‘Inside, I was breaking’: Susannah George on perfectionism, parenthood and purpose

Susannah George built Urban List into a media powerhouse while navigating motherhood, neurodiversity, and reinvention. Now, she’s stepping back to help learn about her father’s numberplate empire.

From the outside, everything was golden. Urban List had doubled its audience and doubled its revenue. Founder Susannah George was pregnant with her first baby. 

“Inside, I was breaking,” she says. “I didn’t think I could lead this growing business and be a mum.” She thought it was an internal struggle for her to fight in her own mind, but like a brawl spilling to the street, it splashed out to the team.