Sam White

Sam White

CEO, Pukka Insure

Sam White is the multi-award winning CEO of Freedom Services Group which incorporates Action 365, Pukka Insure and Freedom Brokers.

Having started her first company in 1999 aged just 24 in her sister’s conservatory, 20 years later she employs over 270 staff with offices in Cheadle, Cheshire, Gibraltar and Sydney, Australia with a turnover of £18million.

Sam prides herself on operating a true meritocracy. A vocal supporter of equal rights in the workplace, 67% of Sam’s directors are women. Motivated by a desire to change the insurance industry for the better and level the playing field, Sam is a vocal supporter of diversity, equality, innovation and above all, making business human.

Freedom Services Group’s brand promise is “Doing Right By You” and Sam is an advocate of doing right by her staff and the wider community. The Group allows staff to use time to volunteer for local causes in the Manchester area as well as in Gibraltar.

As a mother of two, philanthropy is also important to Sam and she has established a foundation with the goal of supporting some of the worthiest humanitarian causes locally, nationally and internationally.