Dina Bhudia: My life has always been about protecting

“We need to understand the psychology of both our clients and the community”

clock • 4 min read

Dina Bhudia, founder and director of P2M Asset Management, details the driving factors behind her work in the protection sector, from cultural considerations and obstacles, to establishing an advisory firm based on the principles of social responsibility.

As an older sibling, when life was restricted as a girl born in a South Asian orthodox family, I built in a level of protection for my younger brother and paved a way of freedom and independences from the traditional Eastern ways, but still found myself confused on how best to cope with the Eastern values in the Western world. As I went into married life, I found my self and started to realise a freedom of my character that had been restricted for so many years; from an introduction to restaurants to a life beyond a 9pm curfew. I never saw the wider world or its opportunities. I soon ...

To continue reading this article...

Join COVER for free

  • Unlimited access to real-time news, key trend analysis and industry insights.
  • Stay on top of the latest developments around health and wellbeing, diversity and inclusion and the cost of living crisis.
  • Receive breaking news stories straight to your inbox in the daily newsletter.
  • Members only access to monthly programme 'The COVER Review'
  • Be the first to hear about our CPD accredited events and awards programmes.

Join now

 

Already a Cover member?

Login

More on Adviser / Broking

Professional skills: The most dangerous phrase in mortgage advice

Professional skills: The most dangerous phrase in mortgage advice

“We’ll sort protection later”

Ash Borland
clock 11 March 2026 • 4 min read
Why demand for unemployment insurance is soaring

Why demand for unemployment insurance is soaring

Most of the demand to come from mid-career workers

Kesh Thukaram
clock 10 March 2026 • 3 min read
PDG launches Protection Insights Report 2026

PDG launches Protection Insights Report 2026

Underwriting, annual statements, market views

Cameron Roberts
clock 25 February 2026 • 2 min read