Life coaches are everywhere these days. You’ve probably seen them pop up on social media, giving advice on how to “level up,” “manifest success,” or “unlock your potential.” They’re there in your inbox with their promises of life-changing transformations, ready to guide you to a life of wealth, happiness, and personal fulfilment. Sounds tempting, right? The problem is that most so-called life coaches are what they appear to be, and the whole industry has some serious problems. While there are a few good apples out there, for the most part, these people are selling empty promises and charging a lot of money for the privilege.
If you’ve ever considered hiring a life coach—or if you’ve already worked with one—it’s important to take a step back and think about what’s really going on here. Is it really worth spending your hard-earned cash on someone who probably doesn’t have the qualifications, experience, or skills they claim to have? Here’s why life coaching, as an industry, is so problematic, and why many of these “coaches” are simply exploiting vulnerable people for profit.
There’s no formal training or regulation.
Let’s start with the basics: literally anyone can call themselves a life coach. There are no official qualifications or regulations in place to stop someone with no relevant experience or expertise from setting up shop as a life coach. Think about it—there are no specific exams, degrees, or even a standard set of requirements that someone needs to meet to hang a “life coach” shingle on their door (or, these days, to start an Instagram or TikTok account promoting their “services”). While a few coaching programmes may offer certification, they’re often unregulated and don’t necessarily mean the person is qualified to help you with anything serious.
Now, contrast that with other professions like therapy or counselling, where people go through years of education, clinical experience, and supervision. Life coaching, however, can be learned in a weekend seminar or an online course. So, it’s no surprise that some life coaches out there are, at best, inexperienced, and at worst, completely unqualified to offer advice on anything meaningful.
They’re not experts—they’re just good at marketing.
A life coach doesn’t need to be an expert in anything aside from how to sell themselves, and that’s exactly what many of them are doing. They may have a slick social media presence, polished branding, and all the right buzzwords, but when you break it down, they’re not actually offering anything of value. What many life coaches do well is market themselves. They know how to make their services sound appealing, how to craft a “success” story that looks flawless, and how to manipulate vulnerable people into thinking they have the answers to all their problems.
A well-spoken life coach can sound convincing, especially when they promise quick fixes or high-end transformations. But their claims are often based on wishful thinking or generic advice that could apply to just about anyone. And, of course, that all comes at a high price—sometimes thousands of pounds for a series of sessions. If you’re paying for a life coach’s “insight” but not actually getting anything practical or actionable, you’re probably just handing over your money for some generic advice wrapped up in fancy packaging.
They prey on vulnerable people.
Life coaches often target people who are in vulnerable situations. If you’re struggling with anxiety, feeling lost in life, or going through a tough time, these people might offer a comforting promise that they have the answers to everything you’re feeling. It’s tempting, especially if you’re desperate for a change and don’t know where to turn. These coaches know exactly what to say to make you feel like they can fix all your problems, and they prey on that vulnerability.
It’s a classic sales tactic: offer a quick solution to someone who’s struggling and make them feel like they need you to improve their life. The problem is, a life coach can’t offer any real, professional support. While some coaches may offer great support in areas like motivation or goal setting, they’re not equipped to handle mental health struggles or deep-rooted personal issues. And yet, many of them position themselves as the answer to everything. That’s dangerous.
They charge an arm and a leg for things you can do yourself.
Life coaches are often priced obscenely high for most people, with some charging hundreds or even thousands of pounds for their “expert” guidance. This is particularly problematic when you realise that much of what a life coach offers isn’t all that different from self-help books, podcasts, or online resources that are free or far cheaper. The strategies they use are often recycled, widely available, and not exclusive to their services. You could read a few personal development books, watch a few motivational videos, or join a support group and get just as much out of it—without spending the equivalent of a small holiday budget.
In other words, many life coaches are charging for access to ideas and tools that are freely available elsewhere. But by positioning themselves as “experts,” they manage to convince people that the information is worth a premium.
Their “results” are pretty hard to verify.
When you hire a life coach, the results aren’t always clear. If you don’t see a noticeable difference in your life after a few sessions, it can be hard to gauge whether or not your time and money were well spent. That’s because life coaches don’t typically have clear metrics or measurable outcomes to track progress. Success stories can be cherry-picked, and any lack of improvement can be blamed on you, rather than the coach’s lack of expertise.
If you’ve ever walked away from a coaching session feeling more confused or frustrated than when you started, you’re not alone. Many people end up realising that the transformation they were promised never really materialised. But because life coaches rarely offer guarantees and rarely have any formal way to track your progress, it’s tough to hold them accountable for poor results.
They’re a huge industry, but there’s basically zero oversight.
The life coaching industry has exploded over the past decade—by some estimations, there are literally hundreds of thousands of them. But unlike therapy, coaching is largely unregulated. This means anyone can set up a business and start selling their services without any accountability. This lack of oversight creates a huge risk for people who are vulnerable or searching for a solution to their problems. With no governing body or qualifications required, anyone with a little charisma and a fancy website can sell themselves as a life coach, no matter their background or expertise.
And that’s where the scammy side of life coaching often shows itself. There are plenty of good coaches out there, but the absence of checks and balances leaves the door open for people to exploit others in the name of “personal growth.”
They promise quick fixes for complicated problems.
One of the most frustrating things about life coaching is the promise of a quick fix. Struggling with your career, relationships, or mental health? No problem—just hire a coach, and in a few weeks, your life will be turned around. It’s an alluring pitch, but it’s also a dangerous one. Real change takes time, effort, and often the right kind of professional help. Coaches who claim to solve complex issues in a few sessions often leave their clients disappointed and, in some cases, more lost than when they started. They fail to acknowledge that personal growth is a long-term process that can’t be solved with a few pep talks and a handful of strategies.
Why it’s so important to be cautious
The problem with life coaches is that they present themselves as experts without the qualifications to back it up. They prey on vulnerable people, sell empty promises, and charge exorbitant fees for advice you can get elsewhere for a fraction of the cost. While some people may genuinely benefit from coaching, the industry itself remains unregulated and largely unchecked. If you’re considering working with a life coach, it’s important to do your research. Be cautious of anyone promising quick fixes or claiming to have the answers to everything. Your personal growth deserves more than surface-level solutions—it deserves real support from qualified professionals.
