Our Journey
Criterion Associates emerged from frontline work not theory rooms.
Our team has operated inside high-pressure clinical, institutional, and safeguarding environments where behaviour is complex, stakes are real, and outcomes carry long-term consequence. Over time, a pattern became clear: many systems treated people in fragments, while risk, identity, and behaviour unfolded as interconnected realities.
Criterion Associates was formed to close that gap.
Our journey has been shaped by experience in rehabilitation, mental health, justice-adjacent settings, and organisational risk, refining approaches that hold under pressure rather than collapse once support is withdrawn.
We have learned that sustainable change does not come from intensity alone, but from structure, continuity, and clinical judgement applied with human presence.
Today, Criterion Associates brings together evidence-led practice, cultural intelligence, and real-world operational insight supporting individuals, practitioners, and institutions navigating complexity with clarity and care.
Our work continues to evolve, guided by one principle:
stability is built, not declared.
Our Team
Dr Angela Misra
CEO
Renowned for her unwavering commitment to patient dignity and lasting transformation, Dr Angela Misra is the strategic and clinical heartbeat of Criterion Associates. NHS trained in General Adult & Forensic Psychiatry, she has spent more than a decade designing culturally sensitive detox, rehabilitation and aftercare models that consistently outperform national recovery benchmarks.
Usman Raja
Chief Executive &
Principal Architect
Usman Raja serves as Intellectual Property and Methodology Lead at Criterion Associates,
He brings over two decades of applied experience at the intersection of behavioural psychology, ideological risk analysis, high-performance conditioning, and post-conviction rehabilitation.
Siama O'Donell
Vice President
Siama brings over 24 years’ International experience across Healthcare, Workforce transformation and HealthTech delivery. She has as worked as part of the Executive teams to improve operating performance, strengthen decision-making, and build the practical systems that allow services to scale safely and consistently.
Craig O'Donell
Vice President
Craig O’Donnell is SVP & IP Governance Lead at Criterion Associates, supporting leadership with partnership development, stakeholder engagement, and strategic coordination in a mission-led, regulated care environment. He also serves as Methodology & IP Governance Lead, overseeing the protection and governance of the organisation’s core methodology, brand assets, training materials, and confidential know-how. He brings a relationship-first commercial background across healthcare and advisory roles and continues to deliver government-funded support to founders and directors through the regional growth ecosystem. His approach is grounded in service, shaped through formal training and community initiatives via The Unity Initiative (TUI) International.
Our values
Criterion Associates operates in complex environments where precision and discretion are essential. Our work is grounded in ethical integrity, intellectual rigour, and measurable impact.
We prioritise structured, evidence-informed methodologies over superficial solutions, focusing on long-term behavioural stability rather than short-term compliance. Confidentiality and governance alignment underpin every engagement.
We recognise that sustainable change requires whole-person understanding integrating identity, cognition, environment, and regulation.
Above all, we are outcome-driven, professionally disciplined, and committed to delivering durable solutions in high-risk and high-responsibility settings.
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Integrity
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People
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Velocity
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Flexibility
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Vision
This Is Us In Numbers
$355M
Clients’ Income during the Last Quarter
10+
Business Partners in Over 30 Countries
27
Years of Experience
5
Industry Awards