We help families and schools find the right fit.
Every great enrollment starts with the same thing: a family that believes in the school, a student who can thrive there, and a community that becomes stronger because they joined it.
ParentLead helps make those matches happen by connecting prospective families with trusted current parents while their decisions are still taking shape.
Why We Built ParentLead
We enrolled our own children in private schools, then gladly served on boards and committees, helped with open houses, and spoke with countless families considering enrollment.
And we kept seeing the same thing: websites, tours, academics, tuition, and reputation all mattered—but families often gained the greatest confidence about fit after talking with current parents.
Those conversations were powerful. But they usually happened by chance, through personal relationships, and often late in the enrollment process.
Meanwhile, schools were investing heavily in websites, CRM systems, advertising, and enrollment events—while some of the most influential conversations were still happening informally, or not happening at all.
We built ParentLead to help schools make those conversations happen intentionally, earlier, and at scale—without taking the humanity out of them.
Technology Should Make Enrollment More Human.
ParentLead was designed with the realities of K-12 private school enrollment in mind. We understood that every parent is busy and wants things easier. We know enrollment offices are often understaffed, implementation must be simple, parent privacy matters deeply, and parent ambassadors should never feel overburdened.
Easy to Launch
Designed to launch in under an hour. Setup involves placing a banner on your website, and asking at least one current parent ambassador to opt-in to participate.
Easy to Manage
Designed to require only minutes of admissions staff time each week. The system is automated—matching, introductions, and notifications happen without staff intervention.
Voluntary Opt-Ins
Every participant—prospective parent and ambassadors alike— explicitly opts in before joining the program. Phone numbers and last names are masked throughout.
Flexible for Admissions
Admissions chooses their level of involvement. They are part of every conversation but let the parents lead. Admissions can monitor or actively engage and always has access to the entire chat transcript.
Respectful of Ambassador Parents
Each one handles no more than two prospect conversations per week—keeping the experience genuine and manageable without burning out your advocates.
Full Visibility
Your dashboard and reports show all opt-ins, all connections, and can offer full transcripts. Download new prospect leads directly to your CRM.
What We Believe
Technology will continue to change how families research schools. But choosing a school will always be deeply personal.
Families want to understand not only what a school offers, but what it feels like to belong there. Current parents are uniquely positioned to help answer that question.
Our goal is to use technology to make those human conversations easier—not replace them.
Our Leadership Team
Built by parents, school supporters, and technology leaders who believe enrollment decisions are deeply personal.
Brian Lawe
Brian believes families thrive when they find schools aligned with their values and community expectations. After relocating his family, he served on the board of his children's independent Catholic school—helping grow enrollment from fewer than 100 students to more than 600. He led open houses, supported recruitment campaigns, and personally welcomed new families into the school community.
Professionally, Brian holds an undergraduate degree from Texas Christian University and a masters degree from Harvard University. He has held strategic planning roles at American Airlines, IBM, and The New York Times Company. He has founded multiple SaaS businesses in communication and enrollment, including HelloCampus, a platform that connected colleges with prospective students during COVID.
ParentLead reflects Brian's belief that trusted parent conversations remain one of the most important parts of the school selection process.
Michelle Atkins
Michelle brings years of hands-on school community involvement to ParentLead. As a parent of two children at a STEM-focused charter school in the Atlanta area, she actively supported enrollment, parent engagement, and student programs—founding the school's Robotics Booster Club and helping develop updated family and student commitment standards to strengthen school culture.
She believes schools thrive when families feel connected, informed, and personally invested in the community. Her experience as both a parent and school volunteer gives ParentLead valuable insight into how families evaluate schools and what makes parent conversations meaningful and trustworthy.
Before focusing on school and family initiatives, Michelle worked as a researcher for a specialty chemical company.
Arturo De Laguardia
Arturo leads the technology development and operational infrastructure behind ParentLead, specializing in scalable communication systems that are reliable, secure, and easy for schools and families to use. He holds a degree from the National University of La Plata (UNLP) in Argentina and has spent his career building software platforms focused on communication, automation, and user experience.
At ParentLead, Arturo oversees the parent matching engine, messaging workflows, reporting, and platform reliability— helping schools engage families through simple, seamless technology.
Help More Best-Fit Families Discover Your School.
Pilot ParentLead free for 90 days and see whether earlier parent conversations help more families take the next step.
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