The Third Track

BetterUp and CoachHub now offer AI coaching alongside their human coaches. Both platforms made the same decision: AI serves the masses, and human coaches are reserved for executives.

They are solving a real problem. An enterprise cannot fund €200 an hour coaching for 10,000 employees. So they are building AI that might be good enough for most people, and keeping the expensive humans for the few who can justify the cost.

We understand the logic. We disagree with the conclusion.

The people handed to the AI tier are not being coached. They are being informed. Nobody is reading between the lines. Nobody notices when "I'm fine" is a mask.

But professional one to one coaching at €200 a session prices out 95 percent of the people who could benefit from it.

So the market is stuck. Cheap and unsupervised, or expensive and inaccessible.

Unless you change the model entirely.

What the model shift looks like

What if you offered ongoing engagement instead of a six session package? Sessions spaced months apart instead of weeks. In between, your clients keep working with a private AI that works from your sessions: check-ins, progress tracking, reflection prompts, in your approach and your language. And you supervise it. You see a summary of every conversation and a flag the moment something needs the human, so the thread always comes back to your room.

The client who used to "complete" after six to ten sessions now stays for a year or longer. And you can take on more clients, because your practice is no longer capped by live hours alone.

Think of a premium gym membership. You start with a few private sessions. You continue with bi-monthly or quarterly sessions, with progress and engagement in the app between them.

What is actually new here

Same coaching hours. More clients. Longer relationships. Coaches making this shift are looking at 20 to 30 percent revenue growth from the model change alone, and over time much more.

And nobody gets handed off to an unsupervised algorithm. Everyone gets you.

Human coaching with AI infrastructure. An extended coaching practice. That is CoachNova.

The people already using ChatGPT as their coach deserve better than an unsupervised algorithm. And your clients deserve to stay longer than the economics currently allow.

So the choice in front of every coach is not the one BetterUp and CoachHub are offering their buyers. Stay in the lane the industry has drawn for you. Or discover a new track.

The platform decision in detail: CoachNova and BetterUp → · CoachNova and CoachHub →