Her Story
About Lora
Lora Georgieva is the Founder and Certified College Planner at Destination College, a college planning and education consulting firm based in Vernon Hills, Illinois. Since establishing the firm in 2010, she has specialized in helping high school students and their families navigate college admissions, financial aid, scholarships, and college affordability strategies. With more than 16 years of experience, she has guided families through personalized planning designed to maximize financial aid opportunities while helping students gain admission to colleges that align with their academic and career goals.
Originally from Bulgaria, Lora earned bachelor's degrees in Accounting and Actuarial Science before transitioning from a career in financial services into college planning. She became a Certified College Planner through NICCP in 2010, becoming one of only a small number of professionals in Illinois to hold the credential at the time.
Beyond her professional work, Lora founded the nonprofit Care NFP, which supports homeless students, refugees, and financially disadvantaged families in accessing higher education. She is actively involved in community service through charitable donations, volunteer work, and educational outreach. Her contributions to education and business were recognized with the Influential Women in Business Award from the Daily Herald in Chicago in 2017.
Her Interview
Ten minutes with Lora
01What do you attribute your success to?
I attribute my success to experiencing failure and learning from it. Hitting rock bottom a couple of times taught me resilience, perseverance, and how to grow through adversity. Those experiences ultimately led me to success, and I believe that every setback creates an opportunity to achieve something greater.
02What’s the best career advice you’ve ever received?
The best career advice I've ever received is that life begins at the end of your comfort zone. I keep that reminder behind my desk because it encourages me to challenge myself every day. Growth happens when we embrace discomfort, take risks, and continuously push beyond our perceived limits. I also credit my first business coach, Norm Ross, for encouraging me to believe in myself and helping shape my professional journey.
03What advice would you give to young women entering your industry?
I would encourage young women not to be afraid of failure—and even more importantly, not to be afraid to try. Failure is often the pathway to growth and success. While artificial intelligence can be a valuable tool, it should never replace genuine human relationships. Build meaningful personal connections, meet with university faculty and professionals, seek mentorship, and advocate for yourself. Don't simply follow traditional paths if they limit your potential; have the courage to create your own opportunities.
04What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges today is the increasing reliance on artificial intelligence. While AI offers tremendous opportunities, many families depend on it without fully understanding the complexities of college admissions and financial aid, which can lead to costly mistakes. Another major challenge is that many students and parents begin the planning process too late, often realizing they cannot afford college only after receiving admissions offers. College planning requires the same level of professional guidance as working with a doctor or accountant, and families benefit greatly from seeking expert advice early in the process.
05What values are most important to you in your work and personal life?
In my professional life, I value balance, innovation, teamwork, collaboration, and working with self-motivated individuals who take initiative without requiring constant direction. I enjoy helping driven students achieve meaningful goals through personalized planning and strategic guidance.
In my personal life, I value honesty, kindness, loyalty, and surrounding myself with positive, outgoing people. I believe strong relationships, integrity, and supporting others are fundamental to both personal fulfillment and long-term success.
Join Influential Women and start making an impact. Register now.