Life coaching is a collaborative and goal-oriented process that helps individuals, businesses, and teams to bridge the gap between their current circumstances and success. They provide guidance, support, and motivation to clients by facilitating self-reflection, exploring values, and setting action plans. Through active listening, questioning, and feedback, life coaches help clients gain clarity, overcome obstacles, and develop strategies to reach their desired outcomes. Life coaching covers various areas of life, such as career, relationships, personal growth, and health. It aims to empower individuals, foster self-awareness, and assist in making positive changes to create a more fulfilling and balanced life.

Archetypal Coaching® founded by Pip McKay draws from ancient wisdom's archetypal principles and Jungian philosophy. Archetypal Coaches work with personality traits residing in the subconscious, known as archetypes, which can manifest positively or negatively in individuals. They use this theory as a personality profiling tool to help clients discover talents, passions, and achieve goals in different life areas. Additionally, Archetypal Coaches address the "shadow side" of archetypes to clear negative influences, mindset challenges, and limiting beliefs. The approach combines ancient philosophy with modern coaching techniques like NLP, Matrix Therapies, Life Coaching, and Time Line Therapy to support clients in their personal and professional development.