For coaching companies
White label AI coaching for coaching companies. Scale your method, not your headcount.
Win bigger deals with AI coaching in your methodology, with your name, logo and avatar, and without hiring more coaches.
Trusted by 50+ coaching providers
The category
What white label AI coaching is
White label AI coaching lets a coaching company deliver AI coaching to its clients under its own name and in its own methodology. Participants use it between sessions to reflect, prepare, practice and follow up. The human coach stays accountable for the relationship.
CoachBot is the governed AI coaching infrastructure underneath. Every plan includes your name, logo and avatar as standard. Team adds your brand colors and fonts. Scale adds your own domain and emails sent in your agency’s name. You own the method and the brand. We own the guardrails, security and compliance. You can build it yourself on the platform, or we build it with you.
Independent coach? The AI coaching platform for coaches gets you started with a 14-day free trial.
Comparing options? Read build vs buy an AI coach, CoachBot vs custom GPT, CoachBot vs Rocky.ai and how to evaluate an AI coaching partner.
Governed AI coaching infrastructure
Your methodology as an AI coaching program under your name.
The same three pillars carry every program you deliver.
01
Your methodology stays yours
Your frameworks, questions and tone become CoachBots that coach your method, not a generic chatbot with your logo. Before launch, we test every CoachBot against your own definition of good coaching, using a custom evaluation framework and synthetic conversations, and refine it until it meets that bar. Your content never trains external models.
02
Governed and trusted
Guardrails, security and compliance run at the infrastructure layer. Coachees control what gets shared. Documentation is ready before your client's procurement asks.
03
Prove what changed, live in a day
Progress data your clients can take to their leadership team, without exposing private conversations. Self-service, your first CoachBot is live within a day.
The problem
Your clients want coaching at every level. Your capacity doesn’t stretch that far.
Enterprise programs ask for scalable, tech-enabled delivery. Scaling with human coaches alone means hiring more, paying more and risking the consistency that built your reputation.
What CoachBot makes possible
Your methodology, delivered at every level. Without adding headcount.
Extend your programs beyond 1:1 sessions, support whole cohorts between sessions and show your clients what changed, without growing your team or relying on generic AI.
Case study
How D4S Partnership built SOLAS and won a 2-year program for 200+ leaders
D4S Partnership is a UK consultancy for leadership development and executive coaching. With CoachBot’s done-for-you service, they turned their own methodology into SOLAS, their AI coaching companion.
D4S brought their frameworks and the guardrails they would not negotiate on: no therapy, no health advice. Together we defined what good coaching means in their context and tested SOLAS against that standard before a participant used it. SOLAS has no human persona: participants always know they are talking to an AI.
With SOLAS, D4S won a 2-year program for more than 200 leaders at a large UK organization. The live demo of SOLAS decided it. D4S has since adapted SOLAS for three more uses: follow-ups between coaching sessions, a tool for working through imposter syndrome and versions for individual clients.
What D4S says
“I reviewed products from 3 suppliers, including CoachBot. In terms of product maturity, commercial ambition, business philosophy and level of support, CoachBot looked to be leading the pack. 12 months down the line, I have no doubt that we made the right choice.”
Steve Hendry Managing Partner, D4S Partnership
Done-for-you, on request
Done-for-you with the PILOT framework.
Prototype in 2 weeks, foundational CoachBot in 4 weeks. Self-service, your first CoachBot is live within a day.
Prepare
We map your methodology, your participants and what good coaching means in this program.
Integrate
Your frameworks, questions, tone and guardrails go into the CoachBot. Before launch, we test every CoachBot against your own definition of good coaching, using a custom evaluation framework and synthetic conversations, and refine it until it meets that bar.
Launch
The CoachBot goes live for your participants with your name, logo and avatar, as a web app on mobile and desktop. Nudges by email, push or Slack bring them back between sessions.
Observe
Progress data and aggregated signals show what changed, without access to private conversations.
Transition
From pilot to your own delivery: your team runs the CoachBot and adapts it for the next program.
Build or buy
“We’ll just build it on ChatGPT.”
Building it yourself costs more than it looks: engineering, upkeep, compliance documentation and incident risk. A custom GPT answers whatever it is asked. Your clients’ procurement will ask who tested it, where the data lives and what happens when a conversation goes wrong.
With CoachBot
Buy the governed layer. Keep the method.
Testing against your definition of good coaching, guardrails, coachee-controlled sharing and EU hosting come with the infrastructure. Your team stays on coaching.
For academies and platforms
Turn your curriculum into practice and reflection between modules.
Or embed one AI coach in your own product.
01
API
Embed your CoachBot in your website, app or platform via API (Team and Scale).
02
Pooled usage across cohorts
Active participants draw from one shared allocation across all your programs.
03
Research partners
CoachBot works with research partners at NYU and UAS Cologne and is an ICF Germany Charter Chapter Business Partner.
Governed and trusted
Ready for your clients’ procurement review.
What HR, IT and data protection officers ask first, answered before they ask.
Hosted on Google Cloud in the EU
GDPR and EU AI Act transparency compliance reviewed by heyData.
Security controls monitored in Vanta
SOC 2 Type II observation period started October 2026 (report expected Q1 2027); ISO 27001 to follow. Encryption in transit (TLS 1.2+) and at rest, MFA enforced for admins, daily backups with 30-day retention, and an independent technical audit completed in July 2026.
No training on your content
Your methodology and your clients’ conversations never train external models. Gemini runs via Vertex AI in the EU; on Scale, you can bring your own key for ChatGPT, Claude or Mistral.
Coachees control what is shared
Your client sees aggregated signals, not transcripts. Backed by our Responsible AI Coaching Quality Council.
FAQ
Questions coaching companies ask about white label AI coaching
- What is white label AI coaching?
- AI coaching a coaching company delivers to its clients under its own name and in its own methodology. Participants use it between sessions to reflect, prepare, practice and follow up, while the human coach stays accountable. CoachBot provides the governed infrastructure underneath.
- Can we deliver CoachBot under our own name and logo?
- Yes. Every plan includes your name, logo and avatar as standard. Team adds your brand colors and fonts. Scale adds your own domain and emails sent in your agency’s name. Your clients use their CoachBot in a web app on mobile and desktop. On Team and Scale you can also embed it in your website, app or platform via API.
- Can we run programs for several clients?
- Yes. You get a separate workspace per client, each with its own CoachBots for different programs and audiences.
- Does the AI coach use our methodology or yours?
- Yours. Your frameworks, questions and tone go into your CoachBots. Before launch, we test every CoachBot against your own definition of good coaching, using a custom evaluation framework and synthetic conversations, and refine it until it meets that bar. Your content is never used to train external models.
- In which languages can a CoachBot coach?
- The interface is in English and German. A CoachBot coaches in any language the underlying model supports.
- Can you build it for us?
- Yes. Done-for-you is available on request and follows our PILOT framework: Prepare, Integrate, Launch, Observe, Transition. We map your methodology with you, build and test the CoachBots and launch them with your name, logo and avatar. You get a prototype in 2 weeks and a foundational CoachBot in 4 weeks. D4S Partnership built SOLAS this way.
- How long does it take to launch?
- Self-service, your first CoachBot is live within a day, with no tech team. Done-for-you, you get a prototype in 2 weeks and a foundational CoachBot in 4 weeks.
- What does white label AI coaching cost?
- Self-service plans are listed on coachbot.ai/pricing. Done-for-you builds are priced on request, based on the scope of your program.
- Will our clients’ HR and procurement accept it?
- CoachBot runs on Google Cloud in the EU. Its GDPR and EU AI Act transparency compliance has been reviewed by heyData. SOC 2 Type II observation period started October 2026 (report expected Q1 2027); ISO 27001 to follow. Security controls are monitored continuously in Vanta, including encryption in transit and at rest and MFA for admins, and an independent technical audit was completed in July 2026. A subprocessor list is available on request. Coachees control what is shared.
- Is single sign-on (SSO) available?
- SSO is available on request.
- What do our clients see from coachee conversations?
- Aggregated signals and progress data, not transcripts. Coachees decide what they share with their coach or with HR.
- Does CoachBot replace our coaches?
- No. It extends your coaching between sessions. The human coach stays accountable for the relationship, and sensitive topics are handed back to a person.
- Why not build it ourselves on ChatGPT or a custom GPT?
- Building it yourself costs more than it looks: engineering, upkeep, compliance documentation and incident risk. With CoachBot you buy the governed layer and keep the method.
- Can academies and platforms use CoachBot?
- Yes. Academies turn their curriculum into practice and reflection between modules, and platforms embed a CoachBot in their product via API (Team and Scale). Usage can be pooled across cohorts.
Bring us one of your programs. We’ll show you what it looks like.
You own the method and the brand. We own the guardrails, security and compliance.