Helping purpose-led founders grow with clarity, heart, and direction.
Welcome to Wayfinder Advisory
Helping purpose-led founders grow with clarity, heart, and direction.
Welcome to Wayfinder Advisory
What we do
Strategic Guidance
Founder Wellbeing & Resilience
Go To Market Strategy
Think of us as your strategic co-pilot. Someone who helps you zoom out, get clear, and plot a course that aligns with your mission. Whether you're scaling, pivoting, or figuring out what’s next, we cut through the noise and help you focus on what really matters.
Go To Market Strategy
Founder Wellbeing & Resilience
Go To Market Strategy
You’ve got the vision, now let’s bring it to life. We work with you to build a go-to-market strategy that’s clear, compelling, and customer-focused. From positioning to launch plans, we make sure your idea connects with the right people, at the right time.
Mentorship & Sounding Board
Founder Wellbeing & Resilience
Founder Wellbeing & Resilience
Running a business can be lonely. We’re here as your trusted advisor. Part coach, part cheerleader, part challenger. Think of us as your co-pilot, helping you navigate the highs and lows.
Founder Wellbeing & Resilience
Founder Wellbeing & Resilience
Founder Wellbeing & Resilience
We support the human behind the hustle. Through honest conversation, encouragement, and grounded practices, we help you avoid burnout, stay centred, and lead with intention.
I’ve Been Where You Are. That’s Why I’m Here.
Hi, I’m Ian - Founder of Wayfinder Advisory
After losing my sister and mum, I made a promise to myself: to live a life that truly matters and to help others do the same. That promise has shaped everything I’ve done since.
As founder and CEO of a life-planning tech startup, I raised over £1.7 million and experienced the full rollercoaster of building something from scratch. I pitched to investors, launched products, built teams and lay awake at 3am wondering what to do next. I know what it’s like to carry the weight of a vision and feel like you’re figuring it all out on your own. I’ve wrestled with imposter syndrome, questioning if I was good enough or brave enough to lead when everything felt uncertain. Most founders do. It’s not a sign of weakness. It just means you care deeply about doing something that matters.
Now, I have the privilege of walking alongside early-stage founders as part of their team. I offer a sounding board, strategic input and a steady hand when things feel unclear. One thing I’ve learnt over the years is that business is always better when it’s not done alone.
Wayfinder Advisory was born out of a desire to support founders through the chaos. To help them find clarity, lead with purpose and build something with real impact.
Along the way, I’ve spoken at events across the UK, joined founder panels and shared my story on podcasts. Stepping up as a keynote speaker in front of hundreds of people was hugely daunting at first. But I’ve learnt that we’re all capable of more than we think, especially when the right people are in our corner.
I don’t show up for recognition. I show up because someone in the room might need to hear they’re not alone. That they’re not failing. They’re just learning, just like the rest of us.
Lets Talk
Whether you’re at a crossroads, need a sounding board, or just want to explore how we could support your journey, we’re here. No pressure, no jargon, just a friendly conversation about what’s next for you and your business.
Wayfinder Advisory is based in beautiful Cornwall, but we work with founders across the UK and beyond.
Get in touch today for a relaxed, no-obligation chat.
Together, we’ll figure out where you are, where you want to go, and how to get there—without losing what matters most along the way.