About Us
“The truth is rarely pure and never simple.” - Oscar Wilde
True North Finder is rooted in the universal need to connect with ourselves and the world around us. At its heart is Frieda van der Merwe, whose extraordinary spark ignites meaningful connections. Frieda always starts by guiding you to connect deeply with yourself, laying the foundation for powerful, authentic relationships and personal growth.
Frieda's extensive academic qualifications and vast experience in diverse psychological philosophies and techniques helps her tailor her coaching and counselling services to each person’s specific needs. ​​As a career coach, Frieda’s global Human Resources experience across multiple industries - she has worked in seven countries - provides her with deep insight and a strong network, empowering clients to thrive professionally. She also offers bespoke business services, specialising in team cohesion, conflict resolution, and career development to achieve exceptional results.​
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True North Finder is your guide to discovering, embracing, and realising your fullest potential—individually and as part of a team.
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See what our clients say about us
Our Story
Frieda has advanced degrees in Psychology, Political Science and Labour Law with 30+ years experience in HR in companies like PwC, Pepsi and the Emirates Group. She performed at Director level for 15 years of her HR career. She has extensive experience in working in an advisory capacity, and in coaching and counselling.
Hi, I’m Frieda, founder of True North Finder. For as long as I can remember, I’ve been passionate about connection—helping people discover themselves and build meaningful relationships with those around them. My journey began with a deep curiosity about psychology and the way we, as humans, connect with ourselves and the world.
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Over the years, I’ve worked in Human Resources across multiple industries and countries, and I saw a recurring theme: the most profound transformations start within. That’s what inspired me to dedicate my career to coaching and counselling.
At the heart of my work are my core values:
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Authenticity—living your truth unapologetically.
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Owning yourself—embracing who you are and your potential.
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Rising to the challenge—because growth often comes from the tough moments.
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And above all, being kind to yourself.
Everyone’s journey is unique, and I’m here to guide you through yours—whether it’s in life, career, or building stronger connections. Let’s find your true north together.
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“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