Most entrepreneurial journeys require self-belief, passion, persistence and purpose. Ours is no different. Winterbourne View Hospital scandal in 2011 triggered a deep desire to create an organisation that imbibed the principles of citizenship, social justice, freedom, honesty and transparency. It took three more years to realise our dream and in 2014 iDirect was born. Our vision is simply 'To enable individuals to live a kind of life they have reason to value.'