The Xello story: Where we've been and where we're going
A brief look back at the key moments that have shaped who we are today.
Our mission
In 1995, three friends stepped out of college with more questions than answers. Like many of their peers, they had faced the daunting challenge of figuring out what came next—what career would fit, where to start, and how to find purpose in work. That shared experience lit a spark: What if they could create something that gave young people the clarity and confidence they were lacking?
With a vision to empower students to chart meaningful futures, they set out to create something that had never existed before. By 1997, their ideas took shape—under the name Career Cruising, they launched a first-of-its-kind product that brought 150 careers to life through video, making it easier for students to picture themselves in real jobs. It was fresh. It was engaging. And it filled a clear gap in the market, leading to mass adoption.
Over the next two decades, that early concept grew and evolved into a robust, web-based career development platform embraced by K–12 schools, libraries, and workforce centers across North America. Its evolution was guided by the voices of educators who needed more—and it kept growing.
Then came a pivotal moment. As the team listened more closely to students’ stories of impact, a deeper need emerged: the experience needed to be more engaging. Students passively ‘cruising’ careers wasn’t enough to transform their lives. The experience had to put students in the driver’s seat.
At the same time, the education landscape was shifting—districts were rethinking how academic and career pathways worked together, and the once-dominant “college for all” mindset was starting to show its cracks. Yet the biggest player in the market (Naviance) was still focused solely on college-bound students, creating a gap for those whose paths looked different. Career Cruising had always served those students—the ones whose futures were just as ambitious, just as important, but often overlooked.
The founders saw a moment of truth. They could keep iterating—or they could reimagine everything. In 2014, they chose bold reinvention. A few years later they launched a modern, student-centered college and career readiness platform—and rebranded from Career Cruising to Xello.
Today, Xello is built on decades of insight and impact. Serving over 3,400 school districts and nearly 8 million students across the globe, Xello’s mission remains the same: to help every student find direction, purpose, and the confidence to shape their own future.
Our mission
A mission statement focuses on today and what the organization does to achieve it.
Our mission is to equip each and every student to explore, connect, plan and launch their path to success through a relentless commitment to student-centricity and an evidence-based approach to K-12 college and career readiness.
Our vision
A vision statement details where the organization aspires to go.
To help anyone, anywhere in the world, create a successful future through self-knowledge, exploration and planning.
Core values
The foundational beliefs that guide our actions, shape our culture, and define how we show up every day.
We are a diverse group united by our passion to improve people’s lives. We’re friendly, knowledgeable, and completely committed to helping build successful futures. Each and every day we are our genuine and best selves – with each other and the communities we serve.
- Fully commit. Play to win.
- Deliver delight to our users in everything we do.
- Solve the most important problems.
- Simplify.
- Deliver results. Be accountable to the metrics.
- Never stop learning.
- Trust and collaborate. Do great things together.
- Communicate honestly, often, and with mutual respect.
- Embrace change, risk, failure, and uncertainty.
The future
Learn more about where Xello’s going next.
