Together with her husband Steve, Joanna channelled that experience into entrepreneurship, launching FAYTH, a boutique consultancy that supports organisations across the UK and Ireland. The business brings together Steve’s background in sales and business development with Joanna’s expertise in change, delivery and transformation. Their focus is practical and commercially driven: helping organisations reduce costs, increase effectiveness, improve delivery and successfully implement change.

Building with Purpose and Commercial Discipline

Alongside their consultancy, Joanna and Steve launched a second business, FAYTH Health, providing specialist health insurance advice through a regional partnership model. The business grew out of a personal experience when Joanna’s mother became seriously ill and the family found themselves navigating a fragmented healthcare system.

Having private health insurance allowed Joanna to take control, coordinate multiple specialists and move things forward far more quickly. That experience reinforced something she already understood professionally: outcomes improve when there is clarity, ownership and the ability to act decisively.

Recognising a gap in their local territory, Joanna and Steve built a business around that need. Since launch, it has grown strongly, doubling in size over the last year. For Joanna, that growth reflects a combination of relationship-building, strong service and a willingness to make commercial decisions at the right time, including investing in support earlier than expected to protect customer experience and enable long-term scale.

The Strength of Partnership

Building businesses with her husband has also shaped Joanna’s perspective. Partnership, she believes, only works when there is clarity around strengths, responsibilities and expectations. That applies just as much in business as it does in leadership teams more broadly.

She understands that many founders operate in partnerships, whether with co-founders, family members or close collaborators, and that those dynamics can directly affect the direction and performance of the business. Knowing when to challenge, when to support and when to separate emotion from decision-making is part of what makes a business partnership effective.

Why The Investment Room

For Joanna, The Investment Room is compelling because it offers founders something practical: experienced people who can help them focus on what matters most.

She knows from experience that one of the hardest parts of building or leading a business is prioritisation. When everything feels important, it becomes difficult to decide what needs attention first. In those moments, what is often missing is not effort or ambition, but perspective.

Joanna brings an ability to step into complexity quickly, assess what is really happening, and help founders move from noise to action. She is less interested in abstract theory than in helping people make better decisions, faster and with more confidence.

She also understands how isolating leadership can feel. Even high-performing people can become overwhelmed when they are carrying too much, reacting too often or trying to solve everything alone. Her role is to help founders reconnect with what is important, focus on the actions that will shift performance, and create enough clarity to move forward decisively.

Driving Better Decisions

At the heart of Joanna’s approach is a belief that strong businesses are built on both people and performance. Listening matters, but only if it leads to better decisions. Relationships matter, but they must support progress. Commercial success depends on understanding what drives results, keeping perspective and being willing to act.

That is what she brings to The Investment Room: clear thinking, commercial discipline and the ability to help founders prioritise, perform and grow with confidence.