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

Alright, Tania thanks for taking the time to share your stories and insights with us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

WayFinder began as an idea that I had been developing for years. I’ve spent most of my career in higher education, as a professor, administrator, and advisor. Over time, I kept encountering the same issue: many talented, driven, and capable students lacked access to the kind of guidance that truly makes a difference in the college admissions process. I witnessed students and families doing their best yet feeling overwhelmed, misinformed, or excluded.

So, I decided to take action.

I created WayFinder to provide the support I wish more students had, particularly first-generation students, students of color, and those navigating the process without many built-in advantages. I aimed to create something personal, ethical, strategic, and grounded in research and real-world experience.

This isn’t a high-volume, one-size-fits-all practice. I work with a select group of students and families to genuinely understand them, what they care about, where they envision themselves going, and what kind of environment will help them thrive. I integrate my knowledge of higher education systems, admissions trends, and educational research into every conversation, but the work remains focused on the student. We discuss goals, develop effective application strategies, plan significant summer and extracurricular experiences, and craft authentic and impactful essays.

Over time, WayFinder has expanded to include students interested in various paths, including STEM, business, art, athletics, and more. I’ve also collaborated with community organizations and other consultants to increase access and create opportunities for students who might not otherwise be reached.

At its core, this work is about helping students find clarity amid the noise and confidence in themselves. That’s what WayFinder represents: clearing the path and assisting students in moving forward with purpose.

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 back background and context?

I’m an educator, a higher education professional, and the founder of Wayfinder Educational Consulting, a boutique college admissions counseling practice centered on one goal: helping students find their path forward with clarity, confidence, and strategy.

I entered this work through my own lived experience and professional journey. As a professor, program director, and researcher, I’ve dedicated the past 15+ years to higher education. I’ve collaborated closely with undergraduates, graduate students, first-generation students, and families navigating unfamiliar systems. A consistent theme emerged: students were talented and ambitious but often lacked appropriate guidance. They were working diligently, yet without a clear plan or insider knowledge, they faced disadvantages in the college admissions process.

To address this gap, I founded Wayfinder.

Wayfinder provides one-on-one college admissions counseling, strategic advising for families, essay development support, extracurricular and summer planning, and assistance for students with specialized needs. Be it artistic portfolios, STEM research, business aspirations, or neurodiverse learning profiles. I also work with families exploring international options, dual-degree programs, and scholarship opportunities.

What distinguishes my practice is the depth of insight I bring from my experience within the system. I’m not just providing tips, I’m assisting families in making informed decisions based on institutional priorities, student development theory, and real-world outcomes. I work with a limited number of students each year to ensure that every plan is personal, strategic, and intentional. No hype, no stress-based tactics, just thoughtful guidance and sincere conversations.

I take great pride in the relationships I’ve cultivated with students and families over the years. Witnessing students develop their voices, embrace their stories, and ultimately select schools where they can thrive and not just be accepted is the true victory.

For anyone considering working with me or following Wayfinder, I want to convey this: I believe the college process doesn’t need to be overwhelming or performative. It can be empowering if you have the right support. That’s what I’m here to provide: expert guidance, clear strategy, and student-first advising grounded in care and evidence, free from pressure or prestige-chasing.

Wayfinder focuses on helping students progress—not solely to college, but toward their own goals, with purpose and direction.

What’s been the most effective strategy for growing your clientele?

The most effective strategy has been word-of-mouth referrals from families I’ve worked with and educators who know and trust what I do. When people have a good experience and feel genuinely supported, they talk. And that’s where most of my growth has come from.

I’ve also intentionally shown up in spaces where families seek help. I offer free or low-cost workshops through schools and community organizations, not just as a marketing tool, but because I really believe in demystifying this process. Those sessions often turn into deeper relationships with families who realize they want more individualized support.

I’ve slowly built a presence on social media, not to go viral or chase trends, but to share useful insights, highlight student stories, and make the process more accessible.

I don’t overpromise. I don’t sell the dream school fantasy. I focus on being clear, strategic, and responsive. That’s what families remember and keep them coming back or sending others my way.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

Start With Why by Simon Sinek helped me articulate what makes my approach different and why that matters to the families I work with. I don’t run a college counseling business just to help students get into selective schools. I’m in this to increase access, build student agency, and make higher ed work better for people on the margins. That clarity has been a compass for every decision I make.

Contact Info:

• Website: https://www.yourwayfinder.com
• Instagram: @dr.abouzeide
• Linkedin: www.linkedin.com/in/ tania-abouzeide

Image Credits

Photographer: Irina Slizkaya