Dale North is the Founder and Managing Director of Pure Protect, Stonebridge Protect, and FormStart Ltd, and has spent over 15 years shaping high-quality protection advice within the UK financial services market. Throughout his career, Dale has built a reputation for his deep technical expertise in life insurance, critical illness, income protection, and customer outcomes — ensuring that every client, introducer, and partner receives market-leading service and transparent protection solutions.

Under Dale’s leadership, his businesses have established strategic relationships with some of the sector’s most respected organisations, including Sesame Bankhall Group, multiple building societies, and the Stonebridge network. His commitment to operational excellence and customer-centric processes has enabled his firms to deliver consistent growth and industry-leading conversion rates.

Dale is passionate about innovation and continually drives new initiatives through FormStart Ltd to enhance how advisers and clients experience the protection journey. His leadership style blends strategic thinking, strong partnership development, and a genuine focus on improving consumer