Meet Jon Hettle, Founder of Angling Protect – By Anglers, For Anglers

“By Anglers, for Anglers” isn’t just a slogan – it’s how Angling Protect began. I sat down with the team for an unusual interview in that they wanted to find out where my passion for fishing started, why I created Angling Protect, and what drives me today.

Q. When did you first begin fishing?

Jon: I was just seven years old when my Grandad first took me fishing at Batley Lake in Yorkshire. We lived in Yorkshire during my early years before the family later moved to the Midlands. I can still remember the excitement of that first trip – it’s something that’s stayed with me ever since.

Q. Do you remember the first fish you ever caught?

Jon: I absolutely do! It was a Roach, and amazingly it was on that very first fishing trip. Looking back, I’m sure my Grandad probably had a helping hand in making sure I caught one. He knew exactly what he was doing – he wanted to make sure I’d be asking to go fishing again!

Q. Did you fish with your Grandad regularly?

Jon: Yes, we spent a lot of time together on the bank. Fishing became a wonderful escape for me. I was adopted, so my Grandad played a hugely important role in my life growing up. Those days by the water gave us time together, and they created a love of fishing that has never left me. Even today, I still get the same enjoyment from being outdoors that I did as a young lad.

Q. So, why did you create Angling Protect?

Jon: After spending more than 20 years building and running a successful insurance brokerage, I wanted to combine my two greatest passions – fishing and specialist insurance.

I could see that many anglers, fisheries, clubs and businesses within the angling community either weren’t insured correctly or were paying for cover that didn’t truly meet their needs. I believed there had to be a better way.

That’s why we created Angling Protect – an online insurance solution designed specifically for the angling community. It’s straightforward, affordable and built by people who genuinely understand fishing. Our aim is to make it easy for anglers and angling businesses to get the right protection, backed by specialist knowledge and personal service.

Q. What does “By Anglers, for Anglers” mean to you?

Jon: It means authenticity. We’re not trying to learn about anglers from the outside—we’re part of the community ourselves. We understand the value of your tackle, the time and investment that goes into the sport, and the unique risks that come with it.

That knowledge shapes everything we do, from the products we offer to the advice we give. We genuinely care about protecting the sport and the people who make it such a great community.

Q. What do you hope Angling Protect becomes?

Jon: I want Angling Protect to become the first choice for anyone involved in angling, whether that’s an individual angler, a fishery owner, a guide, a coach, a club or an angling-related business.

Most importantly, I want people to know that when they come to us, they’re speaking to people who understand their world. We’re here to support the angling community with insurance that’s been designed around their needs—not adapted from something else.

At Angling Protect, our philosophy has always been simple: by anglers, for anglers. Jon’s lifelong passion for fishing and decades of insurance expertise are at the heart of everything we do, ensuring the angling community receives specialist protection from people who truly understand the sport.

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