How to Charge for Coaching Calls in 2026 (Real Rates + Examples)

Setting the right price for coaching calls is one of the hardest decisions new coaches face. Charge too little and you burn out. Charge too much and nobody books. Get it right and coaching becomes a sustainable, profitable business.

This guide covers everything: pricing models, how to pick your rate, how to accept payments, and the platforms that make it easy.

Why Most Coaches Underprice

Before we get into pricing strategies, let's address the elephant in the room: you're probably charging too little.

Here's why:

• You compare yourself to free content. YouTube videos and blog posts are free, so you feel guilty charging for your time. But your clients aren't paying for information. They're paying for personalized guidance, accountability, and your experience.
• You price based on your comfort, not your value. What feels comfortable for you to charge is almost always less than what your time is actually worth to your client.
• You forget about your overhead. Session prep, follow-up emails, admin time, platform fees, taxes. A "1-hour" call actually costs you 1.5-2 hours of work.

The fix? Price based on the outcome you deliver, not the time you spend.

The 4 Coaching Pricing Models

1. Per-Session Pricing

The simplest model. You set a price per call and clients book as needed.

How it works:

• Set a rate per session (e.g., $100 for 45 minutes)
• Clients book and pay per call
• No commitment required

Typical rates by experience:

Pros:

• Simple for clients to understand
• Low commitment barrier
• Easy to get started

Cons:

• Inconsistent revenue
• Clients may not commit to ongoing work
• Harder to show long-term results

Best for: New coaches building a client base, or established coaches who want a "try before you commit" option.

2. Package Pricing

Bundle multiple sessions into a package at a slight discount.

How it works:

• Offer 4, 8, or 12 sessions as a package
• Price the package 10-20% below per-session rates
• Clients pay upfront or in installments

Example packages:

Pros:

• Predictable revenue
• Clients are more committed (they've invested upfront)
• Better results (consistent coaching over time)
• Higher total revenue per client

Cons:

• Higher upfront cost can scare off new clients
• Requires managing session tracking

Best for: Coaches who work on multi-week transformations (career coaching, business coaching, health coaching). For a deeper look at structuring and selling bundles, see our guide on selling coaching packages instead of single calls.

3. Monthly Retainer

Clients pay a flat monthly fee for a set number of sessions plus ongoing support.

How it works:

• Monthly fee covers 2-4 sessions per month
• Often includes email/message support between sessions
• Billed monthly, typically with a 3-month minimum

Example retainers:

Pros:

• Most predictable revenue
• Deep client relationships
• Highest lifetime value per client

Cons:

• Harder to sell to new clients (higher commitment)
• Scope creep (unlimited messaging can eat your time)
• Need clear boundaries on what's included

Best for: Executive coaches, business coaches, and coaches with established reputations.

4. Sliding Scale / Pay-What-You-Can

Offer different price tiers so clients can choose based on their budget.

How it works:

• Set 3 price tiers (e.g., $50 / $100 / $150)
• Clients self-select based on their financial situation
• Same service at every tier

Pros:

• Accessible to more people
• Feels good (you're helping regardless of budget)
• Can still be profitable if structured well

Cons:

• Most people choose the lowest price
• Hard to raise prices later
• Can undervalue your expertise

Best for: Life coaches, therapists, and coaches who serve communities with varying income levels.

How to Calculate Your Rate

Here's a practical formula for figuring out what to charge.

The Revenue-First Method

Start with how much you want to earn and work backward.

Step 1: Set your annual income goal. Example: $100,000/year

Step 2: Determine your available hours.

• 48 working weeks per year (4 weeks off)
• 20 coaching hours per week (the rest is admin, marketing, prep)
• 960 available coaching hours per year

Step 3: Account for utilization. You won't book 100% of your available hours. Assume 60-75% utilization.

• 960 hours × 70% = 672 billable hours

Step 4: Divide. $100,000 / 672 hours = $149/hour

Your minimum rate: $150/hour.

If you offer 45-minute sessions, that's roughly $112 per session. Round up to $125.

The Market-Rate Method

Research what other coaches in your niche charge and position yourself accordingly.

Where to check rates:

• Coaching directories (Noomii, Coach Foundation)
• Competitor websites
• Industry surveys (ICF Global Coaching Study)
• LinkedIn (look at coaches' service pages)

Then position yourself:

• Below market: You're new and building testimonials
• At market: You have experience and some results to show
• Above market: You have a strong brand, proven results, and demand exceeds supply

How to Accept Payments for Coaching Calls

Getting paid shouldn't be complicated. Here are the best ways to handle payments.

Option 1: All-in-One Coaching Platform

Use a platform that combines scheduling, video calls, and payments.

Talkspresso handles all three. Create your coaching service, set your price, and share your booking link. Clients book, pay, and join the video call from one page. If you want to see how the all-in-one options compare on fees before you commit, our ranking of the best paid video call service picks breaks down what you actually keep per session.

Pros: Professional experience, no manual invoicing, automatic reminders, session recordings. Cons: Platform fee (10% on Talkspresso).

Option 2: Scheduling + Invoicing

Use Calendly or Acuity for scheduling, then invoice separately through Stripe, Square, or PayPal.

Pros: More control over billing. Cons: Manual invoicing, chasing payments, no integrated video.

Option 3: Manual (PayPal/Venmo + Calendar Link)

Send a PayPal or Venmo request, then share a calendar link.

Pros: Zero platform fees (besides payment processor). Cons: Unprofessional, manual work, no session tracking, no automated reminders.

Which Should You Use?

For most coaches, especially those starting out, an all-in-one platform eliminates the busywork of manual invoicing and lets you focus on coaching.

How to Raise Your Prices

You should raise your prices regularly. Here's when and how.

When to Raise Prices

• You're consistently booked 3+ weeks out
• You have 5+ strong testimonials
• You've been coaching for 6+ months at the same rate
• You're turning away clients
• You feel resentful about your rates (a sign you're undercharging)

How to Raise Prices

For new clients: Just update your rate. No announcement needed.

For existing clients: Give 30 days notice. Be direct.

Example: "Starting [date], my rate for new sessions will be $175 (currently $125). As a current client, I'm happy to honor the current rate for the next 60 days to give you time to adjust."

How much to raise: 15-25% at a time. Going from $100 to $125 is reasonable. Going from $100 to $200 overnight will shock people. For the full playbook on timing and wording, read our guide on when to raise your coaching rates.

Pricing by Coaching Niche

Different niches command different rates. Here's a general guide, and you can see what coaches across 11 niches actually charge in our 2026 analysis of 762 paid bookings.

The pattern: Niches where coaching has a clear, measurable ROI (business, career, executive) command higher prices. Niches where the outcome is emotional or personal (life, relationship) tend to be lower.

Common Pricing Mistakes

1. Pricing by the hour instead of by the outcome. A career coach who helps someone land a $20,000 raise is worth far more than $150/hour. Price based on the transformation, not the clock.

2. Offering too many options. Three pricing tiers is plenty. More than that creates decision paralysis.

3. Not charging for prep and follow-up time. If you spend 30 minutes prepping for each session and 15 minutes writing follow-up notes, your "1-hour" session actually takes 1.75 hours. Price accordingly.

4. Discounting too easily. If someone asks for a discount, offer a shorter session instead of a lower rate. Your rate is your rate.

5. Not having a cancellation policy. Require 24-48 hours notice for cancellations. No-shows should be charged in full.

Setting Up Your First Paid Coaching Service

Here's a simple plan to get your first paying coaching clients.

1. Pick one service to offer. Start with a single session type. Example: "60-Minute Strategy Call, $125."

2. Set up your booking page. Use Talkspresso or a similar platform. Include your photo, a clear description of what the session covers, and your price.

3. Share it with your network. Post on LinkedIn, Instagram, or wherever your audience is. Email 10 people who've asked for your advice. The first few clients often come from people who already know you.

4. Deliver an excellent session. Over-deliver on your first 5-10 sessions. These clients become your testimonial sources and referral engine.

5. Collect testimonials and raise your prices. After 5-10 sessions with strong feedback, raise your rate by 15-25% and keep going.

The Bottom Line

Pricing coaching calls doesn't need to be complicated. Start with the revenue-first formula, pick a model that fits your business, and choose a platform that makes payments easy.

The most important thing? Start charging. You can always adjust your prices later, but you can't build a coaching business if you're giving your time away for free.

Set up your coaching practice on Talkspresso →

Keep Reading

Sharpen your pricing strategy with these related guides:

• How to Set Your Rates as a New Coach
• Free vs Paid Discovery Calls: Which Strategy Wins?
• The Psychology of Pricing Coaching Sessions
• Coaching Call Subscription Pricing: What to Charge