Our Story
One Firm, One Conviction —
and a Sharper Focus Since
Hopewell Firm began in June 2024, when two Loughborough University postgraduates — Carson Keago (MBA) and Serah Muindi (MSc Business Psychology) — met as international student ambassadors and found a shared conviction: too many brilliant founders were underselling extraordinary work.
Backed by the University's Enterprise Network Incubator (LUInc.), they built a consultancy around one method — find the real value in a business, then build the pricing, positioning and strategy to match it.
Over the past two years, that method has taken founders across events, culture and lifestyle brands from underpriced to premium — most notably Tailored Taste, a lifestyle and wellbeing brand we helped take to 6× their starting price, without changing a single thing about what they delivered.
"But the deeper the work went, the clearer a pattern became. The founders who struggled hardest to own their value weren't struggling with strategy. They were struggling with something psychological — a story about worth, visibility and permission that no pricing framework fixes on its own."
That pattern showed up loudest in one group: women building businesses in wellbeing and psychology — therapists, coaches, clinicians and practitioners who had spent years learning to hold space for other people's growth, and almost none learning to build, price and scale their own.
Since then, Carson has gone on to build his own recruitment business, Tawi Connect. Hopewell Firm continues under Serah — certified by The Association for Business Psychology (ABP) in the UK and registered with the Counsellors and Psychologists Board (CPB) in Kenya — who has narrowed the firm's focus to a dedicated body of work for female founders in wellbeing and psychology, building here and across borders.
It's the sharpest expression of everything Hopewell has learned so far.