YA Coaching

What YA Coaching does

YA Coaching is a sole proprietorship (eenmanszaak) registered in Utrecht, Netherlands, operating as a boutique coaching and consulting practice founded by Yvette van Aarle. The firm delivers work-related individual coaching, team coaching, and organizational advisory services to experienced professionals (5+ years), managers, and SME clients, targeting themes such as work-related stress, leadership transitions, communication, collaboration, and organizational development. Service delivery is hybrid — in-person at the Utrecht office and remotely via Zoom, WhatsApp, phone, and email — and is structured around 6–8 session trajectories anchored on a free initial 'klikgesprek' (discovery call) booked through Calendly.

The offering combines three core service lines — Individual Coaching (including career and management coaching), Team Coaching (including team assessment), and Organizational Consulting (SME business coaching) — supported by the AEM-Cube personality/talent assessment licensed from Human Insight and complemented by acceptance and commitment therapy (ACT)-based methods. There is no proprietary technology platform; the practice runs on third-party SaaS tools (Zoom, Calendly, Miro, WhatsApp, email). Content marketing via a Dutch-language blog, LinkedIn (both personal and company), and Instagram is the primary demand-generation engine.

Revenue is generated purely through professional-services fees billed per coaching trajectory or project, with employer-funded coaching a common pattern in B2B engagements. Founder Yvette van Aarle is NOBCO/EMCC certified and the firm holds CRKBO training-provider certification; named clients include Amstelring (Healthcare/VVT), Explain, Jeveka, acmetric (now ADC), and HLT. The business is operated entirely by the owner with a loose network of specialists mobilized for larger engagements.

Name

YA Coaching

Legal name

Yvette van Aarle

Website

https://yacoaching.nl

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

YA Coaching is a Utrecht-based, sole-proprietor boutique coaching and consulting practice delivering work-related individual, team, and organizational coaching to experienced professionals, managers, and SMEs in the Netherlands.

Ownership category

akta.pro rank

Product category

Professional Coaching Services

NAICS

Professional and Management Development Training (611430), Management Consulting Services (54161), Human Resources Consulting Services (541612)

SIC

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

akta.pro primary industry

Team & Group Executive Coaching (Leadership Teams) (EDABANAF)

akta.pro secondary industries

Strategy, Decision-Making & Business Acumen Coaching (EDABANAH), Founder/Entrepreneur & Family Business Executive Coaching (EDABANAM), Corporate/Workplace Wellness Coaching (HSADAGAL), Coaching, Mentoring & Facilitation Services (BPACANAI)

Keywords

• Professional coaching services
• Leadership development
• Team coaching
• Career coaching
• Organizational consulting

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Coaching Services: Professional coaching services for individuals including personal development, leadership coaching, and career coaching. Trajectories typically consist of 6-8 sessions including intake and closing sessions.
2. Team Coaching Services: Team development and team assessment services aimed at improving collaboration and team performance.
3. Organization Advisory Services: Organizational development consulting services for strategic narrative clarification, organizational structure, and culture stabilization.
4. AEM-Cube Assessment: Psychological/personality assessment tool used in coaching trajectories to provide self-insight and 360-degree feedback.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

YA Coaching is a boutique coaching and consulting practice based in Utrecht, Netherlands, that delivers professional coaching, leadership development, team coaching, career coaching, and organizational consulting services. The firm serves individual professionals, managers, leaders, teams, and small-to-mid organizations, typically through 6-8 session coaching trajectories and using the scientifically validated AEM-Cube assessment for personality and team analysis.

Product overview

YA Coaching & Consulting is a boutique coaching and consulting firm in Utrecht, the Netherlands, offering a portfolio of coaching services for professionals, leaders, and teams. The core offerings include Individual Coaching (covering career, management, and personal development), Team Coaching (including team development and assessment), and Organizational Consulting. The AEM-Cube Assessment serves as their primary proprietary assessment tool for personal development and team analysis. Services are delivered in-person in Utrecht or remotely via video calling, WhatsApp, and phone (E-Coaching). The firm positions itself as specialized in workplace-related challenges including stress, communication, leadership, and organizational development.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Coaching (Individuele Coaching) One-on-one coaching for professionals with work-related challenges including stress, communication issues, leadership development, and career questions. Typically conducted over 6-8 sessions of approximately 1.5 hours every two weeks, including intake and closing sessions.
• Career Coaching (Loopbaancoaching) Career coaching for professionals exploring career transitions, job changes, or finding purpose and meaning in their work, using frameworks such as IKIGAI.
• Management Coaching Executive and leadership coaching for managers transitioning into leadership roles or seeking to strengthen their leadership capabilities, navigating change and uncertainty, team leadership, and authentic leadership development.
• Team Coaching Team development and assessment services including team dynamics analysis, collaboration improvement, conflict resolution, and creating a team narrative for teams that want to work together more effectively.
• Organizational Consulting (Organisatieadvies) Organizational consulting services including strategic narrative clarification, organizational structure design, culture stabilization, and business coaching for SMBs addressing structural and cultural challenges.
• AEM-Cube Assessment A scientifically validated personality and talent assessment tool that provides insight into natural talents, drive, and optimal work environment fit, based on Attachment, Exploration, and Maturity dimensions. Used for individual development, 360-degree feedback, and team composition analysis.

Quantifiable outcome

• Results visible within 6-8 coaching sessions
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered minor and core.

• LOC (Landelijke Organisatie voor Coaching en Training in het Onderwijs)minorStrategic or Co-development PartnerYA Coaching is affiliated as a coach and trainer with the national organization for coaching and training in education (LOC). This partnership allows Yvette to serve educational sector clients.
• Read2Improve.be (Jojan Veele)minorStrategic or Co-development PartnerCollaboration with Jojan Veele, Dutch managing director of Read2Improve.be, for organization-wide vitality and work happiness programs. Partner has ready-made programs available.
• Coach BoulevardminorStrategic or Co-development PartnerYvette completed her post-HBO Professional Coaching education at Coach Boulevard in Utrecht, which trained her to meet all requirements of the StiR quality register and NOBCO.
• Human InsightcoreTechnology or IntegrationDeveloper of the AEM-Cube assessment tool used by YA Coaching for personality analysis, talent identification, and team development. The AEM-Cube is scientifically validated and used by institutions including Purdue University, London Business School, and Nijenrode.
• Network of SpecialistsminorImplementation/ SI/ Consulting PartnerFor serving larger organizations, YA Coaching works with a network of occupational health services, labor lawyers, mediators, and training actors to provide comprehensive solutions.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Regional players

• GITP: Dutch HR consultancy offering assessments, coaching, and leadership development with strong psychometric expertise. Comparable to YA Coaching because it integrates validated assessment instruments (similar role to AEM-Cube) with executive coaching for Dutch enterprises, including the public sector.
• The Performance Consultants (TPC): UK-based leadership development and coaching firm with a presence in Europe, focused on managerial and leadership effectiveness. Comparable to YA Coaching because it targets experienced professionals and managers seeking leadership growth, but with a structured proprietary methodology and broader geographic reach.
• LTP Loopbaanbegeleiding: Dutch career coaching and outplacement firm serving individuals and organizations during transitions. Comparable to YA Coaching's career coaching offering for professionals with 5+ years experience, but operates at greater scale and primarily in the Dutch career-transition market.

Broad incumbents

• BetterUp: Global coaching and mental wellness platform combining 1:1 coaching with AI-driven personalization and measurement. Comparable because it addresses the same enterprise demand for leadership and wellbeing coaching that YA Coaching serves, but at vastly greater scale and with proprietary technology.
• Schouten & Nelissen: One of the largest Dutch training, coaching, and leadership development providers, headquartered in the Netherlands. Comparable because it serves the same Dutch corporate market for executive coaching, team development, and organizational change, but at significantly greater scale and breadth than YA Coaching.
• Center for Creative Leadership (CCL): Global, research-driven leadership development provider offering executive coaching, assessments, and programs. Comparable to YA Coaching because it serves leadership development needs with validated assessment tools and certified coaches, but operates as a large, global institution with proprietary IP.
• Marshall Goldsmith Stakeholder Centered Coaching: Global executive coaching brand and methodology, licensing certified coaches worldwide. Comparable to YA Coaching because it represents the premium executive coaching space the founder operates in, but with a globally recognized brand and licensed-coach ecosystem rather than a single practitioner.
• Krauthammer: European leadership development and coaching firm with Benelux roots, serving mid-market and enterprise clients. Comparable because it offers leadership, team, and behavioral-change programs similar to YA Coaching's portfolio, but at a European scale with proprietary methodologies.

Emerging players

• Ezra (GetEzra): On-demand coaching platform providing 1:1 sessions with certified coaches to individuals and enterprises. Comparable because it competes for the same professional coaching demand, particularly mid-market and corporate buyers, but via a fully digital, scalable delivery model.
• CoachHub: European-headquartered digital coaching platform offering scalable 1:1 coaching for enterprises via certified coaches. Comparable because it targets the same mid-market and enterprise demand for professional coaching, but competes via a tech-enabled, subscription-based model rather than boutique in-person delivery.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/yacoaching
• Instagraminstagram.com/yacoaching_utrecht

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 YA Coaching