Reeve worked for The British Aluminum Company plc., and then was a Group Finance Director of Mercantile House Holdings plc.[3] He then joined Sun Life Corporation plc in 1988, and was a managing director there from April 1988 to October 1995.[3][4][5]
Reeve joined Willis on 1 November 1995 as Executive Chairman-elect.[3] He succeeded Roger Elliott as Executive Chairman on 1 December 1995.[3]
During his tenure as Willis CEO, in the Fall of 1988 the company was purchased by Trinity Acquisition P.L.C., a consortium of investors (including five insurers) led by U.S. private equity firm Kohlberg Kravis Roberts.[2] At that time, Willis was known as Willis Corroon Group Ltd.[2]
In 2000, Reed retired at the end of his five-year employment contract.[6][7] He was succeeded at Willis by Joe Plumeri.[6]
In December 2004 it was announced that the insurer AMP was to be renamed Pearl, and that Reeve would chair the new company.[8][9]