About us

Our Ethos

Established in 1998, Greenlands Insurance Services Ltd is proud to have built a strong and lasting reputation within the agricultural and business communities for offering comprehensive policies, competitive premiums, and a peerless approach to customer service.

100% independent, and with clients located throughout the UK, our success is underpinned by a comprehensive knowledge of the industry and its products and services, coupled with a ‘forward thinking’ approach and – in comparison to the more traditional providers – an unrivalled flexibility.

Operating initially from out of its founder’s home, the company quickly expanded into a number of subsequent office premises before establishing, in 2005, its very own modern HQ in the university and seaside town of Aberystwyth, Mid Wales. Complemented in more recent years by additional offices in central Cardiff and Ruthin (North Wales), along with an enviably situated pavilion on the Royal Welsh showground, this steady yet assured expansion is testament to the company’s ethos of offering, wherever possible, a broad range of insurance products and services tailored to the individual needs of its clients.

Our Management Team

  • J. Roland Williams — Founder / Managing Director

    J. Roland Williams
    07979 856 281

    Born, raised and educated in the Ceiriog Valley, Roland’s formative years were characterised by extensive practical farming experience across Wales, culminating with a period spent shearing and milking in New Zealand. After attaining an Honors Degree in Agricultural Economics from Bangor University, Roland worked for nearly a decade as a lecturer in Farm Management at the esteemed Welsh Agricultural College (WAC) in Aberystwyth, followed by several successful years in the role of Chief Executive Officer with the FUW. It was here that Roland saw an opportunity to introduce a viable broker model to the Agricultural insurance market within the region, a concept which went on to spark a well received and discernible shift in how this class of business is sourced and transacted, i.e. through greater choice and ultimately, more competitive premiums for (our) clients. Running parallel to this is Roland’s hobbyist pursuit of keeping and showing pedigree sheep (Southdowns/Oxfords) – with notable and continued success – at various shows and events across the UK.

  • David Scourfield — Client Relationship Manager

    David Scourfield
    01970 636 090

    Joining Greenlands in 2003, David manages/oversees the renewals side of the business, whilst also ensuring that existing clients receive the high standard of service they’ve come to expect from us. Born and raised in the agricultural industry, David’s expertise in the field has enabled him to fully understand our clients’ needs, and equally, convey this in an effective and efficient manner to the numerous insurance providers. A keen supporter of the Scarlets rugby team, and a member of the ‘Bois y Gilfach’ male voice choir, David likes to help out when he can on the family farm, where he keeps a herd of pedigree Simmental cattle.

  • Anthony Percival — Operations Manager

    Anthony Percival
    01970 636 093

    Having joined the company in 2003, Anthony has over a decade’s experience in the industry. A former teacher with a degree in History, his skills are utilised in such varied ‘behind the scenes’ duties as managing/developing the company website and associated systems, through to day to day IT support, marketing, and administering of new business. Recently, Anthony has been instrumental in developing the online Smallholders ‘quote & buy’ portal – the first of its kind in the UK. Outside of work Anthony is an enthusiastic film and history buff, and enjoys keeping abreast of the latest developments in technology and design.

  • Nigel Owen — Systems Analyst

    Nigel Owen
    01970 636 925

    Following experience in dairy farming Nigel gained his academic qualifications at Bangor University, culminating in research into Management Information Systems in dairy production. He went on to become Senior Lecturer in Farm Management at the Welsh Agricultural College in Aberystwyth. He gained experience as a key member of the management team in systems analysis, governance and regulation when the WAC became independent. More recently he has worked in estate and property management and developed particular interests in energy procurement, monitoring and efficient utilisation. Nigel is a keen sailor and look after approximately 300,000 bees in his spare time.