VoicED was founded by Ava Gencheva, an educator, former school director, and admissions reader with decades of experience guiding students through highly selective academic environments. After working on both sides of the admissions process — leading schools and reviewing applications — Ava saw a consistent pattern: many students with strong academic profiles were underprepared to articulate who they were, why their interests mattered, and how their experiences connected. At the same time, families were often pushed toward last-minute, fragmented solutions that focused on appearances rather than development.

VoicED was created to address that gap.

Rather than offering transactional admissions coaching, VoicED provides a long-term, integrated approach that combines academic planning, intellectual development, writing instruction, and strategic execution—all in one place. Students are educated as they prepare. They learn who they are, what their elevator pitch is, how the system works, why certain choices matter, and how to make decisions with clarity rather than pressure.

What distinguishes VoicED is not a single tactic, program, or year of support, but the continuity of the process.  From early high school planning through application strategy and beyond acceptance, students are guided through each stage with structure, intention, and context. 

Families do not need to assemble a team or chase disconnected advice; the full arc is handled cohesively.

The goal is not simply admission to a selective college, but the development of students who are confident thinkers, strong communicators, and prepared for the academic and personal demands of university life.

That is the philosophy behind VoicED and the reason families seek us out early and stay through the entire process.