Ardonagh Advisory boosts Ethos’ specialist offering with acquisition of Sentinel

06 July, 2023 |Advisory | M&A

Ardonagh Advisory has acquired Sentinel Insurance Solutions Ltd, a leading commercial broker specialising in Self-Drive Hire insurance products for clients across the UK.

Based in Reading, Sentinel was established in 2008 by Managing Director Jon Duncan, who having worked extensively in the field, identified a gap in the market for quality Self-Drive Hire insurance products.

Working alongside fellow Director James Cooper, an insurance specialist with more than 30 years’ industry experience, the team quickly grew a well-respected business, offering a bespoke and specialist service to its loyal client base.

Sentinel will join Ethos Broking, where it will bring additional scope to its existing product offering, and work across the wider Ardonagh Advisory platform to enhance its capabilities.

Jon and James will continue to lead the business, working alongside the Ethos Broking team and the wider Ardonagh Advisory platform.


Phil Bayles, Chief Commercial Officer, Ardonagh Advisory said:

“Sentinel is a superb business, fuelled by a team of experts that adds a much sought-after specialist capability to Ethos and the wider Ardonagh Advisory business.

“This is a business that has longstanding and preferential carrier agreements with leading insurer partners enabling them to maintain a competitive position in the market.

“Jon, James and the team have proven that theirs is a business that is centred around clients and have used their impressive entrepreneurial skills to build Sentinel into the exceptional business it is today.

“We look forward to welcoming the team onboard and working closely with them to help the business continue on its growth journey.”


Jon Duncan, Managing Director, Sentinel commented:

“Sentinel began as an ambitious business which has grown over the years into a market leader thanks to our unwavering commitment to providing an unrivalled level of service.

“The team at Ethos Broking are absolutely aligned in supporting us as we continue to harness our unique specialist offering so that we can continue to deliver a client experience that really sets us apart.

“This partnership represents a great opportunity for us to benefit from being part of a bigger broking group, while at the same time ensuring that we maintain all the qualities that ensure ours is a distinct voice in the market.”




Notes to Editors


Ethos Broking is a collection of like-minded brokers that share similar values but retain their own DNA.

With over 750 colleagues across more than 30 offices around the UK, we pride ourselves on delivering a unique offering which is built on close relationships and aligned cultures, whilst at the same time providing our brokers with the tools to grow independently. That success is clearly demonstrated through the £348 million annual GWP that we generated in 2022. For more information, visit:



Ardonagh Advisory Holdings Ltd is The Ardonagh Group’s SME broking platform comprised of Bravo Networks, Ethos Broking, Footman James, Hera Indemnity, Lorega, Towergate, Towergate Health & Protection, Thompson & Bryan, Compass UK and Usay Compare brands.

With legacies which laid the foundations for the creation of The Ardonagh Group, these are advice-led, community-focused businesses with an unrivalled local footprint of experts across a wide range of sectors and specialisms, combined with national and international reach.



The Ardonagh Group is the UK’s largest independent insurance distribution platform and a top 20 broker globally. We are collection of best-in-class entrepreneurial and specialist brands with a network of over 200 locations and a combined workforce of nearly 10,000 people. Across our portfolio, we offer a highly diversified range of insurance-related products and services across the full insurance value chain in the UK, Ireland and broader international markets. From complex multinational corporations to individuals purchasing personal insurance policies, our understanding of the communities we serve, together with our scale and breadth, allows us to work with our insurer partners to deliver a broad range of product and risk solutions that meet customer needs. For more information, visit our website:



Sentinel Insurance Solutions provides a dedicated risk management specialist broking service to meet the needs of the vehicle rental industry. Our clients benefit from a tailored solution delivered with a streamlined and personal service by our team of experts and we believe that this attention to detail allows us to stand out from the crowd. As a specialist broker of choice, we negotiate highly competitive insurance arrangements on behalf of the Self Drive Hire industry, helping us to deliver an unrivalled service to commercial clients across the UK. For more information visit:



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