Downing Street is reportedly set to recruit and fund, from public money, a personal aide to handle media duties and provide assistance to Marie-France van Heel, the wife of Prime Minister Andy Burnham. The move has drawn attention because it signals a more formal, US-style "First Lady" role for van Heel, a marketing executive who has already accompanied Burnham to official engagements and is said to have influenced his political outlook, marking a departure from the informal, behind-the-scenes support role she has held until now.

A No10 source said it is "standard practice" for prime ministerial spouses to receive support for official duties, comparing it to previous private secretary arrangements, and stated the salary would come from existing budgets rather than new funding. This contrasts with past arrangements such as Carrie Johnson's press officer, which was funded by the Conservative Party rather than the taxpayer. Van Heel, known as Frankie, met Burnham at university and the couple have three children; she is reportedly keen to use the position to champion charitable causes, having previously worked on branding and marketing for organisations including Marie Curie, the Alzheimer's Society and Great Ormond Street Hospital.