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Casey Vardy of Key Partnerships Discusses Role as Business Development Manager

Casey Vardy, business development manager (BDM) at Key Partnerships, works closely with adviser firms to support access to later life lending and specialist advice services. Vardy regularly collaborates with around 15-20 key referring adviser firms and maintains relationships with four major national networks.

In her role, Vardy helps adviser firms understand how Key Partnerships’ services can support their clients and strengthen their business proposition. She also supports a broader network of advisers across the UK.

Vardy highlights the importance of strong communication and relationship-building skills in her position, noting that her daily work involves engaging with both senior executives and operational teams to address the needs of later life clients. She also emphasises the value of commercial awareness in identifying opportunities and anticipating challenges within the market.

Vardy is focused on improving her remote presentation skills, recognising the growing importance of virtual meetings and online training sessions when engaging with adviser firms and networks. She aims to enhance how she communicates value in both client and internal discussions.

Discussing the challenges of her role, Vardy points to the need for resilience in the face of rejections and setbacks, as well as the importance of maintaining motivation and a positive attitude. She notes that building a strong pipeline is essential, even when efforts to win new accounts do not always succeed.

Vardy enjoys the variety of people she works with across the UK, from experienced advisers to those new to the industry. She believes that understanding each firm’s goals and tailoring support accordingly helps deliver the best outcomes for both clients and businesses.

Vardy also addresses a common misconception about business development, stating that the role involves more than just sales, with a focus on supporting brokers and helping them identify new opportunities.