CEO MONTHLY / ISSUE 4 2023 21 Mar22259 Putting Members First As a modern day mutual, Shepherds Friendly is owned by its members, not shareholders, which means its profits are returned to them. CEO, Ann-Marie O’Dea tells us that, while the organisations’ plans and services evolve, its principles of mutuality will always remain. We find out more as she celebrates receiving recognition as Most Influential Personal Investment & Insurance CEO 2023 – Northern England. Shepherds Friendly is a friendly society that offers simple savings and insurance plans to its members. The organisation was formed on Christmas Day in 1826, based on offering mutually beneficial savings and protection for its members. The modern, technologically advanced Shepherds Friendly of today still maintains its founding mission to be there for its members in their time of need, and the firm’s proposition is based on the three core values of doing the right thing, working together, and making a difference. “CEO Ann-Marie O’Dea explains “whether its in the area of technological innovation to add value to members experience; or through our people contributing to society through charitable intiatives, our values are indoctrinated into everything we do.” When Ann-Marie started her career at Shepherds Friendly she brought with her a wealth of marketing experience. It was a very different company back then and has since grown in all areas – member and staff numbers, as well as the value of our assets. “I was very lucky that the previous CEO took on the role of mentoring me,” she elaborates. “He was looking for someone with the experience to push the organisation to the next level and he put his faith in me to realise those goals. When the time came for him to step down, he put me forward to the Board as his successor, and since then I’ve been working to realise that vision of modernising the company throughout, ensuring our members are at the heart of everything we do”. Ann-Marie’s leadership style is relaxed and informal. With a head office occupying a very open space, Ann-Marie and the Senior Management team all sit among the firm’s dedicated team of employees with the aim to always be approachable to all of its people. “I believe that my management style allows me to keep my finger on the pulse of the company and to be there for all members of the team,” Ann-Marie continues. “Early on in my career, one of my very first bosses said, “To be successful, you really need to be true to yourself”, and that’s what I’ve tried to do throughout.” As all members own the society, and there are no shareholders, everything is done for the benefit of the membership and the organisation’s ethos as a mutual gives it a different approach, meaning it can spend time and energy on understanding its members and how it can help them. Over the years, Ann-Marie and the team have worked on enhancing the member experience through new technological developments, such as providing online access to their plans, opening new avenues for them to contact the company (for example, through web forms or online chats), and introducing paperless communications, all of which has helped to provide reassurance to members during the uncertainties of the past few years. Recently, Ann-Marie was recognised for the achievements of Shepherds Friendly by being awarded the prestigious accolade of Most Influential Personal Investment & Insurance CEO 2023 – Northern England in the Most Influential CEO Awards. Despite her overwhelming success, Ann-Marie humbly attributes this achievement to the dedicated team which surrounds her, explaining that every single member is pivotal to the firm’s success. “Our people make a huge difference, and their input is actively encouraged and welcome”, she enthuses. “It’s a team effort and we are all working towards the same goals. “We also have a great Board who are inclusive and involved with our people, and I think that makes our culture what it is.” Now, as the future beckons, Ann-Marie plans to maintain the organisation’s momentum and ensure that the culture of the society thrives, as well as continuing to make a difference and enhance the lives of both its people and its members. Contact: Ann-Marie O’Dea Company: Shepherds Friendly Web: https://shepherdsfriendly.co.uk Feb23131
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