Since July, Reform UK has surged in the polls, with Nigel Farage leading a professionalisation push. The party has moved into Millbank Tower, once home to David Cameron's Tories and Tony Blair's Labour war room.
Farage has delegated operational control to chair Zia Yusuf, a former Goldman Sachs executive who sold his concierge company for £32m. Yusuf introduced key performance indicators and has grown constituency branches from zero to over 400.
The party's digital presence is driven by young male advisers, boosting Farage's TikTok following to over 1 million and X followers to 2.2 million, outstripping other leaders.
Fundraising is led by billionaire Nick Candy, while George Cottrell, a former fraudster, remains close to Farage. Tensions over fringe views persist within the grassroots.
