Who we are

Most consultancies disappear when the real work starts

How It Started

Bonded over coffee, built on friendship, ethics and honesty

We came at transformation from different angles, with different ways of working. But we kept hitting the same problem: programmes that look good on paper and fail in reality. Strategies get approved. Execution breaks down. Teams get left behind.

Over several coffees, we asked the obvious question — what if we just did this ourselves, the right way?

So, we did.

Amana (أمانة) means trust, reliability, and the fulfilment of a responsibility placed in our care. For us, it’s more than a name it reflects how we believe work should be done: with honesty, clarity, and doing the right thing at the right time.

“Achievement isn't about avoiding challenges it's about embracing them to unlock your organisation's true potential.’’

Waquas Anwar

Co-founder/ Senior Partner

Our Philosophy

Execution matters more than strategy.

A mediocre strategy executed brilliantly beats a brilliant strategy executed poorly. Every time.

Honesty is the foundation.

No sugar-coating. You need to know what's realistic, what it costs, and what will hurt

We stay for the hard parts.

Most consultants disappear once the strategy is approved. That's when the real work begins.

The things that matter

We call it as we see it.

No sugar-coating. No telling you what you want to hear. If something isn’t working, you’ll hear it from us first. Trust starts with honesty.

We’ve been there and done it.

Our founders have sat in your chair governed programmes, faced boards, managed regulators. We don’t advise from the sidelines. We’ve lived the pressure.

Leaders at the table.

Richard and Waqas lead every engagement personally. You deal with the founders, not a team of juniors. We’re invested in lasting value, not quick wins.

We build you up, then step back.

Our job is to leave your team stronger, more capable and more confident. If you still need us doing the same thing twelve months later, we haven’t done our job.

What we live by.

01

Tell the truth early.

02

Finish what we start.

03

Leave you stronger.

04

Respect the front line.

05

Say no when it's right.

Your Transformation Partners

Over 20 years managing complex programmes across every industry. Believes success is lasting value your teams ownnot outcomes that disappear when he leaves.

Waquas Anwar

Co-founder/ Senior Partner

30 years moving organisations through transformation. Measures success by your independence from him, not by his presence.

Riachard Price

Co-Founder / CEO

20+ years securing critical infrastructure. Expert in resilience and security strategy. ensures transformation is secure and sustainable from the start.

Soban Bashir

AssociatePartner - Cyber

Our people and network.

The three of us aren't the whole story. Behind us is a team of people we've worked with and delivered alongside for years from all walks of life, across the world, each bringing their own expertise and their own personality

We don't keep a bench we need to keep busy. We bring the right people in at the right time, for what the work actually needs.


And whoever joins, the standard holds. Everyone who works with us and for us signs up to the same values, principles and ethics. So the partnership you start with is the partnership you get, the whole way through.

Want to be part of it? Work with us

What Our Clients Say

Latest Insights

We share lessons from real programmes — what AI means for regulated industries, how to recover a stalled transformation, and why cyber resilience is now a board conversation.

The “Silent” Programme Stall

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Culture in M&A

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2026 AI Governance Framework

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Read our Latest Insights

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