Founder went from polytechnic to Columbia, now helps others

This article is a part of Startup Spotlight, a series that features young, up-and-coming startups.

Photo credit: Sedifly

Founder Joash Lee has worked across different parts of the educational consulting industry. He first navigated it as a polytechnic student who gained admission to Columbia University.

He later helped scale products generating over US$20 million in revenue at a consulting firm, where he identified a gap for more accessible guidance. This led him to build Sedifly, an edtech firm focused on supporting capable students who are often priced out of premium services.

😟 Problem

Getting into elite universities is increasingly difficult. Acceptance rates at Ivy League schools have fallen sharply over the past 30 years, with Harvard now admitting only 3% to 4% of applicants. This intensifies global competition for a limited number of spots.

At the same time, high-quality admissions guidance remains expensive. Professional consulting can cost from S$20,000 (US$15,600) to over S$1 million (US$781,000), making it inaccessible for most families.

This creates a “sandwich class” of students who lack the resources for premium support but do not qualify for nonprofit aid.

💡 Solution

Sedifly provides structured, end-to-end admissions support to help students get into top universities. It combines personalized mentorship with a system-driven approach to guide students through the complex application journey.

• Personalized roadmaps: Each student is paired with a mentor and receives a plan covering academics, extracurriculars, essays, and interviews.
• Trackable steps: The process is broken down into clear, manageable tasks so students always know what to do next.
• Tiered programs: The firm offers a range of programs, from long-term tracks like Greenhouse to more affordable options like Speedy Prep.

Image credit: Sedifly

📊 Market size

The opportunity in Singapore alone is significant. There are over 100,000 students in Grades 9 to 12, with an estimated 10% pursuing overseas studies.

Assuming 50% of these students use a consultant and a lifetime value of S$10,000 (US$7,800), the total addressable market in Singapore is S$50 million (US$39 million). The company notes this is a conservative estimate, as it also operates across Southeast Asia and plans for global expansion.

🤝 Team

• Joash Lee. Founder and CEO. He previously scaled multiple products, generating over US$20 million annual revenue at a large educational consulting firm.
• Elisabeth Kristanti. Country manager for Singapore. She has over seven years of commercial experience and grew a previous firm’s Indonesian business to nearly US$3 million ARR.
• George Baxter. Head of US consulting. A Harvard graduate, he has more than a decade of experience helping students gain admission to Ivy League schools.

🚀 Traction

🏆 Competition

💰 Financials

🚩 Risks