About

About CoachFlow

CoachFlow turns a coaching session transcript into four things: a structured read of your coaching against the ICF Core Competencies, with scores and quotes pulled from your own session; the value inside the conversation, from your client’s shifts in thinking to the moments that mattered; a client summary written in coaching language, ready to edit and send; and raw material for your writing, from reusable quotes to article angles. One transcript, four outputs, each serving a different part of your work.

You run CoachFlow after the session, not during it, so it is not a meeting bot or a recorder. You upload a transcript with the identifying details removed, it is processed in memory and kept nowhere, and what comes back is yours to copy, download and take with you.

About the Founder

Hi, my name is Virpi Tervonen, and I built CoachFlow as a practising coach, for the part of the work I wanted handled with care.

CoachFlow emerged from my experiences prompting ChatGPT, and from growing privacy and safety concerns about AI. Learning and experimenting to develop workflows that gave me consistent output led me to build with code. This made complex, constrained workflows possible, and with them the consistency and safety I wanted in my coaching practice. Today, CoachFlow is a web app open to other coaches too, to help them grow their coaching and their business with feedback and content deeply grounded in the work they do with their clients.

This blog is where I write about CoachFlow as I develop it further, growing and running a coaching business, marketing and getting clients, and the never-ending twists and turns of solo entrepreneurship.

My background

I did not start in coaching. I trained as a biomedical research scientist and earned a PhD in Finland, researching the molecular physiology of cardiac hormones. Research taught me to sit with evidence, to be systematic and observant, and to resist a tidy answer the data does not support. That habit still shapes how I think.

I have run my own businesses for twenty years, much of it international, including years living and working in Singapore. My work moved from the science lab to entrepreneurship in 2005. I ran digital marketing and small-business consulting companies that evolved into coaching, where I have spent a decade.

Along the way I trained across several fields: executive coaching (I am a Certified Executive Coach), mental fitness and Positive Intelligence, and business and money coaching. I have coached Founder CEOs and executives, built frameworks for entrepreneurial business owners, created training and courses, and written a weekly newsletter for entrepreneurs. The thread through all of it is figuring out my own path on this entrepreneurial journey without losing myself in the process, learning intentionally, sharing what I learn with those who want to listen, and supporting those who are ready and willing to receive it.

What drew me to build CoachFlow

Two things came together.

As a coach, the most useful review of a session is one tied to evidence: what was actually said, mapped to a standard, rather than a vague sense that it went well. I wanted that for my own practice, on every session, not only the ones I had time to reflect on properly.

The second was AI. I got excited about it early, then realised I had been about to feed a client’s words into tools that store and train on whatever you give them. For coaching, that does not work. A session is confidential, and the trust behind it is the work.

So I built CoachFlow to do the after-session work the way I would want it done: a careful read against the ICF competencies, the value and the content drawn from the same conversation, and privacy built in around all of it. The transcript is cleaned before it goes in, processed in memory, and kept nowhere. The model runs under a zero-data-retention agreement. Hosting is in the EU, and the design follows GDPR.

I am a coach who learned to build with code, and CoachFlow is the tool I wanted to exist. If that sounds useful, you can try it on one of your own session transcripts at coachflow.space.