Our story

Our team

Candice Hampson, CEO

Candice was diagnosed with early-stage breast cancer in 2015 at age 32. She is passionate about improving the lives of people affected by cancer, so they don’t have to face the same issues she faced along the way. She has previously worked in engineering, strategy consulting, charity and social enterprise support, and impact investing.

Christine Beardsell, CMO

Christine loves creating experiences that add value to people’s lives. As a content marketing leader, for the last twenty years she has worked with brands such as Amex, Vitality, and O2 to help build communities grounded in self help and support. She is passionate about helping people affected by a long-term illness find the support and content they need on their journey.

Jurriaan Mous, Head of Product & Tech

Jurriaan loves to find solutions which fit the human experience of people in need of support. He draws from 10+ years of experience in healthcare related software development. He has a passion for behaviour change technologies and has extensive experience in bringing those to mobile and web platforms in a secure and privacy-first way.

Our advisors

Dr Janine Hayward

Janine  is a chartered clinical psychologist who lives with multiple myeloma, a blood and bone cancer. In private practice and at Maggie’s Cancer Centre, Janine has helped people living with cancer, its treatment and trauma to overcome and manage fears, reconnect to people, places and work that are important to them.


Steven Hamblin

Steven is a technical and operational leader who specialises in building technology and teams, with expertise in AI/ML, data science, software engineering, and the life sciences & digital health.  His past experience includes Babylon Health and Sensyne Health (CTO & COO), and he is currently CEO of the healthcare operations AI startup Dyad.

Rob Green

As Head of Innovation and then Head of Technology Delivery at Cancer UK, Rob delivers technology projects to all parts of the organisation, from new science software, through to the replacement of a range of legacy systems to enable Cancer UK to revolutionise the way they raise funds.


Jed Rose

Jed Rose is a VC investor and an advisor with Antler. He has completed over ten early-stage B2B investments ranging from pre-seed to Series B, including investments in Liminal Health, Crowdcube, and Scoutbee. His operations background spans 12+ years and covers leadership roles at a fintech startup (former CEO at Paymentsense) and at Microsoft (product management at Microsoft Windows).

Our core values and code of ethics

At Liminal we’re inspired by communicating with our users and within our team. We hate bureaucracy and slow-moving organisations – but we’re suckers for well-defined processes. We love lean, iterative improvements and our success is measured by the value we create for our users. Here are the core values we live by:

1. Earn trust with transparency

  • We are a place of information respite: everything we do or say is backed by high quality evidence and research.
  • We prioritise and make decisions based on what is best for both our customers and our coaches.
  • We communicate with our team and users in a clear and open way.
  • We give each other radically candid feedback and never wait to do so.
  • We have the courage to speak up, ask for help, and connect with others in a genuine way.


2. Prioritise empathy

  • We feel with our customers (empathy), not sorry for them (sympathy).
  • We do this by listening, connecting with their feelings by putting ourselves in their shoes, acknowledging their pain, and showing them love.
  • We do not judge our customers, coaches, or each other: we are all equals, and no one is any better or worse than anyone else.
  • We are authentically vulnerable ourselves in order to be our most genuine selves, and to build bridges to others.

Check out these links to learn more about Empathy…

Brené Brown on Empathy

Want to be More Empathetic? Avoid These 7 Responses


3. Uplift & empower

  • Our goal is to make our customers feel better, not remind them of how bad they may have felt in the past.
  • We recognise that long-term illness brings with it positives as well as negatives – appreciating life more, being more grateful
  • We deliver our messages with appropriate light-hearted humour and grace


4. Operate with respect

  • We practice active listening at all times.
  • We are honest, tolerant and inclusive.
  • We respect ourselves by balancing work with a healthy lifestyle.


5. Learn by doing

  • We are curious about new possibilities and take action to explore them.
  • We challenge ourselves to do things differently and measure the impact of change.
  • We quickly deliver the smallest unit of quality work, examine the results, and continuously improve.

This code of ethics has been adapted from the International Coaching Federation (ICF) Code of Ethics, available here.

This Code of Ethics is composed of five parts:

  1. Introduction
  2. Key Definitions
  3. Liminal Core Values and Ethical Principles
  4. Ethical Standards
  5. Pledge


The Liminal Code of Ethics describes the core values of Liminal (above), and ethical principles and ethical standards of behavior for all Liminal Professionals (see definitions).

The Code of Ethics serves to uphold the integrity of Liminal by:

  • Setting standards of conduct consistent with Liminal core values and ethical principles; and
  • Guiding ethical reflection, education, and decision-making.

The Liminal Code of Ethics applies when Liminal Professionals represent themselves as such, in any kind of coaching-related interaction. This is regardless of whether a coaching Relationship (see definitions) has been established.

The challenge of working ethically means that Liminal Professionals will inevitably encounter situations that require responses to unexpected issues, resolution of dilemmas and solutions to problems. This Code of Ethics is intended to assist those persons subject to the Code by directing them to the variety of ethical factors that may need to be taken into consideration and helping to identify alternative ways of approaching ethical behavior.

Liminal Professionals who accept the Code of Ethics strive to be ethical, even when doing so involves making difficult decisions or acting courageously.

  • “Client”—the individual or team/group being coached, the coach being mentored or supervised, or the coach or the student coach being trained.
  • “Coaching”- partnering with Clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential.
  • “Coaching Relationship”—a relationship that is established by the Liminal Professional and the Client(s)/Sponsor(s) under an agreement or a contract that defines the responsibilities and expectations of each party.
  • “Code”—Liminal Code of Ethics
  • “Confidentiality”—protection of any information obtained around the coaching engagement unless consent to release is given.
  • “Conflict of Interest”—a situation in which a Liminal Professional is involved in multiple interests where serving one interest could work against or be in conflict with another. This could be financial, personal or otherwise.
  • “Equality”—a situation in which all people experience inclusion, access to resources and opportunity, regardless of their race, ethnicity, national origin, color, gender, sexual orientation, gender identity, age, religion, immigration status, mental or physical disability, and other areas of human difference.
  • “Liminal Professional”—individuals contracted with Liminal to provide coaching services to its Clients.
  • “Sponsor”—the entity (including its representatives) paying for and/or arranging or defining the coaching services to be provided.
  • “Support Personnel”—the people who work for Liminal Professionals in support of their Clients.
  • “Systemic equality”—gender equality, race equality and other forms of equality that are institutionalized in the ethics, core values, policies, structures, and cultures of communities, organizations, nations and society.


The Liminal Code of Ethics is based on our Core Values and the actions that flow from them. All values are equally important and support one another. These values are aspirational and should be used as a way to understand and interpret the standards. All Liminal Professionals are expected to showcase and propagate these Values in all their interactions.

The following ethical standards are applied to the professional activities of Liminal Professionals:

Section I – Responsibility to clients

As a Liminal Professional, I:

  1. Explain and ensure that, prior to or at the initial meeting, my coaching Client(s) and, if applicable, Sponsor(s) understand the nature and potential value of coaching, the nature and limits of confidentiality, financial arrangements, and any other terms of the coaching agreement.

  2. Create an agreement/contract regarding the roles, responsibilities and rights of all parties involved with my Client(s) and Sponsor(s) prior to the commencement of services.

  3. Maintain the strictest levels of confidentiality with all parties as agreed upon. I am aware of and agree to comply with all applicable laws that pertain to personal data and communications.

  4. Have a clear understanding about how information is exchanged among all parties involved during all coaching interactions.

  5. Have a clear understanding with both Clients and, if applicable, Sponsors or interested parties about the conditions under which information will not be kept confidential (e.g., illegal activity, if required by law, pursuant to valid court order or subpoena; imminent or likely risk of danger to self or to others; etc.). Where I reasonably believe one of the above circumstances is applicable, I may need to inform appropriate authorities.

  6. Maintain, store and dispose of any records, including electronic files and communications, created during my professional interactions in a manner that promotes confidentiality, security and privacy and complies with any applicable laws and agreements. Furthermore, I seek to make proper use of emerging and growing technological developments that are being used in coaching services (technology assisted coaching services) and be aware how various ethical standards apply to them.

  7. Remain alert to indications that there might be a shift in the value received from the coaching relationship. If so, make a change in the relationship or encourage the Client(s)/Sponsor(s) to seek another coach, seek another professional or use a different resource.

  8. Respect all parties’ right to terminate the coaching relationship at any point for any reason during the coaching process subject to the provisions of the agreement.

  9. Am sensitive to the implications of having multiple contracts and relationships with the same Client(s) and, if applicable, Sponsor(s) at the same time in order to avoid conflict of interest situations.

  10. Am aware of and actively manage any power or status difference between the Client and me that may be caused by cultural, relational, psychological or contextual issues.

  11. Disclose to my Clients the potential receipt of compensation, and other benefits I may receive for referring my Clients to third parties.

  12. Assure consistent quality of coaching regardless of the amount or form of agreed compensation in any relationship.

Section II – Responsibility to practice and performance

As a Liminal Professional, I:

  1. Adhere to the Liminal Code of Ethics in all my interactions. When I become aware of a possible breach of the Code by myself or I recognize unethical behavior in another Liminal Professional, I respectfully raise the matter with those involved. If this does not resolve the matter, I refer it to a formal authority (e.g., Liminal Executive Team) for resolution.

  2. Commit to excellence through continued personal, professional and ethical development.

  3. Recognize my personal limitations or circumstances that may impair, conflict with or interfere with my coaching performance or my professional coaching relationships. I will reach out for support to determine the action to be taken and, if necessary, promptly seek relevant professional guidance. This may include suspending or terminating my coaching contract and/or relationship(s).

  4. Resolve any conflict of interest or potential conflict of interest by working through the issue with relevant parties, seeking professional assistance, or suspending temporarily or ending the professional relationship.

  5. Maintain the privacy of Liminal customers and use their contact information (email addresses, telephone numbers, and so on) only as authorized by Liminal or the customer.

Section III – Responsibility to professionalism

As a Liminal Professional, I:

  1. Identify accurately my coaching qualifications, my level of coaching competency, expertise, experience, training, certifications and credentials.

  2. Make verbal and written statements that are true and accurate about what I offer as a Liminal Professional, what is offered by Liminal, the coaching profession, and the potential value of coaching.

  3. Communicate and create awareness with those who need to be informed of the ethical responsibilities established by this Code.

  4. Hold responsibility for being aware of and setting clear, appropriate and culturally sensitive boundaries that govern interactions, physical or otherwise.

  5. Do not participate in any sexual or romantic engagement with Client(s) or Sponsor(s). I will be ever mindful of the level of intimacy appropriate for the relationship. I take the appropriate action to address the issue or cancel the engagement.

Section IV – Responsibility to society

As a Liminal Professional, I:

  1. Avoid discrimination by maintaining fairness and equality in all activities and operations, while respecting local rules and cultural practices. This includes, but is not limited to, discrimination on the basis of age, race, gender expression, ethnicity, sexual orientation, religion, national origin, disability or military status.

  2. Recognize and honor the contributions and intellectual property of others, only claiming ownership of my own material. I understand that a breach of this standard may subject me to legal remedy by a third party.

  3. Am honest and work within recognized scientific standards, applicable subject guidelines and boundaries of my competence when conducting and reporting research.

  4. Am aware of my and my clients’ impact on society. I adhere to the philosophy of “doing good,” versus “avoiding bad.”

As a Liminal Professional, in accordance with the Standards of the Liminal Code of Ethics, I acknowledge and agree to fulfill my ethical and legal obligations to my coaching Client(s), Sponsor(s), colleagues and to the public at large.

If I breach any part of the Liminal Code of Ethics, I agree that Liminal in its sole discretion may hold me accountable for so doing. I further agree that my accountability to Liminal for any breach may include sanctions, such as mandatory additional coach training or other education or loss of my position as a Liminal Coach.

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