What sets us apart? Our character in action

Insurance & Risk: Sona

Strategy matters – my MBA drilled that into me. However, as Peter Drucker (Austrian American management consultant, educator and author) famously said: “Culture eats strategy for breakfast.”

Strategy is about putting the ladder against the right wall. Culture – our spirit – is what determines how fast and how well we climb it together.

At Sona, our mission is simple: we invest in our people to reward our clients. 

Character drives culture

Our spirit is rooted in character. We look for people with individuality who bring buckets of personality to work. Character at Sona means humility over ego, curiosity over complacency and a willingness to remove self-imposed limits. And we empower our team by creating an environment where employees, clients and partners want to belong. Autonomy matters. Our leadership style is about setting context, not enforcing control. When people know their role, understand the goal and feel trusted, they perform at their best.

That trust unlocks ambition. When individuals know they are covered, they stretch themselves. They set bold goals and take ownership. We win, lose and learn together. This is how culture becomes more than a concept – it becomes behaviour.

Courage to empower and protect

Courage in our business is not loud. It is found in the daily decisions to do the right thing. We set high standards and benchmarks in the sectors we operate in. That requires technical brilliance, commercial awareness and, above all, integrity.

It also means thinking ahead. Over the past year, we’ve spent considerable time discussing political risk with clients as global uncertainty continues to reshape the business environment. These conversations demand innovative thinking. In fact, we have placed more Kidnap & Ransom policies in the last year than at any other point in my career, reflecting how organisations are recognising new and evolving risks.

We market ourselves as ‘Empower. Protect. Evolve.’ – but this isn’t just a strapline. To empower is to create clarity and confidence. To protect is to provide solutions that genuinely solve problems. To evolve is to remain inquisitive and knowledgeable.

We like our clients. That may sound simple, but it is powerful. We are open and honest and treat customers fairly. We ensure they understand their options so they can make informed decisions with confidence. Enthusiasm runs through all of this. We enjoy what we do. We compete. We finish strong.

Ultimately, the spirit of Sona is about a collective belief that if we invest in our people, nurture their character and give them the freedom to grow, they will deliver exceptional outcomes for our clients.

Clearly, everything we do needs to translate into a benefit for our clients.

That is our culture. That is our courage.

That is our spirit.