Therapy in this context means that the focus is on changing something in the coached person that has not served him or her well.  This method, when delivered by other than face to face, is not intended for those with serious psychopathology.  Coaching is the more important word. 

Coaching has become a popular technique in the recent years.  I have noticed that those offering coaching have widely differing levels of training and experience.  Still, the popularity means that it is helping.  I began what I called therapeutic coaching in the middle 1970s and published a journal article in 1981 titled Therapeutic Coaching (Transactional Analysis Journal, vol. 11, No. 4 Oct. 1981 pp. 300). 

In 2004, I was the featured speaker at the Alaska Psychological Association, held at the Alaska Pacific University.  The workshop was on Relationship Coaching.  The process focuses on changing unwanted habits that block goals.  The method is to coach a responsible self to take care of the person’s feelings and habits.  The intervention is along the lines of cognitive behavioral therapy. 

An addition to the traditional CBT is that any rational advice is then responded to by the feelings about the advice.  The advice is impotent if rejected by the feelings and needs to be re-framed until accepted by the feelings.