Forum: Clear standards needed for professional life coaches

Recent articles in The Straits Times on life coaching in Singapore have sparked useful public debate on the value, credibility and cost of coaching services (Life coaches who help clients through heartbreak, stress and personal challenges; and Life coaching: Help, hype or hustle?, both March 29).

As a practising coach, I welcome the spotlight. But the coverage also brought out deeper issues around how coaching is understood, priced and governed in Singapore.

Psychotherapy and counselling in Singapore are guided by recognised academic qualifications and professional registration with established associations. While not governed by statutory regulations, these professions operate within well-defined standards and predictable market expectations. 

In contrast, the coaching sector here remains unregulated. Anyone can call himself a coach, and fees range widely without clear benchmarks tied to credentials or experience.  

Yet coaching, when done well, is a skilled, structured and ethically governed process. It requires proper training, professional development and ethical standards. It is not a transactional vendor service or a casual conversation over coffee.

The recent report highlighted that the average hourly rate for coaching in Singapore is about $300. This is a useful data point, but it should not obscure the fact that fees vary greatly – and without transparent, credible standards, both clients and coaches may struggle to navigate expectations.

There is a case for clearer publishing of fee ranges by credential level, public education on what professional coaching entails, and perhaps a local registry of credentialed coaches.

Ultimately, coaching is not a hustle, a hype, or an indulgence. It is a professional service that helps individuals and organisations navigate complex transitions and challenges.

It deserves to be recognised, priced and practised with the same seriousness we accord to other professional services.

Jason Leow