We started with coaches, not a codebase
Where we come from
Louise spent fifteen years leading digital transformation for large organisations, working with C-suite executives on programmes that only succeed when people genuinely shift how they think and act. Nick built products for a decade before coaching and therapy fundamentally changed how he sees what technology should do. Both of us shaped by coaching. Both watching technology move into personal development without the people who understand it most.
The most meaningful work happens when technology serves humans, not the other way around.
We’ve seen this before
Social media brought the world closer and opened entirely new ways to connect. It also showed us what happens when powerful technology scales without mindful integration. AI has the same potential: extraordinary when guided well, harmful when it’s not. The difference is who shapes it. We believe the best outcomes happen when technology augments people already doing deeply meaningful work.
The gap we see
Right now, your clients have two options between sessions. Try to remember what you discussed. Or turn to ChatGPT, which is wired to agree with them. Built for engagement, not growth. It fills silence instead of holding it. Validates instead of challenges. Either way, the cost is the same: your best work fades before it has a chance to land.
There’s a whole space in between. People who want real guidance from a real human, but in a model that fits how the world actually works now. Mobile-first. On their schedule. With AI that isn’t the coach, but extends one. That’s what we co-create with coaches.
One session at a time. Is that still enough?
Create more breakthroughs
Every session creates breakthroughs. Clients sustain change better when they can revisit what you discussed together, not just try to remember it. Today, most of that fades between sessions.
A new model for today's world
One hour, one room, one person at a time. It works brilliantly inside the session. But between sessions and after the final one, there's so much more that could carry forward.
Multiply your impact
Imagine if your methodology could stay with clients between sessions and long after the last one. Every breakthrough built on, not forgotten.
The people behind this
I spent a decade watching social media promise connection and deliver isolation. Running digital transformation for large organisations, I saw what happens when technology scales without someone thinking about the humans on the other end. Then I experienced what a great coach could do. Not once, but across years. It changed how I lead, how I make decisions, how I show up. Third time building a company. This time it's personal.
Therapy changed how I see what technology should do. After a decade building products, I realised most of them optimised for engagement, not for the person using them. I spent two years studying what makes AI trustworthy in sensitive contexts: consent, privacy, the line between helpful and harmful. CoachNova is the first thing I've built where success means a human relationship gets stronger.
“The best coaches already change lives. We’re here to make sure that impact doesn’t end when the session does.”
Louise Doorn, Co-founder and CEO
See how it worksWhere we’re going
In five years, we want every coach to be able to work with two to three times more people than they can today. Not by working more hours. By extending their presence through AI that carries their methodology, their voice, their approach. Into the moments between sessions and beyond the final one.
Your clients get more from you
Not more of your time. More continuity. Your methodology stays with them between sessions, so every conversation picks up where the last one left off.
Your practice reaches further
Same hours, two to three times the clients. When your presence extends beyond the session, coaching fits how people actually live: mobile, immediate, on their schedule.
Your impact compounds
Every session builds on the last. Your coaching twin carries your approach forward, opening up new audiences and an entirely new model for your practice.