How Jordyn Shapiro Leveled Up Her Tutoring Company With Executive Function Coaching

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Thinking about taking your tutoring practice to the next level, or wondering if executive function coaching could be the missing piece?

In this post, Jordyn Shapiro shares her journey from building a tutoring company as a teen to launching Just Start LA, and how the certification program at the Executive Function Coaching Academy helped her transform her work into holistic coaching that includes executive function coaching to support students and families at every stage.

If you’ve ever thought you needed more years of experience before getting started, Jordyn’s path shows that taking action early and surrounding yourself with the right community can be your greatest advantage.

What is Jordyn's Background?

Jordyn Shapiro is the CEO and Founder of Just Start LA, an educational company dedicated to helping students and families thrive with personalized, holistic support.

Her journey began at 15, when she started tutoring in her community and quickly noticed that many students didn’t just need help with homework, but needed tools to manage school and life.

After being diagnosed with ADHD herself in high school, Jordyn experienced firsthand how powerful executive function skills can be once you have the right strategies in place.

That personal experience fueled her passion for creating something bigger.

With a degree in Psychology from UCLA and years of mentoring students, Jordyn launched Just Start LA to fill the gap she saw in traditional education.

In addition to her own lived experience, Jordyn completed the certification program with EFCA, which gave her the structure, strategies, and community to deepen her impact.

You can check out Jordyn's EF coaching practice at juststartla.com

And, find Jordyn on Instagram @juststartla and on TikTok @juststartwithjordyn

Here is the full interview 👇

1. What inspired you to add executive function coaching to your existing tutoring business, and what drew you to this specific certification program?

I realized early on that students and families needed more than just subject tutoring.

They were struggling with the how of learning things like self-advocacy, emotional regulation, problem-solving, breaking down tasks, and staying organized.

I kept seeing bright students fall behind not because they didn’t understand the material, but because they lacked the executive function skills to manage school and life.

On a personal level, I was diagnosed with ADHD in high school, and I know firsthand how transformational executive function skills can be.

Once I was given the right tools and support, everything started to click. I was finally able to succeed and feel confident in my own abilities.

That experience made me even more passionate about helping other students access the same kind of support.

I was drawn to this specific certification program because it aligned with everything I believe in: collaboration, compassion, and a student-centered approach.

It gave me the structure, strategies, and language to level up my work and most importantly, it gave me a community of like-minded professionals who are just as passionate about this work as I am.

2. Before you started this program, you already had a tutoring company. What made you decide it was time to level up with EF coaching?

Before starting this program, I already had a tutoring company, but I kept noticing a gap in education that traditional tutoring couldn’t fill.

So many students didn’t just need help with content; they needed support with how to manage school like planning, organizing, prioritizing, and following through.

I knew I wanted to grow and be more than just someone who helped with homework.

I wanted to be on my students’ team in a deeper way, helping them build the skills to become independent, confident learners.

Executive function coaching gave me the tools to do exactly that and more. It’s transformed the way I support my students and families today.

3. As someone who started this at a younger age, what was your biggest fear or hesitation before enrolling and how do you feel about that now?

Before enrolling, my biggest fear was imposter syndrome.

I was starting this journey at a younger age, and I wasn’t sure if people would take me seriously or trust me to help their children.

I kept thinking I needed more experience, more years under my belt and honestly, I had read so many statistics about how hard it is to start a successful business, especially in such a specialized field.

Looking back now, I’m so glad I didn’t let those fears stop me.

The certification gave me the tools, language, and confidence I needed to show up with real value.

I've built a practice based on trust, strong relationships, and real results.

My age has actually helped me connect with students and families in a unique and relatable way. What once felt like a limitation has become one of my greatest strengths.

4. How did you land your first executive function coaching client and what did you learn from that experience?

I landed my first executive function coaching client through a local therapist who knew I was training to become a coach.

She had a student who wasn’t benefiting from therapy in the traditional sense, instead what she really needed was support with executive functioning. This student was also dealing with a chronic illness, which made things even more complex.

Working with her taught me so much. I learned the importance of meeting students where they are, especially when they’re facing personal or medical challenges.

It became clear how essential it is to take a flexible, compassionate approach that balances structure with understanding.

Most importantly, I realized how powerful a team-based approach can be. That experience solidified my belief that it truly takes a village.

Collaborating with therapists, educators, and families allowed us to support her in a more meaningful and sustainable way.

That model has shaped how I work with every student since.

5. What shifts did you make in terms of your rates after taking the certification course? What drove you to make those changes?

After completing the certification course, I was able to raise my rates with confidence.

The training gave me the tools, strategies, and deeper understanding to bring far more value to the students and families I work with.

What really pushed me to make that shift, though, was working with Sean.

He helped me believe in the value of what I offer and encouraged me to own my expertise.

I no longer felt like I had to prove myself; I knew I was equipped to truly help others.

That mindset shift made all the difference.

6. What tools or strategies from the certification helped you most in deepening your client impact?

One of the most impactful tools from the certification has been family team meetings.

They’ve allowed us to create alignment, clarity, and stronger communication between students, parents, and coaches. These meetings give families a shared language and a structure to work from, which makes the coaching more sustainable at home.

But honestly, the best part of this journey was the community.

The relationships I built with fellow coaches, especially my “fairy godmothers”, have been a source of inspiration, support, and collaboration ever since.

That sense of connection and shared purpose continues to shape my work every day.

7. What new challenges came up as you made the shift from tutoring to EF coaching, and how have you worked through those?

Shifting from tutoring to EF coaching brought a whole new layer of complexity and opportunity.

One of the biggest changes has been working closely with broader support teams, including neuropsychologists, pediatricians, psychologists, psychiatrists, and schools.

While this collaboration is incredibly valuable, it also presents challenges in communication and aligning goals. I’ve learned to work through this by being clear, responsive, and proactive.

I do this by making sure all parties are on the same page and that the student’s needs stay at the center of every decision.

I’m also now navigating deeper family dynamics and working with systems that may not have been functioning well for a long time. Sometimes I coach multiple members of a family, which requires a thoughtful and individualized approach.

I work through this by listening carefully, setting clear boundaries and expectations, and helping families create systems that feel sustainable.

I approach each situation with empathy but also a firm belief that things can change with the right support.

Another shift is the level of investment. EF coaching is a bigger commitment in both time and resources, and some families come in expecting quick fixes.

I work through this by having honest conversations early on, educating families about the long-term process, and helping them see that EF skills aren’t just for school, but they’re their life tools.

Many parents believe their child just needs tutoring to “get through” a class or raise a grade, when the root issue is often a lack of structure, emotional regulation, or study strategies.

I’ve learned to highlight small wins, show progress through reflection tools and feedback, and empower students and parents to trust the process.

Ultimately, working through these challenges has helped me grow as a coach and deepen the impact of my work. Every obstacle has been a chance to build more trust, clarity, and long-term success for the families I support.

8. What kind of results have you seen in your clients since adding EF coaching? And what impact has this had on your own life?

Executive Function coaching has had a transformative impact across all ages—from tweens to parents.

For younger students, it builds foundational habits like time management, organization, and following routines, helping them feel confident and proud of themselves.

Teens learn to prioritize, self-start, and manage long-term assignments, reducing stress and increasing motivation.

Young adults use coaching to build independence and structure during big life transitions, often evolving into self-driven, confident leaders.

Adults benefit in both personal and professional settings—learning to avoid burnout, stay organized, and be present.

And for parents, EF coaching brings relief, validation, and a clearer path forward—strengthening family communication and trust.

Across the board, we’ve seen our clients become resilient, independent, and empowered. Watching their small wins turn into major breakthroughs is one of the greatest joys of this work. 

Adding Executive Function coaching to my practice has been one of the most meaningful shifts in my life - both professionally and personally.

It’s not just about helping students and families organize their time or manage homework; it’s about watching people realize they are capable, worthy, and powerful in their own way.

Every session reminds me how deeply people need to feel seen, supported, and believed in. EF coaching has allowed me to connect with clients on a soul level - celebrating their small wins, walking with them through hard moments, and watching them blossom into more independent, self-assured, and resilient humans.

It’s also changed me: how I show up in my own life, how I care for myself, and how I structure my energy.

The growth I witness in others inspires my own growth. I honestly don’t go a day without getting emotional about how grateful I am to do this work. It’s the greatest gift.

9. How do you define success as an EF coach now, and has that definition changed since you started this journey?

When I first started this journey, I defined success as helping students bridge the gap in their education by giving them the structure, tools, and accountability they needed to catch up and keep up. That definition was powerful, but it’s evolved as my work has expanded.

Today, I see success not just as helping someone achieve a better grade or finishing an assignment, instead it’s about sustainable growth, across all areas of life.

Now that we work with adults, parents, and even entire families, our definition of success is much more holistic. It's about helping people of all ages gain independence, advocate for themselves, and build confidence.

Our updated motto is “Where growth begins”.

It’s not a one-time transformation. It’s an ongoing journey toward personal development, no matter where someone starts.

Success also now includes the relationships we build in our community. We’ve begun working with nonprofits, joining networking groups, and participating in philanthropic events.

Watching our clients grow and being part of a larger impact in the world is how I define success now. It's deeply personal, rooted in connection, and incredibly rewarding.

10. What advice would you give to someone considering this certification program or starting their EF coaching business from scratch?

Getting certified and starting my own executive function coaching business has been the best decision of my life. It has truly been a game changer.

My biggest advice is to give it your all: fully commit to learning, be brave about putting yourself out there, and don’t hesitate to ask questions.

Building your knowledge is important, but equally valuable is expanding your network by connecting with others in the field will inspire you and open doors.

One thing that made a huge difference for me was finding a cohort within the program.

Having a community of peers to hold each other accountable, meet regularly, and share feedback is invaluable.

My cohort and I meet at least once a month to check in, refine our practices, and support one another.

If you’re ready to dive in, be prepared for a rewarding journey full of growth, challenges, and meaningful impact.

11. What is your tech stack?

Our tech stack is all about simplicity, structure, and supporting our clients visually and practically:

• Canva – We create beautiful, easy-to-use templates for SMART goals, checklists, and visual routines that make executive functioning feel approachable.

• Skylight Calendar – A game-changer for visual learners and busy families. We use it to create consistent daily routines and keep students on track in a way that’s clear and motivating.

• Google Calendar – Essential for scheduling across our team and with clients. We often use shared calendars to model digital organization and time-blocking strategies.

• SMART Goals Templates – These help break big goals into manageable, measurable steps. We customize these for each client to build accountability and clarity.

Thank you Jordyn!

Jordyn’s story is a powerful reminder that meaningful change begins with connection and a willingness to take the first step.

With the right tools, training, and community, you can turn your passion for helping others into a career that creates real change for students and families beyond academics.

You can view Jordyn's EF Coaching practice at juststartla.com

Interested in starting your own executive function coaching business?

Join hundreds of educators and professionals who have completed our executive function coaching certification and are building profitable executive function coaching practices using their teaching experience.

You'll gain all the tools, templates, and techniques you'll need as a coach, plus you'll make new friends and have a community you can rely on to grow and learn. Learn more. 

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About Jordyn

Jordyn Shapiro is the Chief Executive Officer and Founder of Just Start, an educational company built on the belief that every learner deserves personalized, holistic support to thrive—academically and beyond.

Her journey began at age 15, when she started tutoring students in her community and quickly recognized the deep need for individualized guidance, especially around executive functioning and confidence-building.

A UCLA graduate with a degree in Psychology, Jordyn combined her academic background with her passion for mentorship and coaching to launch Just Start LA.

What began as a small tutoring effort has since grown into a comprehensive educational hub serving tweens, teens, young adults, and parents.

Just Start LA was created to bridge the widening gap in traditional education by offering practical, personalized tools to help clients stay organized, motivated, and self-aware.

Today, the company stands as a reflection of Jordyn’s unwavering dedication to helping others not just succeed in their academics, but thrive in life—rooted in the core values she’s carried since day one: connection, accountability, and the belief that it’s never too late—or too early—to just start.

You can check out Jordyn's EF coaching practice  at juststartla.com 

And, find Jordyn on Instagram @juststartla and on Tik Tok @juststartwithjordyn