From banking to boutique education: Lam Nguyen Bao’s mission to guide Vietnamese students abroad

His company, Song Nguyen Education, operates less like a high-volume business and more like an innovation lab, driven by his personal mission to systematically address the very gaps he once navigated as a student.

From pioneering experiential university tours to building transnational degree pathways, 37-year-old Bao is transforming his own deepest concerns about the challenges facing Vietnamese youth into tangible solutions.

The result is a resilient 'boutique' educational firm that not only survived the COVID-19 pandemic but is now poised to redefine how Vietnamese students access global opportunities.

The journey into education was not a direct one for Bao, a man with a commerce degree and a successful early career in international banking.

He describes his entry into the field as a moment of the profession choosing the person.

The idea was sparked by his father, a veteran educator, who suggested they build a company on the family's deep expertise.

For Bao, it was a compelling proposition.

"I felt very clearly that I was fortunate to have studied abroad and experienced an international education," he said in a recent interview.

"I wanted to use what I had to give back, to provide the right direction for other students so their journey would be much smoother."

This founding principle has shaped Song Nguyen into what Bao proudly calls his most important 'spiritual child.'

Its mission extends far beyond simply processing study-abroad applications.

"At each stage, I am always trying to improve and complete a comprehensive educational ecosystem," he explained.

"We help students perfect their skills, develop their thinking, and prepare their baggage to make accurate academic and career decisions."

The company's evolution is a direct reflection of Bao's problem-solving ethos.

"For over a decade in education, I've had many concerns," he stated.

"But instead of letting them stay as thoughts, I always try to turn them into concrete solutions — to become actual products or programs at Song Nguyen."

In 2014, he tackled a major flaw in the study-abroad industry.

"I noticed that most Vietnamese students decided to study abroad without any real experience of the learning environment," Bao recalled.

"They only heard information from consultants, who sometimes had never even set foot on the campuses they were promoting."

His solution was to launch 'Study Tours,' experiential programs that take students directly to universities in the United States, Australia, and Canada.

Participants tour campuses, stay in dormitories, sit in on actual classes, and meet local students.

The goal, he said, is for them to "touch reality" to make a truly informed choice.

More recently, in 2022, he turned his attention to a growing need for skills beyond academics.

"Many parents were starting to care about life skills, but there was a lack of structured training," he noted.

In response, Song Nguyen designed short-term programs focused on critical thinking, public speaking, and teamwork — what he considers core competencies for students "to not only study well but also live well and be resilient anywhere."

His biggest concern today is the escalating financial and logistical barriers to overseas study.

"The cost of studying abroad is rising, and getting a visa is becoming stricter, placing a great burden on parents," Bao said.

His latest innovation is a direct answer to this challenge: developing transnational, or pathway, programs in partnership with international colleges and universities.

This model allows students to complete the first one or two years of their degree in Vietnam, through online or hybrid learning, before transferring abroad.

"This not only saves on tuition and living costs but also helps students better prepare psychologically and academically," he explained.

His ultimate ambition is for Song Nguyen to become an "international education transit station," a hub where any young Vietnamese person, regardless of their starting point, can access a path to higher learning.

Underpinning these innovations is a unique and resilient business model.

Bao deliberately developed Song Nguyen as a 'boutique' firm, avoiding an overly commercial approach.

The company operates with a lean, versatile core team of just six or seven young people who manage projects in a rolling fashion.

Seasonal programs like summer camps and university admission cycles are handled sequentially, maximizing efficiency.

This structure proved critical during the COVID-19 pandemic.

"While many startups struggled financially due to maintaining large staff and office spaces, we, with our lean structure and strict cost management, were able to get through it gently and stably," Bao said with pride.

The company's reliance on remote work kept overheads low, while its strong reputation, built on word-of-mouth referrals from a loyal community of parents and students, minimized marketing expenses.

Bao's leadership philosophy is central to this success.

He has intentionally built a business that can function without his constant physical presence, empowering his team to be autonomous and proactive.

This frees him to embrace a 'workcation' lifestyle, finding creative inspiration by working from quiet cafes in Da Lat or Hoi An in the central parts of Vietnam.

"It helps me refresh my creative energy while maintaining work efficiency, without feeling tied to a rigid office model," he said.

Looking ahead, Bao is focused on expanding the reach of his skills development and university tour programs.

He holds a strong belief in their potential to create a positive ripple effect, where each empowered student can inspire others.

In a field often defined by numbers and placements, Bao stands out by focusing on a different metric: solving the real-world problems of his students, one thoughtful, innovative program at a time.