Elders Insurance – A network of successful regional insurance agencies under the Elders brand.
Establish a cohesive values-led culture system that reflects the unique character of Elders’ regional teams and aligns with their 4-year growth strategy.
Although Elders Insurance's regional agencies were thriving, the teams operated with a mix of “unwritten values” and corporate values provided by the Elders head office. The directors recognized the need to create a values system that truly represented their local teams, reflecting how they worked and what they stood for—while supporting the ambitious growth strategy they had set for the next four years.
The unwritten values were too loosely defined to drive the focused, connected culture needed for sustainable growth across the regional sites. While the corporate values provided a base, they needed re-shaping into a system that resonated locally and could guide the growing team toward a unified vision.
ValueBull collaborated with Elders’ leaders and values team to evaluate and adapt the existing corporate values, transforming them into a locally meaningful, values-led culture system. Through extensive workshops, the team examined Elders' corporate values, ultimately merging them into a system focused on the “3 Things That Matter Most” (T3P):
These T3P archetypes were then crafted into Creative Expressions that would inspire and resonate with the team. The primary expression, FLYING FURTHER TOGETHER, represented the collective spirit of the agencies and set the tone for future growth and collaboration.
To support the T3P, ValueBull created 9 WOWs (Ways of Working), providing the behavioral framework needed to guide each team member’s actions across Elders' three regional sites. These WOWs served as practical guidelines, ensuring everyone understood how to contribute to the shared vision and goals.
Each WOW was reinforced with ValueBull Habits that encouraged consistent application, giving team members clear, actionable steps to embody the values in daily work. The habits were designed to ensure the values stayed active and didn’t fall into the common trap of “values gathering dust.”
The values-led culture system was launched with a strong emphasis on Growth, Ownership, and Collaboration. Regional team members quickly embraced the system, and FLYING FURTHER TOGETHER became a rallying call, uniting the teams with a clear sense of purpose and direction.
Within months, the impact was evident:
Elders Insurance’s commitment to creating a locally-driven, values-led culture system has become a cornerstone of their success, enabling them to pursue their 4-year growth strategy with a unified, engaged team.
Our business was growing fast, and we knew it was time to invest in our people and culture. ValueBull brought a solution we hadn’t seen before—connecting strategy with culture in a way that actually works for a sales-driven business like ours. They helped us step back, define our vision, and tie culture to commercial outcomes and actions our team could execute.
What really stands out is their follow-through. Their 12-month support makes sure the plan doesn’t get lost in the day-to-day. They don’t just leave you with a big idea—they help you embed it, so we can stay focused on growing the business."
Director - Elders Insurance Mildura and Broken Hill
