Founded by Michelle Friedman, AWC is an NYC-based executive coaching and consulting firm that expands leadership capacity in investment firms and builds high-performing teams via individual coaching and group training programs.
Our Mission
For over 15 years, AWC has been a sought-after partner in solving the challenge of growing exceptional investors into exceptional people managers. Our mission also includes creating environments where women (and all) can truly be successful.
AWC stands for both Advancing Workplace Culture and Advancing Women’s Careers because we believe employers can’t do one without the other.
AWC works across industries and geographies, with particular expertise in Private Equity, Alternative Investments, and Investment Banking.
The AWC Difference: What Sets Us Apart
We believe that effective, empathetic leaders drive business growth and create a culture that benefits all.
Exclusive Focus on Investment and Finance Firms
With over 15 years of experience servicing the investment industry, we deeply understand the organizational structures and unique needs of both deal teams and the colleagues who support them. We bring proven tools and frameworks backed by real-world examples your employees can relate to in their daily lives. We consistently hear, “You get us.”
We Start at the Heart of the Organization: Your Mid-Level Leaders
We view mid-level leaders as the vital connective tissue of your firm: executing directives from senior leadership while closely managing and training junior talent. We are committed to accelerating their complex yet crucial transition from doing the work themselves to getting it done, with excellence, through others.
Unwavering Commitment to the Women’s Pipeline
For decades, we have been committed to building and strengthening the pipeline of women in finance. We recognize the unique challenges women encounter and the benefits of providing targeted resources. Ultimately, creating a culture that supports women benefits all employees.
Your Strategic Partner for the Long Term
We have worked with the same firms over many years, enabling us to bring a deep understanding of their business and culture to everything we do together. We provide more than just coaching and programs; we act as a trusted strategic thought partner on everything talent-related.
Meet The Founder
Michelle Friedman is a certified executive coach, organizational consultant, facilitator, and speaker specializing in leadership within financial services. Michelle founded AWC in 2009 to help organizations grow their most important assets: people and culture.
Her core philosophy is that a workplace culture that supports effective leadership at all levels creates an environment where women can thrive (and vice versa).
She previously spent 12 years in the corporate banking and financial software industries, where she held key relationship management and marketing roles. Learn more about Michelle here.
Learn more about Michelle here.
INDIVIDUAL
COACHING
In moments of transition, our customized Executive Coaching and Parental Transition Coaching engagements grow leaders, prepare expectant parents, and move organizations forward. Our programs meet an individual’s specific challenges and achieve seamless transitions, keeping careers on track and retaining key talent.
GROUP PROGRAMS
+ SPEAKING
Our signature cohort training program equips your mid-level “connecting” leaders to effectively and empathetically lead high-performing teams, focusing on delegation, feedback, and self-management (prioritization, planning, and time management). Bridge programs for junior and senior colleagues reinforce the same best practices at each level of the firm.
ORGANIZATIONAL
STRATEGY
Our group programs are cost-effective ways to scale skill-building, deepen internal networks, and encourage standard tools and language across the firm. We customize all training to your organization and can create bespoke training and keynotes on targeted topics.
Our Approach: Grow Your Firm by Growing Your Leaders
In over 15 years of coaching and organizational consulting, primarily in the financial services and investment industries, we’ve developed a systematic approach of blending individual coaching with group training to address individual performance and cross-organizational collaboration, building high-performing teams at all levels.
Michelle is a sought-after speaker, and her work is frequently covered in major press outlets.
Team
Michelle partners with trusted colleagues who are grounded in the same coaching foundation and aligned with the AWC mission.
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