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Susan Asay is the founder and Chair of Apex Social Group and CEO of the Apex Social Global Exchange Foundation, organizations dedicated to making the world more inclusive by unlocking the potential of children, families, and care professionals through live‑in developmental childcare and cultural exchange. Based in San Clemente, California, USA, since 2008 she leads a fully remote organization that has operated this way since inception.
After starting her career as a bricklayer in East Germany, Susan moved into banking and rose through the institutional investment world at Allianz, Dresdner Bank, and ultimately PIMCO in Newport Beach, California, where she served as a Vice President working with large pension and insurance clients. In 2008, driven by her own experience as a working mother searching for high‑quality, developmentally focused care, she left finance to found Apex Social.
Over the past 18+ years, Apex has supported thousands of families and placed more than 2,500 live‑in care professionals in 1, 2, 3, or 4‑year programs with families across the United States and Australia. Today, Apex operates in 5 countries, serves families in 36 regions across the U.S., and is run by a fully remote core team of 42+ people, with over 250 staff and care professionals working full or part time in the field and online. The organization has been recognized as Best Special Needs Child Care in the San Francisco Bay Area and honored on the Inc. 5000 list of fastest‑growing companies.
Guided by Apex’s core philosophy “Trust First, Stay Longer,” Susan has built a relationship‑based model that focuses on stability, continuity, and measurable outcomes for children and families. Her team invests deeply in trust‑based family intake, high‑touch matching, and structured ongoing support that keeps both families and care professionals engaged for the long term.
Susan is a certified Color Code Trainer and uses Dr. Hartman’s personality framework as a practical operating system for trust in hiring, leadership, and client relationships. A long‑time member of the Entrepreneurs’ Organization (EO) and graduate of the EO/MIT Entrepreneurial Masters Program, she regularly speaks to founders about resilience, motive‑based leadership, and scaling high‑trust service businesses.
Beyond business, Susan is a proud mother of four children (ages 5, 17, 20, and 46) and grandmother of two. She enjoys skiing and surfing in warm water and is passionate about helping entrepreneurs build companies that support both high performance and rich family lives.
Susan Asay is the founder and Chair of Apex Social Group and CEO of the Apex Social Global Exchange Foundation, based in San Clemente, California, USA. After starting her career as a bricklayer in East Germany, she rose through banking at Allianz and Dresdner Bank and became a Vice President at PIMCO in Newport Beach before leaving finance in 2008 to found Apex Social.
For 18+ years, Apex has operated fully remote, supporting thousands of families and placing over 2,500 live‑in care professionals in 1–4 year programs with children of all abilities across the US and Australia. Today Apex operates in 5 countries, serves 36 regions in the US, and is powered by a remote core team of 42+ with over 250 staff and care professionals working full or part time. The organization has been recognized as Best Special Needs Child Care in the San Francisco Bay Area and honored on the Inc. 5000.
Guided by the philosophy “Trust First, Stay Longer,” Susan is a certified Color Code Trainer, long‑time EO member, and EO/MIT Entrepreneurial Masters graduate. She is a mother of four (5, 17, 20, 46), grandmother of two, and loves skiing and surfing in warm water.
