building businesses that add value
About US


Aspirations in Arabic, harmony in Swahili and the way in Sanskrit, AMANI is more than a name. It is a better way of doing business.

A broader view of value-creation

Business shapes the world we live in. It drives the products and services we use and consume. It impacts the economic and environmental well-being of communities.

In our view, business is also the endeavour through which human beings can fulfil their aspirations.

An endeavour through which we connect with like-minded people. Where we can take on tough challenges and find great solutions. An endeavour that adds value. An endeavour that has meaning.


01. shared vision

Our clients are great people with the ability and appetite to do things differently, to do things better. 

02. determination

We help clients navigate challenging terrain. We bring the determination, sensitivity and tenacity to see it through.

03. shared outcomes

We take pride in our clients’ firms, and see their success as our success. This is reflected in our work and our relationships.


What We Do Best

We love the art and science of business. Using our proprietary protocol – AMANI™ – we help leaders, investors and entrepreneurs build tomorrow’s businesses.


Leadership is a practice, not a title

To grow and have an impact, business owners and investors need the right leadership team on board. We ensure they have the people with the competence, character and commitment to deliver.


From where we are to where we can be

We enable companies to think through the future of their business. Navigating disruption and increasing demand for resources, we help them develop the right strategy to thrive in an ever-changing world.


The power of a few good people

We bring together a community of innovators disrupting business as usual. From business owners and successors to investors and entrepreneurs, our members have one thing in common – they’re all great people.

meet the founder

A Mission for Progress

Deborah Webster


Deborah’s experience ranges from advising multi-generational family businesses to developing solutions for communities living on less than $2 a day. She has unique insight on the impact business has on society, and the mindset and motivations of people involved. She has worked with founders to translate vision into reality, built high-performance teams and developed multi-stakeholder business models. At the core of her work is her inquisitive mind and a desire to find optimal solutions for the many, not just the few.

From Our Founder

The Story Behind AMANI™

Many businesses have pretty websites with compelling mission statements and values. But what do they actually do in practice? Here’s the beginning of the AMANI™ story and why we need to change business as usual.


Try not to become a person of success, but rather try to become a person of value.

Albert Einstein