About us
We help students choose with confidence — because our founder learned the hard way.
Our founder
Meet our founder and lead strategist, Grace.
Grace chose to study Architecture. It was the sensible choice — and only later, working in project management, did she take a step back and ask what she really wanted to do. That experience shaped the question behind everything we do: what if students took that step back before university, not after?
Grace graduated from the University of Cambridge with a first-class degree with distinction, and has spent over five years helping students win places at top global universities, including Oxbridge and the Ivy League, alongside two years in project management.
Across years of tutoring, she kept seeing the same three problems:
No framework
Choosing a university subject is one of the biggest decisions most teenagers have ever made — yet nobody gives them a structured way to make it.
Starting too late
By the time most students think seriously about their application, the luxury of time is gone — no window left for work experience or a research project that would strengthen their case.
Nothing to say
When applications began, many students couldn't say why they'd chosen their subject or what they cared about. They'd never explored it, never built a library of things done and learnt — making a strong application very hard to write.
Discovering the principles of Ikigai gave Grace the framework she'd been missing: a way to help students dig deeper into their passions, strengths and priorities, and understand why they're choosing this for themselves. And her project management background supplied the other half — designing roadmaps and managing timelines, transferred to student journeys, so there's time to build a profile rather than a scramble to fill an essay.
Founding principle
Dig deeper into a student's passions, strengths and priorities, and the application process comes naturally.
Essays and interviews feel organic and personal rather than rehearsed — because they're built on a genuine interest, nourished over the long term, with skills learnt along the way from specialist tutors who enhance the application rather than hold it together.
Our team
Led by Grace, supported by specialists.
Our strategy work is led by Grace, who brings 400+ hours of mentoring experience with a leading 5★-rated educational consultancy and 65 students mentored to date. She is supported by a network of specialist tutors — current or recently graduated students at top global universities, each selected through a careful interview process and matched to every student's way of learning.
Free · no obligation