Labour could succeed in winning back Reform voters by prioritizing NHS improvements and cost-of-living support, according to new research. A poll of 1,000 Reform supporters found that more than half would reconsider Labour if waiting lists fell and healthcare funding increased.
The study, conducted by Arden Strategies and JL Partners, revealed that 58% of former Labour voters now backing Reform would return if NHS investment rose. Meanwhile, 52% said shorter hospital waits would sway them. Additionally, 75% of Reform supporters demand stronger action on living costs.
Nigel Farage’s party currently leads polls with 28-29% support, capitalizing on economic and immigration concerns. However, Labour sees an opening by emphasizing healthcare and affordability—issues resonating across traditional divides.
The research highlights Reform’s potential weaknesses. About 40% of its voters would abandon the party if it pushed for an insurance-based NHS model. Similarly, many disapprove of pro-Russia stances, with nearly 80% wanting firm opposition to Vladimir Putin.
Economic policies also divide Reform’s base. While 44% support scrapping the two-child benefit cap, 34% oppose change. Notably, 56% back a 2% wealth tax on assets over £2 million—a policy aligning with Labour’s left flank.
Jim Murphy of Arden Strategies noted that Reform voters remain undecided for future elections. Their loyalty hinges on tangible progress regarding healthcare and household budgets. Tom Lubbock of JL Partners added that these voters prioritize “bills and blue lights,” offering Labour a clear campaign roadmap.
Yet challenges persist. Reform must prove its governing competence to newer supporters. Meanwhile, Labour must convert policy gains into visible public benefits—fast. With Farage’s appeal rooted in discontent, Starmer’s team knows winning back Reform voters requires more than promises.
As Labour attacks Reform’s NHS skepticism and economic credibility, the polling suggests a receptive audience. But time is tight. Voters want results, not rhetoric. If Starmer’s government delivers on healthcare and affordability, winning back Reform voters could redefine Britain’s political landscape.
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