Edify is expanding its leadership team with purpose. Three new leaders will assume daily operations, while our founders transition into board and advisory roles.
Leadership changes usually mark disruption. But our partners aren’t stepping away; they’re stepping up–into advisory roles.
After 15 years of steady growth, we are thoughtfully investing in specialized expertise. This shift will strengthen our ability to grow without losing the closeness, care, and client-first values that define Edify.
Milestones like this come when experience meets foresight. And especially when a team chooses to grow with intention over speed. Today, with a sense of gratitude and excitement, we are pleased to share something that has been quietly taking shape for some time.
We recognized it was time for new kinds of leadership to take the company forward. For years, our partners wore every hat imaginable to keep Edify thriving. In doing so, we built a strong reputation through word of mouth and satisfied clients.
But we knew what got us here wouldn’t take us where we’re going. Staying true to our philosophy of Coding for Good means constantly asking how we can do more, do better, and do good on a greater scale in EdTech. To do that, we needed leaders with the kind of expertise that could match this vision.
As Partner & Co-Founder Federico Hess explains:
“We’re expanding our leadership with people who bring exceptional talent and experience to Edify. They also feel inspired by our mission. That’s what makes this change exciting rather than risky.”
“For 15 years, Edify’s leadership came from the founders, and they built something really strong. What’s different now is that you’re adding leaders who bring experience from multinational companies. It’s like combining the best of both worlds—the boutique culture Edify already has, plus the outside knowledge to help us grow.”Alongside Michael, we brought on Krista Frysinger as Director of Sales and Marketing. She has nearly two decades of experience leading global teams at Deloitte, McKinsey, and Intel. At Deloitte, she managed the Olympic sponsorship and established the sales and marketing function for the firm’s Costa Rica office. Rounding out the leadership team, Victor González Barrantes joined as Director of Services. Victor brings deep operational experience from IBM, McKinsey, and Hakkōda, where he built and scaled different practices, from Project Management Office (PMO) teams to Managed Services Organizations.
We’re not chasing growth at the expense of what makes us different. With new leadership supported by our co-founders, we’re choosing stability, thoughtfulness, and impact.
For our clients, partners, and prospects, this shift translates into clear benefits:
Federico continues:
“When partners were fully invested in operational roles, it was hard to step back and see the bigger picture. This change gives us space to breathe, focus on long-term vision, and stay close to clients at the same time.”
For our team, it means new opportunities to learn and grow under leaders with global experience who can build new relationships and projects. Different clients push us to see challenges from fresh angles. It creates the kind of positive tension that fuels innovation.
This next chapter for Edify is proof of evolution. EdTech is constantly in motion. The first product is seldom the final one—it’s a starting point that evolves, responds, and improves. Edify’s own growth isn’t any different.
As Partner & Co-Founder Jasson Cascante reflects:
“Systems don’t end when the code is deployed. They grow and change, and so do we. That’s why our relationships last.”
Sustainable organizations work the same way. Leadership change is part of tending to the system’s long-term health. It’s making sure the experience of the past and the expertise of the present work together to guide what’s ahead.
For Edify, this transition keeps our founders close to strategy and clients, while new leaders drive the daily work forward. It’s how we’ll grow stronger, stay true to our values, and raise the standard of what’s possible in education.
Michael comes to Edify from Microsoft, where he built and scaled sales and operations teams.
With a background in corporate strategy and execution, he brings the structure to support Edify's next phase of growth.
Michael is based in San José, Costa Rica, where he enjoys spending time with his wife and 10-month-old daughter.
Krista has nearly two decades of experience leading global teams at Deloitte, McKinsey, and Intel.
She managed Deloitte's Olympic sponsorships in London, Sochi, and Rio, and later helped launch Deloitte's Costa Rica office by building its sales and marketing function.
She lives in San José, Costa Rica, with her husband, son, and Orange cat.
Victor has led global operations across IBM, McKinsey, and Hakkōda, where he built and scaled multiple practices.
A design thinking coach and TEDx speaker, he blends systems thinking with a people-first approach to leadership and transformation.
Victor is based in Heredia, Costa Rica, with his wife and twin boys.