Our 10th Birthday Series: Episode 1 – A Conversation with Amanda Simms

The day I thought: “Maybe this could actually work.” 

Looking back, Amanda points to a few early moments that made the vision feel real. Landing a partnership with UKG. Winning one of the first large customers in Spain. But just as meaningful were the messages from former colleagues who reached out because they believed in the idea. 

The problem that never went away — it just got bigger 

From day one, Simms & Associates set out to solve a very specific challenge: bridging the gap between local expertise and global delivery. What works in North America doesn’t always translate seamlessly to Europe — and vice versa. Ten years later, that challenge hasn’t disappeared; it’s evolved. 

“It’s the same problem,” Amanda explains, “but on a much bigger scale. Companies are more global than ever — and they need partners who truly understand that.” 

The scrappy early days 

The reality of the early years might surprise some of today’s team. A spare bedroom doubling as an office. Desks squeezed wherever they fit. No external funding. Every euro reinvested back into the business. And for a long time, Amanda took no salary at all. 

It was a period defined by risk, resilience, and a deep belief in the long-term vision — even when the outcome wasn’t guaranteed. 

Letting go to grow 

As the company grew, Amanda’s role had to change too. What started as a fully hands-on leadership style — consulting, managing programmes, working directly with customers — gradually shifted toward trust, delegation, and empowerment. 

“I couldn’t keep growing the company if I stayed involved in everything day to day,” she says.
“Letting go wasn’t about lowering standards — it was about giving others the space to lead.” 

Values that don’t change 

While the organisation evolved, certain values remained non-negotiable. Trust. Transparency. Excellence. Over time, collaboration, diversity, and innovation naturally strengthened that foundation — not by replacing what came before, but by building on it. 

Leadership, Amanda believes, isn’t about having all the answers. 

“It’s about creating clarity in uncertainty,” she says.
“The moment you think you know everything is the moment you stop learning.” 

Thinking bigger — without losing who you are 

One early assumption that changed along the way was the belief that Simms & Associates would always remain small. Growth has shown that scale and culture don’t have to be opposites. 

“We don’t need to play small to protect our culture.” 

What excites Amanda most today isn’t a single milestone, but the strength of the team, the trust of customers and partners, and the company’s ability to adapt and innovate. Moments like winning UKG’s White Glove Partner of the Year award confirmed what the team already felt internally — that the work, and the way it’s done, truly stands out. 

Looking ahead 

Ten years in, Amanda hopes one thing never changes: the culture and values that define Simms & Associates. Ultimately, she wants the company to be known not just for delivering great work — but for doing it with integrity, collaboration, and care. 

If Simms & Associates were a person at 26, she imagines someone confident, ambitious, still learning — but guided by a clear sense of purpose. After ten years, it’s a fitting description of a company shaped by experience and ready for what comes next. 

Want to hear the full conversation?

Watch the complete interview with Amanda Simms, where she shares deeper reflections on leadership, growth, and the journey behind Simms & Associates. 

Up next (Episode 2 of 52): Jorge Renovell

Next week, we continue our 10th Birthday Series with Jorge Renovell, one of the early builders of Simms & Associates, who will share his perspective on the early days, growth, and what has made this journey special from his point of view. 

One story every week. One year of celebrating the people behind Simms & Associates.