Spotlight: Assured Data Protection

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Assured Data Protection

Bringing values into everyday culture

Assured Data Protection (Assured) is a provider of data protection, disaster recovery and cyber-resiliency services. With operations primarily across the UK and USA and continued growth across teams and locations, a clear, shared culture becomes increasingly important. In 2025, Assured launched a refreshed set of core company values to help create a consistent foundation for decision-making, collaboration and performance as the organisation scales.

An employee-led process

Assured developed its values through a structured process designed to be driven by employees, with leadership support focused on enabling, not directing the outcome. Planning was coordinated with Assured’s Wellbeing Team, with facilitation led by Wellbeing Officers and supported by an HR consultant for the kick-off and overview. Diverse employee groups were formed across functions and seniority levels to capture a broad range of perspectives.

Workshops explored the behaviours that define Assured’s best employees, the qualities that drive success, and what the company culture should feel like. Themes were then shared across groups, consolidated into a short list and refined into clear definitions supported by practical examples, before being shared more widely for feedback and final review.

To build engagement and ownership, Assured also introduced employee-led ways to bring the values to life visually, including a contest for colleagues to design the value icons.

From values to day-to-day behaviour

The new values – Be Brave, Grow Intentionally, Own It, and Drive Impact – were designed to be simple, memorable and action-oriented. Assured has begun integrating them into the “people lifecycle”, including onboarding and performance conversations, so that expectations around behaviours are consistent and tied to career development.

Assured Core Values - No Title_reduced.png

An employee-led process

Assured developed its values through a structured process designed to be driven by employees, with leadership support focused on enabling, not directing the outcome. Planning was coordinated with Assured’s Wellbeing Team, with facilitation led by Wellbeing Officers and supported by an HR consultant for the kick-off and overview. Diverse employee groups were formed across functions and seniority levels to capture a broad range of perspectives.

Workshops explored the behaviours that define Assured’s best employees, the qualities that drive success, and what the company culture should feel like. Themes were then shared across groups, consolidated into a short list and refined into clear definitions supported by practical examples, before being shared more widely for feedback and final review.

To build engagement and ownership, Assured also introduced employee-led ways to bring the values to life visually, including a contest for colleagues to design the value icons.