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.

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.

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.

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.

Dan Broadbent

Relationship 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 has seen him turn connections into lasting partnerships which has made him an invaluable member of the Patient Plan Direct team.

Chelsey Thomas

Practice Success Advisor

Hannah Edwards

IT Developer

Hannah is one of the IT Developers at Patient Plan Direct, bringing a strong technical foundation from her studies in IT and Multimedia Computing at Liverpool John Moore University. With over 12 years of development experience in the financial services sector, she has built a deep understanding of secure, high-performing digital systems. Most of her experience has been specialised in Direct Debits and BACS processing, making her highly skilled in creating reliable, compliant, and user-focused payment solutions. Her expertise ensures that Patient Plan Direct’s digital platforms run smoothly, securely, and efficiently for both practices and patients.

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

Graphic Designer

With a BA (Hons) in Advertising and over 10 years of experience working on major brands, Chris brings both agency and client-side expertise to lead our design output. He oversees all brand design and creative work for clients, ensuring their dental plans are effectively promoted to attract high-value patients to practice membership. A perfectionist in every aspect of design, Chris applies logical thinking and strategic insight to create visuals that resonate with the right audience. His thoughtful, detail-driven approach ensures that every design not only looks exceptional but also supports our business objectives and those of our clients.