Why 2026 is the Perfect Time to Become an Executive Function Coach
- Sean G. McCormick
- 4 days ago
- 10 min read
Is 2026 the smartest time yet to become an executive function coach?
In this post, you’ll learn what executive function coaching is, how the 529 update makes coaching more accessible and marketable, and the simple ways to use that change to grow a flexible, fulfilling coaching practice.👇
Table of Contents:
You’ve probably seen the signs.
Maybe you’re a teacher who watches bright students fall behind, not because they can’t learn, but because they can’t organize their thoughts, manage their time, or stay focused.
Perhaps you’re a parent who’s dealt with the frustrations of helping your own child with homework, only to realize the issue isn't the subject matter, but the skills needed to tackle it.
There’s a growing awareness that a specific set of skills, known as executive functions, are the real foundation for success, and more and more families are seeking help.
This is where you come in.
An exciting career as an executive function coach offers you the chance to make a profound impact on a student’s entire life.
And right now, a significant federal policy change has opened a new door, making this career more viable and in-demand than ever.
Recent updates to 529 savings plans now allow parents to use those funds for tutoring and coaching services.
This shift makes your potential services far more accessible to families who need them, creating a perfect moment for you to step into this fulfilling and flexible field.
What Exactly is an Executive Function Coach?
Executive function coaching isn't traditional tutoring.
A tutor helps a student with algebra.
An executive function coach helps that same student develop the systems to:
remember their algebra homework
plan the time to complete it
start the work without procrastinating
and check it for errors before turning it in
Tutors teach the "what," but you’re building the "how."
Executive functions are the brain's management system, the set of mental skills that include working memory, flexible thinking, and self-control.
We use these skills every day to manage our time, pay attention, and switch focus.
For more on executive functions, watch this👇
When these skills are underdeveloped, students struggle.
They might be brilliant, creative, and capable, but their potential gets stuck behind a wall of disorganization, procrastination, and frustration.
As a coach, your job is to help students build personalized strategies to strengthen these skills.
You might work with a high schooler to create a digital organization system that syncs their assignments and schedule.
You could help a middle school student learn how to break down a massive research project into small, manageable tasks.
Or you might guide a college student in developing techniques to resist distractions and maintain focus during long study sessions.
The result is a student who doesn’t just get better grades, but also gains confidence, independence, and a set of skills they’ll use for the rest of their lives.
Consider the student who constantly forgets their assignments.
As an executive function coach, you wouldn't just tell them to "try to remember."
You would work with them to find a system that fits their personality.
Maybe it's:
a color-coded binder system
a checklist app on their phone
or a dedicated "end of day" routine where they pack their bag for the next morning
Whatever the case may be, the impact is transformative because it moves beyond completed worksheets and drills down to a student who is finally feeling in control of their own success.
They stop seeing themselves as "the forgetful kid" and start seeing themselves as someone who has a strategy for success.
How 529 Plan Changes Affect You As a Coach
For years, 529 plans have been a go-to tool for families saving for college tuition.
But a recent change has expanded their use in a powerful way.
The federal government updated the definition of qualified education expenses, and it now includes costs for tutoring programs, which is a huge success for the coaching industry.
This modification directly addresses one of the biggest hurdles for families: cost.
Many parents recognize the need for executive function support, but hesitate because of the expense.
Now, they can use their tax-advantaged 529 savings to pay for your coaching services.
This makes your expertise accessible to a much wider range of families.
This isn't a small niche, either.
By the end of 2023, assets in 529 plans totaled approximately $508 billion, representing a massive pool of funds that parents have specifically earmarked for their children’s educational success.
Your services now fit squarely into that category.
For you, as a coach, this is a powerful marketing tool.
Now, more than just selling a service, you’re presenting a solution that families may already have a dedicated savings account for.
You can educate parents that the investment they’ve been making in their child’s future can be used right now to build foundational skills that will pay dividends in high school, college, and beyond.
This change removes a significant financial barrier and positions your coaching as a smart, practical use of their educational savings.
This is the Moment to Become a Coach
The past few years have highlighted the importance of self-directed learning, and parents and educators are more attuned than ever to the skills students need to thrive independently.
In fact, research shows that strong executive function skills in childhood are a better predictor of financial success in adulthood than IQ or socioeconomic status.
Parents are hearing this message and actively seeking out support.
The 529 plan changes pour fuel on this fire because now, you’re entering a field where the need is clear and the means to pay for your services have just become more accessible.
This combination creates a unique window of opportunity for you to build a business that is not only financially sustainable but also deeply fulfilling.
Coaching offers a level of flexibility that many traditional careers lack:
you can set your own hours
choose your clients
and often work remotely from anywhere
Many coaches build their practice part-time while continuing other work, gradually transitioning as their client base grows.
You get to be your own boss while making a tangible difference.
Then, there’s the personal satisfaction, the intangible benefits you can’t break down on paper.
The “aha” moment when a student finally understands a concept they’ve been working on, or the email from a grateful parent who says their home life is less stressful because homework battles have disappeared.
Those are benefits that just can’t be quantified, but they’re incredibly powerful.
How to Use the 529 Changes in Your Coaching Practice
So, you’re ready to become a coach.
How do you actively use this 529 plan information to build your business?
Begin, as always, with education.
Most parents with 529 plans still think of them exclusively for college tuition, so your first job is to inform them otherwise.
You can do this by:
1. Creating simple educational content
Write a short blog post titled
"Did You Know Your 529 Plan Can Pay for Executive Function Coaching?"
or create a one-page PDF you can send to prospective clients.
Whatever you choose, do your best to explain the change in simple, clear terms.
2. Updating your website and marketing materials
On your services page, add a section about payment options.
Include a line like,
"Coaching may be a qualified expense for your 529 plan. We can provide the documentation you need to seek reimbursement."
3. Discussing it during consultations
When you have an initial call with a parent, you can ask,
"Are you familiar with the recent changes to 529 plans? Many families are now using them to cover the cost of coaching."
These questions will show families you’re interested in offering real value, not just selling a service.
When you market your services, frame them as a qualified tutoring expense.
Because your coaching directly supports academic achievement by building skills essential for learning, this aligns perfectly with the intent of the 529 plan guidelines.
Emphasize that this is a long-term investment.
You can use phrases like,
"We're building the skills for success in college and beyond,"
which connects your work directly to the original purpose of their savings.
Don’t be afraid to use testimonials to drive this point home.
A parent's quote saying,
"The organizational skills my son learned have been more valuable than any single class. We were so glad we could use our 529 funds for it,"
is incredibly valuable and will work better than any other form of marketing you could do for your business.
Your Path to Becoming an Executive Function Coach
You don’t need to be a certified psychologist to be a great coach.
People enter this field from all sorts of backgrounds:
teaching
social work
counseling
medicine
and even project management
Check out our library of case studies to see how people from all sorts of backgrounds now run thriving EF Coaching practices.
If you prefer a video on how to become an EF coach, watch this👇
The most important skills are:
empathy
strong communication
a genuine passion for problem-solving
While a background in education is helpful, specific training in executive function strategies is what will set you apart, so look for reputable training programs that focus on this area.
These programs give you a toolbox of proven strategies and a framework for working with students.
Here are some resources to get you started:
1. Read the foundational books
Works by authors like Dr. Russell Barkley or Dr. Peg Dawson can provide a deep understanding of executive functions.
2. Explore certification programs
At EFCA, our certification program delivers a complete blueprint for starting, building,
and sustaining a profitable Executive Function Coaching business including how to:
identify your niche
connect with the right families
build strong coaching relationships
teach executive function skills with confidence
track progress
grow your practice in a way that feels aligned and manageable
Click here to learn more about the certification program and how to get started.
3. Network with other coaches
Join professional groups on social media or attend webinars.
Learning from people already in the field is one of the fastest ways to understand the business and the day-to-day work.
If you're looking for a community of EF coaches, the EFCA Community is filled with 70+ executive function coaches actively starting and growing their coaching businesses.
The journey might seem overwhelming, and that’s okay!
You can always start small.
Take on one or two clients to begin.
As you build confidence and see results, you can expand your practice.
And remember: the initial investment in training pays for itself quickly once you begin working with families.
The Bottom Line
The need for executive function coaching is immense, and you have the one-of-a-kind chance to build a rewarding career that offers flexibility, purpose, and a real chance to change lives.
The 529 plan changes are the final piece of the puzzle, making your services a practical and affordable option for countless families.
If you’re ready to move from thinking about making a difference to actually doing it, this is your moment.
Explore the world of executive function coaching and take the first step toward a new, impactful career.
To get certified and learn the foundations to starting your EF Coaching business, click here.
FAQs
What is the real difference between executive function coaching and tutoring?
Tutoring is content-focused, while a coach is process-focused. A tutor might help your child understand the periodic table, but a coach helps your child develop a study plan to memorize the periodic table, manage their time so they don't cram, and use strategies to recall the information during a test. Both are valuable, but they solve different problems.
Do I absolutely need a certification to be a coach?
While it’s not legally required in most places, a certification from a reputable program is highly recommended. It gives you a proven methodology, builds your confidence, and provides credibility with parents. It shows you've invested in your professional development and are serious about your craft.ection and a few bullet points that show measurable results rather than job duties.
How do I start marketing myself to parents?
Start with your local community, connecting with school counselors, educational psychologists, and parent groups. Create helpful content on social media that offers small, actionable tips. And, of course, prominently feature the fact that your services may be covered by 529 plans.
Can I really do this job remotely?
Absolutely. Many coaches have a thriving practice entirely online. Video calls are highly effective for coaching sessions, and digital tools for organization and planning are often a core part of the strategies you'll teach. This gives you the flexibility to work with students from anywhere.
What can I realistically earn as a coach?
Your earnings will depend on your experience, location, and the number of clients you take on. Most coaches charge an hourly rate, which can range between $100 - $150/hour, with some coaches charging $250+/hour.
Some also offer packages, such as a three-month program for a flat fee. As you build a reputation and a portfolio of success stories, your earning potential increases.
How do I handle the 529 plan process for my clients?
You’re not a financial advisor or accountant, so you should never guarantee eligibility. Your role is to provide clear invoices and documentation that describe your services as "academic tutoring" or "educational support." Advise parents to confirm eligibility with their specific 529 plan administrator.
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About Me
Hey! I'm Sean 👋
I'm a former public school special education teacher who realized that executive function skills are more important than knowing when George Washington crossed the Potomac.
Since then, I've made it my mission to teach anyone who will listen about how to develop these key life skills.
In 2020, I founded Executive Function Specialists to ensure all students with ADHD and Autism have access to high-quality online executive function coaching services. We offer online EF coaching and courses to help students and families.
Realizing I could only reach so many people through coaching, in 2021 I started the Executive Function Coaching Academy which trains schools, educators, and individuals to learn the key strategies to improve executive function skills for students.
In 2023, I co-founded of UpSkill Specialists, to provide neurodivergent adults with high-quality executive function coaching services.
When not pursuing my passions through work, I love spending time with my family, getting exercise, and expanding my brain through reading. You can connect with me on LinkedIn.