Meet Daniel E. Santos | Founder & CEO, Prepory

We had the good fortune of connecting with Daniel E. Santos and we’ve shared our conversation below.

Hi Daniel E., we’d love to hear more about how you thought about starting your own business?
When I started Prepory, it came from a frustration with how confusing the college admissions industry had become. Families were making one of the biggest decisions of their lives with very little clarity about what actually works. I kept seeing either generic advice that didn’t reflect the reality of selective admissions, or consulting that promised results without transparency.

I wanted to build a college admissions advisory firm that combines high-touch human guidance with real evidence. I specifically wanted to build something that would be accessible not just to a mass market, but to people from my own community in South Florida. Prepory was designed around trust and the belief that families deserve to understand the strategy behind every recommendation. We’ve built a deep database that connects student profiles to admissions results, so we can give students and parents honest guidance rooted in patterns and proof, not hype.

We kept the thought process simple. If we were going to ask families to invest time, money, and hope into this process, we needed to build a model that respects that. That means fewer clients per advisor, more personalization, and a focus on helping students tell their story with integrity while making smart, data-informed decisions about where they’ll thrive.

Ultimately, Prepory exists to reduce anxiety and increase clarity. College admissions will always have uncertainty, but families shouldn’t feel like they’re navigating it alone. That’s the business I wanted to create, and it’s still the standard we hold ourselves to today.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Prepory is a Florida-based college admissions advisory firm focused on helping students navigate one of the most important decisions of their lives. What sets us apart is that we combine high-touch, personalized guidance with a deep understanding of admissions trends and outcomes. Over the years, our team has built one of the most comprehensive datasets connecting student profiles to college admissions results, which allows us to give families advice that is both strategic and transparent.

The idea behind Prepory was simply to provide families with the clarity they deserve. Parents were hearing a lot of promises but very little explanation of what actually drives admissions decisions. We wanted to build a firm that approached the process with honesty, thoughtful strategy, and a commitment to helping students find the schools where they will truly thrive.

Like many entrepreneurs, the early years involved constant iteration as we refined our advising model, built the right team, and earned the confidence of families who were navigating a high-stakes process. One of the biggest lessons along the way has been that trust is the most important currency in this field. Families are placing their hopes and their children’s futures in your hands, and that responsibility shapes everything we do.

Today, what I’m most proud of is the impact our team has on students. Every year we work with young people who are building remarkable projects, pursuing ambitious goals, and thinking deeply about the kind of future they want to create.

At the end of the day, Prepory isn’t just about college admissions. It’s about helping students step into the next chapter of their lives with confidence and purpose.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Miami is home for me, so if my best friend came to visit, I’d make sure they actually experienced everything this city has to offer.

We’d start in Little Havana. First thing in the morning, we’re hitting the ventanitas on Calle Ocho. You walk up to the window, order a cafecito, maybe some croquetas and tostadas, and just stand and talk. We’d spend the whole day in the neighborhood, and that night we’d end up at Café La Trova for traditional Cuban food, live salsa, and dancing. If the energy is still going late, we walk over to Ball & Chain and keep the night alive.

Day two, we head to Coconut Grove. People sleep on the Grove, but it’s one of the most beautiful parts of the city. Gorgeous homes, lush streets, a totally different pace. We’d walk around in the morning, grab lunch at CocoWalk, browse the shops, then find a spot in one of the nearby parks to decompress. If anyone in the group is pushing for the beach, I’m taking them to Hallandale. No one wants to actually go to South Beach during the day time.

For shopping days, the options are either Aventura Mall or Bal Harbour Shops. If we end up at Bal Harbour, lunch at Makoto is a must.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I’ve been incredibly fortunate to have mentors and educators who shaped how I think about leadership, education, and responsibility. Some of the most influential people in my life were teachers and advisors who believed in me early on, and I was fortunate enough to receive this support at my school, Somerset Academy, which I attended from elementary school through high school graduation. Their focus wasn’t on outcomes, it was on showing up for students, helping them understand themselves, and unlocking their potential. That philosophy stuck with me.

When we built Prepory, I wanted to recreate that kind of support system for students navigating one of the most important transitions of their lives. College admissions can feel overwhelming, but at its best it’s really about helping young people discover who they are and where they’ll thrive. A lot of the credit for Prepory’s direction goes to the mentors who modeled what thoughtful guidance looks like.

I’d also give a lot of credit to the students and families we work with. Every year we learn from their ambitions, their concerns, and the incredible things they’re building in their communities. They constantly remind us that this work is about helping the next generation step into leadership and opportunity. That responsibility is something our entire team takes seriously.

Website: https://prepory.com/

Instagram: https://www.instagram.com/preporycoaching/

Linkedin: https://www.linkedin.com/company/prepory-coaching

Twitter: https://x.com/preporycoaching

Facebook: https://www.facebook.com/PreporyCoaching/

Youtube: https://www.youtube.com/channel/UCwaJzs4MPunUd78XkmzPX4g

Image Credits
Prepory