Ellen Bao, founder and managing director of the boarding school placement firm Schoolsgroup Education Group, which also operates under the name GrandVision Education, says the industry’s real value sits in people, not property or heavy infrastructure. In a recent interview, Bao described the education placement sector as “relatively asset-light,” arguing that expertise and team quality determine whether a business thrives. She said that a strong, ethical approach to client work can build a profitable company while genuinely changing outcomes for students and their families.
Building a brand in a crowded market
Bao is currently focused on turning Schoolsgroup into what she calls a “recognised and influential brand” within its niche. The company, she said, has managed to challenge established competitors with more than 20 years of experience in just five years of operation. That growth now has the firm looking beyond the UK and developing new education products for other markets.
She pointed to building the company from the ground up as her proudest achievement. The process taught her that reputation takes time to earn, but consistency and trust compound over the long run. “Staying focused on what you do well can be more powerful than trying to do everything,” she said.
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Her daily routine reflects that philosophy. Bao checks the websites and news feeds of the UK schools she works with every day, watching for small shifts in priorities or market signals. Those details often surface early hints about where the sector is heading.
Pushing for higher professional standards
Asked what she would change about the sector, Bao said she wants to see higher professional standards as the market gets tougher. She believes the future belongs to businesses with real expertise and a strong commitment to quality, rather than those competing on price or volume alone. A more professional market would serve students, families, and the industry better overall, she argued.
That kind of positioning is easier said than done in a field where newcomers often chase broad appeal. Her advice to anyone starting out is direct: don’t try to be everything to everyone. Find a niche, build real expertise, and focus on doing one thing really well.
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Her comments arrive at a time when education placement firms face mounting pressure from digital platforms and shifting student mobility patterns. The companies that survive won’t be the ones with the biggest marketing budgets, but those that can demonstrate genuine, repeatable value to families making high-stakes decisions about boarding schools.
Bao described herself as commercially savvy and principled, adding that she is always looking for new opportunities while staying disciplined about what the company takes on. That balance keeps the business profitable without losing sight of its core mission.
