It’s hard to ignore the sheer volume of people now calling themselves “life coaches.” The profession has exploded in the past few years—not because there’s been a sudden influx of mastery, but because it’s become incredibly profitable to position yourself as someone with answers.
And some do have something real to offer. There are thoughtful, grounded practitioners out there helping people navigate complexity with care.
But there’s a darker trend running through the coaching industry—one that’s not talked about enough.
It’s the normalization of encouraging financial risk as a sign of personal growth.
Many coaching programs now run upwards of $30,000. That alone isn’t inherently problematic. What’s concerning is the increasing use of psychological pressure to get people to buy in—especially when those people are emotionally vulnerable, financially unstable, or actively in crisis.
You’ll hear phrases like:
- “If it scares you, it’s probably exactly what you need.”
- “Money is just energy.”
- “Investing in yourself is the first step to transformation.”
Used ethically, those ideas can be empowering. But used strategically, they blur the line between support and sales manipulation. And it’s not uncommon now to hear stories of clients being encouraged to take out loans or go into credit card debt to access coaching containers, masterminds, or “life-changing” mentorship.
That’s not empowerment. That’s pressure masquerading as personal development.
When someone is in a moment of breakdown, transition, or identity loss, they’re not just a potential client—they’re vulnerable. The ethical responsibility of a coach in that moment is to protect, not persuade.
There’s also a deeper philosophical issue here:
The idea that belief alone justifies the sale.
If a coach genuinely believes their work is worth $30,000, does that belief override the potential harm caused by pushing that offer on someone who can’t afford it?
I don’t think it does.
Belief doesn’t absolve responsibility. And transformation, when it’s real, doesn’t require coercion.
So if you’re offering support—coaching, consulting, mentoring—this is worth sitting with:
Are you willing to leave money on the table to protect the people who trust you?
And if you’re seeking support:
Trust your hesitation. Real help never starts by putting you in a financial hole.
The work of becoming a better version of yourself shouldn’t begin with fear, shame, or a payment plan you can’t sustain.
Let’s keep the work honest.