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Great companies are built around great people, at HBSUK this is no different.
Keith Misson
Chief Executive Officer
Keith serves as the CEO of HBSUK, providing strategic leadership, establishing the patient-centric culture of the company and overseeing the governance model to deliver safe, effective, and well-led services. He brings a wealth of experience in leadership, organisational change and digital businesses, having served at a senior leadership level for over 25 years.
Keith has a background in strategic growth, transformation and data-driven innovation from his tenures at Allianz UK, LV=, Aviva, Quotemehappy.com and Wren Sterling. His focus is on maintaining robust quality standards, driving continuous improvement, and ensuring the business meets its regulatory obligations and service objectives.
Lucy Pittaway
Chief Operating Officer
As Chief Operating Officer, Lucy Pittaway leads operational strategy and delivery at HBSUK. For the past four years, Lucy has leveraged her extensive experience, gained from various operational and general management roles in Acute NHS Trusts, to drive efficiency and high standards.
Lucy has a passion for transformation and uses this to drive operational excellence across the business.
Laurence Sanders
Chief Financial Officer
A Chartered Accountant, Laurence was appointed Finance Director of HBSUK in 2025. In his role, he is responsible for the financial performance of the business, ensuring the delivery of sustainable profits while also focusing on future strategy and opportunities for growth.
Before joining HBSUK, Laurence worked at AXA in a variety of finance roles. His most recent position involved overseeing forecasting, capital management, and acquisitions across both the general insurance and healthcare sectors for the UK and Ireland.
Shelley Garlington
Growth Director
Shelley Garlington was appointed Growth Director of HBSUK in 2024. She leads the company’s strategic expansion, building partnerships with NHS Trusts and private providers, and oversees the Business Development and Marketing functions.
Shelley began her career as a Registered General Nurse in the NHS before moving into senior roles across the private sector and specialist consultancies, where she focused on business growth and service development. She brings clinical insight and commercial experience to her work with partners and teams across HBSUK
Prof. Ted Adams
Chief Medical Officer
Ted is a Consultant Obstetrician and Gynaecologist, a Member of the Royal College of Obstetricians and Gynaecologists and Founding Fellow of the Faculty of Medical Leadership and Management.
In his career, Ted served as NHS Executive Medical Director, Clinical Director and Associate Medical Director for Digital. He is a qualified Chief Clinical Information Officer and Digital Clinical Safety Officer.
Ted has also worked with Kaiser Permanente’s national women’s health board in California and is part of the Health Foundation’s improvement alumni network.
Michelle Grimley
People Director
Michelle has held senior roles in Healthcare, both the NHS and Independent sectors, after starting out in HR in retail, where she first developed a passion for mirroring the high standards of customer care and operational excellence within internal practices and employee experience. She’s an accredited Coach and Member of the Chartered Institute of Personnel and Development (CIPD).
Katie Chattaway
Chief Technology Officer
Lucy Cassidy
Director of Products and Services Strategy
Lucy, an advanced practice physiotherapist by background and pioneer of virtual fracture clinics for the NHS, leads on Product and Services Strategy for the company. Lucy has been pivotal in developing the HBSUK Digital Outpatient Platform.
Lucy was named one of the UK’s top 50 influential tech leaders in 2022.
Catherine Afolabi-Mulhall
Risk Director
Catherine Afolabi-Mulhall was appointed Risk Director at HBSUK in June 2025. She leads the governance, risk, and compliance agenda, ensuring these disciplines enable the delivery of corporate strategy, protect and create value, and foster a culture of integrity across the organisation.
Before joining HBSUK, Catherine held senior roles in governance and risk within the public sector, including the NHS and independent healthcare providers. Her experience spans aligning operating models with strategic objectives, developing risk and governance frameworks, bids and due diligence, and embedding risk appetite into operational and strategic decision-making. She has also held roles as a Company Secretary.
Rebecca Eccles
Executive Assistant to CEO
Rebecca is an experienced Executive Assistant who provides high-level support to the CEO and Senior Leadership Team. She plays a pivotal role in driving strategic initiatives, ensuring seamless executive operations, and enabling the leadership team to focus on delivering the company’s vision.
Patrick Mitchell
Special Advisor
