#FollowNoviam
Emily Shanks didn’t always dream of becoming a founder – but like many impactful women in business, her path wasn’t paved by aspiration alone, but by frustration, resilience and an unshakable belief that things could be done better.
Originally from Lurgan, now living in London, Emily’s career journey spans criminal law, global consultancy and, most recently, co-founding Noviam – a company bringing a fresh, human-first approach to talent solutions in financial services. Think entry-level talent with purpose, potential and proper preparation.
In this candid conversation, Emily shares her founder story, her values, her ask for the AwakenHub community, and what it means to lead with hope, heart and high standards in an industry ready for change.
Describe yourself in six words or less:
Unexpected but hopeful founder on a mission!
Tell us about your business and what inspired it.
Noviam delivers Entry Level Talent as a Service – a tailored solution helping large organisations, mainly in financial services, access skilled, diverse talent they wouldn’t usually find. We offer more than just recruitment: we train our resources for the exact roles they’re stepping into, covering both technical know-how and professional “power” skills.
We work with firms that struggle to meet their hiring goals – especially those seeking diversity or working outside metro hubs. Our candidates are our employees at first, and after 12–24 months, they can transition into permanent roles. Think of it as “try-before-you-buy,” but for people, and done the right way.
The concept exists in tech – especially for coders and engineers – but we apply it to critical supporting roles: operations, risk, data, compliance. These are the roles that make innovation possible.
We launched Noviam after watching others get it wrong. There was a lot of treating people like products and overpromising to clients. We knew we could build something better – rooted in respect, integrity and performance. And that’s exactly what we’re doing.
Tell us more about you – what’s your story?
I’m a proud Lurgan native and Queen’s Law graduate who spent nearly a decade in Belfast’s legal world. My early career saw me handling everything from criminal cases to family law and terrorism investigations. It was intense – sometimes hilarious, sometimes heartbreaking.
Everything changed in 2013 when I joined First Derivatives (FD), a Newry-based consultancy. I swapped courtrooms for trading floors and regulatory projects in London, New York and Asia. I had zero experience in finance – four days into the job I was selling off a bank’s multi-million-pound assets. It was a whirlwind but transformative.
FD was unlike anything else – the people, the culture, the opportunity. I learned how powerful good leadership and genuine relationships can be. When FD’s founder, Brian Conlon, passed away, it left a big impact. His vision still inspires me.
Eventually, I moved on and helped build a “version 1” of Noviam at another firm with my current co-founders – all ex-FD colleagues. When it came time to go our own way, we didn’t hesitate. Noviam was our chance to build something on our terms.
Outside of work, I’m a bit of a globetrotter – tennis tournaments, concerts, new restaurants, city escapes. This year alone: Helsinki for Coldplay, Rome for tennis, with Argentina next on the list. I’m big on reading, podcasts, spin classes and entertaining at home. Great cook, terrible baker!
What’s your female founder journey been like?
Unlike some, I never set out to be a founder. Noviam was born from frustration – with broken systems, mismanaged companies and disregard for people. With 60+ years of combined industry experience, we knew there was a better way.
Everyone says, “It must be so exciting!” And it is. But it’s also scary. The mental pressure can be heavier than the workload. My co-founders are all men, and I’ve noticed the contrast – men often get called bold for taking risks. Women are expected to succeed quietly or not at all.
But I’m Northern Irish – scrappy, resilient, determined. That grit carries me through. I’ve learned to own my voice, trust my instincts and never let fear dictate my next step.
How has AwakenHub supported you?
Joining AwakenHub has been honestly inspiring. Watching the SheVentures content – the energy, the women doing bold, brilliant things – was game-changing. I joined originally to make connections and get support for Noviam, but I’ve found so much more.
It’s not just about leads or clients (though those are welcome!) – it’s about belief. Seeing others go for it reminds me that I can too. And promoting women in entrepreneurship is something I deeply believe in – we need more visibility, more investment, more space.
What’s your 'ask' of the AwakenHub community?
Let’s do actual business. I have a strong, supportive network, but warm introductions into banks, funds, asset managers or insurers would be invaluable.
Cold calls and coffee catch-ups are less common post-COVID. We rely on referrals now more than ever. I just need the door opened – I’ll take it from there. Even if the timing isn’t right, the connection still matters.
Let’s not be shy about generating revenue and making introductions. Profit and purpose can absolutely go hand in hand.
What are your founder non-negotiables?
Never overpromise and underdeliver.
Culture isn’t just good vibes – it’s good business.
Be customer obsessed.
Keep it simple. Don’t overcomplicate operations.
Who inspires you?
My mother – one of 16 children, raising a family during the Troubles – taught me strength and self-worth. My sister, my best friends, the women in my circle – all doing meaningful, world-changing work.
In the public eye? Serena Williams – not just a sports icon, but a savvy investor. Reese Witherspoon – a masterclass in building something powerful when others wouldn’t back her. Nicola Coughlan – fearless, authentic and a brilliant role model.
Growing up, it was Monica McWilliams, Mary McAleese and Mary Robinson. Women leading with clarity, courage and compassion. We need more of that in the world – urgently.
Where do you see yourself in 12 months? Five years?
In 12 months: delivering results and building our presence in Dublin’s asset management sector.
In 5 years: an established, trusted brand with 1,000+ careers launched – for grads, veterans and career changers. Personally, I hope to move into a more creative space, shaping content and communications. I’m even considering a Master’s in Corporate Comms – it feels like the natural next chapter.
Top 3 Tips for Women Founders
Do your thing quietly.
Don’t feel the need to shout about being a founder in your personal circle. Expectations are high, and it can get overwhelming. Let your results speak for themselves.Manage your mindset.
Your inner voice is powerful – be kind to yourself. Don’t wait for perfect. Good is good enough. Keep moving forward.Put on your armour.
Sexism is real, and it doesn’t stop because you’re in charge. Be ready. Be resilient. Be relentless.
Six words to live by?
Trust your gut, it’s rarely wrong.
Connect with Emily:
Emily’s LinkedIn
Noviam LinkedIn
