What’s on offer?

The Midlands Finance Academy will support NHS finance staff in the region to undertake six hours of online coaching through the HFMA professional coaching team. There is no set timeframe for the six hours to be delivered.

You must be working within an NHS finance department in the Midlands to qualify for this offering.

About coaching

HFMA coaching is an independent coaching service dedicated to healthcare leaders. Working with a HFMA coach will create space to build the clarity, insights and tools that you need to boost your performance and impact. One-to-one coaching sessions deliver key learning and insights that can be put into practice immediately.

The HFMA’s coaches are experienced professionals with extensive backgrounds in healthcare finance leadership. They will provide a fresh and honest look at what you’re doing, where you want to go and how you’re going to get there. With the help of an HFMA coach you can explore options, identify, create and review opportunities; establish priorities; overcome barriers; develop skills; change behaviours and improve performance.

Once your coach is selected you are set up on an introduction call to make sure it’s a good fit for both parties before proceeding.

Coaching through change

The HFMA coaches are also well placed to provide tailored coaching for finance staff in at-risk roles and any staff wanting support through professional or personal change during these challenging times.

In order to further support staff who may be affected by the NHS restructure, the Midlands Finance Academy will agree to honour training placements for anyone having to leave their current role whilst they are in the middle of any Academy supported training and development programme, including the HFMA coaching service.

How do I apply?

Please send your expression of interest to online.coaching@hfma.org.uk

Include your name, job title, organisation and ICS, and provide a short paragraph on why you are applying and what you hope to achieve through the coaching. Please include indication of support from your line manager or Finance Director – this is to ensure that you are able to balance this opportunity with your day job.

What happens next? 

Once your expression of interest has been processed the HFMA coaching team will be in touch to complete your formal questionnaire and match you up with your coach.

If you apply for coaching and we are unable to offer you a space, we will keep a record of your application and look to expand this coaching offering or work with other delivery bodies to put you onto another relevant development opportunity.

Testimonial

Testimonial from an NHS finance colleague in the Midlands who received coaching through the Academy funding, written to their coach at the end of the process.

Working with you has been incredibly transformative. From the start, your approach felt so genuine and empowering. You’ve been more than just a coach—you’ve been an inspirational guide, meeting me where I was and helping me find my way forward.

Your coaching has taught me how to manage my emotions in a way I hadn’t been able to before. I used to be overwhelmed by a fear of making mistakes and criticism, constantly stressing about being perfect. Thanks to your guidance, I’ve learned to handle these feelings better, boost my productivity, and approach my work with confidence. I now see mistakes as chances to grow, not as failures.

You’ve also helped me tackle meetings with a more positive and prepared mindset. One of the biggest changes has been learning to talk confidently about my successes. Growing up, I was always told to downplay my achievements with sayings like “empty vessels make the loudest noise.” You’ve helped me move past that and embrace my accomplishments without fear.

In short, you’ve been a huge part of my growth and self-discovery journey. Your coaching has made me more confident and effective in my role and has given me a deeper sense of self-worth. I’m so grateful for the positive impact you’ve had on my life.