More impact for your clients. More capacity for your firm.

From the newsletter

Where AI belongs in a coaching firm, and what should stay human

A practical boundary for AI in coaching: use it to support preparation, follow-up, practice, and operations while keeping the coaching relationship human-led.

Read the article

Where AI can help your firm

From the work behind the scenes to what clients experience between sessions, there are useful opportunities across a coaching business.

• Run the business: Make scheduling, onboarding, coach matching and everyday admin easier.
• Support the coach: Help with session prep, summaries, reflection and follow-up.
• Personalize learning: Tailor cases, exercises and learning paths to each client.
• Make room for practice: Create space to rehearse conversations and get feedback between sessions.
• Extend your expertise: Build AI companions and interactive assessments around your firm's methods.
• Measure effectiveness: Track behavior change and progress against client goals.

Choosing your first AI project?

Explore six areas where AI could help your firm, compare ways to build, and work through a practical example.

Read the guide

Client story

How one coaching firm extended support beyond the session

An executive coaching firm led by a principal coach and supported by a small bench of coaches, serving CEOs and founders at private equity firms, VC firms, and high-growth startups.

• Diagnose the workflow
• Test a focused pilot
• Build what proves useful

The challenge

The sessions were valuable. What happened afterward was much less useful. Long auto-transcripts sat unread, follow-up took manual effort, and clients had no structured way to keep working between sessions. For the firm, valuable insight kept disappearing after each call, along with an opportunity to make its approach more useful and distinctive.

How we worked together

We did not start by hiring engineers. We started by figuring out what was worth building.

In a 90-minute diagnostic, the principal coach walked me through the firm's workflow, from recording and reflection to recap and follow-up. We mapped where coaches were losing time and where clients were losing momentum.

Then we chose a focused pilot using live sessions from the principal coach. We tested each idea by hand, kept coach review at the center, and only automated what proved useful.

What we built

• Coach reflection: A transcript review grounded in the firm's coaching framework, giving the coach a structured way to reflect on each session.
• Client follow-up: Drafted recaps and weekly follow-ups in the coach's voice, ready for review before they reach the client.
• Between-session assistant: A private assistant grounded in the firm's methodology and each client's session history, with every client's data kept separate.

The impact

Clients now have useful support between sessions, and the principal coach has a more consistent way to help them keep moving without adding more manual follow-up. The firm also has a tested example of how its methodology can become a useful digital experience while coaches remain firmly in charge.

This is the model I now use with coaching firms: understand the workflow first, test the highest-value opportunities, then build only what earns it.

Let's talk about your firm.

Start with a free 15-minute call. Tell me what you're exploring, and we'll see where I can help.

Typically, the next step is an AI Workflow Diagnostic.

In a 90-minute session, we'll walk through how your firm works: what takes time, where clients need more support, and what you've already tried. You'll receive written recommendations covering the most useful opportunities, tools to consider, likely cost and complexity, and practical ways to put them into use.

That might mean buying a tool, configuring or connecting what you already use, or building something of your own. You can take it forward yourself, work through it with me, or get help with the build.

$2,000 · 90-minute session + written recommendations

Implementation is scoped and priced separately.

Arrange a free intro call

A few practical questions

We’re still early with AI. Is that okay?

Yes. Questions are enough. We can begin by walking through how your firm works today, then identify where AI may be useful.

Do you teach us, or build things for us?

Both are available. I can help your team understand the options, work alongside you, and build the tools or processes we decide to pursue.

Do we need to record coaching sessions?

No. We can work with permitted notes, your methods, agreed check-ins, or other information you are authorized to use.

How do you approach client information?

Before choosing tools, we agree what information is required, who has access, and where coach review happens. Client support and sponsor reporting have different boundaries.

Will we need new software?

Not necessarily. We start with what you already use. A custom build only makes sense where it adds something useful.

What if I’m an individual coach?

Start with the self-guided resources on Watch Me AI, or explore tailored support on Work With Me.