One of the most common and complicated questions for any life coach is:
“How much should I be charging?”

If you’ve ever worried that you’re charging too much, too little, or just don’t know where to start, you’re not alone. Pricing is one of the biggest internal battles life coaches face, and not for the reasons you might think.

Let’s make this simple.

Current Life Coaching Rates (What the Market Supports)

Pricing for life coaches varies based on experience, outcomes, niche, and confidence. Here’s a quick guide to what’s typical in the industry:

Whether you’re helping clients overcome anxiety, shift relationships, or build confidence, the right pricing comes down to value and clarity, not comparison.

Pricing Isn’t About Your Worth

Let’s cut the noise: you are not your price tag.

Your coaching rate is a business decision, not a personal judgment. Life coaches often get stuck thinking, “If I raise my rates, I’m being greedy” or “If I lower my rates, I’m not confident enough.”

Neither is true.

Pricing should serve your goals, your clients, and your stage of growth. In the early days of my practice, I charged $20 to $50 per session. Today, my rates are over $1,000 per hour. That didn’t happen because I suddenly became “worth more.” It happened because I built momentum, delivered real results, and grew my business with intention.

The only price that keeps you stuck is the one that leads to zero income and zero movement.

The Pricing Myth That Certification Mills Don’t Want You to Question

Let’s get something straight: undercharging doesn’t diminish your value.
What does? Zero money in your bank account.

There’s a dangerous idea floating around in the coaching industry — that unless you’re charging top-tier, luxury-level fees at all times, you’re “not standing in your worth.” But ask yourself: who benefits from that narrative?

Spoiler alert: it’s the certification mills.

These organizations want you to believe that offering discounts or flexible pricing somehow makes you “less of a coach.” Why? Because if you drop your price, it makes it harder for them to claim their graduates are making six figures. And that hurts their marketing and future tuition rates.

So they push the idea that your price equals your identity.
That your fee is your worth.
That flexibility means weakness.

It’s not true. At all.

You’re not a statistic. You’re a business owner. And businesses need cash flow. Not theory. Not bragging rights. Cash flow.

The truth is this:

• You can charge less to get momentum

• You can build a client base before scaling prices

• You can make deals that work and still be in control
  
  

That’s called rigid flexibility. You set the standard, but you stay smart. You move when it makes sense. You grow with intention.

Your coaching business doesn’t need to impress a credentialing board. It needs to stay alive, profitable, and client-serving.

You are allowed to play the long game, not just the optics game. So no, lowering your rates doesn’t lower your worth.

It builds the foundation for your next level.

And it keeps your business breathing when others stall out waiting for “premium only” clients that never come.

Don’t let someone else’s business model dictate yours.

Four Steps to Confidently Set Your Life Coaching Fees

1. Clarify the Outcome

What are your clients really getting? More clarity? Less anxiety? Stronger relationships? The more tangible the shift, the higher the value.

2. Define Your Ideal Client

Who do you love working with? Who can afford your rate and is excited to grow? Speak directly to them, not the people trying to talk you down.

3. Pilot Higher Pricing

Test it. Offer a premium package to one or two clients. See what happens. Real-world feedback beats overthinking every time. Then test, test, and more testing. Change your pricing every 3-6 months. 

4. Layer in Risk Reversal

Offer payment plans, a guarantee, or a bonus session. Give people a reason to say yes, not because it’s cheaper, but because it feels safe to commit. Make it a no-brainer. 

What to Do When Someone Says, “That’s Too Expensive”

It’s going to happen. Here’s how to handle it:

• Ask: "If I were to find a number that works, could we get started?"
  
  

• This is called "Flushing the objection" and helps you center in on the real issue. If price really is the concern, they will tell you. And from here, you can decide yourself if you want to find a price that makes the partnership worth it for both of you. 
  
  

• Offer options: smaller packages, group coaching, or workshops
  
  

Don’t shrink. Don’t beg. Just clarify and stay grounded.

The Bottom Line for Life Coaches

Your prices are a reflection of your clarity, not your identity.
You don’t have to “charge what you’re worth” — you’re already worthy.

But your coaching business needs to generate real income so you can serve, sustain, and scale.

So set your pricing with intention. Adjust it with strategy. And remember, you get to choose how you grow.

Momentum matters more than perfection.

And it starts with one clear decision:

“This is what I charge because this is what I create.”