Backing the Founder: Why Purpose-Led Founders Outperform

In today’s landscape, investors are increasingly drawn to purpose-led founders, and not just for values alignment. Time and again, data and experience show that mission-driven entrepreneurs outperform because they build with conviction, lead with resilience, and attract loyal communities around their vision.

At Coeur et Maman, that belief is not just a sentiment, it is foundational to how we operate and how I lead.

 

Why purpose leads to performance

When founders are personally connected to the mission, it shows up everywhere: in how they make decisions, how they respond to challenge, and how they relate to their customers. It fosters clarity, determination, and depth. traits that are difficult to replicate in brands built purely for commercial upside.

Purpose-led founders:

• Solve real problems from the inside out
• Stay the course through uncertainty, because their “why” runs deep
• Understand their audience in a more nuanced, human way
• Build businesses that inspire loyalty, trust, and long-term engagement

That combination creates something rare: companies that matter; and endure.

 

What that looks like in me

I started Coeur et Maman after walking away from a 16-year career as an actuary. On paper, it made little sense. But in reality, it was the most strategic decision I’ve ever made. What began as a deeply personal response to the identity shift that followed early motherhood has become a brand designed to help young families feel rooted, connected, and seen, while quietly rewriting what success can look like in the B2C space.

My training as an actuary has shaped the way I lead. I bring rigour, commercial clarity, and a deep comfort with data, paired with the empathy and insight that only lived experience can offer. From financial modelling to customer journey mapping, I know how to balance detail with direction.

At the same time, I understand the emotional economy that underpins our brand. Every product we create isn’t just designed to sell; it’s designed to matter. That emotional connection is what builds loyalty, drives word-of-mouth, and creates the kind of brand families stay with for years.

 

A founder who executes

We’ve built a carefully considered, complementary product strategy designed to scale. Our brand is beginning to garner recognition within key circles, and we’ve deliberately invested in industry events that place us in front of the B2B partners we aim to work with. We’ve also launched our affiliate marketing programme and begun cultivating meaningful one-on-one relationships with influencers who align with our values and aesthetic.

These early moves are not just signs of activity, they are the foundation of a disciplined, relationship-led approach to growth.

Backing a founder is never just about the numbers. It’s about conviction. About belief in the person at the helm and the clarity of their vision.

If you'd like to learn more, I’d be delighted to set up a call. Please click here to set up a call with me.

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