How My Journey Began
Florentina Vlad (née Sandru)
My Human-Centred Principles
Purpose over Profit: I believe that successful businesses should be a force for good in today’s society.
People First, Always: Every decision, from care plans to coaching programmes, is made with the individual's wellbeing and dignity as my primary focus.
Empathy is a Superpower: I lead with compassion, seeking to understand the unique needs of every person I work with.
Potential in Everyone: My work is dedicated to nurturing the potential within my clients, my carers, and the leaders I coach.
For over a decade, I built my career in the corporate world—an environment where people often felt like currency, reduced to numbers on a spreadsheet. While I achieved professional success, I couldn’t ignore the disconnect. The systems valued performance over people, efficiency over empathy. Deep down, I knew: there had to be a more meaningful way to work.
At the same time, my studies and lifelong passion for psychology, combined with my desire to help others, were quietly guiding me in a different direction. I became deeply curious about what helps people grow, connect, and feel truly seen—not just as professionals, but as whole human beings.
That experience sparked a deeper transformation. I retrained as a coach and began working with individuals and organisations who, like me, felt called to lead differently—to put purpose before profit, and humanity before hierarchy.
That transformation, combined with a desire to create real change, led me to entrepreneurship. I left the corporate world behind and launched my own social care business—an environment built on empathy, dignity, and human connection. In doing so, I learned firsthand what it means to build something from the ground up with people at the heart of every decision.
Today, I bring together everything I’ve learned—combining the strategy and structure of the corporate world with the heart-centred approach of care and coaching. I support leaders, founders, and change-makers who want to build human-centred businesses and live in alignment with their values.
My philosophy is simple:
People first, always.
Because when we prioritise the human experience, we don’t just build better businesses—we build a better world.
What People Are Saying
“I can’t recommend Florentina enough, she really helped me focus on specific goals to make real progress with my career. Now, I have a set of achievable targets that focuses my skills and allows me the freedom to explore more career opportunities, that I previously did not consider. With Florentina’s assistance, I have been able to achieve large strides in my career success. If you wish for the same, don’t delay.”
— Russell P
“Florentina is an amazing coach! It usually is difficult for me to open up and express my feelings or talk any issues that may be concerning me but Florentina helped me put things into perspective and understand the power of talking. She really creates a safe space, free of judgement where you can talk about everything and feel listened to.”
— Anna T
“I have benefited greatly from speaking with Florentina and I would highly recommend her services. Florentina made me feel safe talking about my problems and kept me focused on my goals throughout our journey. I absolutely loved feeling so comfortable to speak about whatever was most pressing for me in that moment, be it career or different problems in my personal life.
I left each session feeling clear minded and empowered and I can honestly say Florentina made a huge difference in my life.”
— Elena A
“Florentina really helped me build my confidence to progress and get the pay rise I always wanted, but lacked the presence to follow through. Now I feel truly empowered in my work place. If you are lacking in confidence and need that boost to your career focus and skill set, let Florentina guide you toward your full potential. “
— Alexandra P