Georgina Badine is not your typical entrepreneur. Having spent 14 years in the cut and thrust of the finance industry, she saw first-hand how people were often held back — not just by circumstance or skills, but by a lack of confidence and belief in themselves. Today, as founder of Invicta Vita, she’s on a mission to change that.
“We all have the potential to be great,” she tells me, sitting in her bright, book-lined office. “The trouble is, not everyone knows how to tap into it. That’s where Invicta Vita comes in.”
What is Invicta Vita?
Invicta Vita – Latin for ‘unconquered life’ – is more than just a coaching service or a consultancy. It’s a platform for personal transformation. At its heart, the company offers a bespoke, highly personal approach to unlocking people’s potential.
“No two clients are the same,” says Badine. “So I never use a generic format. I take each person through a deep dive of who they are – their personality, their strengths, their fears, their comfort zones – and I tailor everything to that.”
It starts, she explains, with 60 questions. Not just box-ticking or surface-level prompts, but carefully crafted queries designed to unearth the truth of a person’s capabilities and blockers. “Once I know who you are at your core, we can build from there. It’s about playing to your strengths and working on what’s holding you back.”
What inspired you to launch it?
Her motivation for launching Invicta Vita came from a combination of frustration and hope. Frustration with the corporate world she knew well – a space where inappropriate behaviour, bullying, and power imbalances often went unchecked. And hope – in the form of clients and colleagues who believed she had more to offer.
“I was in finance for 14 years,” she recalls. “And I saw things – and experienced things – that really didn’t sit right. But in my twenties, I didn’t have the confidence to call them out. I didn’t feel I could. That’s a big part of why I do this now – I want other people, especially women, to find their voice earlier than I did.”
Another lightbulb moment came when clients started asking for her help beyond her day job – usually for their children. “People would come to me and say, ‘Can you help my son get into work? Can you help my daughter find some direction?’ I realised this wasn’t just a one-off. There was a need, and I had something to offer.”
She later worked as Director of Admissions for a company helping young people into employment. “That’s when it became clear to me that my approach – more personalised, more values-led – was very different from what others were doing. That gave me the confidence to go out on my own.”
Who inspires you?
When asked who she admires, Badine doesn’t hesitate. “Julie Deane, founder of The Cambridge Satchel Company. She started that business in 2008 with just £600 to her name, and now it’s a global brand employing over 140 people and selling in more than 120 countries. And she did it all to fund a better education for her kids.”
It’s the blend of purpose, pragmatism, and resilience that resonates. “She’s a champion for small businesses, especially women-led ones. And she’s proof that if you build something around a clear, heartfelt mission, the rest can follow.”
What would you do differently?
It’s a question Badine has clearly reflected on. “I would be more cautious about who I trust in the early stages,” she says. “When you’re starting out, it’s easy to get excited and want to work with everyone who shows interest. But not everyone shares your ethos or values. And that can lead to problems.”
Building a business, she says, isn’t just about helping clients – it’s also about the internal structure, the people you partner with, the admin, the systems. “It’s all-consuming at first. So choosing who you bring into that world is crucial.”
What defines your way of working?
At Invicta Vita, it’s all about energy – positive, aligned energy. “I want to work with people I genuinely believe I can help. And with colleagues who share my outlook. I’m inclusive by nature, and I want people around me to have a say, to feel ownership.”
This collaborative ethos extends to clients too. “You don’t come to Invicta Vita to be told what to do. You come to explore who you are, and what you can become. I’m here to guide that journey, not prescribe it.”
What advice would you give to others starting out?
Badine’s advice to aspiring entrepreneurs is simple, but not easy. “Know your mission. That’s your compass. And then surround yourself with kind, honest people who have integrity.”
In a sector where there’s no shortage of coaches and mentors making big promises, Badine’s focus on character over credentials stands out. “Technical skill is important, of course. But kindness, honesty and shared values – those are the things that make a business last.”
So what’s next?
Badine isn’t in a rush to scale for the sake of it. “Growth is great, but it has to be intentional. Right now, I’m focused on deepening the work – refining our processes, helping more clients unlock what’s already inside them. That’s the real win.”
And for those still finding their voice? “It’s never too late,” she says. “Confidence isn’t something you’re born with. It’s something you build. One brave step at a time.”
Read more:
“Unlocking potential is my purpose”: how Invicta Vita founder Georgina Badine is helping people find their voice