With more than 20 years’ experience in the protection industry, Ricky Butler is a trusted expert dedicated to helping people properly. Throughout his career at LifeSearch, Ricky has focused on one simple principle: having honest, meaningful conversations that lead to the right protection advice for every individual, family or business. Ricky began his journey at LifeSearch as an adviser, speaking directly to customers about their needs. His natural ability to listen, explain complex topics clearly and build trust quickly set him apart. Early in his career, he became one of the company’s top-performing advisers, but he believes success came from people rather than numbers.
"I was just having good conversations with people. When you truly listen, you can help people make better decisions.”
That customer-first mindset has shaped everything Ricky has done since.
A Career Built on Improving Customer Outcomes
As his career progressed, Ricky moved into coaching and development, helping shape how advisers across LifeSearch support customers today. He played a key role in developing adviser training programmes, best-practice standards and LifeSearch’s approach to Business Protection – all designed to ensure customers receive clear and tailored advice.
Many of these frameworks remain central to how LifeSearch operates, helping advisers deliver consistent, high-quality outcomes for customers at every stage of life.
"No matter what you contribute, it’s always the people around you who make it work.”
Today, alongside his leadership responsibilities, Ricky focuses on building partnerships that allow more people to access expert protection advice, through his role as Head of New Business and Growth. By working closely with trusted organisations across financial services and beyond, he helps ensure customers can find the right cover when they need it most.
A Day in Ricky’s Life
No two days are the same for Ricky, which is exactly how he likes it.
"I love change. I love stuff ever evolving, which is why I’ve stayed at LifeSearch for so long.”
His work centres on improving how customers experience protection, whether that’s refining how protection advice is delivered, supporting partners to better serve their clients, identifying gaps where people may be under-protected, or understanding where stronger risk management strategies could make a real difference.
He spends a lot of his time analysing real-world outcomes, reviewing customer needs and working with teams across LifeSearch to make sure protection solutions are practical, accessible and relevant. For Ricky, it’s about making sure protection works in real life, not just on paper.
"Questions are the answers. You have to ask the right ones and really listen before you can help.”
Ricky’s Philosophy on Client Service and Ethics
At the heart of Ricky’s approach is integrity. He believes protection and insurance advice should always be built on honesty, transparency and empathy. Customers should feel confident they’re being listened to and supported, not sold to.
"I’m the same person in and out of work. Do what you say you’ll do. Treat people how you’d want to be treated.”
This philosophy underpins how Ricky works with customers, partners and colleagues, helping ensure every piece of protection advice is made with long-term wellbeing in mind.
Staying Ahead in a Changing Industry
Ricky stays updated with industry developments through a blend of professional networks, industry resources and events. LinkedIn is one of his primary tools for keeping up with changes, and his extensive network means he is constantly in conversation with people across the sector.
"After so many years in the industry, staying up to date has become second nature - I’m always tuned in to what’s going on.”
He also attends regular webinars and subscribes to platforms such as Protection Guru and COVER. Whenever something captures his interest, he takes the initiative to dig deeper, ask questions, and expand his understanding of insurance advice.
In recent years, he has deliberately broadened his scope beyond the protection world. He has started attending wider industry events, such as the L&G Mortgage Club 30th Anniversary Conference and the Building Societies Annual Conference, to gain exposure to new markets.
- View Ricky's LinkedIn profile: Ricky Butler LinkedIn
What Makes Ricky an Expert?
Beyond his credentials, such as a degree in Business Studies, financial planning certificate and Series 7 Licence, Ricky credits much of his expertise to experience gained across different departments and roles within the financial sector.
"I’ve grown with the business, moving from client-facing roles to specialisms in different areas. Along the way, I’ve learned an incredible amount from working directly with customers, clients and from the brilliant people I work with every day.”
Known for his relentless work ethic and drive for self-improvement, Ricky approaches his work with a constant desire to raise the bar.
"I don’t know everything, but I’m always trying to be better. And I like to make the people around me better too. I see every challenge as an opportunity to do something better, to push for what’s just out of reach.”
