James Potter

James Potter specialises in building and scaling operational functions within modern insurance businesses. As Chief Operating Officer at Sona, a commercial insurance broker based in Essex, he oversees client servicing, marketing, sales, finance, and compliance, ensuring alignment between commercial strategy and day-to-day execution.

He has recently led the business’s digital transformation, with a focus on developing digital products and embedding AI and agent-driven technologies to enhance efficiency and client outcomes. With experience spanning both underwriting and broking, James brings a well-rounded perspective on the market, particularly across specialist areas including high net worth, fine art, farms and estates, and equine insurance.