Women in Finance – series of blogs, episode 15

Joanna Butler, Head of Buisness Operations

We are pleased to present the fifteenth episode of our Women in Finance series, featuring Joanna Butler, Head of Business Operations at Foster Denovo. In this episode, Joanna reflects on her career journey, from starting as an Assistant to the Directors of a small IFA practice, to becoming part of Foster Denovo’s Leadership Team. She discusses her experiences at Foster Denovo and shares valuable advice for those aspiring to build a career in the finance industry.

“I didn’t set out to work in the financial services industry, I fell into it. After completing a Business Studies degree at Kingston University I began looking for a job. I found an opportunity through my university careers department for an Assistant role at a local Independent Financial Adviser (IFA). It was my first step into the industry, and I ended up staying there for five years. It was a fantastic grounding experience and gave me an understanding of the industry, while honing my skills, particularly in marketing and business development.

I took on the challenge of getting my Financial Planning Certificates (FPCs) to gain a better understanding of the industry.  Realising my passion lay more in marketing, I moved to a much larger Financial Advisory firm, Millfield, where I took on a Marketing Executive role. This was a big leap: I went from a small company of 20 people to a national firm with nearly a thousand employees. It was a completely new experience, but one where I was able to grow. I started by managing one Assistant, and despite feeling nervous about managing someone, I eventually led the entire marketing team. It taught me not just about a marketing strategy but also leadership, company dynamics and how to manage people.

After five years, I moved to the provider side, joining Alico (part of AIG), as a Marketing Manager. It wasn’t a great fit for me. The sheer scale of the company made it difficult to make decisions, and I found the environment uninspiring and actually, really didn’t enjoy sitting on the provider side of the fence. However, it added valuable experience to my career tapestry and clarified what I truly enjoyed, working with advisers and financial planners.

At that time, some of the founding partners of Foster Denovo were starting the company, and Darren Laverty and Mark Bingham, both former colleagues at Millfield, offered me an exciting opportunity to join them. Foster Denovo was still in its infancy, and I took a role in Secondsight, building and developing the marketing from the ground up. It was an exciting challenge in a small and growing team and I loved working with Darren and Mark and the team, and later, the other Employee Benefit Partners who joined Secondsight.

Joanna shares how she started to build her career at Foster Denovo

Fast forward 18 years, and I can honestly say the opportunities to grow have kept me here. I started by supporting Secondsight’s business generation and profile-raising efforts. I led initiatives like award applications, helping us win some of the industry’s most prestigious awards.  I also studied for a Certificate in Management & Development with Coventry University, which was supported by FD.  It gave me the theory of how to lead and manage people, invaluable for my job.

I was then given the opportunity to take on a broader role within the Group, and progressed to Head of Marketing, leading and supporting the marketing, business development and brand awareness of Secondsight, Private Wealth, Sequel Investments and Private Client.  I was fortunate enough to build a brilliant team around me: Joanne Bunn, Kim Crabbe and Valeria Dove and I am delighted to see them flourish and continue to grow their careers in Foster Denovo.

I was 100% focused on marketing for several years when an opportunity arose to move into an operations focused role as Head of Operations for Secondsight.  It was a step outside my comfort zone but with the support of my manager (Helen) and the Secondsight Partners and team, I transitioned into operations, whilst continue to lead marketing. I began leading support functions like administration and CRM teams, our Health and Protection team, Partnership support and Employee Benefits Advisers (EBAs). Despite the challenges, I embraced the role, learning to balance leadership, strategy, and operational delivery.

From the very beginning, I’ve been fortunate to have strong support that encouraged me to take on broader responsibilities. Darren Laverty and Mark Bingham were super supportive, giving me opportunities to grow and step up. Helen Lovett, Foster Denovo’s Chief Operating Officer, has been the biggest influence on my career – her knowledge, resilience, and capacity for learning inspires me every day. She challenges and encourages me, often pushing me out of my comfort zone when I doubt myself. I’ve also learned invaluable lessons from colleagues like Louise Blair, whose mentoring on leadership and HR perspective has been transformative. Leigh Johnstone, whose process-driven approach complements my own strengths, has also been extremely inspiring.

Joanna discusses her current day-to-day role at Foster Denovo

No two days are the same, which I love. As part of the Leadership Team, my role focuses on delivering the company’s strategy operationally, including designing and delivering operational projects that support our boulders.

I lead senior managers who oversee the client service functions, including the support teams for Private Wealth, Mortgages & Protection and Secondsight.  And I continue to lead our first-class marketing team.

My expertise extends to integration and growth, where I support acquisitions, typically through due diligence.  I had the good fortune to lead the due diligence of the acquisition of Punter Southall Employee Benefits and continue to be involved in their successful integration into Secondsight.  I am involved, often as part of the Steering Group, in major operational initiatives, such as adopting new technologies and AI solutions to enhance operational efficiency and our clients’ experience – we started in Private Wealth and will move into Secondsight in 2025 – exciting times!

Looking back, my career has been about stepping into challenges, learning on the job, and being open to opportunities. From marketing, to operations, to leadership – I’ve grown with the business and I’m proud to have contributed to its success. What keeps me energised is the variety, the people I work with, seeing our people grow and develop, and the chance to make a tangible difference. While the business has grown significantly, maintaining that client-focused culture remains at the heart of what we do.

Goals and advice for others wanting to join the finance industry

When I started, my goal was to build a career in marketing and perhaps become a Marketing Director. However, opportunities in operations opened up a whole new direction that I love. Moving forward, I want to continue to develop operationally, while supporting succession planning to grow the next generation of leaders.

For anyone early in their career, I’d say:

• Do your research on roles and companies.
• Be prepared to work hard and grow your career from the ground up.
• Find mentors who can coach and challenge you.
• Take exams or complete learning even if you don’t sit the tests, understanding the language and detail will set you apart.
• Listen and learn from those around you; observing how people work and solve problems is invaluable.

The finance industry has changed massively. When I started, it was male-dominated and at times, could be chauvinistic. Now the landscape is very different.  The Leadership Team is evenly represented by men and women with a 50/50 split and all but one of my managers are women!  That said, I’d love to see more women consider and take roles as Financial Advisers and Planners, and other opportunities across finance.

Education is key and we need to raise awareness about the variety of roles available in finance, starting with schools and colleges. In fact, I’ve volunteered to speak at my daughter’s school to share insights about careers in finance.

What keeps me excited about my role is the variety, the people, and the chance to mentor and develop others. I’ve been lucky to grow my career here at Foster Denovo, and my advice is simple: be open to opportunities, work hard, and surround yourself with people who will challenge and inspire you.”