Expertise combining insider experience with a personalized, compassionate approach.

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About Journeys Educational Advising

Journeys Educational Advising is a strategic consulting firm supporting families, schools, and organizations navigating the evolving landscape of TK-12 and college education. Founded in the San Francisco Bay Area, Journeys Edu provides clarity, insight, and long-range planning at key decision points, helping individuals and institutions make thoughtful, informed choices that shape meaningful educational paths.

Our work spans three connected areas:

  1. Family advising across grades TK–12, boarding schools, and college

  2. Strategic enrollment and admissions consulting for schools

  3. Organizational guidance for teams looking to strengthen culture, systems, and outcomes

With nearly two decades of experience in independent school and higher-education admissions, Journeys Edu brings a rare combination of deep industry expertise, whole-child understanding, and strategic leadership insight.

Our Philosophy

Education is one of the most important investments any family makes. Institutions understand the sanctity of this responsibility. Both parties deserve clarity, honesty, and a steady partner who understands how the right environment can transform a student or a school community.

Our approach is rooted in three pillars:

  • We help families interpret school cultures and admissions dynamics.

    We help schools analyze enrollment challenges, refine messaging, and build sustainable systems.

  • Students thrive when the environment supports their academic, social-emotional, and developmental needs.

    Schools thrive when leadership, faculty, and admissions operate with aligned purpose.

  • Whether advising a family, a Head of School, or an admissions team, Journeys Edu is a measured, steady partner. Our work centers clarity, empathy, and thoughtful planning.

Meet the Founder & Principal

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  • David Lazo is a nationally respected admissions and enrollment leader with nearly 20 years of experience across independent schools and higher education. His career includes leadership roles at:

    • The College Preparatory School

    • Woodside Priory School

    • Bentley School

    • Stanford University

    • Vanderbilt University

    His background spans K-12 admissions, financial aid management, enrollment strategy, institutional planning, boarding school recruitment, and selective college admissions. This breadth gives him a 360-degree understanding of how students grow, how schools evolve, and how decisions made today shape long-term outcomes.

    David is known for his ability to bring calm, insight, and strategic clarity to complex situations. Families value his grounded, whole-child approach. Schools value his data-informed thinking, leadership experience, and capacity to support teams through enrollment, messaging, and culture-building challenges.

    He has served as faculty for EMA’s Admission Director Institute, consulted with emerging EdTech partners, and presented nationally on enrollment trends, independent school economics, and the future of K–12 admissions.

Who We Serve

  • We support families navigating TK–12, boarding school, and college admissions; families questioning fit; and those needing thoughtful guidance during a transition.

  • We partner with independent schools and parochial schools on:

    • enrollment strategy

    • messaging and positioning

    • admissions systems and operations

    • market analysis

    • financial aid stewardship

    • leadership advising for small teams

  • We advise emerging companies, nonprofits, and educational service providers seeking insight into family experience, enrollment behavior, admissions trends, and school decision-making.

Our Commitment

Journeys Educational Advising exists to bring clarity to complex decisions. Whether we are guiding a student toward the right school, helping a family navigate a critical transition, or working with a Head of School to strengthen an admissions strategy, our goal is simple:

To ensure that every decision is informed, intentional, and aligned with long-term success.

It starts with a conversation.

Complete the form with your information, and we’ll be in touch to schedule a time to talk about how we can help you.