- About OUR COMPANY

The more work that A.I. automates, the more your people matter.

AWC is a leadership development and executive coaching firm built for the realities of private markets. We work with the people who move a firm forward: the MDs setting direction, and the principals and VPs stepping into bigger roles.

Founded in 2009 by Michelle Friedman, AWC's combined expertise in investment team dynamics and organizational design has made it a sought-after partner in building high-performing teams by growing exceptional investors into exceptional people managers.

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- partial client list -

American Securities
Apax Partners
APG
Apollo Global Management
Argonaut Private Equity
Audax
Bank of America
BC Partners
Benefit Street Partners
BlackRock
Blue Owl
Bridgepoint
Brinley Partners
Centerbridge Partners
Coller Capital
Credit Suisse
CVC Capital Partners
Evercore
Franklin Templeton
GI Partners
Glenview Capital Management
Global Infrastructure Partners
Goldman Sachs
Hellman & Friedman
Houlihan Lokey
JP Morgan
Kaiser Permanente Ventures
KKR
Macquarie
Mainsail Partners
Morgan Stanley
Neuberger Berman
New Mountain Capital
Patient Square Capital
PennantPark
RBC Capital Markets
Scotiabank
Searchlight Capital
Silver Lake
StepStone Group
Thoma Bravo
Varde
Veritas Capital
Waterfall Asset Management

- THE AWC DIFFERENCE -

What Sets Us Apart

Exclusive focus on investment and finance firms

We consistently hear from clients, "You get us." With over 15 years in the asset management industry, we understand how firms actually operate — the organizational structures and unique needs of both deal teams and the colleagues who support them.
Your strategic partner for the long-term

Most clients hire us back year after year, building relationships that give us deep insight into their business and culture. We provide more than coaching and programs — we're a trusted partner on all things talent.
Unwavering commitment to the women’s pipeline

AWC was founded as "Advancing Women's Careers," and for decades we've maintained that commitment. We recognize the unique challenges women face, and know that cultures supporting women create better workplaces for everyone.
We start at the heart of the organization: your mid-level leaders.

Mid-level leaders are your firm's connective tissue, executing directives from senior leadership while developing junior talent. We help them master the transition from doing the work themselves to getting excellent work done through others.

- OUR approach -

The AWC Leadership System

In private markets, management skills aren't soft skills, and the firms that lead the next decade will be the ones that invest in their people deliberately. We develop team leadership skills through three integrated pillars.

Individual Coaching
Targeted 1:1 engagements delivered during the career junctures that matter most

Team Leadership Programs
Cohort-based training tailored for each level of the firm, from Associates to MDs

Organizational Initiatives
Programs delivered across the organization for firm-wide cohesion

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- ABOUT MICHELLE FRIEDMAN, MA, PCC

Meet our founder and head coach

With over 30 years in the financial services sector, Michelle’s core philosophy is that culture isn’t perks and slogans — it’s the day‑to‑day experience of working together well. And that’s shaped by how leaders behave, coach, communicate, and model behavior.

Her deep expertise in financial services and experience as a certified executive coach, organizational consultant, facilitator, and speaker are the foundation of what makes AWC an impactful growth partner.

MORE ABOUT MICHELLE