WLB was founded by Ange Wallace
I built What Lies Beneath after realising most businesses aren’t hearing the truth, they’re hearing filtered versions of it.
Customers are polite. Teams are busy. Things get softened.
So I set out to get to what’s really going on.
I’m known for being direct.
But also for making it easy to have the conversations that matter.
Because when you get beneath the surface, things move.
The truth, delivered well, is a gift.
WLB PEOPLE
Founder & Director
ANGE WALLACE
I’ve spent years working with growth-focused businesses, and one thing kept showing up:
Everyone thought they understood their customers but very few actually did.
So I started picking up the phone and having real conversations.
What came back was gold and that’s what kicked off What Lies Beneath 10 years ago.
A way to uncover what customers actually think, and turn it into clear direction businesses can use.
We’re not here to make things sound good. We’re here to show what’s really going on, so leaders and their teams can make better decisions, faster.
Outside of work, you’ll find me in the ocean. Spearfishing, jetski fishing and cold dipping.
It's where I go to energise and reset.
You have to read the conditions.
Trust your instincts.
And go where others won’t.
Same applies in business.
Ange
Interview & Quality Specialist (and our Team Wrangler)
TRACY DONOVAN
As a typical kiwi back in the 90’s, I spent eight years in London working various admin jobs before landing a primo role with Mobil Oil. This allowed me, and my now husband, to backpack or drive through wildly diverse continents.
Now that our two boys have grown up and flown the nest for university, we’ve joined the e-bike movement and are having loads of fun exploring the many tracks and trails throughout NZ.
Based in Tauranga, I devote Thursday mornings to driving the Good Neighbour Food Rescue truck, salvaging goods from supermarkets for distribution to 70+ worthy organisations across the Bay of Plenty. Knowing my small weekly effort helps 'rescue' 2.5 tonnes from landfill each day is incredibly satisfying.
Meeting Ange over a decade ago sparked an immediate connection. Our strengths and weaknesses complemented each other, fostering WLB's remarkable evolution. Collaborating with the incredible women at WLB fuels my passion for learning and growth.
Engaging in candid conversations lies at the heart of our work. While remaining impartial, my focus is on building trust, delving deep and asking the important questions that lead to success for our customers.
The most rewarding part? Hearing the ‘round ups’ from our customers at the end of the GUTS workshop. They're often astonished by the depth of insights we’ve extracted and are grateful that their whole team have had their say, in a well facilitated workshop that will enrich not only their role, but the whole company.
Tracy
POSITIVITY, HARMONY, EMPATHY, INCLUDER, ARRANGER
Insights Specialist
CHANTELLE RODRIGO
I love seeing how things fit together and I know that to do that, you’ve first got to take it all apart. That’s what drew me to What Lies Beneath.
We get to go back to the basics of how customers feel and then understand the big picture of why a business is where it’s at. It’s fascinating and impactful work!
I made the big move to New Zealand from Canada almost 10 years ago. I knew starting fresh was going to be a challenge but that’s exactly what I wanted.
Never content with complacency, I immersed myself in the fast-paced and ever-changing tech world to develop strong analytical skills geared towards helping businesses thrive.
After getting caught in the wormhole that is being a new parent, I’m finding my footing again.
I'm getting back to doing more of what I love: being in/on the water, escaping into a good book and accepting challenges from my family on the next cake recipe to try.
Being able to explore all these different parts of myself continues to challenge and drive me to be better each day.
Chantelle
RESTORATIVE, LEARNER, RELATOR, DISCIPLINE, ACHIEVER
Insights Specialist
CASSY WILLIAMS
I’ve always been drawn to what’s happening beneath the surface, whether in education, community, or conversation.
With a background in teaching and a deep connection to the disability space through my own whānau, I’ve spent the past two decades listening closely, advocating fiercely, and helping people feel truly seen.
When I discovered What Lies Beneath, it felt like home. A space where curiosity, honesty, and humanity aren’t just value, they’re tools for real transformation.
I’m based in Tauranga with my husband, three kids, and a big extended crew. Life is busy and beautiful.
Outside of work, you'll find me running up Mauao,
wakeboarding at Lake Rotoma, or elbows deep in a home reno - usually with a coffee in one hand and a list in the other.
Joining WLB means I get to channel my passion for people into meaningful insight, and help make it actionable.
Cassy
COMMUNICATION | WOO | ACHIEVER | LEARNER | POSITIVITY
Insights Specialist - WLB USA
EMMA RHOADS
Embarking on a quest for great surf, 7,000 miles from home, unexpectedly led me to the best job imaginable.
My journey with What Lies Beneath began with a casual 20-minute conversation with Ange, and from that moment, I was hooked (fishing pun intended, of course).
I've always had a penchant for delving into random topics that pique my interest, immersing myself in exploration to learn as much as I can.
I firmly believe that one of the most effective ways to do this is by asking creative questions to the right people. Imagine my delight when I discovered a role entirely centred around this concept!
After spending four fulfilling years in New Zealand, I made the decision to bring What Lies Beneath back with me to the US. Now settled in the tranquil surf haven of Pismo Beach, California, I focus primarily on our projects in the United States.
When I'm not navigating time zones with the WLB team, you'll find me out on the waves, indulging in my passion for surfing. I also love immersing myself in the worlds of science fiction books and channelling my creativity into crafting glass mosaics on old surfboards.
Balancing work with these personal pursuits keeps me inspired and energised, ensuring that I bring my best to every endeavour with What Lies Beneath.
Emma
STRATEGIC, IDEATION, LEARNER, ADAPTABILITY, INPUT
Marketing and Insights
POPPY HOLLAND
I've always been the person asking one more question. Not to be difficult, but
because the interesting answer is almost never the first one, it's the one that
lies beneath (pun intended). Working out how people really think is what
keeps me curious.
I come from a brand strategy background, so I've always loved how design and
identity shape the way we feel about a business. But there's a gap I kept
running into: the space between what a brand says it stands for and how it
feels to deal with. That's usually where things are going wrong, and where
businesses can't see themselves clearly.
When I met Ange and the WLB team, it felt like the place where that gap
finally gets bridged, alongside an amazing bunch of women. At What Lies
Beneath, we dig into what customers think, in their own words, asking the
questions businesses can't ask themselves, then turning those answers into
insights and actions they can genuinely act on.
Outside of work, you'll find me in the ocean surfing or kiting, at home with my
cat (who's convinced he runs the household, and he's not wrong), or deep in
my latest obsession, sewing.
Poppy
EMPATHY, IDEATION, INDIVIDUALISATION, RELATOR, DEVELOPER
Master Scribe - NZ, AU, UK and North America
Currently based and born in the little (but ever growing and exciting) surf town of Raglan, I absolutely love life by the sea and in the sun. I come from a family of passionate community driven people, so have always found myself in roles centred around people and place, and it’s been something that I’ve carried with me into my own work and passions.
I’ve become even more of a familiar face around town as one of the baristas of a small hole in the wall style cafe, while also studying and pursuing other work/passions. I have grown to really enjoy hospitality and involving myself in the community through this lens, and it’s actually where I met Ange and got involved with What Lies Beneath!
It’s been an amazing experience being so warmly welcomed into such an epic team of people and getting to witness the work that we do. I’ve learnt so much more about people’s lived experiences and the dynamics of different industries, all the while being a part of such incredible work and transformation.
Beyond coffee and What Lies Beneath I have an immense love and passion for food and cooking and this has inspired many trips throughout the world, in turn fuelling a love for travel and creating a deeper understanding of people and culture.
When not typing away at a keyboard and frothing milk you’ll find me outside in the garden, travelling to new places, camping, optimistically DIY’ing, fishing, and cooking up a storm to share!
Pania
PANIA STANWAY-THORPE
INTELLECTION, STRATEGIC, IDEATION, INPUT, EMPATHY
WE LOVE OUR WORK AND LIVE OUR VALUES
Candour is contagious
When we are open, it's natural for others to be open.
Inspiration is essential
When we love what we do, we inspire others.
Authenticity over perfection
We're just our genuine, flawed, perfect selves.
Road trips not work trips
We take work AND fun seriously.