Meet Kathleen Amy, Creative Virtual Assistant for Heart-Led Businesses
I’ve always been drawn to work that holds both depth and structure. After years of supporting heart-led businesses, I’ve seen how easily thoughtful, values-driven work can become unsustainable without the right support in place. That understanding is what shapes how I work now, and why I care so deeply about creating steadiness for the people I support.
The soul behind my work
I don’t think most heart-led business owners need more generic advice. They’re not short on ideas or vision. They’re short on space.
Space to think clearly. Space to lead. Space to create without dragging themselves through the weeks and months by sheer force.
My work sits in that in-between place where vision meets real life. Where creativity needs containers. Where someone is building something meaningful while also being a human with seasons, capacity, and a nervous system.
If you want a support partner who values depth, order, and a grounded pace, you’re in the right place.
The thread that’s always been there
Ever since I was a child, I’ve been tuned into what sits underneath the surface. The unspoken. The subtle details. The real story, even when someone hasn’t found the words yet.
I’ve always been a gatherer of stories. I hear and see patterns quickly. I can sense what matters, what’s noise, and what needs to shift for something to feel steady and sustainable again.
For a long time, I didn’t have a name for that. I just knew it was how I moved through the world. Now it’s one of the main reasons I’m good at what I do. I can hear what matters, cut through the noise, and help you hold the work without making it heavier.
How this work found me
Before I ever worked online, my first career was in education, with a focus on student wellbeing. I spent years in classrooms watching what happens when people are expected to perform, produce, and carry too much. Even then, I was drawn to what most people overlook: the emotional undercurrent, the small details, the ways a system can either support someone and their whole being or slowly wear them down.
Then came motherhood, and a season that stripped everything back. I experienced severe hyperemesis gravidarum, hospitalisation, secondary complications, and I was also recovering from burnout. I could not simply “push through”. I had to learn the edges of my capacity, and respect it. That time rewired how I think about work. It made me deeply protective of sustainability. It made me serious about pacing. It made me far less interested in urgency that isn’t real.
When I began freelancing in 2018, I started as Abloom & Co, supporting small businesses online in a hands-on, practical way. Around the same time, I stepped into the world of birth work, studying holistic doula support and birth photography, and working alongside my own midwife and doula as I prepared to welcome my second baby at home, navigating hyperemesis gravidarum again.
The medicine of those spaces stayed with me. Birth work teaches you something most business advice misses: about thresholds. About steadiness. About what it means to hold a container without taking over or disempowering. About guiding people home to themselves. That has never left my work. It’s still how I show up now.
And I stay in this work because I’ve seen what changes when someone finally feels properly supported. It’s gentler and oftentimes far more subtle than hustle culture makes it look or sound, but it’s everything because it flows out into everything.
My journey so far
Bachelor of Education (Early Childhood + Primary)
Teacher. Nominated for Graduate Teacher of the Year
Master of Education (Student Wellbeing), University of Melbourne
A slower season of hyperemesis gravidarum, early motherhood, burnout recovery, and recalibration
Began freelancing, founded Abloom & Co
Studied doula work and birth photography, welcomed my second baby at home, supported doulas and parent-led businesses behind the scenes of their businesses
Sold original artwork through a local shop and created custom illustration commissions
A quieter chapter with my third baby, continuing with a small circle of close business support clients
The next iteration of my business, Kathleen Amy .Virtual, was born
Launched the Soulful Strategies™ podcast
Nominated for Inspirational VA, Seed Virtual Assistant Awards
Entering a new chapter of refinement, brand evolution, and clearer pathways for support of the people I work with across Soulful Support, Soulful Strategy and Soulful Growth.
Student of the Gene Keys, The Sage's Golden path
Structure with Soul™
Everything I’ve lived and studied has pointed me back to the same thing: people create best when there’s a steady container. When there’s enough scaffolding and structure to gently hold the work, and enough space for the person inside it to move and breathe.
I’ve never been interested in structure for the sake of structure. I care about what it actually holds, what it makes possible, and what it gives back to someone when they’re no longer carrying the whole thing in their head.
I’m also a deeply creative person who needs form to create well, and sustainably, but I also know that these foundations mean nothing if they’re rigid, overcomplicated, or built for a version of life that doesn’t exist. What works is direction you can actually follow, clean communication, and a plan that fits the reality of being human, while still leaving room for creative work to feel alive, beautiful, intentional, and considered.
That’s where my philosophy comes from: Structure with Soul™. Practical, grounded support that’s built to be used, and built to hold the vision, without asking you to sacrifice yourself for it.
My values
Presence
A calm, sovereign presence that leads through rhythm rather than rush. Stillness, clarity and anchored truth guide every interaction. Presence creates safety, impact and focus.
Alchemy
Flexible, intuitive support that honours your ideas and expression. Where ideas are transmuted into meaning and form. Creativity becomes medicine, turning abstract vision into purposeful strategy and design.
Discernment
Clean decision-making and orienting that is rooted in deep listening and alignment. Choices honour energy, intuition and truth. Nothing is rushed, everything is intentional, with care for the deeper layers that shape meaningful, aligned business.
The work beneath the work
My work starts where most people stop listening and noticing.
I have a natural way of hearing the pattern inside the story, then finding the thread that brings it back into a sense of direction.
The Gene Keys has been the framework that helped me name those gifts: deep listening, discernment, orientation, and the ability to bring shape to something that still feels formless.
I also weave in Human Design and astrology in a light, practical way, mostly as tools for understanding rhythm, energy, and visibility. They’re never there to complicate things or as another system to subscribe to. They help me stay honest about what fits, what drains, and what is actually sustainable.
You don’t need to know any of these frameworks to work with me. They’re simply part of what I carry behind the scenes, alongside structure, creative alignment, and steady support.
Who I do my best work with
I support heart-led business owners who care about what they offer, and care about how they offer it. People who take their work seriously, even when they are doing it gently. Often they are holding a lot, and they want support that feels steady and real.
Most of my clients are in care-led, creative, and client-facing work, including:
- naturopaths and other wellbeing practitioners
- yoga, movement, and meditation teachers
- bodyworkers and somatic practitioners
- spiritual mentors, intuitive guides, and healers
- educators, facilitators, and course creators
- therapists, counsellors, and allied health practitioners
- writers, designers, and creative service providers
- consultants, practice owners, and founders of small client-led businesses
You might be holding too many roles at once. Content creator. Designer. Admin. Client support. The decisions. The visibility. The life logistics too.
That’s the work I understand. You hold others through change. You carry a vision that needs time and space to take shape. My role is to help make it easier to hold.
A note on how I work
I am steady, direct, and thoughtful. I care about clean communication, realistic timing, and support that genuinely supports. I am warm but I will also be clear with you.
I work with clear containers, good systems, a grounded pace, and work that feels aligned in both the practical and energetic sense. If that sounds like a balm, we’ll probably work very well together.
If you feel the resonance
If you’d like to explore working together, you can reach out via my Connect page and share what you’re building, and what kind of support you’re looking for.
If you’re ready for steadier support, I’d love to hear what you’re building.