I support women with professional responsibility to trust their own judgment, make important decisions with clarity and build their own career path, compatible with the life they want
Hi, I'm Amparo P. Bañuls,
I support women who lead family businesses to develop the confidence needed to make difficult decisions, manage complex relationships, and lead with confidence.
I offer you clarity, confidence, and direction. Because when you lead a family business, decisions don't just affect the business — they also affect the people who matter most to you.
To be able to support you in this transformation process, I became certified as a coach at the Co-Active Training Institute (CTI), one of the most recognized coaching schools worldwide.
I also know the reality of family business from the inside, both as an investor and as a coach, and the complexity of making decisions when business and family ties intersect.
I live in London with my husband and two children, from where I work as a coach. I have over 15 years of experience in the corporate world and business consulting and have lived in four countries, which has given me a global, adaptable, and deeply human perspective.
I'm not talking about women who lack experience — I'm talking about highly capable women with brilliant careers and real responsibility. But when it comes to the important decision, the doubts creep in: will I be up to it? what if I'm wrong? should I ask someone else's opinion? Often the problem isn't a lack of ability — it's not trusting your own judgment. Because there's a point in your career where growth stops being about proving you can, and starts being about knowing what you want, trusting your judgment, and daring to decide. Have you come far professionally but still feel like you doubt yourself?
Some professional decisions are hard to make — not because you don't know what to do, but because of everything they might set in motion: what others will think, fear of disappointing, fear of a conflict you'd rather avoid. Do you feel like you don't need more information — you need to trust your own judgment more?
Maybe you've reached a point in your career where what used to motivate you no longer fulfills you the same way. You know you want something different, but when you try to think about the next step, too many possibilities show up — or none that fully convinces you. You don't want to start from scratch or throw away everything you've built, but you don't want to keep moving forward on autopilot in a direction that no longer feels like yours either. Do you feel your current professional stage has become too small or no longer fits, but you still can't see clearly what the next one should be?
Amparo was my coach for a few months and I cannot recommend her professionalism more. She listens and knows how to guide the coaching to the points where you need it. It was definitely a great decision to have done this process that I needed so much with Amparo.
Mireya G.
Marketing Director
It has been a real pleasure to have Amparo's support. Her dedication and passion for her work create a motivating environment in each session. I especially highlight her ability to easily interpret expressions and adapt the process to the needs of the moment. A highly recommendable experience.
Carolina S.
Luxury Retail Manager
I only have words of gratitude for Amparo! In each session I was able to discover parts of myself that were sabotaging me, and other parts that brought me light and love to move forward in life. Being able to visualize those parts and see them outside of myself has been an exercise that will stay with me day to day so I can keep working on them. Thank you, Amparo, for your support and love in every session.
Elisabeth B.
Entrepreneur
This isn't just any business partner — it's your father, your mother, your siblings or uncles, even your husband. A decision that felt so clear in your head starts filling with doubt, because you think about how they'll take it and how it will affect your relationship. In the end, you postpone the conversation or give in. This isn't about having more information to decide — it's about learning to hold your place in the business without feeling it threatens your family relationship. Has it ever happened to you that you postponed a decision out of fear of causing a family conflict?
Some professional decisions are hard to make — not because you don't know what to do, but because of everything they might set in motion: what others will think, fear of disappointing, fear of a conflict you'd rather avoid. All of this multiplies when you work with family, because it mixes in bonds, family roles, and expectations. Do you feel like you don't need more information — you need to trust your own judgment more?
You have experience, judgment and ability. Outside the family business, probably no one would question your position. But inside, you sometimes still feel you have to prove more, justify your decisions or work twice as hard to be taken seriously.
It's not about proving more. It's about holding your place with confidence, exercising your authority from who you are and no longer needing constant validation to feel you belong.
Do you ever feel you have to prove more than others to be taken seriously?
Great coach! She is very empathetic, takes the time to listen and engages with every idea/thought you share. She then drives the conversation to the areas you need most help. Very recommended to anyone that is in the self-knowledge journey!
Elena S.
CEO of a family business, healthcare sector
The work with Amparo is amazing. When I think no progress can be made, she proposes a practice that improves the work. She always has resources to improve the proposed situations.
Marga G.
CEO of a family business, Real Estate sector
Amparo is someone who loves her work and radiates that passion. With her you feel understood, seen, cared for. She has a special empathy and zero judgment. I recommend her wholeheartedly. Thank you for what you do.
Ana R.
CEO of a family business, travel sector
Starting is simple. Here's what to expect when we work together.
Book a free clarity call and we'll explore your goals together. No pressure, just a conversation to see if we're a good fit.