You don't have to carry it all alone.

Because what got you here won’t get you there.

Most founders don’t struggle because of lack of ambition or effort...

They struggle because, even with a team around them, there's no one carrying it with them.

Things get slower. Decisions take longer. More meetings, more noise, less clarity.

And now AI is raising the stakes for how founders need to operate.

I work alongside founders, CEOs and leadership teams as a right hand - stepping back to help you see what's really going on, and stepping in to help carry it, so it's not all sitting on your shoulders.

Sometimes that means thinking it through together. Sometimes it means me stepping in to run it.

When it starts to feel like too much

Most founders don’t notice the shift immediately.

It happens gradually.

  • Things that used to feel simple now take longer

  • Decisions pile up because there's no one to think them through with

  • You're busy, but not always sure it's the right busy

  • You're spending more time coordinating than leading

  • You've got a team, but you're still the only one holding the whole picture

At a certain point, it stops being about strategy or effort - and starts being about not having anyone to carry it with.

That's usually the point where having someone properly in your corner helps.

“Working with Felicity has changed my business in ways I couldn’t have imagined! She got straight into the business understanding what we do, how we do it and started making suggestions for new systems and processes which resulted in the whole operation becoming so much easier to manage.”

— Paid Ads Agency Client

I help founders carry it differently.

Not by adding more process.

Not by layering on complexity.

But by showing up as whatever the moment actually needs:

  • Sitting in on the decision you've been putting off

  • Thinking through a hire, a hard conversation, or a next step with you

  • Taking something off your plate and actually owning it

  • Catching the things you don't have time to catch

  • Being the person who already has the context, so nothing needs re-explaining

Some weeks that looks like a sounding board. Other weeks it looks like me getting stuck in myself. Either way, you're not doing it alone.

However much support you need, there's a way to work together.

Sometimes that's one conversation about one specific thing. Sometimes it's someone properly embedded in the business, thinking alongside you every week, carrying things with you.

Here's what that looks like in practice:

Ways to work with me.

For a specific moment:

You don't have to be ready for an embedded partner to work with me. These are for the in-between moments - one decision, one season, or just a regular space to think out loud.

A right hand, not a one-off.

Me. Properly in your corner. Someone who knows your business, working alongside you as it changes. It's not a fixed scope of work, it's a relationship that flexes to how involved you need me to be, and how much of me you need is entirely up to you.

  • A standing thinking partner, without the full commitment.

    Who it's for: Founders with one specific thing on their mind right now - a decision you keep circling, a knot you can't quite untangle alone, or a second opinion before you commit to something. You don't need an ongoing relationship. You need an hour with someone who can actually help.

    The benefit: A focused 60–90 minute session. Come with whatever's on your mind - no prep required, no agenda beyond the thing you actually want to talk through. I'll ask the questions that get you to clarity faster than thinking it through solo.

    A clear next step, and the relief of not carrying the decision alone for another week.

    From £175

    Find out more

  • A standing thinking partner, without the full commitment.

    Who it's for: Founders who don't need someone embedded in the business yet, but who are tired of every decision landing on them first. Maybe you've got a team - but a team that reports to you isn't the same as someone who's actually in it with you. You want a consistent, low-pressure space to think out loud, regularly.

    The benefit: A consistent, low-pressure space to think out loud - regularly, not just when things go wrong. Many founders find just having this outlet changes how they make decisions day to day.

    What happens: Two 45-minute calls a month, plus informal access in between for anything urgent that can't wait. No fixed agenda - we use the time on whatever's live for you that month.

    What you leave with: A regular outlet that changes how you make decisions day to day, not just in the moment we're talking. Many founders find the biggest shift isn't in any single call - it's in knowing the space is coming, so things don't pile up unspoken for weeks.

    From £750/month

    Find out more

  • Full intensity, for exactly as long as you need it.

    Who it's for: Founders navigating a specific season - a big hire, a tricky transition, a stretch of the business that needs real focus right now, not forever. You know you need more than a monthly check-in, but you're not ready (or don't need) an ongoing partner.

    What happens: Four weeks of properly embedded support - weekly contact, real availability, genuine focus on one priority. This is the real experience of working with a Founder's Associate, condensed into a defined window instead of left open-ended.

    What you leave with: The specific thing you were navigating, actually moved forward - plus a clear sense of whether ongoing support is something you want next, based on real experience of it rather than a guess.

    From £2,200 (4 weeks)

    Find out more

  • Who it's for: Founders who want an ongoing right hand - someone who already understands the business, working alongside you as it evolves. Not a service you call in when needed, but a partner who's already there.

    The benefit: You stop carrying everything alone. Decisions move faster because someone with full context is already in the room. Time and headspace go back to the things only you can do.

  • 1 day/week - A standing thinking partner. Regular strategic sessions, ad hoc access when things come up.

    2 days/week - More hands-on. I'm closer to the day-to-day, helping carry priorities and follow-through, not just perspective.

    3+ days/week - Fully embedded. Real ownership of delivery and accountability, working as part of the leadership team.

  • From £2,000/month - scope and days flex to what the business needs. We’ll start with an informal, no obligation call to assess what level of support you need

  • Founder’s Associate - find out more

If it feels like you're carrying more than you should be…

You're probably right.

That's not unusual - even with a great team around you, there's a difference between people who report to you and someone who's actually in it with you.

If you want to talk about what that could look like:

Get in touch

“The benefits we have experienced working with Felicity cannot be overstated. She has been essential to the smooth running and progress of our business. We trust Felicity 100% to make strategic decisions on our behalf and she is proactive in bringing solutions and informed insights to the table...”

— Online Community Owner