Cultivating flair, aptitude and creativity

Sharing Experience: Rob Thacker, Sona Insurance

Real talent includes the ability to approach challenges with energy, learn quickly and think differently when it matters most.

From day one, we’ve intentionally built a business that embraces individuality and supports people’s growth. Talent doesn’t flourish in rigid systems, it thrives in environments where people feel seen, trusted and inspired to push boundaries. That’s what we strive to offer at Sona Insurance.

Recognising talent

Over the years, I’ve learned that you don’t always find talent – you recognise it. It’s not about ticking boxes, it’s about spotting that spark in someone’s attitude, curiosity and drive. That mindset has led me to bring in exceptional people, some from traditional insurance backgrounds and others from different paths, who’ve gone on to do great things here.

One of my colleagues recently shared that they felt Sona Insurance was different from the moment they walked into the interview, saying: “It’s a small group of fun but hardworking people who genuinely care and that’s hard to find.” Another reflected on being trusted early on to lead a strategic partnership project: “Within six months, I was running a market initiative. It’s not just about being heard; it’s about being empowered.”

This philosophy extends beyond permanent hires. Recently, we brought an MBA student into the business. We invited them not because we needed an extra pair of hands, but because we wanted a fresh lens; someone who would ask different questions, challenge assumptions and help us explore opportunities from a new angle. Their analytical approach and thoughtful curiosity have already sparked some rich conversations around strategy, innovation and client experience.

The culture spark

The culture here at Sona Insurance is inspired by Daniel Pink. In his book ‘Drive’, he suggests that factors such as autonomy, mastery and purpose are more effective at motivating individuals than factors such as money or status. This is because these three factors also contribute to happiness.

We are fostering a culture that encapsulates this, because talent needs the right environment. That means making space for creativity and ensuring my colleagues feel safe to try, fail and try again.

Insurance is often misunderstood as a traditional industry – but I see it differently. The sector is dynamic and filled with opportunities to solve real problems in new ways. Whether it’s a team brainstorm or backing someone’s initiative, we encourage ideas to surface and take shape. One of my colleagues recently shared how excited they were that their suggestion for a new business approach was not only welcomed but is now being rolled out, with them at the helm. That’s the culture I’ve built, where people feel ownership not just responsibility. 

At the end of the day, the best companies aren’t simply built by smart people; they’re built by people who feel they can truly be themselves. That’s why my aim for Sona Insurance has always been for it to be a place where talent can turn into something extraordinary.