Our Mission
Our Mission, the reason that we exist, is to transform higher‑ed enrollment management with advanced AI to reduce costs, eliminate bias, and expand equitable access for every student.
OUR STORY
Geoff Baird
Founder & CEO
Outdated Tools. A Collision of Forces.
A New Way Forward for Enrollment Management.
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Over the past 35 years, I’ve worked across dozens of industries — from enterprise computing systems to major appliances to mobile technology. But when I entered higher education a decade ago to lead the financial and operational turnaround of colleges, I didn’t expect to face the most complex challenge of my career: enrollment management.
What I found was an industry defined by urgency — but constrained by outdated tools.
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Counselors were overloaded. Decisions were driven by instinct. Data rarely translated into clear action. Teams were expected to do more — with less clarity, less time, and often, less support. While other industries leaned on machine learning to drive precision, enrollment was left guessing.
What makes our story different is that we didn’t build enroll ml for the industry. We built it for our own teams.
We deployed it, proved it, and used it successfully for two years before ever offering it more broadly. That’s why we so often hear,
“This is the tool I’ve always wanted to build.”
Because it was built in the trenches — under the daily weight of the enrollment calendar. enroll ml wasn’t designed in theory. It was forged in practice.
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Today, enroll ml supports dozens of institutions across the country. And while machine learning powers the platform, it doesn’t replace the humans behind the work — it empowers them.
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It gives admissions teams:
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The speed to act in real time
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The insight to build stronger connections
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The clarity to focus where it matters most
The result?
A better experience for institutions.
A smarter, more focused team.
And most importantly — better outcomes for the students we serve.
At enroll ml, most of us come from admissions.
We’ve been counselors, territory managers, Deans, VPs, Presidents, and Trustees. We’ve stood behind the table at high school visits, managed reading seasons, built scholarship models, and sat in strategy sessions late into yield season. We know the pressure of shaping a class — and the invisible effort it takes to get there.
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What unites us at enroll ml isn’t just experience — it’s conviction. When we saw the potential of machine learning to fundamentally improve how enrollment is done, we knew we had to be part of it. Not as outsiders looking in, but as insiders driving change. We built enroll ml to serve the work we know firsthand — the real decisions, the real pressure, the real students behind every data point.
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This isn’t just software to us. It’s a commitment to the profession we’ve spent our careers in. We’re here to make admissions teams — and the students they serve — more successful. For many of us, it’s been and continues to be our life’s work.