Recorded live at the 2026 ASU+GSV Summit in San Diego, this session featured Jess Wang, Chief Operating Officer at Presence; Amanda Kocon, Chief Strategy and Operating Officer at Edmentum, Inc.; Christine Glandorf, Vice President of Business Development at Outschool; Jinal Jhaveri, Founder and CEO at SchoolMint; Lauren Bender, Chief Commercial Officer at Odyssey; and Dante Iacovella, Co-Head of Education Software at William Blair.

The speakers explored how the go-to-market playbook in education was being fundamentally rewritten as funding increasingly followed students. They examined how the system was shifting from centralized procurement to family-driven demand, unlocking new pathways for growth, impact, and innovation across the education ecosystem.

This session focused on how this transformation was powering digital marketplaces, ESA platforms, and direct-to-parent engagement while reshaping how educational products were discovered, trusted, and used. Panelists discussed how leading companies were designing for a B2B2C future, where success depended not only on institutional adoption, but also on effectively reaching and serving families as empowered decision-makers.

The conversation examined how forward-looking teams were turning choice into a growth engine by adapting to rapidly evolving marketplace dynamics. At its core, this session explored the significant opportunity emerging as education became more consumer-driven—highlighting how leaders who understood where the marketplace was headed could help define what excellence looked like in a world of real choice.