Tribe Mentality

Our values, mission and commitment to their next chapter, and family. Together marching forward as-one to help make the UK the best country in the world to be a Veteran.

Meet The Team_

Veteran_ Chair_ Ed Butler CBE, DSO

A strategic leader in risk and resilience issues, complex project management, strategy execution and resource allocation. He successfully built two consultancy businesses, worked in the reinsurance industry and now sits on a number of advisory boards. He was privileged to command 22 SAS over 9/11 and led British forces in Afghanistan in 2006. Ed has been formally recognised by His Majesty's Government on six occasions for his service to the nation.

Veteran_ Co-founder & Director_ Hugh Andrée

Hugh Andree, CEO of ForceSelect and former British Army Captain, has over 25 years in recruitment, including 14 supporting Service Leavers and Veterans. A dedicated advocate for Veterans ' employment.

Military Family_ Co Founder_ Product & Tech_ Annabel Jamieson

Multi-exit founder, Award-winning global digital marketer with over 25 years' experience in tech, community building, comms, data-driven growth marketing. Co-founder in a B2B SaaS start up which was sold successfully after 3 years. She has been part of a leadership team that conducted a reverse take over of a struggling AIM listed company, by pivoting the offering & developing an innovative marketplace in the web 3 environment.

Director_ Legal & Compliance_ Angus Scott

10+ yrs Plc board director for Canadian bank with responsibility for Legal and Regulatory affairs (including Data Protection). 9+ yrs Lead markets compliance advisor for structured products at German bank. International banking lawyer at Magic Circle firm.

Veteran_ Employment Solutions_ Dan Wilkinson

A former Army officer and founder of Hire a Veteran, he brings deep insight across military-to-civilian employment. Dan uses tech-driven strategies to reduce friction in hiring. His background spans operations, and large-scale programme delivery.

Veteran_ Head of Marketing_ Hannah Saunders

Former RAF Officer turned award-winning entrepreneur. Scaled and exited multi-channel brand Toddle (£100k+ MRR, 30k+ followers). Now NED at three tech start-ups, runs growth consultancy Pitch, and is a keynote speaker featured by the BBC and major business media.

Head of Revenue_ Guy Wolstencroft, OBE

Guy is an experienced entrepreneur and advisor, having founded, scaled, and exited six businesses across healthcare, legal, e-commerce, and subscription sectors. As CEO of The IOM Strategic Solutions Group and a Board Member at weServed™, he brings commercial acumen and strategic insight to our mission. Guy supports high-impact innovation with a strong social purpose, combining investor perspective with operational depth. A long-time champion of charitable causes, he helps shape our growth through a values-driven lens. His expertise helps weServed™ scale sustainably and with intent.

Veteran_ Head of Training & Development_ Neil Williams

Neil has over a decade of experience delivering both military and civilian training and has successfully founded, developed and exited a number of technology businesses. He founded and ran a cyber security training and recruitment business specifically assisting military veterans transition into new careers in cyber security. He has also enabled, overseen and delivered multi-million pound national capacity building programmes globally, on behalf of the UK Government, advising foreign governments on specific aspects of workforce development. Neil served as a commissioned officer in the Royal Marine Commandos.

Veteran_ Head of Healthcare & Wellbeing_ Ed Macfarlane

Board-level operational leader and Veteran Army Officer with 37+ years' experience delivering large-scale transformational change, supply chain integration and operational service improvements across defence, healthcare, and commercial sectors. Expert in estates and facilities management, property asset management, capital programmes and digital-enabled transformation. Recognised for embedding Safety-First operational service delivery, focussed on PEOPLE and health and wellbeing cultures.

Veteran_ Advisor_ Durdana Ansari, OBE

A motivational speaker and trainer, the gateway to Hon Capt Ansari's life was founded in 1985, where she joined the BBC moving from BBC Urdu to the World Service's English-language programmes, Meridian, Outlook and eventually The World Today. In 2018 she was appointed as Lt CDR and in July 2021 she was promoted and honoured with the consent of Her Majesty the Queen to act as an Honorary Captain for the Royal Navy.

Veteran_ Advisor_ Adrian Tuck

Adrian Tuck is a Veteran advisor with 30 years of experience founding and scaling technology companies across the US and UK. He built and sold Uplight for over $1B in 2021. A former British Army officer, he brings deep expertise in tech growth and US market operations. Prior to his career as an entrepreneur, Adrian served for 7 years in The British Army.

Advisor_ Blythe Masters

A seasoned executive in finance and technology, Blythe has operated at Board level for JP Morgan and Santander. She is a Board Member of GCM Grosvenor, CAIS, and Symphony AI, and a founding partner at fintech private equity firm Motive Partners.

Military family_ Advisor_ Tony Piedade

loyalty expert and Deputy Chairman of the Global Loyalty Organisation, has worked with major brands including British Airways, EasyJet, Etihad, and Jaguar Land Rover. He led the transition of the AirMiles brand to the Avios loyalty currency, shaping the future of customer loyalty.