The purpose of this article is to describe coaching as a tool that facilitates the achievement of organizational objectives. The problem is approached from the need to develop the potential of collaborators to promote their leadership, empowerment, teamwork and improve their quality of life. In the theoretical foundations, it is investigated regarding the application of coaching and its impact on business management. The methodology corresponds to a qualitative approach. The study population corresponds to the entities of the financial sector of the city of Ibague, of which two entities are studied under the case study methodology. The analysis allows us to conclude that the implementation of coaching in organizations in the financial sector influences aspects such as leadership, empowerment, teamwork and quality of life for workers.