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Role Summary The General Manager will work closely with the CEO to lead Octopus Legacy towards its ambition of becoming the UK’s defining brand in estate planning and support after loss. Estate Planning is the core engine of the business - driving revenue, customer growth, brand trust, and long-term value creation. This role carries full end-to-end accountability for the unit’s performance, growth and transformation. The GM will own strategy, commercial performance, operational delivery, people leadership, and customer outcomes. Beyond running the business, this role will lead a critical evolution: transitioning Estate Planning from a predominantly service-led model to a scalable, technology-enabled platform that delivers exceptional customer outcomes and margin strength. You will guide the business through a period of rapid growth and increasing complexity, stabilising and scaling operations, embedding systems and processes for efficiency, and taking full P&L ownership - all while working closely with the founder and executive team to shape the future direction of the business. Key responsibilities Define and deliver a clear short and long-term strategy for the Estate Planning business that directly supports Octopus Legacy’s broader ambition and growth plans. Oversee all aspects of the business unit, including revenue, service delivery, and operations. Take full ownership of commercial and operational performance, translating strategy into clear KPIs, measurable outcomes, and disciplined execution across teams. Partner with Marketing and New Business to drive viral growth, strengthen the brand, and scale lead generation and conversion.  Partner with Product and Technology to prioritise and accelerate initiatives that improve systems, tooling, and workflows, driving operational efficiency and scalability. Build a best-in-class technology platform connecting our products and customers. Develop and manage financial resources, including budgeting, forecasting, and reporting to ensure sustainable growth and success. Take complex, ambiguous problems and opportunities from definition through to delivery, working ‘hands-on’ across teams to remove blockers, improve ways of working, and embed outcomes. Maintain rigorous compliance with all legal and regulatory requirements, embedding robust quality assurance and risk management processes. Build and maintain strong relationships with key internal and external stakeholders — including customers, partners and industry bodies — to strengthen our market position and reputation. Lead and strengthen our high-performance, customer-first culture during rapid scale (c.150 → 300 team size), reinforcing high standards of accountability, behaviour and results. Attract, recruit, develop and retain an exceptional team, building succession depth for critical roles. Anticipate market, regulatory and operational risks, and respond with structured, forward-looking action. Build the organisational scaffolding required for a scaling business unit — formal enough to ensure clarity and control, but lean enough to maintain momentum and entrepreneurial pace. Partner closely with the CEO, Board, and HoF team as a trusted senior operator, aligning Estate Planning priorities with company direction while helping to shape that direction. What Success looks like Successful introduction of new products or service enhancements measured by time-to-market, ROI and customer satisfaction. A fully embedded, data-led operating cadence with clear accountability and performance visibility across all functions. High retention of top performers and a strengthened leadership bench across the business unit. Profile & Approach Proven track record leading and scaling service-led businesses, bringing out strong performance in leaders while modelling accountability and high standards. Sets ambitious expectations for self and others; com