TLDR: DBS Bank has launched ‘iCoach,’ a new generative AI-powered platform designed to democratize career coaching across its entire workforce. Developed in collaboration with renowned executive coach Marshall Goldsmith, iCoach provides personalized, on-demand career guidance to all employees, a service traditionally reserved for senior executives. This initiative aims to build a more resilient and future-ready workforce by making professional development accessible and cost-effective.
DBS Bank has taken a significant step in employee development by introducing ‘iCoach,’ an innovative generative AI-powered platform aimed at making career coaching accessible to every employee across its global network. Launched on July 22, 2025, this initiative marks a shift from traditional coaching models, which were often limited to top executives and high-potential talent due to high costs and scalability challenges.
The iCoach platform was developed in collaboration with Marshall Goldsmith, a world-renowned executive coach with over four decades of experience advising Fortune 500 CEOs. Goldsmith, a two-time winner of Thinkers50’s #1 Leadership Thinker in the World, helped shape the knowledge base behind iCoach, ensuring it delivers trusted insights tailored to the bank’s internal job roles and career pathways. This partnership ensures that the AI-driven advice maintains the high caliber once exclusive to the C-suite.
The primary goal of iCoach is to democratize professional development, enabling all DBS employees, regardless of their level or function, to access customized career advice and development support 24/7. The platform offers guidance on a wide range of topics, including performance improvement, interpersonal skills, career progression, leadership strategies, work-life balance, and mental wellness. All interactions with the platform are confidential, fostering a safe space for employees to seek guidance.
Lee Yan Hong, Head of Group Human Resources at DBS, emphasized the bank’s commitment to equipping its people with future-ready capabilities. “We are committed to helping our people thrive by equipping them with future-ready capabilities through our comprehensive Triple E framework – Education, Exposure and Experience. iCoach is a powerful new addition that complements these efforts, leveraging generative AI to offer personalised, on-demand career guidance to help every employee confidently navigate and grow in the future of work,” said Lee Yan Hong.
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This move is part of DBS’s broader strategy to integrate AI into its operations and enhance its upskilling initiatives. The bank has already deployed over 1,500 AI and machine learning models across 370 use cases, attributing S$750 million ($589 million) in tangible economic impact to its AI initiatives in 2024, with an expectation to exceed S$1 billion in 2025. iCoach complements existing programs like the DBS Mentoring Programme and iGrow, an AI/machine learning-powered platform launched in 2022 that offers personalized career advice by matching employees to tailored learning and job opportunities. By harnessing generative AI, DBS aims to build a more resilient and future-proof workforce, ready to navigate the evolving landscape of work.
