Nordic roots - UK vision: Meet Anders Bruun, Managing Director of Nordea UK

17 October 2024

Relocating to the UK to lead a bank with Nordic heritage brings both challenges and opportunities. This is something that Nordea’s Managing Director for the London branch, Anders Bruun, has experienced when navigating this transition himself in recent years. On a sunny August day, we met with Anders at Nordea’s central city office, to hear his story. Following a summer marked by sports, we were also eager to learn about the strategies behind Nordea’s sponsorship of the prestigious Nordea Open tennis tournament in Sweden. During our conversation, we discovered that principles like team empowerment and a goal-oriented mindset are not only vital in sports, but in navigating the ever-evolving business landscape.

Anders Bruun has been employed by SCC Patron Nordea since the early 90’s, before the bank took its current name and became a major player in the Nordic banking sector. What he initially saw as a temporary stepping stone gradually evolved into a career spanning over 30 years. Throughout the years, Anders has held various managing positions within the bank, and mostly dealt with corporate customers. In 2022, the opportunity of steering the wheel at Nordea’s relatively new UK-office in London arose.

“I simply could not resist. Corporate banking in Europe is in many ways defined by the London market. So, for me, although late in my career, I had to dare,” he reflects.

Leadership grounded in heritage and innovation
Anders firmly anchors his leadership approach in Nordea’s core value of customer centricity, a principle that guides every decision he makes. Amid the rapid pace of digital transformation, he ensures that the essence of delivering personal, service-oriented banking remains at the heart of the organisation. “As long as we keep the customer at the centre of everything we do, we stay true to our heritage.” 

Delivering this level of service requires more than just a focus on customers - it demands a strong commitment to teamwork and employee empowerment. Anders believes that true innovation thrives when team members are given the freedom to take ownership of their ideas.

“If you’re part of the decision-making process, you naturally feel responsible for delivering results,” he explains. “Instead of pointing fingers at management or colleagues, you work harder to achieve success.”

Anders also acknowledges the cultural differences across Nordea’s operations in the Nordics and the UK, particularly regarding empowerment. He notes that this approach may not be as common in the UK, but he actively works to bridge the gap. By seeking employees’ input, he fosters a culture that encourages critical thinking. “My team knows that when they come to me with a proposal, the first question they’ll hear is, ‘What do you think we should do?’ Therefore, many have already processed thoughts and ideas when they come to me, which is great. Then we can have good discussions.”

Embracing challenges for better growth
Anders’ career has been marked by evolution, challenges, and growth. “When I started in banking, it was primarily old men, and the environment was very different. Today, we benefit from greater diversity in age, gender, and culture,” he reflects. This shift, he believes, has enriched the industry, brought fresh perspectives, and more dynamic work environments.

Looking back on his journey, Anders acknowledges that a career extending beyond three decades inevitably comes with its share of challenges. “You encounter many
obstacles along the way,” he says, pointing to everything from youthful impatience to the trials of relocating to a new country. 

One of the key lessons Anders has learned is the importance of understanding and resilience, especially as you advance into more senior roles. “You must be patient. You can’t expect everyone to match your exact personal pace or performance,” he advises. This insight has shaped his leadership style, allowing him to lead with compassion and adaptability. For Anders, challenges are not just obstacles to be overcome - they are opportunities for growth. “Don’t look forward to the day without challenges,” he urges. “Smooth sailing may feel good, but it’s through overcoming difficulties that you truly grow.” 

Nordea Open – serving the community
In line with a commitment to community engagement, Nordea continues to make a significant impact in the sporting world by hosting the annual Nordea Open, a prestigious tennis tournament held in Båstad, Sweden. This sponsorship is more than just a corporate gesture; it reflects Nordea’s dedication to integrating with the community it serves. “Banking is about understanding the customer. Therefore, we must stay close to them, be where they are, and do what they do,” Anders explains. The Nordea Open is not only one of Sweden’s largest tennis events, but also a cherished summer tradition that attracts locals and international visitors. “It’s a great place for tennis and a wonderful tradition.”

Drawing leadership inspiration from sports
Anders finds valuable lessons in sports that inspire his leadership style. “As a leader, there is so much you can learn from sports. Athletes excel at setting both short-term and long-term goals,” he notes. Comparing it to business, he explains: “If you aspire to win the Nordea Open, and then perhaps Wimbledon, you need to set clear goals and continuously progress.” The journey is rarely linear. “The key is to understand that you will face setbacks but remain calm and keep moving forward. Even top performers can be overtaken by new talent,” he says, stressing the importance of persistence and adaptability.

Reflecting on a tennis victory that he witnessed this summer, where the player immediately celebrated with family, Anders observes: “Behind every great athlete, there is a team.” He warns against the demotivating effect of managers who take all the credit. “It is crucial to recognise each team member’s unique contributions,” he asserts. “There is nothing as motivating as the feeling of success when you have a team to celebrate with,” he adds with a big smile.

Anders also highlights the valuable lessons that sports offer in terms of discipline, focus, and resilience. “The Olympics is a great example,” he notes. “It happens every four years, and athletes get just one chance to perform at their best. This mindset is crucial in business - being able to stay focused, especially under pressure, can make all the difference.” He even advocates for hiring athletes, pointing out that “they bring valuable skills to the corporate world, enhancing collaboration, and creating dynamic teams.” 

As we wrap up our conversation with Anders, it’s clear that his journey from the Nordics to the UK has imparted lessons far beyond steering a bank. He’s learned to channel teamwork, adaptability, and empowerment into every aspect of his leadership, while remaining laser-focused on the values that drive long-term success. Whether on the tennis court or in the boardroom, Anders tackles every challenge with calm determination - always ready for the next serve.

4 quick questions with Anders

If you could play a doubles match with any tennis player - who would it be? 
“John McEnroe!” Anders exclaims. “He was a good player. Quite outspoken and had a mood. Playing with him would be a lot of fun. I am not a good tennis player, so I can’t even imagine what he would say to me”, he says, followed by a laugh. “When he played in Stockholm in the 80’s, he got so mad that he ripped down an entire flower wall. That is passion. Connecting back to business; imagine if I had that kind of passion in the office, expressing it in that way. That is where sport and business needs to be separated.”

Motto for the upcoming autumn
“To stay focused. There is so much going on right now - banking is changing, the economic circle is changing, so I must stay vigilant, and focused.”

One thing that makes you smile
“When others smile at me, it is hard to not smile back,” Anders reflects. “Think about it - when you smile at people, there are very few that don’t smile back. If you smiled at me and I did not smile back, you would think I am weird, right?” he laughs. “The same goes for caring gestures for others. That makes me smile. Like letting someone pass first or holding a door open.” 

A song that always lifts your spirit
“Anything with ABBA! My favourite is the ‘Lay all your love on me’,” he says, and we continue into a good few minutes of nostalgic appreciation for the band - a not so quick question after all!