In Ceredigion and Llandovery, a rural business is proving that tradition and growth don’t have to be at odds. Led by five experienced Partners, including Agent of NFU Mutual Rhys Davies, the NFU Mutual Ceredigion and Llandovery Agency serves one of the largest and most diverse customer bases in the region - and it’s growing. “Over the last 15 years, we’ve seen change not just in farming, but across the local business community,” says Rhys. “We’ve had to keep pace - supporting more commercial clients, managing more complex risks, and building a team that can flex with that.” Recent merger The agency recently merged to bring together its Ceredigion and Llandovery operations. That’s meant opportunity - but also a renewed focus on leadership, clarity, and culture. “We’ve brought the agencies together, built new relationships, and created a structure that works. That’s been rewarding, building the business alongside people you trust.” As a self-employed Agent of NFU Mutual, Rhys isn’t an employee. He’s running a business, backed by a respected brand known for strong customer loyalty. Unlike most self-employed ventures, there’s no capital investment required - just drive, ambition, and a commitment to customers. “We’re lucky,” he says. “We’ve got a strong base of loyal customers, great support from NFU Mutual, and a real opportunity to grow. It’s not about selling policies but building long-term relationships with local businesses, farmers and families. That’s what makes it work.” That long-term mindset makes the NFU Mutual network of local agencies different. Customers tend to stay, and the business grows through reputation, referrals and word of mouth. It’s not about quick wins, but meaningful service. And while Agents lead their operations, they’re never out there alone. With broking support for complex commercial cases, marketing, training and strategic planning guidance, the NFU Mutual team ensures each agency has what it needs to succeed. A dual role at the heart of the rural community In addition to leading the agency, Rhys is an NFU Cymru Group Secretary, a role that deepens his connection to the farming community. From March to May, it’s a busy season of helping members with forms and guidance. The rest of the year, it’s about being a trusted point of contact: offering support, answering queries, and staying close to the needs of local farmers. “It’s a rewarding part of the work,” he says, “because it keeps us grounded in the community.” New opportunities The Ceredigion & Llandovery Agency is now looking to bring another Partner on board - someone commercially minded, rooted in the community, and ready to shape their own success. “It’s a proper leadership role - you’re setting the direction, developing people, making decisions that drive the business forward. But you’re also choosing how to run your week, where to spend your time, and what you want to focus on. There’s real flexibility.” For Rhys, the role is so rewarding because of its combination of professional autonomy, local relationships, and personal freedom. “The role gives you variety, the chance to build something, and space to live your life. Every Tuesday, I leave early to take my sons to rugby training; that flexibility makes it work for me.” Find out more about the self-employed Agent opportunity with the NFU Mutual Ceredigion & Llandovery Agency here.