BRIEF Academy

What BRIEF Academy does

BRIEF Academy is a Singapore-headquartered executive coaching and professional training firm operating as BRIEF Academy Pte Ltd (200616096R). The company specializes in Solution Focused Brief (SFB) Coaching, a strength-based, solution-building methodology grounded in the work of Steve de Shazer and Insoo Kim Berg, and packages this methodology through a proprietary "Power in BRIEF" framework (Build Relationship, Review Important, Inquire into Strengths, Expand Strategies, Facilitate Progress). BRIEF Academy operates four program pillars: (i) internationally accredited Coach Training Programs (ICF ACTP, AC UK ACCT, CCPC Global designations including Certified Solution Focused Coach and Accredited Executive Coach), (ii) Corporate Solutions (Solution Focused Leadership Coaching, Solution Focused Dialogue for the Digital Workplace, Solution Circle for Teams, Appreciative Leadership workshops), (iii) Coaching Services (one-on-one executive coaching, career coaching, and a portfolio of third-party-validated assessments including EQ-i 2.0, VIA PRO Character Strengths, and Extended DISC), and (iv) Institutional Programs (Solution Focused Brief Therapy, Kid's Skills, The Resilience Doughnut) targeting educational, therapeutic and social-service settings.

The firm's core technology stack is the SFB methodology combined with scientifically validated psychometric instruments, rather than a software platform; there is no proprietary software, API, or app product, and digital delivery is limited to blended learning (e-learning, self-study, face-to-face masterclass) for certification cohorts. The company is led by two Managing Partners (Simon Lee, the first Accredited Master Executive Coach in Asia, and Edwin Tan, MSSc/CSFT/ACTA) supported by a small bench of Professional Executive Coaches (Lily Koh, LX Tan, Mong Lan Ee, Kevin Wong) and global advisory partners (Dr Peter Szabo, Haesun Moon, Dr Ben Furman, Daniel Meier, Dr Bo Yon Koh). Note that input sources conflict on founding year — firmographic data states 2002 while the company's own history entry states 2017; the website copyright shows 2018.

The business model is purely professional-services revenue: course fees for certification cohorts (e.g., 14-day programs over 7 months), per-engagement fees for 1–2 day corporate workshops, recurring 1-on-1 executive coaching retainers, and institutional training licenses. Pricing is not publicly disclosed and inquiries route through email and phone. Distribution is direct enterprise field sales supplemented by scheduled public cohort programs, with lead generation and credibility built on accreditation from ICF, Association for Coaching UK (the only such accredited program in Asia), CCPC Global, and BILD Quality Mark status. Named enterprise customers span banking (HSBC, CIMB, OCBC, UBS), energy/oil and gas (Petronas, MISC, Sarawak Energy, Tenaga Nasional), technology (Microsoft, HP, GSK), government/defense (Singapore Ministry of Defence, DSO National Laboratories, Singapore Prisons Service), healthcare (Khoo Teck Puat Hospital, Johnson & Johnson), insurance (AIA, Great Eastern, Prudential), telecom (Digi, Telekom Malaysia), and education (University of Malaya, International Medical University). Geographic reach spans Singapore, Malaysia, Japan, China, Egypt, and Canada, though operations are concentrated in Asia Pacific.

Name

BRIEF Academy

Legal name

BRIEF Academy Pte Ltd

Website

https://briefacademy.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Singapore-based executive coaching and training firm delivering Solution Focused Brief Coaching through accredited certification programs, corporate workshops, one-on-one executive coaching, and institutional programs across Asia Pacific.

Ownership category

akta.pro rank

Product category

Executive Coaching and Leadership Development Services

NAICS

Professional and Management Development Training (611430), Professional and Management Development Training (61143), Educational Support Services (611710)

SIC

Services-Educational Services (8200), Services-Management Consulting Services (8742)

akta.pro primary industry

Subject-Specific Short Courses & Academies (e.g., STEM, Business, Arts) (EDAIAIAC)

akta.pro secondary industry

Workforce Development & Continuing Education Divisions (Noncredit) (EDAHADAG)

Keywords

• Executive coaching services
• Leadership development training
• Professional coach certification
• Solution focused coaching
• Corporate training programs

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Professional Certification Programs: Revenue from internationally recognized coaching certification programs including Certified Solution Focused Coach (dual certification with CCPC Global and ICF, 14-day program over 7 months), Accredited Executive Coach (Association for Coaching UK accreditation), and Certificate in Solution Focused Brief Coaching (72-hour, 3-level program). Programs are delivered through blended learning combining e-learning, self-study, and face-to-face masterclasses.
2. Corporate Training Programs: Customized corporate solutions including Solution Focused Leadership Coaching, Solution Focused Dialogue for Digital Workplace, Solution Circle for Teams, and Appreciative Leadership workshops. Programs are typically 1-2 days in duration and can be tailored to organizational needs.
3. Executive Coaching Services: One-on-one workplace coaching for senior leaders and executives including comprehensive assessments, customized coaching sessions, and ongoing support for leadership development. Links individual effectiveness to organizational performance.
4. Career Coaching: Individual career coaching services helping clients rediscover personal vision and purpose through a 5-stage process: Discovery, Analysis, Opportunity Awareness, Decision Learning, and Transition.
5. Institutional Programs: Training programs for institutions including Solution Focused Brief Therapy certification (modeled after University of Toronto program), Kid's Skills for children ages 4-12, and The Resilience Doughnut workshops.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

BRIEF Academy is a Singapore-based coaching and training organization that delivers internationally accredited coach certification programs (ICF, CCPC Global, Association for Coaching UK), corporate leadership workshops, and one-on-one executive and career coaching services. Its offerings are grounded in a proprietary Solution Focused Brief coaching methodology (the "Power in BRIEF" framework) combined with strength-based psychological assessments (EQ-i 2.0, Extended DISC, VIA Character Strengths).

Product overview

BRIEF Academy offers a comprehensive coaching and training ecosystem with three main program pillars: Coach Training Programs (offering ICF, CCPC Global, and Association for Coaching UK accredited certifications including Leader as Coach, Certified Solution Focused Coach, Certificate in Solution Focused Brief Coaching, and Accredited Executive Coach programs), Corporate Solutions (including Solution Focused Leadership Coaching, Solution Focused Dialogue for the Digital Workplace, Solution Circle for Teams, and Appreciative Leadership), and Coaching Services (Executive Coaching, Career Coaching, and Assessment & Coaching Tools including EQ-i 2.0, Extended DISC, and VIA Character Strengths). Institutional Programs include Solution Focused Brief Therapy, Kid's Skills, and The Resilience Doughnut for educational and therapeutic settings. The organization operates primarily in Asia with a Singapore office and focuses on strength-based, solution-focused coaching methodologies.

Differentiator

Problem solved

Functional benefit

Brands

• EQ-i 2.0: The Emotional Quotient Inventory - a scientifically validated emotional intelligence assessment tool
• VIA PRO
• Extended DISC
• Appreciative SCORE Cards
• Positivity Cards
• The Resilience Doughnut
• Kid's Skills

Products and services

• Leader as Coach Solution Focused Brief Coaching program for Leaders and Managers (Advanced Leadership Series) that exceeds required training hours for AC UK Recognised Leader as Coach, underpinned by the AC coaching competency framework.
• Certified Solution Focused Coach 14-day intensive coach certification program (7 modules over 7 months) offering dual certification with CCPC Global as Certified Solution Focused Coach (CSFC) and ICF as Associate Certified Coach (ACC).
• Certificate in Solution Focused Brief Coaching 72-hour (3 levels) program offered by University of Toronto in conjunction with Canadian Centre for Brief Coaching and BRIEF Academy, using blended learning approach with e-learning, self-study and face-to-face masterclass.
• Accredited Executive Coach & Accredited Professional Executive Coach Program The only Accredited Coach Training in Asia approved by the Association for Coaching, UK. Uses blended learning approach with theory and practical applications including role play.
• Solution Focused Leadership Coaching A 2-day professional course for Managers, Leaders, Members of Technical Staff and HR Practitioners aimed at building on strengths and empowering people for success in organizations.
• Solution Focused Dialogue for the Digital Workplace 1-day workshop designed to help employees increase confidence and sharpen ability to dialogue effectively in complex digital workplace environments.
• Solution Circle for Teams 2-day workshop that helps build a new foundation with employees based on self-responsibility and self-accountability, using a unique dialogue-in-action methodology with 50% practice time.
• Appreciative Leadership 2-day experiential learning workshop focused on Illuminating Strengths and Propelling Change, advancing personal and organizational effectiveness and building generative capacity for scaling up performance.
• Executive Coaching Service Workplace coaching for senior leaders and executives offering comprehensive assessments, customized coaching sessions and ongoing support for leadership development.
• Career Coaching Coaching service that helps clients rediscover personal vision and purpose through a 5-stage process: Discovery, Analysis, Opportunity Awareness, Decision Learning, and Transition.
• Assessment & Coaching Tools Line of scientifically validated assessment tools specializing in emotional intelligence (EQ-i 2.0), personality (Extended DISC), and strength-based assessment (VIA Character Strengths) for use in coaching, organization and leadership development, selection, and succession planning.
• Solution Focused Brief Therapy (SFBT) Positive solution building model developed by Steve de Shazer and Insoo Kim Berg at the Brief Family Therapy Centre in Milwaukee. Certification program modeled after University of Toronto with modules leading to CSFT/P designation.
• Kid's Skills Solution Focused approach for assisting kids and youth (ages 4 to 12) to become more self-motivated and responsible for skills they should learn. Co-developed by Dr Ben Furman from Helsinki Brief Therapy Institute.
• The Resilience Doughnut Strengths-based model based on international and Australian research on resilience developed by Australian psychologist Andrew Fuller. Helps people build on existing strengths to develop resilience through seven external factors.

Quantifiable outcome

• 87% employee engagement achieved through year-long Leadership Coaching Program
• +1 more outcomes

Named customers29 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Solutionsurfers, SwitzerlandcoreStrategic or Co-development PartnerStrategic partner offering the BRIEF Coach Training in Asia as an ICF ACTP Program. Co-developed the Certified Solution Focused Coach dual certification program. Dr Peter Szabo (Master Certified Coach) and Daniel Meier (Managing-founder of Solutionsurfers) serve as partners and advisors.
• University of TorontocoreStrategic or Co-development PartnerJoint program delivery for Certificate in Solution Focused Brief Coaching, modeled after the University's program. Haesun Moon serves as Director of Coaching at University of Toronto and provides program direction. The certification fulfills educational requirements for CSFT/P specialty designations.
• Canadian Council of Professional Certification (CCPC Global)coreStrategic or Co-development PartnerAccreditation partner for Certified Solution Focused Therapist/Practitioner (CSFT/P) designations. Edwin Tan serves as Registered Supervisor and Associate Examiner for the certification program. The certification requires full degree, professional association membership, and supervision component.
• Association for Coaching, UKcoreStrategic or Co-development PartnerOnly Accredited Coach Training in Asia approved by Association for Coaching, UK. Programs include Accredited Executive Coach and Leader as Coach Recognized Course accreditations. AC UK is part of the Global Coaching and Mentoring Alliance (GCMA) alongside ICF and EMCC.
• International Coach Federation (ICF, USA)coreStrategic or Co-development PartnerICF accreditation partner offering Associate Certified Coach (ACC) pathway through the Certified Solution Focused Coach program. Further upgrade to ICF PCC Certification available via Solutionsurfers ACTP Program. Simon Lee is credentialed by ICF USA.
• Canadian Centre for Brief CoachingcoreStrategic or Co-development PartnerDr Bo Yon Koh serves as Vice President. Mong Lan Ee appointed as Chinese Program Director and Faculty Member. Partnership enables cross-regional program delivery and certification support.
• Helsinki Brief Therapy InstituteminorOthersDr Ben Furman serves as Director and co-developed programs like ReTeaming, Twinstar, and Kid's Skills. Partnership provides intellectual heritage and program credibility.
• Lyn Worsley (Australia) - Resilience DoughnutminorStrategic or Co-development PartnerMong Lan Ee is the first Accredited Trainer for Resilience Doughnut registered with Lyn Worsley in Malaysia. Enables licensed delivery of the Resilience Doughnut program based on Australian strengths-based resilience research.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• CoachHub: Digital coaching platform serving enterprise customers with pooled executive coaches. Represents the tech-enabled threat to traditional coaching academies and certification-led business models.
• BetterUp: Digital coaching platform offering on-demand executive and leadership coaching. An emerging, technology-enabled alternative to boutique firms like BRIEF Academy for enterprise coaching deployments.

Direct peers

• Solutionsurfers: Switzerland-based solution-focused coach training organization co-founded by Peter Szabo and Daniel Meier. BRIEF Academy's most direct methodology peer and also a strategic partner offering the ICF ACTP pathway.
• Gallup: Global strengths-based assessment and leadership development firm (CliftonStrengths). Directly comparable to BRIEF Academy's strength-based, solution-focused methodology and use of validated assessments like VIA PRO.
• Marshall Goldsmith Group: Executive coaching and leadership development firm focused on C-suite behavioral change. Closely comparable to BRIEF Academy's executive coaching service line and enterprise leadership offerings.
• Canadian Centre for Brief Coaching: Solution-focused brief coaching training and certification organization led by Dr Bo Yon Koh. Direct methodology peer and partner of BRIEF Academy; offers overlapping solution-focused certification programs.

Broad incumbents

• FranklinCovey: Large-scale leadership and organizational performance training company (e.g., The 7 Habits). Competes for the same enterprise leadership development budgets as BRIEF Academy's corporate solutions and executive coaching.
• Center for Creative Leadership (CCL): Established global leadership development and executive coaching provider. Competes with BRIEF Academy for enterprise leadership programs and executive coaching mandates.
• Development Dimensions International (DDI): Global leadership training and talent development company. Competes with BRIEF Academy for enterprise leadership and coaching culture engagements across Asia Pacific.
• Korn Ferry: Global organizational consulting firm with significant executive coaching and leadership development practices. Competes for the same senior leader coaching engagements as BRIEF Academy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/brief-academy

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BRIEF Academy