Crystal Tate

I attribute my success especially since the last 3 years to diving more into business development, thinking about how things have always been done in my industry and how I could do it differently, and that willingness to pivot. We came from a service center model which was archaic, so I built my own system and created my own service center. A girlfriend and I launched it and it went from nothing to hundreds of clients quickly. Being aware and taking opportunities like partnering with PTAs or financial advisors to expand reach and make college planning affordable at $97 a month.

The best career advice I've received is from being in Strategic Coach for my third year now, after reading 10X is easier than 2X. It is about mindset shifts of how you run your business, working on your business instead of in your business, taking time to think about your thinking, and having enough space on your calendar to be bored and think about the next iteration or what's going to be beneficial. A lot of entrepreneurs get stuck in the grind, and once you see the other side, taking that time to have space on your calendar to get things done and think in a way that moves the needle is key.

One of the biggest challenges in college planning right now is that families are navigating an increasingly complex landscape. College costs continue to rise, admissions practices are evolving, and families have access to more information than ever—but that doesn’t necessarily mean they know how to make better decisions.

At the same time, I think that creates a tremendous opportunity. Families are becoming more aware that college planning can’t just be about getting into a good school. We need to look at the entire picture: academic and social fit, career goals, admissions strategy, and, importantly, what a family can realistically afford.

There is also a growing opportunity to start these conversations earlier. When families understand their options before senior year, they have much more ability to make strategic decisions about course selection, college lists, scholarships, financial aid, and how much they are ultimately willing to invest in a degree.

For me, the opportunity is really about helping families move away from simply asking, “Where can my student get in?” and toward asking, “Which colleges make sense academically, personally, and financially—and will help this student reach their long-term goals?”

The values that are most important to me are integrity, education, accessibility, and creating a meaningful impact for others.

In my work, I believe families deserve clear, honest information so they can make informed decisions. College is one of the largest investments many families will make, and I take seriously the responsibility of helping them understand both the opportunities and the financial realities of those choices. I also strongly believe that access to good information and guidance shouldn’t be limited to families who already understand how to navigate the system.

Personally, family is incredibly important to me, as is creating a life with purpose and balance. I want my daughter to see that it’s possible to build something meaningful, work hard, help other people, and still make time for the people and experiences that matter most.

Ultimately, whether it’s in my business or my personal life, I try to make decisions based on whether I’m being genuine, creating value, and leaving people better informed and more confident than when they came to me.