The underutilization of coaching techniques in academic and student advising, leading to a lack of student self-direction and commitment to personal and academic goals, which can ultimately impact student success and institutional effectiveness. Integrating coaching principles into academic advising practices fosters a more proactive, personalized, and effective approach to student development. By adopting these techniques, advisors can empower students to take charge of their educational and personal goals, leading to greater success for both the students and the institution. Institutions should advocate for, and invest in, professional development that equips advisors with the necessary skills to implement these transformative coaching strategies.