She was six years old when her neighbour’s body was removed from his home in a black bag — a life ended by addiction and untreated mental health crisis. The image stayed with Ama Amoako through childhood, through university, through a career in the National Health Service that was supposed to provide the answers she had been seeking since that afternoon. It planted the question that has defined her professional life: what does it actually take to help someone who is struggling when the systems designed to support them are either failing or absent? Two decades of study, clinical practice, and one significant professional disillusionment later, she has built an answer on her own terms.
Her academic formation was rigorous and deliberately chosen. A BPS-accredited degree in psychology, counselling and therapies, followed by an MSc in psychological therapies, equipped her for the NHS mental health environment she entered with genuine conviction. What she encountered inside that system was a structural inequity in care quality that fell along racial lines: Black Britons receiving inferior treatment options, limited pathways to sustainable recovery, and a professional culture that often minimised what it could not categorise. She did not stay and accept it. She left and built an alternative specifically designed for the people that system was failing.
The community she serves is specific and, in the mainstream wellness industry, chronically underserved: Black women and marginalised communities who have encountered a coaching and therapy landscape that minimises their lived experience, pathologises their responses to structural stress, and rarely offers anything resembling sustainable transformation. Amoako’s background gives her a credibility that most practitioners in this space cannot claim. She has worked inside the NHS, holds advanced clinical qualifications, and knows precisely where coaching ends and clinical intervention begins. That boundary clarity is, for her clients, the difference between feeling genuinely safe and remaining cautious.
The Vision
Her vision extends beyond individual client relationships to a systemic response. She is building SimplyAma as a model for how quality coaching can address mental health inequities at scale — providing the sustained, personalised, culturally informed support that institutional systems chronically fail to deliver. For a founder whose practice was shaped by the first evidence she ever witnessed of that failure, standing outside a neighbour’s house at six years old, this is not abstract ambition. It is the original question, finally answered with the full weight of everything she has learned since.
The Business
SimplyAma Coaching Services specializes in relationship coaching through an innovative lens: the intersection of Law of Attraction principles, conscious relationship frameworks, and cognitive psychology. This isn’t pop-psychology dressed in aspirational language. It’s a rigorously designed methodology built on Amoako’s formal training, clinical experience, and understanding of the psychological mechanisms that keep people trapped in cycles of emotional pain. Her coaching addresses how people attract relationships—romantic, platonic, and professional—that mirror their internal beliefs, and provides concrete strategies to shift those beliefs from the ground up.
The business serves a community historically underserved by mainstream wellness and coaching industries: Black women and marginalized communities seeking mental health support that doesn’t gaslight them, that doesn’t minimize their lived experiences, and that actually works. Amoako’s background in NHS mental health combined with her certifications in life coaching and mindfulness creates a rare professional credibility—she speaks both languages, understands both systems, and knows precisely where one ends and the other begins.
Where to find them: SimplyAma Coaching Services is the brand behind this feature.
