Nadia Jafar CEO and founder of Bluestone of London speaks to Health & Protection on why she built a career in international health and benefits, the importance of navigating evolving global regulations, her fascination with finding out about what makes us tick, her love of Madrid and Costa Rica and why today she is as Unstoppable as a Porsche with no brakes.
How long have you been in the international health/benefits advice industry and why did you start working in it?
I founded Bluestone of London in 2015 after more than 15 years in the financial services profession, where I progressed from paraplanner to certified financial planner at leading firms in London.
The journey of Bluestone started after life changing experience that directed my interest into the complex yet rewarding world of international health and benefits. Inspired by my father, a dedicated medical doctor with a holistic approach to medicine, I built Bluestone with a commitment to ensuring individuals and businesses can navigate global healthcare with confidence and ease.
How long have you been in the industry, when did you start Bluestone and which markets (geographically, industry, people) does your company do business in?
I have been in the industry for more than 25 years.
Bluestone of London serves high-net-worth families, CEO’s and global businesses in Europe, the Middle East and Africa.
What is the biggest factor affecting the international health and benefits space for you and Bluestone?
The biggest challenge is maintaining the balance that makes a policy sustainable long-term – competitive premiums, comprehensive coverage, and a service that truly delivers value.
Keeping all three in check amid rising healthcare costs, shifting client behaviour and evolving global regulations is where the real test lies.
Although I believe that with innovative tech advancements, we will see efficiencies in many aspects of how healthcare is delivered and therefore allowing for more sustainable pricing models in the future.
Where do you see the future of IPMI, especially in the major regions that you work in?
Depending on how fast the tech solutions are incorporated and to what extent, there will be significant change in the future, in terms of more tailored and dynamic offerings that will enhance the overall client experience.
In particular, the growing emphasis of preventative care, and the rise of wearables, will potentially integrate with insurance solutions making them more data driven and personalised.
Who has been your most important mentor throughout your career?
Throughout my professional career I have built long lasting relationships with incredible and inspiring people who have supported me throughout.
What advice would you give people thinking about working in the international health and benefits sector?
To succeed in the international health and benefits sector, you need a genuine passion for what you do. Building strong relationships is at the heart of this industry, so being approachable, trustworthy, and client-focused is essential
What has been your greatest success at work?
My greatest achievement is the trust and loyalty I continue to receive from my clients, which is a testament to the work we do, built through Bluestone’s commitment to a personal, solution-driven approach.
What are your top three priorities for the next year?
Elevate, elevate and elevate – on everything that I do personally and professionally.
What is one personal skill or interest that most people do not know about?
That’s a tough one. I don’t think I have any hidden talents.
But I spoke to my daughter about it, and apparently there are a lot of things that I do and interests that I have that most people don’t know about.
The one that resonates with me the most is my real fascination with neuroscience, human behaviour and the philosophy of life.
That is something I really gravitate towards and it weaves into the growth mindset – what makes us tick and why we do what we do.
What mantra do you live by?
Where your attention goes your energy flows. Making a conscious decision to direct my thoughts and actions to what truly matters and letting go of what and who weighs me down.
If you could work in any location in the world, where would it be?
I’d choose Madrid for the city—full of energy, culture, and charm. But for the sea, it would be Costa Rica—wild, beautiful, and endlessly calming
What song would you regard as your theme tune?
My theme tune for 2025 is Unstoppable by Sia.