Alex Sadler’s career began at just 17 in the motor claims department at Equity Red Star. “I was young, female and it was an eye-opener,” she recalls. “Back then, the industry was very traditional. Managers were all male and women were expected to answer phones and do admin.”
Despite the environment, Alex found the work fascinating and stayed for two years before moving to AllClear Travel – a decision that would shape her confidence and career trajectory.
Seizing opportunities and building confidence
Alex’s next big step came when she joined AllClear Travel in its infancy. “I was there from day one, watching the company grow from a single office to a major player.” Starting in customer service, she quickly demonstrated her potential and her talent for understanding medical screening quickly stood out. “One of the directors pulled me aside and said, ‘You’re showing real potential.’ At 21, I was promoted to supervisor,” she explains.
This role gave Alex the chance to design training packages and deliver sessions to major brands like First Choice Holidays – a huge achievement that boosted her confidence and showcased her ability to thrive in leadership roles.
I was standing in front of clients, representing the company and selling our product. Looking back, that was a massive achievement for me as a young woman in a male-heavy industry. I didn’t blow my own trumpet at the time, but what I achieved was incredible. It gave me confidence that I could stand up, speak out and make an impact.
Alex Sadler, Client Advisor at Coversure Sudbury
The power of transferable skills
After seven years at AllClear, Alex moved into operations at a law firm before taking a career break to raise her two daughters. When she was ready to return to work, Alex became a teaching assistant for flexibility. Returning to insurance felt daunting: “I didn’t think I was good enough because I’d been away so long.” But LV Insurance welcomed her diverse experience, proving that transferable skills are invaluable. “They encouraged different backgrounds, and that was an eye-opener for me – it showed me that the industry had evolved.”
In June 2024, Alex joined Coversure Sudbury as a part-time Client Advisor. “I’d never worked for a broker before, but I loved the idea of smaller franchises and career development opportunities,” she explains.
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.
Challenges and lessons learned
Reflecting on her journey, Alex acknowledges the hurdles women face in a historically male-dominated industry: “We’re brilliant problem solvers with great empathy, but we don’t always sell ourselves enough. We’re like onions as we have so many layers and so much to offer, but we need opportunities to show it.” Her advice? “Go for it. Believe in yourself. The industry has evolved so it’s a good time to shine.”
When I started in insurance, senior roles were almost exclusively male. Now, things are shifting. Campaigns like this plant the seed and give women the confidence to think, ‘Why not me?’
Alex Sadler, Client Advisor at Coversure Sudbury
Looking ahead
With her daughters now in secondary school, Alex is ready to focus on her own development. Her goals include gaining professional qualifications, expanding her knowledge of commercial insurance, and continuing to grow within Coversure.
It’s my time again. After years of focusing on my family, I’m ready to invest in my career, gain qualifications and explore new opportunities – perhaps even running my own brokerage one day.
Alex Sadler, Client Advisor at Coversure Sudbury
