What Identity & Purpose Coaching Actually Is
Get your FREE workbook.
There’s a quiet moment in midlife that doesn’t get talked about enough.
The children need you differently now, your career no longer feels like the right fit, relationships or home life shift, or you simply wake up one day and realise you’ve changed, but the world still relates to an older version of you.
This isn’t a crisis, and it doesn’t mean you’re lost.
It’s an identity shift, a natural transition where your sense of self evolves, and your purpose wants to be redefined. And as women, I feel we have quite a few over the years.
Many women describe these stages as:
“I don’t quite know who I am anymore.”
“My confidence has faded without me noticing.”
“I feel restless, but I can’t articulate why.”
“I want something more, but I don’t know what that is.”
Because it’s subtle and internal, it’s often overlooked or ignored. But identity changes deserve attention, especially in midlife, when so much of who we’ve been has revolved around roles, responsibility and caring for others.
What is Identity & Purpose Coaching?
As an Identity and purpose coach, I support women through seasons of change, particularly when life transitions faster than their identity can keep up.
It’s not about hustle culture, reinvention, or becoming a different person.
It’s the gentle, grounded process of coming home to yourself, after years of aligning with what was expected of you.
Identity & purpose coaching helps you:
understand who you are now
shed roles and conditioning that no longer fit
reconnect to your values, desires and energy
rebuild confidence and self-trust
explore what you want next (even if you don’t know yet)
move through change without overwhelming your nervous system
For many women, this is the first time in decades they’ve paused long enough to ask:
“Who am I now, and what actually matters to me?”
When Identity & Purpose Coaching is Especially Helpful
It’s common for women to seek this kind of support during transitions like:
motherhood (or rediscovering yourself after it)
peri/menopause changes
empty nest
career change or returning to work
divorce or relationship shifts
burnout or health changes
caring for ageing parents
These moments can trigger a real need for clarity, confidence and direction, not because you’re lost, but because you’re evolving.
How EFT (Emotional Freedom Techniques) Supports This Work
A core part of my approach is integrating EFT tapping into identity coaching, because change doesn’t just happen in the mind; it happens in the nervous system.
EFT helps by:
reducing self-criticism and inner pressure
calming anxiety around making decisions or changing paths
releasing old beliefs and expectations
creating safety around wanting more
improving confidence and emotional regulation
When the nervous system feels safe, clarity becomes easier.
Many women find they finally feel permission to explore what’s next without guilt, fear, or overwhelm.
This combination of identity work + mindset + nervous system support creates lasting, grounded change, rather than quick motivation that wears off.
What’s on the Other Side of This Work
Identity and purpose coaching isn’t about becoming someone new.
It’s about becoming yourself again, but with more depth, clarity and agency.
Women often leave this work feeling:
✓ clearer about what matters
✓ more confident in their choices
✓ able to articulate what they want
✓ reconnected to desires and creativity
✓ less burdened by old expectations
✓ more like themselves
Not everyone needs therapy or a five-year plan.
Sometimes you just need support while your identity catches up with your life.
If You’re in an In-Between Season…
There’s nothing wrong with you.
You’re not stuck.
You’re not lost.
You’re becoming.
And midlife is a powerful time to redefine who you are and what you want, not with urgency, but with curiosity and clarity.
If You’re Curious About This Work
If you’re in a season of change and you’re craving clarity, confidence or purpose, you’re welcome to explore working together.
Start here:
Book a free 30-minute clarity call to see if it’s a fit: Link below
Or, if you prefer to read first, here’s more about my 1:1 coaching approach.
My Gift to You
Free Workbook: The Identity Check-In
A gentle self-reflection workbook to help you navigate life transitions, reconnect with who you are now, and explore what you want next.
Click the link below to get it.
With clarity & calm,
Alice
