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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_ 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.

About_

A Legacy of Service and Strength

In the United Kingdom, a community thrives, bound by a shared history of courage and commitment. This is your community as a Veteran.

Each year, 15,000 to 20,000 of you step back into civilian life, ready to bring your unique skills and experiences to our society. But until now, the narrative has often been one-dimensional, focusing on challenges rather than celebrating your strengths and contributions.

That's about to change.

What is weServed? The Platform

weServed is a pioneering platform dedicated to empowering you, the UK's Veteran community. It's a unique ecosystem offering a range of services specifically tailored to your needs and aspirations, as well as those of your family.

At its core, weServed is more than about recognition and empowerment; it's about fostering a community that transcends the ordinary. Imagine a typical community - built on trust, shared values, and mutual support. Now, elevate that image to Community 2.0 - that's weServed. Here, the community ethos is enriched by your loyalty, commitment and courage.

weServed isn't just a platform; it's a tribe where these extraordinary qualities are not just acknowledged but are the foundation of everything we do. It's a space where your unique experiences are valued and where your potential is actively supported and nurtured.

This platform is designed exclusively for you, the UK's Veteran community. It's for the thousands of service members transitioning to civilian life each year, ensuring you have the resources and support needed to flourish outside of military service.

We will connect you with job opportunities that value and leverage your unique skills and experiences. We offer comprehensive 24/7 health services, including mental health support, addressing the specific needs of you and your family.

In addition, we provide specialist financial services and advice from Veterans tailored for the Veteran community. They understand your needs, they've been there themselves.

Changing the Narrative

The journey of weServed began with a question: How are Veterans perceived and valued in our society? Our findings were stark yet illuminating.

Despite your significant contributions, many of you feel undervalued, with the prevailing discourse often painting you more as victims needing charity than as the assets you truly are.

This realisation sparked a call to action. weServed was born out of respect and recognition for the vast potential lying within you, our Veteran community.

You are a valuable yet often underutilized asset in society. Your skills, honed through years of service, are diverse and highly transferable, ranging from leadership and teamwork to problem-solving and resilience under pressure.

However, transitioning to civilian life can present challenges, as these skills are not always recognised or understood in the civilian job market. And often, the adjustment to civilian life can come with unique health and financial needs.

weServed addresses these challenges head-on. By providing targeted support and opportunities, the platform helps you translate your military skills into civilian success. It's not just about finding a job; it's about finding the right job where you can thrive and continue to make meaningful contributions to society.

In terms of healthcare, weServed recognises your unique experiences, offering tailored support to ensure your physical and mental well-being. Financially, the platform acknowledges the need for Veteran-centric products and services that respect your service and lifestyle.

Building weServed

At weServed, empowerment extends beyond support and community; it's also about providing tangible, everyday benefits that make a real difference. Our savings programme is a testament to this commitment. As a member, you gain access to exclusive rewards and savings opportunities from thousands of retailers, both big and small.

Imagine saving on your daily essentials, leisure activities, travel, and more – these are not just occasional perks but consistent savings that add up significantly over time. Our carefully curated deals and partnerships are tailored to suit a variety of needs and interests, ensuring that every member finds value and makes the most out of their hard-earned money.

The Next Chapter

As we progress, weServed continues to evolve, guided by the voices of those it serves. With every Veteran who joins us, we're not just offering benefits; we're rewriting the narrative. We are here to celebrate your resilience, skills, and contributions.

To all who have served and their families, weServed is your platform – a place where your service is not just remembered but rewarded. Join us in creating a legacy that resonates with your journey and honours your service.

Welcome to weServed – The go-to platform that provides real-world services to all Veterans, all in one place. Together, let's make the UK the best country in the world to be a Veteran.

Join the Movement!