At Active Directions, we’re proud to collaborate with Emily, founder of For Generations and a deeply experienced Family Business and Wealth Advisor. Emily brings a rare blend of professional expertise and lived experience as a third‑generation family business member, grounding her work in empathy, clarity and genuine understanding.
Together, we support families to navigate complexity with confidence, aligning vision and values, strengthening governance, and building the foundations for unity across generations. Emily’s passion for unlocking generational potential complements our own commitment to helping family enterprises thrive on every level: personal, commercial and legacy.
We put a few quick‑fire questions to Emily to uncover the experiences, wisdom and quirks that shape her approach to supporting enterprising families.
What’s your biggest business learning from the past year?
It’s really important to set boundaries and know what your limits are, both personally and professionally. In the work I do, I know my where my area of expertise starts and end and having a really great network of other people to bring in is really important.
What’s the one thing SMEs need to know to thrive this year?
It’s important to have a strategic plan (no matter how small you are!) and to be capturing your data (whether that’s financial or anything else). Without a plan, it’s very easy to drift. It’s hard to stop and take the time out to develop that plan, yet the sense of satisfaction that you have once you’ve achieved what you set out to do it worth that time. In addition, if you have a benchmark for your data, it’s a lot easier to measure your success or where there are opportunities to grow.
What would the title of your autobiography be?
Know your limits.
What three words would describe you?
Energised, structured and loyal.
What book or podcast are you currently reading or listening to?
The Myth of Normal by Gabor Mate.
The best piece of advice I’ve ever been given is…
From my dad. Observe what’s happening. Look around, take note, be observant as you never know what you might see or learn and how that might serve you again later.
What’s something you wish people would ask you?
‘What’s the actual issue?’. I work with enterprising families who are often navigating the complexities of wealth, business, identity, family and where there is conflict, it is often related to a few small key issues. It’s very rare that what people fight about, is actually what they’re fighting about.
Connect with us to explore how our partnership with Emily can support your family’s next chapter.