For working coaches and small practices

Vague feedback is worthless.
Ask a sharper question.

Your sessions are full of evidence. DNACoachAssist turns each one into answers to specific questions, every finding cited back to the exact line of the transcript. What moved your client, and what you did to get there.

Analyse your first session free
session_14 · 51:22 · analysed session_09 · 47:05 · analysed session_22 · 58:40 · analysed session_31 · 44:18 · analysed

What moved my client?

Am I talking too much?

Ready for PCC?

Who else is in the room?

CLIENT
I keep saying yes to projects I should turn down. Every single time.
COACH
What does saying yes protect you from?
Powerful question. You reframed a habit as protection, and your client's language turned from complaint to exploration.
CLIENT
Huh. I suppose... if I'm always needed, nobody asks whether I'm good.
Key moment. A belief your client has not said out loud before, arriving without being asked for. Picked up again in "The Voices in the Room".
COACH
Say more about "good".
CLIENT
Good enough that they'd keep me even if I said no to something.
Where the session turns. Your client has moved from what they do to what they are afraid of, in their own words and without a nudge. Everything after this belongs to that sentence.
CLIENT
They restructured my department and nobody asked me first.
COACH
So what I'm hearing is this goes back to March, when you also found out late, and my sense is there's a pattern about how far they trust your judgement.
Your hypothesis, not their discovery. You gathered the thread, named the pattern and handed over the conclusion in a single turn, leaving your client nothing to do but agree.
CLIENT
Maybe. I suppose so.
Ask, then wait. A short question, and then you left the silence alone. That is where your client started saying what they actually thought.
COACH
What did you make of it?
CLIENT
Honestly? I stopped expecting to be asked. Somewhere back in March I decided it wasn't worth the argument, and I've been quiet about it since.
The shorter question did the work. It opened what the long one could not. When you left the thinking to your client, they took it somewhere neither of you had planned.
CLIENT
I've decided to take it to the board. I don't know how yet, and I keep putting the conversation off.
COACH
What would you want them to understand?
Their words, not yours. A question built entirely from what your client has already said, with none of your own reading of it attached.
CLIENT
That I saw this coming in January, and nobody asked me.
The awareness is theirs. You asked, and your client arrived at it alone. This is the move that has been strengthening across your recent sessions.
COACH
What would being asked in January have changed, for you and for them?
CLIENT
It would have made me part of it. I think that's what I actually want from the board conversation.
The goal, restated by your client. What arrived as a scheduling problem is now a request to be included. An assessor reads this as the client setting the direction while you hold the space for it.
CLIENT
Part of me knows the numbers are fine. The other part checks them at midnight.
COACH
Which one is talking to me now?
The Auditor. The part that checks at midnight is the voice that keeps score. It surfaces whenever workload or money comes up.
CLIENT
The one that thinks somebody's going to work out I guessed.
The Apprentice · new. "Somebody's going to work out I guessed" is a second voice, heard for the first time this session. Flagged to watch next session.
COACH
What does the Auditor need to hear from you?
CLIENT
That I've been doing this for eleven years and the numbers have never once been wrong.
Your client answers their own voice. The reassurance comes from them, not from you. Where most of us would have offered it, you asked instead, and it lands harder for being theirs.

Simplified examples for illustration purposes.

0

recordings kept. Audio is deleted within 24 hours of transcription.

100%

of findings cite the transcript. Check any claim against the source line.

EU

Your data is held in Europe, GDPR compliant. You choose whether the AI processing runs in the EU or the US.

4

languages. Coach and read your results in English, German, French or Spanish.

Why we built this

AI is flooding into coaching. Excellence is what keeps human coaches in business.

The coaching market is changing faster than at any point in its history. Generic AI can now produce advice, summaries, even a passable imitation of a coaching conversation. Clients know it. Buyers know it. The coaches who will thrive are the ones whose craft is so visibly strong that no machine can replace the room they create.

That is why we built a coaching intelligence platform. Nothing here talks to your client and nothing here coaches for you. DNACoachAssist reads the sessions you have already run and makes your excellence visible, measurable and sharper with every upload. AI that mirrors your work back to you, sharper with every session.

Beyond the session you upload, we hold nothing on your clients. No profiles, no aggregation, no building a picture of anyone behind their back. Your data is stored in Europe under GDPR, and you decide whether the AI processing happens in Europe or the US.

From our research

In our study with ICF-credentialed coaches, presented at ICF Converge Paris 2026, coaches rated a specialised coaching analysis significantly more accurate than one from a generic AI model.

They also responded remarkably openly to AI-generated feedback. A mirror carries no judgment, so coaches look sooner and longer, and arrive in supervision with sharper questions.

Conducted with the Smart Service Lab, Georg-August-Universität Göttingen

How it works

Five steps to coaching success

01 · Upload

Bring the session

A recording, or a transcript you already have. Most common audio formats, plus Word, PDF and plain text.

02 · Transcribe

It gets structured

Speakers tagged, every entry timestamped. Any audio is deleted within 24 hours of transcription.

03 · Choose

Pick your questions

Select analyses from the curated catalogue. No prompts to write, no blank text box.

04 · Read

Get your learnings

Cited findings, an annotated transcript and benchmarks, minutes later.

05 · Coach

Go in sharper

Walk into the next session knowing exactly which thread to pick up.

What you get

One upload. Three things you can actually use.

No dashboards to babysit. No prompt-writing. Every session becomes a small set of working documents, ready before your next appointment.

01 · The record

A structured transcript

Every word, tagged by speaker and timestamped, with inline commentary showing where the coaching landed. Yours to download, any time.

  • Audio or existing transcript, any format
  • EN, DE, FR and ES throughout
02 · The client

Insight you can bring back

A curated catalogue of analyses built for coaching, not therapy. The Voices in the Room, How Your Client Relates, progress across sessions.

  • Grounded in the actual conversation
  • Every claim linked to the line it came from
03 · The coach

A mirror for your practice

See your own patterns. Question quality, airtime, where you rescued instead of stayed. Benchmarked against ICF competencies when you want it.

  • Session-by-session development view
  • Built for accreditation preparation
Around every session

Less admin. More coaching.

Every unbilled hour of prep and follow-up costs you money. Prepare, read the session, debrief the client: the platform carries the work around your sessions, and you stay the author of all of it.

Before · The briefing pack

Walk in prepared, not rushed

Before your next session, build a briefing pack for that client in a couple of clicks. Where things stand, the key moments, the open threads and where you might start.

  • Built from your own previous sessions with that client
  • Prep drops from an hour to a coffee
After · The analysis

Read the session while it is still fresh

Upload a recording, or a transcript you already have. Then run your preferred analyses against the session. No evening spent re-listening to find the moment that mattered.

  • You pick the questions, session by session
  • Every finding cited to the line it came from
For your client · The report

Debriefing that writes itself

A ready-drafted debriefing report for your client. Edit it, make it yours, send it. Professional follow-through without losing an evening to it.

  • You review and edit before anything goes out
  • Your voice, your letterhead, your call
The catalogue

Ask a sharp question. Get a full analysis.

We built a curated catalogue where each analysis answers a single question in depth: this client, this session, your language.

Who is speaking through my client?
The Voices in the Room

Names the internal voices, tracks when each appears, quotes them back with entry citations.

Have we lost sight of the goal?
Goal Drift

Tracks the stated goal across sessions and flags the exact entry where it started to slide.

Where do I rescue instead of stay?
Your Coaching Habits

Your recurring moves, interruptions, rescues, hedges, each with timestamped examples.

How does my client bond and clash?
How Your Client Relates

Relational patterns drawn from the actual dialogue, not a personality quiz.

What do I bring to supervision?
Supervision Prep · Pro

Builds your supervision case from the transcripts. Pattern, moments, your hypothesis.

Would an assessor pass this?
ICF Benchmarks

ACC and PCC on Standard, MCC on Pro. Competency by competency, moment by moment.

More than 30 analyses in the catalogue, curated and growing. Each is built on an established model from coaching and organisational psychology, not on a clever prompt. Pick a question and get the full analysis.

Our approach

Much more than a coachbot or a summary machine.

You coach. We read the entire session and hand you the lines that matter.

What generic AI tells you

"Great session! You demonstrated strong active listening and built good rapport. Consider asking more open-ended questions. Overall, a productive conversation with meaningful progress."

Generic enough to fit any session you've ever run. It won't tell you what to do differently next time.

What you get with DNACoachAssist

Your client kept saying "should" without noticing it, always about their business partner. The moment you mirrored it back, they caught themselves mid-sentence, for the first time all session. The analysis flags this as the thread to pick up next time.

One pattern in your client's own words, one coaching move that shifted it, one thing to bring to the next session.

You held most of the airtime in this session, leaving little room for your client to think out loud. The one time you asked a short question and waited, they gave their longest answer of the day.

Your own habits, timestamped and tracked across sessions.

Evokes Awareness keeps landing at PCC across your recent sessions. A question built entirely from your client's own words surfaced the belief driving the stall.

A named coaching competency, benchmarked session by session.

The goal you agreed on early in the engagement has quietly drifted since then. The analysis flags the exact point where it started to slide.

A drift you can only see by comparing sessions side by side.

Simplified examples for illustration purposes.

Every finding is grounded in the transcript, cited to the line it came from.

The credential path

Know where you stand against ACC, PCC and MCC, while you can still do something about it.

If you are working toward a credential, run the benchmark for your level against a real session. Every competency is scored against the ICF's own published behaviours, with the reasoning written out and each judgement cited to the moment it came from. You find out what to work on while there is still time to work on it.

Your level

Scored behaviour by behaviour

Each behaviour the ICF publishes for your level is scored one to five, with the reasoning written out beside it and any missed marker cited to the moment it went past.

  • ACC and PCC on Standard, MCC on Pro
  • The ICF's published criteria, not our paraphrase of them
Over time

Run it again and see what moved

Nothing accumulates on its own. You run the same benchmark on a later session, and the competency scores tell you what has changed since the last one.

  • Follow the same competency from one benchmark to the next
  • Or run one benchmark across several sessions at once
Before mentor coaching

Walk in with the evidence

The pattern, the moments and your own hypothesis, ready before the conversation starts.

  • Supervision Prep builds the case from your transcripts · Pro
  • Download any analysis as a Word document

One thing to be clear about: this doesn't replace mentor coaching or supervision, and it doesn't count toward your required hours. The ICF asks for 10 documented hours with a credentialed mentor coach, and that's as it should be. What changes is what you bring to those hours: specific moments and real questions, rather than a general sense of how it went.

Coaches said it better than we ever could.

“
It is impressive what you have created. The platform is easy to use. The analysis has depth to it. The recommendations are grounded, actionable and practical. The variety of lenses is powerful without being overwhelming. I am so excited to see how this offering will support coaches worldwide.
Lynn Schaber, ICF MCCLeadership & Executive Coaching since 2003 · POTENTIAL within, New York, USA
“
The platform gave me great detailed and thorough feedback on some aspects of my coaching skills that I can use to enhance future coaching sessions. It flagged what was going well and what was not. Many features can be used as an ongoing coaching feedback and support tool. Think of it as your digital mentor - designed to enhance your coaching skills and sessions.
Dana AL BalkhiWellness Coaching Graduate · Toronto, Canada
“
It's a reflection tool I really needed to add to my own practice. It's challenging me to step up and be the best I can be in my coaching.
Supriya Desai, ICF PCCExecutive Coach, MBA, Prosci CCP · New York City Metropolitan Area, USA
“
I don't think I ever consciously questioned the integrity or validity of the responses. I felt very comfortable with it and I felt it was a trustworthy tool.
John R. Kormanik, ICF PCCLeadership Alchemist for Law Firm Founders · Forbes Coaches Council · Lagos, Portugal
“
Because I'm a PCC now, the next destination I'm going to is MCC. In this process, this platform can support my growth very well.
Helen Hongyan Yu, ICF PCCBerlin, Germany
“
It was actually way better than ChatGPT. The quality of the language and the feedback is very enhanced.
Learning Lab study participantIndependent interview study, University of Göttingen
“
I've recommended it to a number of people. And I don't recommend things if I don't like them.
Learning Lab study participantIndependent interview study, University of Göttingen

Quotes from our pre-launch Learning Lab, 50+ practising coaches whose feedback on their own sessions shapes what we build, and from the independent user study conducted with the University of Göttingen, 2026, where participants were interviewed anonymously. Named coaches have given their permission.

When you're ready

Designed for coaches like you, and priced that way.

Every plan starts free. Sign up and get 14 days of full access to decide, or try up to 10 analyses without a credit card.

Standard

The everyday coaching toolkit

€30 / month · + tax
€300 / year · + tax
  • More than 20 analyses from the curated catalogue
  • ICF ACC and PCC benchmarks
  • All your sessions, fully analysed
Start free trial
For serious practice

Pro

Adds longitudinal and supervision-grade analyses

€40 / month · + tax
€400 / year · + tax
  • Everything in Standard
  • Plus 10 Pro analyses, cross-session and supervision-grade
  • ICF MCC benchmark
Start free trial

DNACoachAssist is built for individual coaches - the sessions in your own practice, not corporate or organisation-wide use. Monthly fair-use limits apply; for team or higher-volume enquiries, get in touch at support@dna-network.de.

Who we are

Built by people who know coaching, AI and the human in between.

Designed from inside the practice, by founders who combine coaching psychology and enterprise-grade AI.

Joachim Döninghaus

Joachim Döninghaus

Co-founder · Strategy

25+ years in international management consulting and leadership development, and a practising C-level coach in the aerospace industry. Degrees in education science and psychology. Curates the analysis catalogue and the coaching psychology behind every finding.

Paul Matthews

Paul Matthews

Co-founder · Analytics

Physicist and data scientist with years of enterprise-level AI development. Brings scientific rigour to the models, precise hypotheses, empirical validation, quantified error. Builds the platform.

Research

A research collaboration with the Smart Service Lab at Georg-August-Universität Göttingen.

Advisory board

Advisors spanning AI, coaching governance and ethics.

Learning Lab

50+ coaches whose feedback shapes what we build.

Your next session will hold 6,000 words of evidence.
See what's in them.

Analyse your first session free

No credit card needed to get started. Cancel any time.

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