DBS unveils iCoach AI platform to make coaching accessible to all staff

DBS has launched iCoach, a generative AI-powered coaching platform designed to make professional coaching available to all employees across its network.

The new platform, developed in collaboration with executive coach Marshall Goldsmith, is intended to address the challenge of scaling coaching in a cost-effective and efficient manner. Traditionally, coaching in large organisations has often been reserved for senior executives or select high-potential employees, due to the resources required for one-to-one sessions. DBS aims to broaden access to coaching through technology, providing tailored career guidance and support for employees at all levels.

Addressing coaching accessibility

According to DBS, iCoach enables its workforce to receive advice not only on career development but also on subjects including work-life balance, leadership development, and mental wellness. The platform is available at all times and utilises the context of individual roles, functions and internal mobility options within DBS to deliver actionable and relevant advice.

Lee Yan Hong, Head of Group Human Resources, DBS, said, "As the world of work continues to evolve, building career resilience has become more important than ever. At DBS, we are committed to helping our people thrive by equipping them with future-ready capabilities through our comprehensive Triple E framework – Education, Exposure and Experience. iCoach is a powerful new addition that complements these efforts, leveraging Gen AI to offer personalised, on-demand career guidance to help every employee confidently navigate and grow in the future of work."

The knowledge base underlying iCoach has been developed in partnership with Marshall Goldsmith, who has worked with top executives globally and has received several awards for his work in the field of leadership coaching. Goldsmith's accolades include being named by Thinkers50 as the only two-time number one Leadership Thinker in the World, and being inducted into its Hall of Fame in 2018. He was also the inaugural winner of the Lifetime Award for Leadership from the Harvard Institute of Coaching.

Benefits of coaching

The bank cited research from the International Coaching Federation and Better Up Career Coaching, which found that 70 percent of those who underwent coaching saw benefits in work performance, relationships, and communication, while 80 percent of coached individuals reported increased self-confidence.

iCoach forms part of a broader commitment by DBS to employee development, supplementing other initiatives such as iGrow, which uses AI and machine learning to offer personalised career advice; the DBS Mentoring Programme, which connects employees with mentors for career guidance; the DBS Learning Hub, providing access to more than 10,000 courses; and the Be My Guest Programme, which gives employees job shadowing and cross-departmental project opportunities. In the previous year, over 4,000 employees participated in the Be My Guest Programme.

Employee perspective

Zulkarnain Barudin, Assistant Relationship Manager with DBS Treasures Private Client, described his experience using the bank's upskilling and mobility programmes. "I am grateful for DBS' investment in our career development. I have personally benefitted from upskilling programmes which helped me to progress from a Call Centre Team Manager into a client-facing role as an Assistant Relationship Manager. The supportive learning environment encouraged me to leverage the various opportunities for development to build a fulfilling career, enabling me to make four internal moves over the course of my tenure at DBS."

Recognition of efforts

DBS has received recognition in various employer rankings. In 2025, it was ranked first in TIME's 500 Best Companies in Asia Pacific. In 2024, it was included in Forbes World's Best Employers, and in Singapore, DBS was ranked first in LinkedIn's Top Companies for three years running from 2023 to 2025.

Coaching programmes at DBS focus on achieving specific, short-term goals through structured guidance, in contrast to mentoring which is centred on long-term personal and professional growth.