When we started thinking about college for our two sons, we were stunned by how overwhelming, confusing, and ridiculously expensive the whole process was. Just like you, we'd do anything for our kids — but plunging our family into massive debt and pillaging our retirement felt like a risk we couldn’t afford to take.

As professional marketers, we saw through the B.S. and recognized what was going on: colleges, rankings, SAT companies, and consultants were pushing fear, anxiety, and status-driven hype. The more stressed parents became, the more money these institutions made.

It’s a broken, profit-driven system designed to make parents feel powerless.

So we took matters into our own hands. We dove deep into research, consulted the experts, sifted through mountains of conflicting advice, and extracted only what mattered most. (We've always been good at distilling complex information into clear, actionable steps—so that’s exactly what we did.)