About Us

Mission: To create psychology-based products that help aspirational people break through their mental barriers — in ways that are affordable, accessible, and genuinely enjoyable.

Vision: To help the greatest possible number of people become successful in life and peaceful in mind.

Values: We’re committed to delivering research-backed tools that are available to everyone — so you can overcome the impact of past experiences and move confidently toward your future goals.

From the moment I started doing well for myself, I became fascinated by the things that used to hold me back.

I had a tough start in life, and it took years to move past that. Even as I built a career, passed exams, created a home and family, and made a name for myself — I was always aware of the people around me with huge potential who hadn’t been able to do the same.

That’s what drew me to psychology. Like many of you, I started with personal development. But a lot of it didn’t sit right. Not because I was afraid to take action — but because of the relentless push to think, feel, and behave in ways that didn’t match where you actually are. I saw how it could help some people, but also how it could create unnecessary stress and shame for others.

I hated the constant upselling. The emotional pressure. The lack of substance. I saw people struggling with sadness and stress, hoping one more payment would fix it.

At the time, I was working as a project and programme management consultant, mentoring in the workplace and coaching outside it. I was helping aspirational people overcome the mental blocks that kept them stuck — even when they couldn’t name them. Most of what I did was rooted in identity, though I didn’t have the language for it yet.

I earned a First in my psychology degree, but the research I wanted didn’t exist. So I did a PhD and created it myself.

I believe that many people are held back by beliefs, emotions, and behaviours shaped by past experiences. Pushing against those blocks without understanding them creates distress — and stops you from going after what you truly want. My goal is to give you the tools and insight to dismantle those blocks and build the life you’re striving for — with as little stress, shame, and self-deception as possible.

Identity Academy is a new venture I launched in late 2024 to make psychological insight accessible to everyone — especially those who feel stuck, driven, and ready for change.

We offer online training courses built around the core psychological blocks that reduce wellbeing and limit achievement. Each course is modular, practical, and designed to be worked through at your own pace. By the end, you’ll understand how the problem works — and you’ll have a complete toolkit to address it.

Once you buy a course, it’s yours for life. No expiry. No upsell. If you ever relapse, your tools are right there.

The first three courses are based on my PhD research:

Low self-concept clarity

Intolerance of uncertainty

Low self-esteem

More courses will follow — and we’re open to developing new ones based on community needs.

We’ll also be offering 2-day workshops and 1-to-1 coaching focused on identity work that supports achievement, confidence, motivation, and psychological wellbeing.

In the future, we’ll expand into workplace training. I’ve seen how poor management impacts staff wellbeing, career progression, and company performance. With my psychology background and a CMI Level 7 Diploma in Leadership and Management, I’m passionate about building happy, high-performing teams.

Identity Academy is here to help you think better, feel stronger, and lead with clarity — in business, in life, and in yourself.

I hope you’ll join us on the journey.