Is the executive function coaching market saturated? Not in the usual sense. It may feel crowded online, but that does not automatically mean the field is oversupplied. The bigger issue is often differentiation: if you sound like every other EF coach, it becomes harder for families to tell why they should choose you.

The good news is that the demand is real. Families and schools are not asking for less support these days; if anything, they are asking for more. The CDC's ADHD data shows that in 2022, over 7 million U.S. children ages 3–17 had been diagnosed with ADHD, which is about a million more than in 2016. And ADHD is only one visible piece of a much bigger picture.

So even when help is available, many students and families still don't know where to look for it. They know their child is struggling — they just may not know the words 'executive function coaching' or 'academic coaching' yet. EF coaching is often the right answer to a question families are asking in the wrong terms. That's not a saturated market; that's a naming problem.

Every single year around this time, as I start wrapping things up with students, my brain suddenly becomes deeply suspicious that no one will ever return for coaching again. After almost 10 years of coaching… Despite the fact that the majority of students do return each year… My self-worth still seems to go: 'Okay but what if this year everyone realizes you're actually not that helpful?'