Mutual benefits: How YBS enacts purpose to make financial services mutual, meaningful and member-led | Susan Allen, YBS

What if decisions were not just owned by stakeholders, but shaped by the customers themselves? In this Episode, Becky is joined by Susan Allen. Susan is leading the organisation at a time when financial services must do more than deliver profits. They must build trust, resilience, and create lasting value for their members and communities. In this conversation, you’ll hear how a mutual organisation can support financial resilience and inclusion in times of economic uncertainty, why creating the right culture is central to delivering both social good and commercial success and what it takes for leaders to embed purpose meaningfully, so it shapes decisions from the boardroom to the branch floor.Do you want to learn how to build a purpose-driven business from Given, the consultancy that’s helped some of the world's largest organisations become purposeful? Download the Insiders’ Guide to Purpose HERE.