Unlocking human potential through coaching: How Wipfli launched and scaled its internal coaching practice

Summary

Wipfli launched an internal executive coaching practice in January 2022 to address falling engagement and retention among high-performing senior managers. Backed by strong sponsorship from firm leaders, the firm piloted the programme during its busiest period for tax professionals to demonstrate commitment at a critical time. The pilot began with one full-time internal coach and 22 leaders, and delivered high NPS and goal achievement.

Since then Wipfli expanded to a blended team of three internal and four external executive coaches led by a programme manager, providing coaching to more than 200 leaders across the firm. Outcomes include a 95% goal-completion rate within engagements and stable engagement and retention metrics. The practice uses ICF-aligned standards, measures both leading and lagging indicators, and has built operational systems (30-60-90 roadmaps, coaching management software, communications plans) to scale without losing a personalised touch.

Key Points

Leadership sponsorship was foundational: senior leaders supported funding and strategic intent for coaching.
Wipfli started small and high-impact—one internal coach, 22 senior managers in tax—to prove value quickly.
Timing the pilot during the busiest season signalled care for people, not just productivity.
Blended coaching model: internal coaches provide context and trust; external coaches offer outside perspective—both are ICF-certified (PCC+).
Measurement combines leading metrics (attendance, goal completion, pre/post surveys) with lagging organisational metrics (engagement, retention, performance).
Scaling required infrastructure: 30-60-90 execution plans, feedback loops, coaching software and clear communications to preserve quality at scale.
Coaching is embedded into broader leadership and people manager programmes so it isn’t a one-off intervention but part of a development ecosystem.
Future plans include group/team coaching, AI-enabled tools for practice and feedback, and external benchmarking against ICF organisational standards.

Context and relevance

Organisations wrestling with retention and the need to develop mid‑to‑senior talent will find this a practical playbook. Wipfli demonstrates that internal coaching can deliver measurable outcomes when it is sponsored at the top, designed to scale, and integrated into broader leadership development. The article highlights current L&D trends: blended internal/external coaching models, data-driven measurement, and cautious exploration of AI as a supplement rather than a substitute for human coaches.

Why should I read this?

Because if you want a realistic, proven route to keep your top people and actually make development stick, this is a neat, no-nonsense case study. It shows how to start small, prove impact fast, and build the systems that let coaching scale without turning into a box-ticking exercise.