What’s your primal purpose in life?

Everyone has a primal purpose - a natural path where everything feels right. But stray from it, and life starts to feel wrong.

At Primal Nature, we give you three tools to help you discover your path - and stay on it:

  • Take a free Self-Assessment to reveal your Primal Drivers™

    Your Primal Drivers™ are the three emotional needs at the core of who you are. They explain why some things light you up — and others drain you. This quick, free self-assessment reveals your inner compass, so you can start making better decisions today.

  • £19.99 for your Personalised Map to Navigating Life

    This is where insight turns into action. Your Pathfinder Plan connects your Drivers to real-life choices — showing which careers, relationships and hobbies will energise you, and which to avoid. It’s your personal plan for a life that fits.

  • Expert Support When You Need It

    Even with a map and compass, life can throw you off course. That’s where our expert coaches — your Guides — come in. They’ll help you apply your Pathfinder Plan, navigate challenges, and stay aligned with your primal purpose.

Primal Drivers: Your Compass

Primal Drivers™ are the three emotional needs at the heart of every decision you make. They shape the work you thrive in, the people you’re drawn to, and the life that feels right.

FEELING LOST?

You’re not alone. And you don’t have to figure it out by yourself. Our Primal Guides are trained coaches who can help you make sense of where you are - and where you’re meant to go.

MEET THE PRIMAL TEAM

Our coaches are here to help you stay aligned with your path - not just when things feel off, but whenever you want clarity, support, or a second compass check. They’ll help you make confident decisions and live in tune with your true nature.

  • William Thomson

    FOUNDER & CEO

    William is the founder of Primal Nature, bringing together our experienced team whose expertise covers a range of disciplines from coaching to app development. With a background combining entrepreneurship with psychology and philosophy, William recognised the need for a personality profiling system that provides individual-specific, personliased insights powered by advanced pattern recognition technology, so teamed up with psychotherapists and tech developers to give the world our innovative Primal Nature system.

  • Larushka Ivan-Zadeh

    HYPNOTHERAPY COACH

    Larushka (C.Hyp, RTTP) is a Certified Hypnotherapist and RTT Practitioner. She helps clients free themselves from blocks and limiting beliefs that are holding them back. Using a highly effective, science-based blend of hypnotherapy, psychotherapy, CBT and NLP, Larushka guides you to achieve powerful change in just 1 to 3 sessions. With regained confidence, balance and happiness you are ready to create the next successful phase of your life.


  • Jennie Cooper

    CHILD & FAMILY COACH

    Jennie is a Mental Health and Wellbeing Coach specialising in support to help children improve their self-belief, emotional regulation, and resilience. With a focus on empowering clients to manage life’s ups and downs, Jennie provides tailored programmes such as body positivity, stress management, and building healthy relationships. Her approach combines practical strategies and emotional awareness to enable children to navigate challenges with confidence and self-compassion, fostering long-term wellbeing and growth.

  • David Waters

    BUSINESS COACH

    David is a seasoned psychotherapist, business coach, and trainer with a rich background in the creative, media, and publishing industries. His unique approach integrates cognitive behavioural therapy (CBT), psychodynamic and relational methods, along with the latest insights in business psychology and leadership. David is dedicated to enhancing self-awareness, emotional intelligence, and communication skills, empowering individuals and teams to thrive in both personal and professional settings.

  • Dave Pilcher

    EXERCISE COACH

    Dave is a Qualified Level 3 Personal Trainer and a Sports Therapist & Rehabilitator BSc (Hons). He began Personal training in 2015 and graduated from The University of Kent in 2020. He is also a qualified Cardiac Rehabilitation Exercise Specialist with BACPR, and enjoys helping individuals looking to prevent or recover from cardiac events. Using your Primal Nature insights, Dave will help you set and achieve fitness goals, putting you on a path to long-term physical health.

  • "It's brilliant! Insightful things that really resonate with me - I particularly like how practical it is"

    Ginny, Teacher

  • "I can't believe how accurately it honed in on my big challenges"

    Joy, Artist

  • "It is scarily accurate"

    Kate, Business Owner

  • "This is very useful and helps me concentrate on the areas I need to work on"

    Sam, Professional Sportsman

  • "Wow"

    Amelia, GP

  • "It's bang on - very impressive

    Alex, Marketing Account Manager

  • "It's very user friendly. I like how it gives tips and pointers throughout"

    Chloe, Maths Tutor

  • "It's horribly accurate in so many ways"

    Will, Economist

  • "Very spot on about my relationship and why we argue"

    Florence, Osteopath

  • 'This is me to a tee! I'm impressed - useful tool"

    Caroline, Expedition Leader