Meet your coach
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 five countries, which has given me a global, adaptable, and deeply human perspective.
Frequently asked questions
Do I need a coaching process?
You have experience, you get results... but you answer "YES" to most of these questions:
- • Do you go back and forth too much before deciding?
- • Do you need to check your judgment against other people's?
- • Do you find it hard to set boundaries when a family member is also your business partner?
- • Do you avoid certain conversations so as not to damage the relationship?
- • Do you feel like you have to prove you're up to the task?
- • Are there decisions where you don't know who to talk to without conflicting interests getting in the way?
What if I'm not sure exactly what I want yet?
That's completely normal and actually a great place to start! Part of the coaching process is gaining clarity
on what you truly want. Many clients begin coaching feeling uncertain, and we work together to uncover what matters most.
What's the difference between coaching and therapy?
Coaching focuses on goals, growth, and moving forward. It's about creating the future you want.
Therapy typically addresses mental health concerns, past trauma, or clinical diagnoses.
Coaching is not a substitute for therapy or medical care.
What is a clarity call?
The Clarity Call is a free call (15–20 minutes) that combines both a discovery and a clarity conversation. It is an opportunity for us to get to know each other, explore your goals and challenges, and determine whether my coaching approach is the right fit for you. This call is not a coaching session and comes with no obligation to work together.
Do you offer online coaching?
Yes — all coaching sessions are conducted online via video call, so you can work with me from anywhere in the world.
