In His Own Words

The company's ambition: We want to be more than survivors in the market, we want to be players.

The recent name change: I think Friends First suggests friendliness and a focus on the customer.

Development: Consumers have problems with banks, building societies and insurers, so we've tried to leave out all the bad bits, but combine all the elements that consumers do like, into one package.

The culture of Friends First: I decided to put accountants, marketing managers and actuaries working together, which was unusual for the industry.

The US approach to business: They have self-confidence and an ability to take risks.

On success: I have always been a driven person, but there has been an element of luck to it as well.

Banking history: There was a lot of old-fashioned doffing of the cap.