Joanne Jackson’s path into the insurance industry wasn’t planned, but it paved the way to a successful career running Coversure Cannock. What began as a search for flexibility quickly turned into a career built on expertise, empathy and a leadership style that proves you don’t need to be the loudest in the room to make a lasting impact.
Like many in the industry, I didn’t grow up dreaming of working in insurance! In a previous life, I was a hairdresser – a career I loved. But after having children, the unsociable hours weren’t sustainable, so I looked for a part-time role with more family-friendly hours.
Joanne Jackson, Director at Coversure Cannock
Finding the right fit
When looking for a role to fit around her family life, a telesales opportunity at an insurance brokerage opened the door to a whole new world. What started as a part-time job quickly became a passion. Joanne recalls being “the only woman in the sales team, but I thrived – earning promotion after promotion.”
Joanne quickly distinguished herself in sales, especially in niche markets like kit cars and modified vehicles. Her appetite for learning and growth led her to a family-run brokerage where hands-on experience and mentorship shaped her skills further. She later became a fleet underwriter and mentor, supporting new and experienced colleagues alike.
As the industry evolved and corporate changes swept through, Joanne was offered the opportunity to take over a client book. Instead, she made the decision to partner with Coversure and launch her own brokerage.
Leading with intention
Joanne’s rise to leadership involved mastering every role and advocating for herself along the way. Despite the lack of female mentors early in her career, she carved her path with quiet determination.
In every role I’ve held, I’ve been surrounded by men – it’s never felt unusual because it’s simply how the industry was. Early on, there was a clear expectation that women were steered toward administrative roles. And while admin work is absolutely vital, sales was a space where women were few and far between.
Joanne Jackson, Director at Coversure Cannock
Rather than trying to challenge the system, Joanne simply excelled. She showed that leadership doesn’t have to be loud to be effective. Her approach is thoughtful, rooted in integrity and empathy: “I lead by example, not by volume.”
Creating a culture of inclusion
Now at the helm of her own brokerage, Joanne is deeply committed to creating a work environment where everyone can thrive. She has created a space for open, judgment-free conversations, whether it’s about work or personal challenges. Her team benefits from her balanced, understanding leadership style, which makes room for different personalities and working styles.
“As a mother of two boys, I’ve always believed that a truly inclusive workplace must support both women and men. Ultimately, I lead the way I’ve parented – with patience and fairness.”
Building a legacy
Though the business is still growing, Joanne has already achieved more than she imagined — both in terms of personal pride and professional recognition. She’s not only created jobs, but also challenged outdated expectations, proving that women can lead brokerages with strength, grace and commercial success.
For me, the most rewarding part has been watching something I built begin to take shape – seeing the business grow, knowing that every late night, every tough decision and every moment of doubt was worth it.
Joanne Jackson, Director at Coversure Cannock
Celebrating success
That hard work hasn’t gone unnoticed. This year, Coversure Cannock was recognised as a Club Eighty-Six winner, an exclusive Coversure programme celebrating the top-performing offices in the network. Joanne’s brokerage ranked among the top 20 offices for GWP growth over the past 12 months, while also meeting other key standards.
As a reward, Joanne and her winning network peers were invited to a day of hospitality at Henley Royal Regatta in July — a moment to pause and celebrate just how far she’s come.
As for the future? She hopes to eventually hand over the reins and enjoy some well-earned relaxation, knowing “that I’ve built something solid – something that can stand without me.”
Advice for women in insurance
Joanne’s message to women thinking about a career in insurance is simple: “Do it. I took on this role later in life, and my only regret is not doing it sooner.”
She advises learning every part of the business and not rushing the process. In her experience, true confidence and credibility come from understanding the nuts and bolts, not just the headlines.
Ready to build your own successful brokerage?
If you’re an insurance professional ready to launch and grow your own business, with the backing of a network that understands what it takes, we’d love to hear from you.
