What Savvy Leaders Should Know Before Hiring an Executive Coach

Executive coaching is everywhere in 2025.

Search LinkedIn and you’ll find hundreds of “transformational” coaches, digital platforms like BetterUp, and bold claims about ROI.

It’s tempting. I mean, what leader doesn't want an edge? And most HR budgets have a small budget for “development.”

But before you commit, here’s the uncomfortable truth:

There’s massive variation in quality, approach, ethics, and results.

If you’re not careful, you can spend big and get little more than generic advice and a calendar full of feel-good Zoom calls. Or you could spend small and get little in return.

Let’s get honest about what to watch out for—and where coaching platforms like BetterUp fits in the real world.

1. Not All Coaches (or Coaching Platforms) Are Created Equal

Just because someone’s taken an online course or built a slick website doesn’t make them a real executive coach. Chemistry and trust are non-negotiable—the coaching relationship is deeply personal. You're also going to want to work with someone who has been where you want to go.

Talk to a coach before you sign. Can they challenge you, not just cheerlead? Do you see a track record—not just LinkedIn testimonials, but actual outcomes for leaders like you?

For digital platforms like BetterUp, the matching process is key. Their technology-driven pairing system and evidence-based framework get a lot of praise, and most of their coaches are academically credentialed.

But let me ask you something. Who is certifying the certifiers? Credentials don't mean a thing in this industry, as anyone can buy one.

Still, some executives find the platform experience “cookie-cutter”—with too much assessment, not enough focus, or limited flexibility if you need to reschedule sessions (no rollovers).

2. Know What’s Actually Included—and What It’ll Cost

Platforms like BetterUp offer an accessible entry point for organizations. You’ll get a clean dashboard, a menu of resources, and data on your “progress.” But the pricing can get opaque, especially for enterprise customers or anyone wanting more than the basic plan. Many users love the on-demand resources, but some get overwhelmed by endless questionnaires and content.

Make sure you 100% understand:

• How often and how long you’ll meet with your coach

• What happens if you don’t use sessions

• What data is being shared with your employer (confidentiality is critical)

• The process and transparency of refunds or cancelling

3. Demand Real, Measurable Outcomes

Don’t settle for “growth mindset” platitudes. A credible coach will show you how they measure success (not just smiley-face reviews), and what kinds of business or personal results you should expect.

Ask for specifics: How many leaders have you coached? What changed for them? What percentage actually hit their goals?

4. One Size Usually Does Not Fit All

AI, dashboards, microlearning—it’s all the rage. But your development as a leader isn’t a plug-and-play app.

Many execs thrive with a highly tailored, face-to-face process. If you want a personalized journey with high accountability, a platform with limited customizability might leave you wanting more.

5. Look for Red Flags

• “Our approach works for everyone.” (It doesn’t—and shouldn’t.)

• More talk than action: Is your coach constantly preaching, but never driving you to do?

• A feeling that your growth is just one more data point for the dashboard.

In a Nutshell

Executive coaching can still be a game-changer if you go in eyes wide open. Vet thoroughly. Ask real questions. Platforms like BetterUp deliver for some, but the best results still come from a well-matched, transparent, human experience—one that’s invested in your long-term impact, not just your monthly engagement stats.

Caution isn’t cynicism. It’s how you get ROI on your development dollars and your time. Invest wisely.

What's your experience with coaching and what do you wish you knew before you hired your last coach? Drop your comments below.

Want to have a deep conversation about executive coaching and what an engagement might look like for a member of your team? Let's chat.