Paper short abstract:

I will discuss how angel services are produced in Finland and how the producers describe their work. As data, I use interviews with angel therapists. The transition to producers is related to a crisis. Entrepreneurship is seen as a part of a spiritual path and the strengthening of personal skills.

Paper long abstract:

In my presentation, I discuss how angel services are produced in the new spiritual field in Finland and how the providers of new spiritual services describe their work and acquire their customer base. The production of new spiritual services has been studied less than the use of services, so the producers of angel services are an inviting research target. The research material consists of six interviews with a woman practicing angel therapy. The provision of angel services in Finland covers the whole country.

The interviewees tell about the turning point of how they started to be interested in new spirituality. The transition to being a user and later a provider of spiritual services are related to a personal or professional life crisis. The interviewees studied a variety of spiritual services while searching for their path as service providers. They are seekers who effortlessly combine different traditions with their spirituality. Various certificates gave them the confidence to work in the profession and the opportunity to identify themselves as professionals of the new spirituality. Spirituality and entrepreneurship are not in conflict, as they interpret entrepreneurship as part of spiritual growth and strengthening personal skills.

Producing angel services is often combined with other work, and the interviewees represented different ways of providing angel services. Spiritual services have moved more and more online in the 2020s. Service providers produce stories about themselves and customers that tell about the functionality of the services. These stories are essential when creating a customer base and defining professionalism. Websites are integral tools for both obtaining a reputation and getting job opportunities. The transition to becoming an entrepreneur and giving up paid work can be interpreted as a resistance to neoliberalism's focus on work, the structures of working life, and alienation.