Meet The Team at Patient Plan Direct

Simon Reynolds

Managing Director

With a career spanning marketing, business development, sales, and strategic leadership, Simon has worked within the dental industry for over 10 years. He has led the expansion of Patient Plan Direct, establishing it as one of the UK’s leading dental plan providers, recognised for its outstanding client service, enhanced digital technology and growing client base.

With the dental industry’s digital landscape evolving rapidly, he is knowledgeable in SaaS innovation and emerging AI technologies, keeping Patient Plan Direct at the forefront of digital dental plan management solutions. Simon is closely involved in all areas of the business, working collaboratively with multiple team members across the company and with clients to deliver practical, future-focused solutions for dental practices that enable them to achieve operational efficiency and sustainable year-on-year growth.

Suzanne Foster

Head of Operations

Suzanne brings over 20 years of specialist expertise in Bacs processing, payments, and Pay.UK schemes. Highly knowledgeable in Bacs scheme rules, she has extensive hands-on experience in bulk transfers and the Transfer of Sponsorship process. With a long history of managing operational teams and fostering strong relationships across Banking, Bacs, and Pay.UK networks, she is committed to continuous improvement and development of our systems whilst ensuring full compliance and upholding operational and regulatory excellence.

Marie Agnew

Head of Client Services

With over 35 years of experience across the Police and private sectors, Marie leads our Client Services team, renowned for its excellence in delivery, responsiveness, and problem-solving. She has a passion for innovation and works to enhance systems that strengthen our dental plan solutions. Full compliance with Bacs and Pay.UK protocols is a key priority, and with her vast experience, Marie is pivotal in maintaining operational integrity. Her unwavering dedication to efficiency, service quality, and client satisfaction underpins the exceptional standards our clients experience every day.

Matthew Hadman

Head of Dental Groups

Matthew is our Head of Dental Groups and brings extensive operational expertise from across the dental and healthcare sectors.

He holds a Level 7 qualification in Leadership and Management in Healthcare from the Institute of Leadership and Management, plus an Institute of Occupational Safety and Health (IOSH) qualification in Health and Safety. Matthew began his career in Primary Care before moving into dental practice management.

He spent three years as a dedicated Dental Practice Manager, leading a team of over 27 staff across a five-surgery practice with up to 3,000 dental plan patients. Following the sale of the practice, Matthew joined Practice Plan and spent three years as a Regional Support Manager before moving to Patient Plan Direct as a Business Development Manager. Thanks to his deep sector knowledge and proven impact, Matthew was promoted to Head of Dental Groups soon after joining our team.

Matthew is highly respected for his practical understanding of the operational challenges dental groups face. He brings credibility, insight, and a calm, experience-led approach, making him a trusted voice and advisor to our clients.

Jess Knight

Groups Relationship Manager

With extensive experience across both NHS and private dental practices, Jess understands that people are at the heart of every successful practice. Her background as a Dental Nurse, Treatment Coordinator, and Trainer within a large corporate group has given her a deep understanding of the patient journey and the drivers of sustainable growth. A natural people-person, Jess builds strong, lasting relationships and works closely with teams to inspire confidence and connection. She takes great satisfaction in helping practices achieve their full potential, both commercially and operationally.

Felicity Fox

Group Relationship Manager

Felicity brings a wealth of industry experience, having spent 10 years as a Business Development Consultant at Denplan and 5 years with MyDentist. Before moving into dental sales, she successfully managed multiple dental practices as a practice manager, giving her a unique understanding of the challenges, opportunities, and day-to-day realities of practice management.

Her extensive experience means she’s well placed to help practices improve performance, drive profitability, and achieve their goals.

Harriet Mordecai

Business Development Manager

With over 13 years’ experience in the dental industry, including roles with two major plan providers, Harriet’s career has also encompassed dental practice sales and valuations. She is deeply immersed in the sector from a financial growth perspective and has extensive knowledge across the clinical, financial, and legal aspects of dentistry, giving her a comprehensive understanding of practice operations. Her previous roles have centred on mergers, acquisitions, practice performance, and strategic planning for successful practice transitions.

Kim Rimmer

Business Development Manager

Kim Rimmer, Business Development Manager, brings over 20 years’ experience in financial services, including financial advice, personal finance, business management and mortgage brokerage, supported by her CeMAP qualification. With the last few years spent in the dental sector, Kim combines deep financial expertise with industry-specific insight. Her strength lies in helping clients maximise profitability and long-term growth. Kim is passionate about delivering practical, commercially focused solutions that help dental practices build stronger, more successful futures.

Hannah Fox

Business Development Manager

Hannah brings a wealth of experience across both clinical dentistry and business development. She is a qualified Dental Nurse and Dental Radiographer, holds a Level 3 Management qualification, and has a strong track record of helping dental practices achieve sustainable growth.

She spent over three years as a Business Development Manager at Bredent, working in a B2B role selling dental implant solutions to clinicians. Before this, she spent two years as a Practice Manager and Treatment Coordinator at an independent private dental practice with an established dental plan. This experience gave her a deep understanding of how to maximise dental plan membership, improve patient retention, and drive practice growth through preventative care and recurring revenue streams.

Over an 11-year career in practice, Hannah held positions as a Compliance Lead, Lead Dental Nurse, and Practice Manager, developing a comprehensive understanding of the operational, regulatory, and commercial challenges dental practices face.

Passionate about supporting long-term practice success, Hannah specialises in implementing and growing dental plans that generate predictable, recurring income, helping practices strengthen patient loyalty and build more resilient, sustainable businesses for the future.

Alice Parkinson

Business Development & Operations Manager

Alice brings extensive dental industry experience, beginning her career as a qualified Dental Nurse before progressing into practice management. She holds an Advanced Apprenticeship in Dental Nursing, an NVQ Level 3 in Management, and an NVQ Level 3 in Leadership and Management.

After almost a decade working in dental practices, Alice moved into roles with Denplan and a specialist dental marketing agency. This has given her a strong understanding of the patient journey and the day-to-day realities of running a successful practice.

With crucial experience across dental plan management, patient acquisition, lead conversion, and practice growth, she works closely with clients to improve performance and generate sustainable income while streamlining operations to help them achieve their wider business goals.

Chelsea Holland

Practice Success Manager

Beginning her career in healthcare as a Patient Liaison Officer in a busy GP practice, she later joined the Ombudsman, where she honed her customer service skills in resolving complaints and concerns. Since joining Patient Plan Direct, she has progressed from a key role on the client services team to becoming a dental plan launch expert, guiding practice owners and their teams to drive sustainable recurring income through effective dental plan management. A conference speaker and frequent webinar panellist, Chelsea is passionate about her clients’ success.

Chelsey Thomas

Practice Success Advisor

Dan Broadbent

New Business and Partner Manager

Dan takes pride in helping dental practices grow. After studying a BA (Hons) in Sports Business and with a deep understanding of business needs, he provides practical, results-driven advice that makes a real difference to our clients’ practices. His passion for business growth and personable, collaborative approach have enabled him to turn connections in the dental industry into lasting partnerships, making him an invaluable member of the Patient Plan Direct team.

Kev Jones

Business Systems Associate

Kev brings over 20 years of advanced Excel expertise, including macros, VBA programming, and complex data management. With an NVQ4 in Business Management and previously an NVQ assessor with experience in the pharmaceutical industry, he has a strong background in maintaining and optimising CRM systems and ensuring data accuracy. Highly analytical and numbers-driven, he supports our clients’ practices with smooth onboarding processes, reliable reporting, and robust system management, contributing to the delivery of a high-quality, data-led service.

Carolyn Griffiths

Onboarding Team Leader

Carolyn is a key member of our onboarding team, bringing extensive administrative experience and a meticulous approach to data management. Her career began in clinical auditing for the NHS, where she received specialist Microsoft Access training and developed strong database setup and management skills. Today, she ensures the smooth, disruption-free transfer of dental plan patients from other providers and maintains precise, up-to-date patient records. Carolyn’s commitment to clean data, accurate mailings, and meeting tight deadlines reflects her exceptional organisational skills, her attention to detail, and dedication to delivering a seamless onboarding experience for practices.

Becky Edge

Onboarding Coordinator

Becky brings over 10 years of experience in business support, operational compliance, staff training and recruitment, making her a valuable part of the Patient Plan Direct team. With a strong understanding of regulatory requirements, quality standards and business operations, she plays a key role in supporting efficient, compliant onboarding processes.

As a qualified ISO 9001 Internal Auditor, Becky has extensive experience working within quality management systems and maintaining high operational standards. She is also qualified to deliver Certificate of Professional Competence (CPC) training, helping professionals meet essential industry and regulatory requirements.

With strong knowledge of CRM systems, exceptional organisational skills, and a detail-focused approach, Becky thrives in regulated environments and is committed to delivering a smooth experience for every practice joining Patient Plan Direct.

Jessica Rigby

Onboarding Coordinator

Jessica brings over 10 years of dental industry experience, combining expertise as a dental nurse with specialist knowledge in dental compliance and regulatory standards. Her background gives her a strong understanding of clinical workflows, patient care and practice efficiency. As lead receptionist for a busy six-surgery dental practice, she expertly managed appointment scheduling, clinician availability and operational priorities. Earlier experience in the travel sector further strengthened her customer service and organisational skills. With advanced Excel skills, a proactive mindset, and a detail-focused approach, Jessica helps deliver the slick, efficient onboarding experience we provide for new dental practice clients.

Shula Wilkinson

Senior Client Services Coordinator

Shula brings over 30 years of customer service experience across diverse, high-responsibility roles. Her background includes telesales, payroll and HR administration, financial customer support, managing sensitive information, and handling complex public enquiries. She has also worked within regulated environments, liaising with government departments and supporting medical product services. At Patient Plan Direct, Shula has advanced to Senior Client Services Coordinator and is a key member of the team, known for her exceptional client care. Passionate about delivering training to practice teams, she contributes to delivering a compliant and supportive service for dental practices.

Danielle Tague

Client Services Coordinator

Danielle brings over 15 years of customer service expertise, handling high-volume enquiries, complex queries, complaint resolution, and compensation processing with professionalism and accuracy. Her background spans customer support, administrative coordination, and frontline service roles, giving her a strong foundation in client communication and problem-solving. With a commitment to delivering exceptional service, Danielle ensures smooth, supportive interactions for practices and patients alike, through efficient query handling, reliable service delivery, and a people-first approach.

Jess Johnson

Client Services Coordinator

Jessica has an extensive background in patient communication, customer support, and technology-led training. Starting her career in a fast-paced call centre, she quickly progressed into sales and retention roles before moving into client services which has formed much of her career. At Patient Plan Direct, Jessica specialises in supporting dental practices by delivering both in-practice and remote training on our bespoke systems that enhance efficiency and streamline plan-patient management. She confidently manages complaints, general enquiries, and plays a key role in cross-department collaboration. Her commitment to smooth operations and consistent client support contributes directly to the high-quality service we deliver to practices nationwide.

Natalie Horton

Fee Increase Coordinator

Natalie holds a BA (Hons) in Business Management and has extensive experience in customer-focused, finance-driven roles. She spent several years in accountancy support before moving into direct debit and banking services, where she managed onboarding and served as the primary contact for key clients, handling complex financial queries with precision. At Patient Plan Direct, Natalie specialises in fee reviews, providing advised plan increases based on private fee structures. She is dedicated to supporting practice growth and enhancing dental plan performance through clear, data-led guidance.

Lydia Byrne

Fee Increase Coordinator

Lydia brings valuable experience from both hospitality and dentistry, giving her a strong foundation in client care and practice operations. She previously managed large-scale events, developing excellent communication skills and confidence in handling customer enquiries. After completing her dental nursing apprenticeship, she gained over three years’ hands-on experience supporting patients and understanding the day-to-day workings of a dental practice. Now specialising in dental plan fee reviews, Lydia engages with dental teams to provide supportive, no-pressure guidance, helping practices make informed business decisions.

Kristin Fretwell

Marketing Manager

With over 25 years of marketing experience, Kristin brings expertise in building and nurturing membership-based businesses. Following a BA (Hons) in Advertsing: Business and Management, she spent almost a decade in the hospitality, health and fitness sector, and lead marketing for a national gym brand which has given her a deep understanding of what drives membership loyalty, engagement, and long-term growth.

At Patient Plan direct Kristin shapes the brand’s voice and communications, ensuring every message reflects the company’s values of partnership, innovation, and support. She’s passionate about delivering marketing that feels human, authentic, and genuinely connects with people.

Chris McGuinness

Senior Graphic Designer

With a BA (Hons) in Advertising and more than 15 years of experience working with major brands, Chris brings extensive agency and client-side expertise to Patient Plan Direct.

Having spent almost five years in the dental industry, he understands how effective design and patient communications can clearly convey the value of dental membership plans, increase patient uptake and support sustainable practice growth.

A perfectionist with a strategic and detail-focused approach, Chris creates engaging visual communications that connect with the right audiences. Every design is carefully developed to strengthen our clients’ practice brands, support their commercial objectives and maintain the high standards of the Patient Plan Direct brand.

Chris Rhodes

Senior Graphic Designer

Chris has almost 20 years of design experience and a talent for transforming complex ideas into clear, engaging visual stories. His expertise spans motion graphics, end-to-end video production, 2D and 3D animation, and creative content across multiple channels, with a background in healthcare, publishing and agency environments.

His work has received two industry awards: Best Use of Multimedia at the Digital Book World Awards and Employee Event of the Year from the Institute of Internal Communication.

Combining creative thinking with technical precision, Chris brings a calm, structured approach to every project, producing high-quality design and video content that informs, engages and inspires.