Sam White is the multi-award-winning CEO of Freedom Services, an ever-expanding insurance business including Action 365, Pukka Insure and Freedom Brokers in the UK, and Stella Insurance in Australia. 

Having started her first company in 1999 aged just 24 in her sister’s conservatory, 20 years later she employs over 160 staff with offices in Cheadle, Cheshire, and Sydney, Australia with a turnover of over £14m.

Sam cares passionately about diversity, equality, innovation and above all, making business human. Motivated by a desire to change the insurance industry for the better, Sam is a vocal advocate for levelling the playing field for women and championing female leaders within the industry. 

In addition to being a successful entrepreneur, Sam is a regular business commentator in media and have been seen discussing current business affairs on BBC’s Wake Up to Money and Ian King Live on Sky News. She also hosts her own podcast “Human Business with Sam White” where she candidly discusses successes and failures with fellow business owners.