Crossing the Floor: a guide to Reform UK's new defectors

Analysis and insights from Gawain Towler, senior advisor at Bradshaw and former 'right-hand-man' to Farage.

As someone with a foot in both political commentary and business circles, I’ve watched Reform evolve from a fringe disruptor to a burgeoning force, now bolstered by these high-profile crossings. But let me dissect this phenomenon through a pragmatic, business lens.

Historically, defections in UK politics have been the stuff of endgame desperation, think of the fag-end of a government, where MPs flee sinking ships like rats sensing an electoral storm. The SDP split in the 1980s or the Change UK fiasco in 2019 come to mind, often from beleaguered ruling parties. Yet here we are, barely into the first half of the parliamentary term post-2024 election, with defections flowing from the opposition benches.

This anomaly unfolds against the backdrop of Keir Starmer’s Labour government, widely regarded as one of the most unpopular in recent memory, plagued by early policy missteps on everything from energy bills to immigration. Despite this, or perhaps because of it, right-leaning Conservatives are jumping to Reform UK, a party that polled strongly, but due to the First Past the Post electoral system with little to show for it, in 2024 but now appears poised for exponential growth.

Reform UK’s new recruits

Key among the defectors are figures like, Danny Kruger, who crossed in September 2025; Robert Jenrick on 16 January; Andrew Rosindell who followed on 18 January; and Suella Braverman on 27 January - whose dramatic move within a week included accusing the Tories of “betrayal” on core issues.

Ignoring Lee Anderson’s earlier shift, as he was elected on Reform’s ticket in 2024, these MPs bring a mix of ideological fire and practical experience.

• Danny Kruger, before politics, founded Only Connect, a charity aiding ex-offenders, and authored the “Levelling Up Our Communities” report, advocating for social investment and community-driven economics, ideas that resonate with impact investors and social enterprises.

• Robert Jenrick, a former corporate lawyer at Skadden Arps and Sullivan & Cromwell, co-founded Horizon Investments focusing on residential developments, later steering Christie’s international operations in the creative industries. His pro-business voting record, including consistent support for corporation tax cuts, aligns with Reform’s entrepreneurial ethos.

• Andrew Rosindell, while more politically oriented as international director of the European Foundation, has indirectly tying into cultural branding that businesses in tourism and heritage might appreciate.

• Suella Braverman, a barrister specializing in public law and judicial review, served as the Attorney General’s, offering legal acumen for navigating regulatory hurdles, a boon for firms wary of Labour’s interventionist policies.

• Malcolm Offord, now leading Reform in Scotland after his defection, draws on decades in private equity, founding Badenoch & Co. and amassing a fortune in finance. His role extends Reform’s reach into devolved assemblies, including Scotland, Wales (already with one Senedd and one Holyrood member), and London - now with a team of two London Assembly members, where the party’s influence on local economic policies is growing.

• Nadhim Zahawi, the former Chancellor and YouGov co-founder. Zahawi’s business credentials, building a polling empire from scratch, are gold dust for Reform, signalling a pivot toward economic pragmatism. His entrepreneurial journey from Kurdish refugee to multi-millionaire via YouGov exemplifies Reform’s narrative of aspiration and wealth creation.

These individuals’ histories reveal a pattern of business-savvy engagement that could transform Reform’s appeal. Offord’s financier background, including yachting wins and classic car collections, embodies the high-net-worth networks Reform is courting. Farage’s Dubai event, schmoozing expats with Candy and Zahawi, underscores this: Reform is positioning itself as a global, pro-business alternative, tapping into diaspora capital.

Reform’s electoral growth

From a handful of councillors in 2024, the party has surged to 677 seats in the 2025 locals (with defections and by elections taking this to over 900), securing control of 10 councils and two mayoralties, Greater Lincolnshire and another in the North. Projections for 2026 locals suggest further gains, potentially reaching 2-2,500 councillors across more councils.

Membership has exploded, now over 270,000, driven by a unifying spirit of anti-establishment fervor, and hope. This expansion spans sectors: from small businesses via “Small Business for Reform” campaigns to big corporates at conferences. Yet, challenges in command and control persist, Reform’s rapid influx risks internal fractures, though less severe than the legacy parties’ current disarray under Labour’s unpopularity and Kemi Badenoch’s increasing paranoia.

For business, this evolution demands recalibration.

Initially tentative, with agencies dispatching junior teams to Reform’s 2025 Birmingham conference (attended by over 4,500, double the prior year), engagement is deepening. Sponsors like Heathrow and interest from lobbyists (one in five public affairs operations attended) indicate Reform is no longer an “aberration.”

Defections enhance this: they inject experience across economy and society, from finance (Offord, Zahawi) to creative sectors (Jenrick). Policy formulation accelerates but remains unset, fluid until the 2028 manifesto, offering businesses a window to influence on taxes, deregulation, and support, core to Reform’s pro-entrepreneur pitch.

The caveats

Reform’s growth, while unifying under a clear banner, could strain coherence, mirroring corporate mergers where cultural clashes derail synergies. Businesses must weigh this against opportunities: a party with MPs like these understands boardrooms, not just ballot boxes. As Reform eyes continued ascent, industry engagement will pivot from caution to collaboration, recognising that in politics, as in markets, disruption often precedes dominance.

This cadre elevates Reform’s scope, challenging businesses to engage earnestly. The party’s trajectory, electoral wins, membership boom, assembly footholds, suggests it’s here to stay, demanding strategic adaptation from the corporate world.