At AMF, our growth has never been accidental. It is being been built, layer by layer. With people who understand not just the front-facing success, but the complex systems that make it possible.
Today, we are proud to announce the appointment of Joanne Hu as Chief Operating Officer (COO) of AMF.
For those who have had the privilege of working alongside Jo, this appointment will come as no surprise.
Jo’s journey across the LA Group has been defined not by headlines, but by impact. Operating largely behind the scenes, she has played a critical role in shaping the operational foundations that allow our businesses to scale, adapt and deliver consistently. From onboarding processes to internal systems, stakeholder coordination to execution across multiple functions. Jo has been deeply embedded in the moving parts that keep everything running.
In many ways, she has been the connective tissue of the organisation, the person ensuring that strategy doesn’t just sit on paper, but is translated into real, measurable outcomes.
As AMF continues its rapid growth trajectory, the need for strong operational leadership has never been more important. Jo steps into the COO role at a pivotal time, where scale must be matched with structure, and growth must be supported by seamless delivery.
Her primary focus will be to strengthen the AMF Sales Engine, ensuring that both new clients and broker referrers, are onboarded smoothly, efficiently and in alignment with AMF’s service standards.
This is where Jo thrives.
Her ability to bring clarity to complexity, to align teams and to ensure that no detail is missed makes her uniquely suited to this role. She understands that true growth is not just about volume. It is about consistency, experience and trust.
Jo’s focus at AMF will increasingly centre on building and refining AMF’s operational framework for the future.
This appointment marks more than a new title; it represents a strategic investment in the infrastructure behind AMF’s continued success.
Because while sales may drive growth, it is operations that sustain it.
And with Jo at the helm of operations, the foundation is stronger than ever.
Meet the rest of our ever growing team here