George Swingler is a Life and Transition Coach who offers a safe and non-judgmental place for you to find your own answers

Rationale for the "standard" rate
The “Return on Investment” for performance coaching in business is difficult enough to measure, and life coaching’s bang for buck is even more elusive.

"Market value" is hard to pin down too, given the lack of regulated fees, the scarcity of advertised rates and the diversity of types of coaching, markets, training and experience (in both life and coaching).
That said, the median pay for a Life Coach in South Africa is reported (Aug 2018)  to be around R445 per hour. (IQ range 300-600) Range R102 - R833

I’ve pegged my rate on the upper quartile of the above range (i.e. R600 per session). I offer every fourth session free with sessions that last up to 90 minutes if needed, so the average rate is at or below the median of R445.