These proceedings present highlights of recent measurements of Higgs boson coupling properties in fermion decay channels, based on Run 2 + Run 3 data collected by the ATLAS detector at the LHC. They include the cross-section measurements of Lorentz-boosted H $\rightarrow$ $b\bar{b}$ and $\tau \tau$ decays, which led to the most precise determination to date of boosted Higgs boson production and the first evidence of these decays at high momenta. They also summarise the searches for H $\rightarrow$ $b\bar{b}$ and H $\rightarrow$ $c\bar{c}$ in the Vector Boson Fusion production mode and their combination with previous analyses to improve the sensitivity to this low cross-section signal process. The analyses presented in these proceedings benefit from major advances in transformer-based machine-learning techniques for jet flavour tagging, jet invariant-mass reconstruction and di-$\tau$ identification.