Cover Ayesha Dayaram, founder of The Art of the Application (Photo: courtesy of KPMG)
Ayesha Dayaram, founder of The Art of the Application (Photo: courtesy of KPMG)
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Through her consultancy, The Art of the Application, Ayesha Dayaram is moving beyond simple essay editing to offer a holistic “performance optimisation” model that has already landed Filipino students seats at Yale, Stanford and Cambridge
The college admissions process can feel overwhelming, even for the most driven students. At 17, Ayesha Dayaram juggled academics, journalism and competitive tennis while navigating US college applications with limited guidance. She realised that aspiring students needed more than information; they needed structured support, emotional guidance and a strategy that could unify diverse achievements into a compelling narrative. That insight became the foundation for The Art of the Application.
Dayaram launched the consultancy in her late 20s after years in corporate strategy and advisory roles across Silicon Valley and Hong Kong. Convincing families to invest in long-term admissions coaching required building trust and credibility, particularly as a young founder. She leveraged her international experience and corporate background to offer a holistic approach, combining performance optimisation in academics and athletics with strategic application guidance.
Dayaram focuses on cultivating skills that endure beyond applications—storytelling, public speaking and the ability to synthesise achievements into a cohesive personal brand.
Recent milestones include students gaining entry to Yale, Stanford, Cambridge and the London School of Economics, alongside sustained growth through referrals rather than traditional marketing. Looking ahead, Dayaram aims to integrate AI tools for standardised testing while expanding career guidance for young professionals.
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Above The Art of the Application is the only business in the Philippines that offers end-to-end admissions consultancy (Photo: Pexels)
The Art of the Application is the only business in the Philippines that offers end-to-end admissions consultancy (Photo: Pexels)
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Q&A
What inspired you to start your business? Was there a specific gap or opportunity in the market that others overlooked?
When I applied to colleges in the U.S. at 17, I felt completely overwhelmed by the process. I had diverse yet competing interests: academics, tennis and journalism, and was unsure of how to unify them into a compelling admissions story. My parents were well-intentioned but unfamiliar with international admissions systems. Even at one of the Philippines’ most reputable high schools, I didn’t feel I had the support I needed.
I was also a former nationally ranked junior tennis player, but lacked insight into the athletic recruitment process and how to manage the academic rigour of IB alongside an equally demanding sport.
Looking back, I realised I needed much more than just information. I needed tailored guidance and emotional support during an incredibly high-pressure time. In many ways, The Art of the Application is a love letter to my younger self and to every ambitious student navigating a similar journey.
What were the biggest challenges you faced in building the company?
I launched the business in my late 20s and spent years in the corporate world in San Francisco and Hong Kong before delving into admissions counselling. In places like the US, Hong Kong and even the Middle East, admissions consulting is well established. In Manila, I had to build both trust and awareness.
The value proposition I presented was simple. We hire coaches to refine athletic performance and tutors to strengthen academic mastery. Why approach college admissions, a complex and competitive process, without the same level of guidance?
However, I had to justify my credibility because of my relatively young age and the investment required by a dedicated admissions consultant. Admissions counselling is an investment and often a long-term one, as I work with clients for up to five years. Convincing families of that long-term value and partnership, especially as a relatively young founder, was one of the biggest early challenges.
Internally, the shift was significant as well. I went from representing global corporations to building the weight and legitimacy of my own name. It required a different kind of confidence and discipline.
Above Acceptances at the top schools in the US and UK are razor-thin, presently hovering at four to five per cent (Photo: Pexels)
Acceptances at the top schools in the US and UK are razor-thin, presently hovering at four to five per cent (Photo: Pexels)
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What makes us different?
We are the only business in the Philippines that offers end-to-end admissions consultancy, from pre-high school support and college essay writing to SAT prep. We emphasise early-stage planning to optimise for successful outcomes. I always say you need an early start to get into your dream school.
I think our biggest differentiators are twofold: our focus on performance optimisation and my prior experience in the corporate world as an international student who has studied in the US, France and Singapore.
Many parents don’t realise the extraordinary pressure on teenagers to perform consistently well on standardised tests like the SATs or on high-performing sports teams, while undergoing emotional and hormonal changes. Recognising this and equipping our clients with the relevant performance optimisation tools is what sets us apart.
Most admissions consultants have only worked exclusively as guidance counsellors or in admissions consulting. Through my corporate experience and MBA, my aperture has widened, enabling me to help my clients develop skills that will serve them both in the admissions process and later in their careers.
My time at companies like HSBC, Gap and eBay informs the way I think about both course and college selection. I am constantly thinking about how to develop not only students who will secure acceptances to the best universities globally, but also how to make them more compelling to employers and, eventually, grad schools.
How do you navigate through the changing economic, political and social climate?
Acceptances at the top schools in the US and UK are razor-thin, presently hovering at four to five per cent. With geopolitical concerns in the US, there are two interesting outcomes. For international students, it is becoming slightly easier to get into top schools due to declining international applications and the reinstatement of the SAT. Conversely, for other students, diversifying geographies and applying to countries like Singapore, the UAE, Australia and even Japan, has become top of mind.
Above Skills like storytelling and public speaking are increasingly important to today’s student and are key focus areas for The Art of the Application (Photo: Pexels)
Skills like storytelling and public speaking are increasingly important to today’s student and are key focus areas for The Art of the Application (Photo: Pexels)
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As you look toward 2026, what is your long-term vision for the business?
The use of AI in our business, particularly for standardised tests, has been a game-changer in our work. We are continuing to develop it in 2026.
Beyond digital innovation, we are also working closely with students to develop skills that are atrophying amid the ubiquity of AI and hampered by years spent on Zoom during the pandemic. Skills like storytelling and public speaking are increasingly important to today’s student and are key focus areas for The Art of the Application.
Long term, we hope to continue growing and remain the market leader in Southeast Asia for holistic admissions consulting.
To also build out our career counselling practice, as I’m equally passionate about supporting young professionals in the corporate world.
Are there any professional or personal milestones over the past 24 months that you would like to highlight?
I think our growth and acceptance in the market, and most importantly, the long-term relationships I’ve cultivated with both my clients and their families. Our business largely relies on word of mouth and referrals. I have yet to pursue traditional marketing, so it’s really gratifying that a lot of our clients come from the siblings or family members of past clients who have already graduated.
Additionally, our clients have received acceptances from top undergraduate and graduate schools, including Yale, Stanford, Cambridge and the London School of Economics.
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Angela Nicole Regis Guiral is the assistant digital editor of Tatler Philippines. She studied journalism and has since written features that look closely at how culture, lifestyle and social impact converge, while occasionally wandering into the worlds of style and travel.
