We caught up with the brilliant and insightful Candice Williams a few weeks ago and have shared our conversation below.

Candice, thanks for joining us, excited to have you contributing your stories and insights. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

Here’s a more polished and compelling version of your story, while keeping your voice and passion:

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My goal as a teacher has always been to inspire children and build their confidence so they can truly thrive. Early in my career, I began to notice a pattern—so many students in urban communities, especially in Detroit, were struggling with literacy.

I’ll never forget the moment that changed everything for me. One of my fourth-grade students couldn’t identify letters or sounds. She didn’t recognize basic preschool sight words. It was heartbreaking. I couldn’t understand how she had been passed along without learning how to read. That moment made it clear: something had to change.

I also saw how reading and writing instruction often felt “boring” or overwhelming for students—especially those who lacked strong foundational skills. Over time, many of these children began to lose confidence in themselves. They started to disengage from school because they no longer saw themselves as capable or successful.

I knew I wanted to create something different—a space where reading and writing felt engaging, empowering, and accessible. A place where children could learn at their own pace, build real skills, and most importantly, regain confidence in themselves.

That vision became **Urby Education**.

The name itself is intentional: “Ur” represents the urban communities we serve, and “by” symbolizes the butterfly. I believe that when children become strong readers and writers, they gain the confidence to transform into their highest potential—to spread their wings and fly. That transformation, rooted in self-belief, reminds me of a butterfly—something I’ve always found incredibly beautiful and inspiring.

Since its creation, Urby Education has served thousands of children around the world. We launched an online academy where I even taught classes alongside my three-year-old son, making learning both meaningful and personal. Today, our reach has extended to 97 countries—a milestone that continues to inspire and motivate this work.

We’re in year 8 and we’re just getting started.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?

I’m Candice Williams, M.Ed., a Detroit native and Founder and CEO of Urby Education, LLC. As an educator and entrepreneur, I’m passionate about making reading engaging and effective for children. *Detroit Entrepreneur Magazine* named me “The Reading Revolutionary,” which reflects my mission to transform how literacy is taught.

I started Urby Education after witnessing rising illiteracy rates in the Black community and recognizing the need for accessible, culturally responsive literacy support. I created both online and in-person programs for students in grades K–5, focused on making reading fun while building strong foundational skills.

Since then, Urby Education has grown into a global platform. I’ve built a community of over 18,000 followers on Instagram and taught more than 2,000 students across 97 countries through my courses on Udemy. I also create engaging literacy content alongside my son, Justin, who has been my co-teacher from an early age.

I previously co-hosted *The Teacher’s Lounge Talk Show*, which aired for five seasons, and my work has been featured by several organizations and publications. I’ve partnered with groups such as United Way of Southeastern Michigan, Diversified Community Services, DPSCD, University Prep Schools, Cornerstone Schools, Thermo Fisher Scientific, Brilliant Detroit, and Focus: HOPE to expand access to hands-on literacy resources.

In 2022, I opened the Urby Education Learning Center in Oak Park, Michigan, where we served students from Pre-K through 10th grade. I’ve since launched the Urby Education Foundation a nonprofit to support my vision of reopening a larger literacy center in Detroit. My work and blogs have been featured with major companies such as Constructive Playthings, TeeRead, Teacher’s Connect, Really Good Stuff, We Empower Magazine, Voyage Michigan, and School Banks.

Beyond education, I’m also a licensed realtor and co-founder of Aspire Care and Housing LLC, an affordable housing company that supports individuals and families in transition who are seeking a fresh start.

Everything I do is rooted in my mission to help children become confident readers and writers so they can thrive in school and beyond.

Can you tell us about a time you’ve had to pivot?

When I first started Urby Education in 2018, my goal was to create an online reading academy for kids in Pre-K through 3rd grade. I started on platforms like Udemy, and honestly, one of the most special parts was that my son—who was just 3 at the time—and I were co-teaching those early reader classes together. We ended up reaching over 2,000 students, which was amazing.

I worked really hard, saved money from tutoring, and poured it all back into building my online academy. I spent about four months working with a branding and marketing team—filming, editing, and getting everything ready for the official launch.

And then… COVID hit.

At that point, families were just overwhelmed with online learning. What parents really wanted was in-person, hands-on support for their kids. So after putting in all that time and money, I had to make a decision—and I chose to pivot.

We still offered some virtual programs, but by fall 2022, I opened my first Urby Education Literacy Center in Oak Park, Michigan. That allowed us to really connect with students in person through tutoring, summer camps, and hands-on reading programs.

And honestly, that pivot changed everything. It led to more grants, more partnerships, and more opportunities to serve not just students at our center, but also in schools and youth programs.

So I always say—there’s real power in a pivot. You never know what God has in store, but sometimes that shift is exactly what you need to grow.

We’d love to hear the story of how you built up your social media audience?

My whole perspective on social media changed when I started Urby Education. Before that, I kind of used it like a personal vlog or diary—but once I stepped into entrepreneurship, I realized it could actually be a powerful marketing and networking tool.

So I invested in learning. I hired social media managers who helped me understand storytelling, branding, and how to show up online with intention. That guidance really made a difference—it led to partnerships with companies like Really Good Stuff, Tee Read, and Constructive Playthings.

One of the biggest lessons I learned was the importance of building a niche audience. Once I figured out how to create content that truly connected with my community, everything started to click. Eventually, I stepped into the role of managing and marketing Urby Education myself.

I leaned into creating content that felt authentic—sharing humorous and relatable moments from my life as a parent, educator, and entrepreneur. That’s what really helped me grow my following and build a supportive community.

If I could give any advice, it would be this: social media is the engine behind your brand. Without it, you can still move forward—but you’re doing it the hard way. When used intentionally, it can open doors, expand your reach, and connect you to the audience you’re meant to serve.

Contact Info:

• Website: https://linktr.ee/urbyedu
• Instagram: https://www.instagram.com/urbyeducation/
• Facebook: https://www.facebook.com/urbyedu
• Linkedin: https://www.linkedin.com/in/candice-williams-b5582417b
• Youtube: https://youtu.be/12MfMEKHK1Q
• Other: https://www.udemy.com/user/candice-m-williams/?srsltid=AfmBOorMChNstVA4Q7AWW8Myh2amfcXYRg_kBAsdIxWRUz93tChco6m4