My name is Joanna, and I am the founder and director of New Life Purpose. Originally from the UK, I moved to Australia in 2007 and have since dedicated my work to supporting people living in unsafe, unsanitary, and overwhelmed environments.

What began as general cleaning—often alongside friends I employed—has grown into a registered Pty Ltd company working with individuals and families facing complex challenges, including environmental neglect, risk of eviction, and hoarding or severely cluttered living spaces. It’s important to recognise that many of the homes we support are not simply about “cleaning” or even hoarding behaviours but reflect deeper life challenges that require a compassionate and person-centred approach.

Cleaning is often underestimated as a low-level job, yet it is one of the most fundamental aspects of a person’s mental, physical, and emotional wellbeing. The state of our environment directly impacts how we sleep, eat, function, and feel. Our mission is to support people, one step at a time, to restore safe and healthy living conditions while improving overall wellbeing.

My journey into this work began early, cleaning from my school years and continuing throughout my life while raising my children as a single mother. During this time, I saw firsthand how much a person’s home reflects their life circumstances. People would often open up about their struggles—stress, isolation, mental health challenges—and I realised that this work required more than just practical support.

This led me to further my training and develop a more holistic approach. I have studied CBT counselling and became a Reiki Master, alongside additional modalities including Neuro-Linguistic Programming (NLP), Timeline Therapy, and Hypnosis. I have also expanded my knowledge through the Institute for Challenging Disorganisation and programs such as Buried in Treasures, while continuing to learn through direct, hands-on experience working with many individuals and families.

Today, we collaborate with organisations including the Department for Child Protection, local councils, aged care providers, the NDIS, and non-profit organisations. Our work focuses not only on immediate intervention, but on long-term outcomes.

We are currently expanding our team and developing structured support pathways, including a 6-week intensive intervention program followed by a 24-week therapeutic support program led by a qualified social worker. This approach is designed to help clients build sustainable habits, strengthen support networks, and reduce the likelihood of their environment returning to its previous state. A specialised hoarding support program is also in development.

At New Life Purpose, we are committed to working with people with compassion, dignity, and without judgement—minimising trauma and helping individuals reclaim not just their space, but their wellbeing, independence, and sense of control.