Sedifly Appoints Harvard Alumnus George Baxter to Lead US Consulting Division

Singapore-based EdTech startup Sedifly has appointed George Baxter as Head of US Consulting, strengthening its academic leadership as the company accelerates growth and expansion.

The appointment follows the recent hiring of Patrick C., an alumnus of University of Cambridge, as Vice President of Student and Career Development. Together, these leadership additions signal Sedifly’s strategic focus on enhancing its academic capabilities and scaling its global footprint.

Strengthening Academic Leadership

Baxter brings more than a decade of experience in college admissions consulting. He began his career as one of the early strategy consultants at a leading global education consulting firm, where he later became one of the first department heads overseeing operations across EMEA and the Americas.

Over the course of his career, Baxter has led both US and UK admissions consulting teams and subsequently transitioned into sales and business development roles, contributing to the firm’s global growth.

A graduate of Harvard University and University College London, Baxter has worked closely with more than 500 students individually and thousands in group settings. His students have secured admissions to top institutions including Stanford University, Massachusetts Institute of Technology, University of Oxford, and University of Cambridge, among others.

Leadership Commentary

“The industry knows George to be among the top educational consultants globally,” said Joash Lee, Founder and CEO of Sedifly. “As one of the pioneers in the field, he has played a key role in shaping the industry, and we are confident our students will benefit from his expertise.”

Baxter noted that the education consulting landscape is shifting toward more personalized and scalable models.

“Educational consulting has historically been inaccessible to many students due to high costs. I believe all students should have the opportunity to access guidance that can transform their lives,” he said. “Sedifly’s mission and tech-enabled platform make it an exciting place to drive that change.”

Driving Growth and Expansion

In his new role, Baxter will report directly to the CEO and collaborate with Sedifly’s executive leadership team to lead the US Consulting division. His responsibilities will include training and development, curriculum design, internal frameworks, and overall service delivery.

His appointment comes as Sedifly expands its presence in Singapore and prepares for broader growth across Southeast Asia and beyond.

The company has also launched GREENHOUSE by Sedifly, a high-touch program designed to provide global students with curated educational experiences, including mentorship from former Ivy League admissions officers and networking opportunities with senior business leaders.

Strong Early Momentum

Founded less than a year ago, Sedifly has demonstrated rapid growth. Through its proprietary “Aptitude Cultivation” framework, the company reports that all of its students have secured admission into at least one of their top five university choices, including Global Top 20 institutions.

Sedifly is on track to surpass $1 million in revenue by the end of 2026 while maintaining profitability. The startup has already crossed $500,000 in cumulative revenue and funding, supported by a 3x oversubscribed pre-seed round.

The company has also received institutional backing from Enterprise Singapore, Pollinate, and Ngee Ann Polytechnic through non-dilutive grants, alongside distribution partnerships with Lumiere Education.

Looking Ahead

To support its expansion, Sedifly is assembling a global Board of Advisors comprising senior investors across venture capital and asset management. This advisory group will complement its Board of Directors, including Daniel Ding and Jessie Lim.

As the company continues to invest in talent, technology, and student outcomes, Sedifly is positioning itself as an emerging player to watch in the global EdTech landscape.