Wayfinder Advisory

About

I help founders who are building something that matters but feel like they're figuring too much of it out alone. That might mean cutting through the noise to get clear on strategy and direction, shaping a go-to-market plan that connects, preparing for investment, or simply having someone to call when an important decision feels unclear. I work alongside founders as part of their team, rather than showing up for a monthly coaching session. That means combining strategic thinking and practical support with an understanding of the pressure that comes with building a business. I've lived it myself. As founder and CEO of a life-planning tech startup, I raised more than £1.7 million and experienced the pitching, fundraising, team-building, difficult decisions and 3am uncertainty that come with the job. That experience shapes how I work today: grounded, practical support without the jargon or guru-style frameworks. And I don't pretend to have every answer. When a founder needs expertise beyond mine, I can make considered introductions through Friends of Wayfinder, a network of trusted people across marketing, finance, technology, hiring, legal and funding. Support is built around where you are. That ranges from regular support for early-stage and pre-revenue founders through to deeper strategic partnerships with founders who have traction, growing teams and bigger decisions to make. I'm based in Cornwall and work with ambitious founders across the UK and beyond.