Marketing, having graduated from the University of Brighton as a mature student in 2013.

Her passions include walking in the countryside and travel. An out of the box thinker, she loves new challenges.

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Kingma Ma

Business Analyst & Scrum Master

Kingma joined Bought By Many in 2016. Prior to joining, he has worked in strategy consultancy and Byline, an award winning journalism start-up. He is driven by the desire to understand how creative and business teams can best work together to deliver innovative products.

Kingma holds a BA in History and Economics from the University of York and a MSc in Management from London Business School. In his spare time, he enjoys reading, cooking and organising Chinese cultural events.

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Victoria Battcock


Vicky joined Bought By Many in 2016 with experience of account growth and development in performance marketing. She works with insurance partners to ensure they’re well aligned to provide for Bought By Many members. Hailing from the beaches of the south coast of England, Vicky likes to surf, waterski or windsurf when she has the opportunity. When in London she likes to explore the city and dream of her next holiday.

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Daisy O'Sullivan

Customer Service for ExoticDirect

Daisy joined Brooks Braithwaite’s Retail department in 2015. She has previous work experience within Healthcare and the Airline industry. She has specialised in Customer Service roles for 4 years since graduating from The University of Sussex in 2012.

When not in the office, you can find Daisy performing on stage and painting scenery at the Capitol Theatre in Horsham as a member of Horsham Amateur Operatic Dramatic Society.

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Gemma Medhurst

Head of Commercial at Brooks Braithwaite

Gemma has always worked in Customer Services within the travel and insurance sectors and joined Brooks Braithwaite (Sussex) Ltd in 2006; she now manages the Commercial department and has been heavily involved in the growth and development of the schemes over the years. She enjoys providing excellent customer service and developing new and existing products to satisfy customer demands and requirements.

Gemma is a foodie who enjoys Michelin starred meals and is also on a quest for the best burger in London. She also loves dancing at her local Zumba class as many times a week as possible.

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Tom Robinson thumbnail

Tom Robinson

Product Manager

Tom joined Bought By Many in 2016 with previous experience in retail financial trading and management consultancy. A graduate of the University of Manchester 2010 he joined a management consultancy start-up focusing on bid management working on nationwide projects. He went on to join City Index in his first product role and subsequently GAIN Capital where he was Product Owner of their two biggest platforms before moving on to Trading Tools. Tom values implementing best practice and a product approach that services the needs of the client.

Tom enjoys his sport, from football to cricket, which has seen him travel the world on top of a keen eye for cooking.

More about Tom
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Caroline Farmer

Accounts Manager

Caroline joined in 2016 on a part time basis at Brooks Braithwaite to assist with daily accounting.

She has worked for various commercial businesses over the last 20 years as the financial controller. She is a certified AAT accountant and enjoys the challenges of setting up and restructuring the accounting records to suit the individual business needs.

In her spare time, she likes property renovation, ‘fitstep’ classes, walking her dog and travelling.

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Emma Honess thumbnail

Emma Honess

Office Manager

Emma joined Bought By Many in August 2016, bringing with her a broad skillset in events, account and office management gained from The King's Fund, notonthehighstreet.com, the fashion industry and brand brewery. Her creative flair, organisational skills and an eye for detail will be critical in making the office a great place to work, and in turn, making sure Bought By Many remains a great company to do business with for our customers.

A healthy blend of friends, family, fashion and (occasionally) fitness keep Em's work-life balanced.

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Steve Long thumbnail

Steve Long

Head of International

Steve has worked in various senior management roles in software companies for over 15 years. After gaining a PhD from Imperial College in Nematology, he relocated to Dublin, Ireland to work for Xelector Plc which was the first white labelled online comparison shopping service for financial, insurance, and utility products. Steve fulfilled many roles at Xelector before finally becoming General Manager and running the business for over 2 years. He then took the role of General Manager for Core Simulation who specialised in dynamic computer simulation modelling of supply chains for fast moving consumer goods. After two years in this role, Steve joined Syscon Justice Systems as the General Manager for EMEA before taking over as global CEO and relocating to Vancouver, Canada. After 5 years in the CEO role, Steve made a personal decision to return back to the UK and take up a role with Bought By Many.

Steve enjoys cycling, skiing, playing the guitar and rally driving.

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Judith James

Customer Acquistions at ExoticDirect

Judith joined Brooks Braithwaite in 2005 and has worked in all departments during this time, building strong insurance knowledge and understanding. She now concentrates on customer acquisitions and heads up ExoticDirect’s Voucher Scheme using her strength of interpersonal relations.

Judith is originally from Sussex and now lives in Cornwall with her husband and two children, enjoying coastal life.

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Sam Hicks thumbnail

Sam Hicks

UX Designer & Developer

Sam joined Bought By Many in 2016. She brings with her an unusual mix of UI design and front end development skills. Her focus is the end user and her time is spent sketching, designing, prototyping and building out new interactions for the site. Sam loves the UX challenges associated with working in a start-up and finding new and innovative ways to solve them.

Outside of work Sam is a keen runner, mountain biker and traveler.

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Martin Willcock

Customer Service

Martin joined BB in April, 2015 and brings a wealth of customer service experience from the finance and insurance industries as cashier, customer complaints manager, mortgage advisor, managing employees and dealing with all manner of situations with staff and customers. Never too old to improve his knowledge he recently took and passed Chartered Insurance Institute examinations.

Martin has many interests but perhaps his main love is railways, UK and abroad. When not found at work, he is a leading member of the Haywards Heath Town Team, planning and organising charity events.

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Kirsty Sayers

Head of ExoticDirect

Kirsty oversees the selling, customer service and underwriting of retail insurance schemes including ExoticDirect pet insurance handled by Brooks Braithwaite (Sussex) Limited. She has been working in insurance since 2006 in various roles handling both commercial and retail classes on insurance.

Her organisation skills means she is extremely effective in managing the retail insurance schemes and it is a running joke around the office that she always has a list of points to cover. Her main priority is always customer service which leads to receiving the following comments on the service levels provided “I would go as far as to say that, actually, ExoticDirect has given me best customer service I have had in a long time” (May 2016).

Kirsty in her spare time loves sitting down to a nice meal with a glass of wine. She’s constantly trying out new recipes or when being lazy, working her way round the local michelin restaurants. She also enjoys the local wine tasting events (one luxury of living in Sussex is being surrounded by highly regarded vinyards) trying to find her next favourite bottle of wine (currently the Albourne Estate, Estate Selection).

More about Kirsty

Interested in joining the team?

We always want to hear from great people who are passionate about making a difference.

Get in touch

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Advisory Board

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Rob Devey

Rob Devey is the Chief Executive of Towry, the wealth advisor as well as a Non-Executive Director of Octopus Investments. Previously he was Chief Executive of Prudential Assurance for UK & Europe. Prior to this, Rob held a number of senior roles with Lloyds Bank, HBOS (including as the Managing Director of HBOS General Insurance) and The Boston Consulting Group.

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Rupert Eastwood

Rupert Eastwood is currently Vice Chairman of Japaninvest Group plc, a the leading independent agency broker for Asia and is listed on the Tokyo Stock Exchange, having been the Chief Executive for ten years. Previously he was a director of Jardine Fleming. Rupert has invested in and worked with a number of start up businesses, most recently Sweaty Betty.

John Levin headshot

John Levin

John Levin is currently Chairman of Amtrust Europe as well as being engaged in a number of insurance technology-related businesses based on his determination to use technology to improve the insurance industry - he was the first investor in Bought By Many. Previously he owned IGI, an insurance company and before then he founded Telecoms Plus, a multi-utility business that is listed on the LSE.

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John Straw

John Straw is Chairman of both the Digital Advisory Board at Thomas Cook and at CloudFind (that innovates the organisation and sharing of files). Also he is: the Founder and Non-Executive of LinkDex (that measures influence, relevance and partnership opportunities); an Investor in and advisor to CTRLio (that puts individuals in control of their own “personal data”); the co-author of a new book, iDisrupted.

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Judy Welch

Judy Welch is a member of the Advisory Board of Committed Capital (that invests in and provides corporate finance advice to fast growing companies).She has held senior positions at Deloittes, BNP Paribas and Chase Manhattan. Since 2006, Judy has been advising smaller companies, HNWIs and humanitarian/ charitable foundations on projects in the areas of FS and cleantech.

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