New iCoach platform aims to build future-ready capabilities at scale
SINGPAPORE, July 22, 2025 – DBS is making personalised career coaching available to its entire workforce with the launch of iCoach, a new generative AI-powered platform developed in collaboration with globally renowned executive coach, Dr Marshall Goldsmith.
Traditionally, coaching has been limited to senior executives or high-potential employees due to its cost and the challenge of scaling one-on-one sessions. DBS is now breaking that mould by leveraging Gen AI to provide just-in-time, contextual career advice to employees across its global network — marking a significant step towards democratising access to career development tools.
“As the world of work continues to evolve, building career resilience has become more important than ever,” said Lee Yan Hong, Head of Group Human Resources at DBS. “At DBS, we are committed to helping our people thrive by equipping them with future-ready capabilities. iCoach is a powerful new addition that complements our Triple E framework of Education, Exposure and Experience, providing personalised, on-demand career guidance to help every employee grow with confidence.”
Scaling Expertise Through AI
iCoach is powered by a knowledge base developed in partnership with Dr Goldsmith, a leading authority on executive coaching with over four decades of experience advising Fortune 500 CEOs. Inducted into the Thinkers50 Hall of Fame in 2018 and a two-time recipient of its #1 Leadership Thinker award, Goldsmith is also the inaugural winner of the Lifetime Award for Leadership by the Harvard Institute of Coaching.
The platform is designed to offer round-the-clock guidance on a range of workplace and career-related topics — from personal leadership and internal mobility to mental wellness and work-life balance. Importantly, the system is tailored to DBS’s organisational structure and internal career pathways, ensuring that the advice is contextually relevant and actionable.
Research from the International Coaching Federation and BetterUp indicates that 70% of employees who receive coaching report improved work performance, relationships and communication, while 80% experience increased self-confidence — underscoring the potential impact of iCoach.
Part of a Broader Upskilling Strategy
The launch of iCoach is the latest in a series of initiatives by DBS aimed at building a future-ready workforce. These include:
- iGrow, an AI- and machine learning-driven platform that matches employees to curated learning and job opportunities based on their career history;
- DBS Mentoring Programme, which pairs employees with mentors across the organisation to support professional growth;
- DBS Learning Hub, which offers access to over 10,000 curated online courses;
- Be My Guest Programme, which allows employees to job shadow, attend cross-functional workshops, and engage in interdepartmental projects.
These initiatives are already making a difference for employees like Zulkarnain Barudin, an Assistant Relationship Manager at DBS Treasures Private Client. Having started his career at the bank 18 years ago as a Call Centre Team Manager, Zulkarnain credits DBS’s upskilling programmes and mobility opportunities with enabling him to make four internal moves, culminating in a client-facing role.
“I am grateful for DBS’ investment in our career development,” he said. “The supportive learning environment encouraged me to tap into various development opportunities and build a fulfilling career.”
Employer of Choice
DBS’s focus on career resilience and learning culture has helped cement its reputation as one of Asia’s top employers. The bank ranked first in TIME’s 500 Best Companies in Asia Pacific in 2025 and was named among Forbes World’s Best Employers in 2024. It also topped LinkedIn’s Top Companies in Singapore list for three consecutive years from 2023 to 2025.
As Gen AI continues to reshape the workplace, DBS’s move to scale career coaching across its workforce signals a broader shift in how organisations can use emerging technologies to empower employees at every level.