Nobody argued about the AI →
    CoachNova
    CoachNova and BetterUp

    BetterUp builds its platform on your coaching. We build your practice on ours.

    BetterUp built the largest coaching platform in the US market, and it solves real problems for enterprises: procurement, matching, scale. For the coach inside it, the trade is different: steady volume, in exchange for the rate, the relationship and the brand belonging to the platform. CoachNova is the other path: more impact, more money, and a client relationship that stays yours and keeps growing.

    BetterUpCoachNova
    The job it does
    BetterUpFills your calendar with its clients
    CoachNovaExtends the practice that is already yours
    Between sessions
    BetterUpBetterUp Grow, serving their own tiers
    CoachNovaYour AI, working from your sessions, with your client
    What your client gets
    BetterUpThe platform's programme, in the platform's app
    CoachNovaYour coaching, in your voice, between and beyond sessions

    What CoachNova changes.

    Your name on the work

    The coaching continues between and beyond sessions under your name, not a platform brand.

    Your rate, your invoice

    Continuing clients pay you monthly, at a price you set, and you know what they paid.

    Yours to keep

    The client, the rate, the relationship, and an AI that works from your sessions alone.

    Side by side.

    BetterUpCoachNova
    The job it doesFills your calendar with its clientsExtends the practice that is already yours
    Between sessionsBetterUp Grow, serving their own tiersYour AI, working from your sessions, with your client
    What your client getsThe platform's programme, in the platform's appYour coaching, in your voice, between and beyond sessions
    Priced byThe platform. It sets your rateThe active client, at a price you set
    How long clients stayUntil the contract ends, and with the platformPast the last session, for as long as they keep it
    4 more differences
    BetterUpCoachNova
    Your revenueVolume, at a rate you did not setGrows: continuing clients pay you monthly, at your price
    The client belongs toThe platformYou
    What the client paidNot disclosed to youYou invoice them, so you know
    Equity for coachesNot part of the modelA coach stock option pool
    What each one costs
    BetterUp
    No feeyou are not the buyer
    BetterUp does not publish pricing and does not sell to coaches. It sells enterprise contracts and pays you a rate it sets.
    CoachNova
    €19per active client, a month, excl. VAT
    Everything is included. No tiers, no add-ons and no upgrade when you grow. Paused and finished clients cost nothing.

    There is nothing to compare on price, because on BetterUp you are not the customer. The platform sets your rate, owns the client relationship, and will not tell you what the client paid. Here you pay €19 a client and keep both.

    Each competitor price is as that company published it in August 2026, in the currency they quote. CoachNova is €19 per active client a month, excl. VAT, everything included, and the first 60 days are free for your whole practice.

    The difference that actually matters.

    The two tier decision
    BetterUp now sells AI coaching alongside its human coaches, and drew the line the enterprise platforms share: AI for the many, human coaches for the executives. The people routed to the AI tier are not being coached; they are being informed. We wrote about this at length in The Third Track.
    Volume is real. So is the trade
    BetterUp is the biggest name in enterprise coaching: thousands of coaches serving Fortune 500 programmes through it. That deal flow is genuine value, especially early on. The cost arrives later: the rate you cannot set, the client you cannot keep, the practice that does not compound because none of it belongs to you.
    There is a third track
    Your own practice, with AI infrastructure under it: sessions that personalise your private AI, clients supported between sessions, engagements that continue past the budget. BetterUp scales its brand. CoachNova scales yours.
    Only one of them comes with other coaches
    On their platform you are one coach on a roster. CoachNova comes with the coaches building it: a monthly community call where the roadmap follows the coaches’ vote, fellow coaches who onboard new ones, and a monthly discovery session where coaches already working this way take any question live. You are choosing the company you keep as much as the platform you work on.

    On a platform, your coaching builds their asset. On CoachNova, it builds yours.

    In a coach's words

    "This is the way for my business to grow in ways I had not even been thinking of a year ago, without having to hire more people. CoachNova is not just helping my clients grow. It is helping me grow."

    Joanna Lovering, Executive presence coach, MA, New York

    Which one fits you.

    Pick BetterUp if

    You want deal flow without selling, you are comfortable with the platform setting the rate and holding the relationship, and volume matters more than ownership right now.

    Pick CoachNova if

    You are building a practice that should belong to you: your clients, your rate, your AI, and engagements that continue because you chose to extend them.

    Compare it yourself. Free for 60 days.

    Your whole practice, every feature, working from your sessions from day one.

    Join a Discovery sessionTalk to Louise, our CEO