TLDR: DBS has launched iCoach, a new generative AI-powered coaching platform designed to provide personalized career guidance to all its employees. Developed in collaboration with renowned executive coach Marshall Goldsmith, iCoach aims to democratize access to coaching, overcoming the traditional barriers of cost and scalability. The platform offers on-demand advice on various topics, including career development, leadership, work-life balance, and mental wellness, complementing DBS’s existing suite of employee development initiatives.
DBS Bank has introduced “iCoach,” an innovative Generative AI-powered platform set to transform employee development by making personalized career guidance accessible to its entire workforce. Launched on July 22, 2025, in Singapore, and July 24, 2025, in Hong Kong, iCoach addresses the long-standing challenges of traditional coaching, which is often costly and limited to top executives or high-potential talent.
Developed in partnership with world-renowned executive coach Marshall Goldsmith, iCoach provides on-demand support tailored to each employee’s role, function, and career path within the bank. This ensures that the guidance is practical, relevant, and aligned with internal opportunities. The platform’s knowledge base draws extensively from Goldsmith’s four decades of experience advising Fortune 500 leaders.
Lee Yan Hong, Head of Group Human Resources at DBS, emphasized the importance of this initiative, stating, “As the world of work continues to evolve, building career resilience has become more important than ever. iCoach is a powerful new addition that complements our existing development efforts, leveraging Gen AI to offer personalised, on-demand career guidance to help every employee confidently navigate and grow in the future of work.”
iCoach offers advice on a wide array of topics, including personal leadership, work-life balance, mental wellness, and professional growth. By making expert coaching available 24/7, DBS aims to empower employees at all levels to adapt to the fast-changing workplace. Research cited by the bank indicates that 80% of individuals who receive coaching report increased self-confidence, while 70% note improvements in work performance, relationships, and communication skills.
The launch of iCoach is a strategic move within DBS’s broader commitment to employee development, which is underpinned by its “Triple E” framework: Education, Exposure, and Experience. The Gen AI platform seamlessly integrates with other existing AI-powered initiatives, such as “iGrow,” an AI/machine learning platform that matches staff with personalized learning and job opportunities. It also complements the DBS Mentoring Programme, which connects employees with leaders and peers, and the DBS Learning Hub, offering over 10,000 curated courses.
Betty Lam, Head of Human Resources, DBS Hong Kong, highlighted the bank’s commitment to responsible AI leadership, stating, “iCoach is a powerful tool that allows our employees to focus on personal and career growth. At the same time, we also encourage our employees to equip themselves with the necessary AI skills, which will be crucial for our collective success.”
DBS’s dedication to employee growth and development has garnered external recognition, with the bank recently ranked first in TIME’s 500 Best Companies in Asia Pacific and featured on Forbes’ list of World’s Best Employers.
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By leveraging Generative AI, DBS is setting a new standard for accessible and scalable employee growth, ensuring its workforce is well-equipped to thrive in the future of work.
