Meet the Founder: Emma Loy

I’m Emma, the founder of Asteria Business Consulting, and I created this business to support the people behind the businesses - because I’ve seen firsthand how much that matters. 

Growing up, I watched my dad run his own construction company, witnessing both the highs and the hard times that come with business ownership. I saw the stress, the uncertainty, and the responsibility that can weigh heavily on someone building something of their own. During those moments, I became his “reason why”—his motivation to keep going. That experience planted a seed in me: a passion for supporting the people behind the business.

Today, I’m a business owner myself - and a mum to my own curious, funny, and energetic little boy, who is now my reason why. He inspires me every day to work hard, dream big, and help others do the same. I believe every entrepreneur has a powerful reason behind what they do - and that reason deserves the right support to thrive.

With over a decade in business services, including eight years at Lloyds Banking Group and time as a Business Development Manager at Capital on Tap, I’ve worked with businesses of all sizes across multiple industries. I’ve sat across the desk from thousands of owners - listening, learning, and helping them find solutions. I always treated each client the way I’d want someone to treat my dad: with respect, empathy, and real support.

That’s the foundation Asteria was built on.

The name "Asteria" means star in Greek mythology - the goddess of the stars, representing light, hope, and possibility. I’ve always loved the night sky and often tell my son, “I love you to the moon and the stars.” To me, stars represent guidance, limitless potential, and the quiet reminder that you’re never really alone.

My mission is to help business owners rediscover their passion, feel in control, and take clear steps toward growth - without sacrificing balance or burning out. You don’t have to do this on your own.

Thanks for taking the time to learn more about the story behind Asteria. If our values align, I’d love to support you on your next steps.