Practical guidance from people who’ve worked in schools.
School Choice Today was founded by Dr. Bill Redford, a California educator who has spent years helping families sort through their school options. Most parents don’t need a sales pitch. They need clear information, honest trade-offs, and good questions to ask.
That’s what this site aims to provide.
Meet the Founder
Dr. Bill Redford has spent more than 27 years in education. As a former California principal and the co-founder of several successful California charter schools, he has worked alongside hundreds of families as they weighed where their children would thrive.
Those conversations shaped a simple belief: parents are their children’s best advocates, and they make great decisions when they have clear, honest information. Every kind of school, whether district, charter, private, or home-based, can be the right fit for some children. The goal is helping each family find theirs.
Bill started School Choice Today to give families the practical, value-first guidance he wishes every parent had. That means plain-language explanations, useful checklists, and no sales pitch.
School Choice Today began in 2011, when Bill launched the original site with an article on how to select a school. Today it has grown into a resource for every stage, from kindergarten through college and career.
Our mission
To give families clear, neutral, practical guidance for every education choice, from kindergarten through high school and on to college, career, and technical pathways.
Our vision
Every family, whatever its background or budget, can understand its options and choose the path that fits each child, at every stage from the first day of school to the first step after graduation.
What we believe
- Every type of school can be the right fit for some children and the wrong fit for others. That includes neighborhood district schools, charters, private schools, homeschooling, and independent study.
- Parents deserve plain-language explanations of how enrollment, funding, and accountability actually work.
- Good decisions come from good information, not marketing.
What we don’t do
- We don’t rank schools or take sides between school types.
- We don’t give legal, tax, or individual placement advice.
- We don’t accept payment for editorial coverage. If we ever add partner links, we will label them clearly.
