Daisy
Richards

Stepping up with resilience:
Daisy's story so far...

Daisy never planned a career in financial services. After finishing her A-levels, she took an administrative job at Linear Financial Solutions to fund a gap year - and ended up discovering her calling. Within months, her energy and initiative earned her a promotion to Marketing Executive, where she led campaigns that brought a fresh perspective to the business.

When her mother, the firm’s Operations Manager, was diagnosed with incurable breast cancer, Daisy - then just 18 - stepped up as Interim Operations Manager to support both her family and the business. The experience tested her resilience and revealed her natural leadership ability, balancing compassion with professionalism during an incredibly challenging time.

After two years at Linear, Daisy achieved her long-term goal of joining PRIMIS Mortgage Network as Regional Sales Manager - becoming the youngest person ever to hold the position. Her role combines relationship management, training, and advocacy, helping broker firms develop stronger protection processes and more inclusive cultures.

She’s delivered keynotes to hundreds of network principals, including at the PRIMIS Leading Ladies Conference, where she challenged firms to attract and invest in young talent. Her message - that attitude and ambition matter more than age - has sparked tangible change, with several regions now actively onboarding and mentoring young professionals as a result.

Daisy’s impact goes beyond recruitment. She’s delivered social media and marketing training to firms nationwide, helping advisers modernise communication and reach new audiences. Her focus on protection remains deeply personal, shaped by her family’s experience - and fuels her mission to ensure every adviser understands the life-changing value of the right cover.