True North Finder
Helping You Find Yours
Frieda van der Merwe expertly guides individuals and businesses to find their True North. She ​has advanced degrees in Psychology, Political Science, and Labour Law.
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She boasts 30 years' HR experience, including 15 at the executive level, and has 20 years in coaching and advisory roles.
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Frieda has mastered geographic- and industry-specific nuances through extensive expertise across the globe. She worked with firms like PwC, Pepsi and Emirates Group.
All services start with a complimentary, no-obligation consultation to determine if we’re the right fit for each other.
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About True North Finder — And Finding Yours
Frieda van der Merwe, founder of True North Finder, is a seasoned coach and counsellor with 20 years' experience in personalised facilitation and 30 plus years in HR. With her authentic style and deep industry knowledge, she guides individuals to discover their True North—the place where you can truly live the life you choose. Whether addressing career transitions, significant life changes, or relationship dynamics, Frieda delivers customised coaching that empowers clients to unlock their unique potential. ​Experience a journey of personal and professional growth with confidence and clarity under Frieda's expert guidance.
“Frieda helped me restore my confidence in myself. She guided me to design a course for my future and best possible self. Frieda's industry knowledge and network from a careers perspective, as well as her intuition, empathy, and wisdom is unparalleled. Plus, we laugh a lot!”
Bianca, UK